The Influence of Private Label Grocery Brands on Middle-Class Consumers (30-45) in China’s Supermarket Industry.

The growing presence of private labelling brands (PLBs) in China's supermarket landscape has prompted investigation of middle-class consumer perceptions, purchasing behaviour, and the willingness to switch from national brands. The purpose of the current study is to explore the influence of PLBs on middle-class consumers between the ages of 30 and 45 in China’s supermarket industry. Using a sample of 10344 respondents, the findings reveal a weak, but statistically significant positive correlation between the quality of PLB and the willingness to switch to a PLB from a national brand, while price perception negatively influences the switching behavior. Brand trust and supermarket reputation unexpectedly negatively affect the adoption of PLB, which points to the idea that consumers with strong trust in national brands or reputable supermarkets are less inclined to switch. In addition, a significant relationship exists between past shopping frequency and switching behaviour, indicating that consumers who regularly purchase PLBs are open to further adoption. The findings challenge traditional marketing theories, such as trust in PLBs does not essentially drive switching behaviour.