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Private Labels (PL) continue to grow in sales and portfolio, driven by the increasing interest from both retailers and consumers toward PL. There has been continuous research in the field, and even after the constant improvement in the quality of PL products, the main concern faced by consumers when deciding whether to switch from National Brands to PL is the perceived risk. We test three different promotions, Price Promotion, Extra Warranty, and Free Returns, to evaluate the effectiveness to increase consumer PL purchase decisions and reduce perceived risk. This paper conducted three studies, to measure the main effect of the promotions on PL purchase decisions, PL purchase intention, and perceived risk. The effect was measured using an online base purchase scenario. A total of 300 participants were collected using Prolific Academic to collect the data. All three strategies were found to positively influence consumer purchase decisions of treated Private labels, varying across product price ranges. Study 3 shows that perceived risk mediates the effect of the promotion strategies. Also proving that results are still significant for “self” and “others” purchase scenarios.

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