Assessing the Effectiveness of In-Store Promotions for Private Label Brands in Retail Stores

Abstract

In an era marked by intense market competition and evolving consumer preferences, the pivotal role of In-Store Promotions (ISPs) in shaping the success of Private Label Brands (PLBs) is of crucial importance. This research paper delves deeply into the dynamic landscape of ISPs and their profound impact on the market performance of PLBs within the contemporary retail environment. Using a descriptive research design, the study aims to assess the effectiveness of ISPs for PLBs and explore their influence on Consumer Observation (CO), Consumer Interest (CI), and Purchase Behaviour (PB). Primary data were collected from 206 customers of various supermarkets using a purposive sampling method. A structured questionnaire was disseminated using Google Forms to gather data. The data underwent statistical analysis, including Correlation, Regression, and Mediation analysis, utilising the SPSS 24.0 software package. The findings of this study reveal a positive relationship of CO and CI with PB, underscoring the substantial significance of ISPs for PLBs. Additionally, the analysis unveiled the mediating role of CI in the CO - PB relationship. These research findings offer valuable insights that can enhance ISPs and deepen our understanding of consumer preferences within the dynamic retail industry landscape.