Factors Influencing Purchase Intention of PLB’s in Food Products from Azerbaijan Retailing Industry

This study focuses on a particular retail segment-the private label products in retails and the factors influencing consumers’ purchase intention of private label brands. The purpose of the study is to conduct a research on how the personal characteristics of consumers (price consciousness, value consciousness, frugality, quality consciousness, risk aversion, social risk perception) and store image influence private label attitude and purchase intention of Azerbaijan major retailing industries.Based on a sample of 219 customers, the results show that price is not the main factor affecting the purchase of private brands, and risk aversion and quality awareness are the strongest predictors. However, the quality -related consumers are not optimistic about the food industries. The literature review on private label products proved to be scarce, which raised a challenge in exploring the main differences among factors influencing purchase intention for this specific product category. The results of this study are useful for manufacturers and retailers. Keywords: retailing, brand management, private label, Azerbaija