Buying Private Label Durable Products: Influence of Perceived Risk and Anticipated Satisfaction

Based on the purchase of a plasma television, this present study analyses the influence of general satisfaction with private labels, perceived similarity, in terms of quality between the private label brand and the manufacturer brand, perceived risk associated to the purchase, and anticipated satisfaction with the purchase, on intention to purchase private label brand durables. Anticipated satisfaction with the purchase and perceived risk are not usually contemplated in the literature. Study of a sample of 434 individuals shows the influence of general satisfaction with the private label brand and perceived similarity of quality on risk dimensions and the strong influence of risk and anticipated satisfaction with the purchase on the private label brand purchase intention.