Consumer characteristics and demand for store brands
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 May 2007
Abstract
Purpose
Store brands represent an important part of the consumer goods market and a prominent research area. The purpose of this paper is to address a well‐defined problem of store brand research and is concerned with individual characteristics that explain heterogeneous preferences for store brands. Understanding how preferences vary with consumer factors is a key element in developing successful marketing strategies.
Design/methodology/approach
A survey is designed and implemented to a large random sample of consumers, using computer‐assisted telephone interviewing.
Findings
Specific consumer characteristics are associated with interpersonal differences in store brand demand. Store brand preferences derive from a broader evaluation process, in which quality has the most significant role. The results also demonstrate the changing image of store brands, the endorsement of such products by consumers of higher socio‐economic status, and lead to important implications for both retailers and manufacturers of consumer products.
Originality/value
The paper introduces random sampling and telephone interviewing to store brand research and provides new insights for managers and researchers.
Keywords
Citation
Baltas, G. and Argouslidis, P.C. (2007), "Consumer characteristics and demand for store brands", International Journal of Retail & Distribution Management, Vol. 35 No. 5, pp. 328-341. https://doi.org/10.1108/09590550710743708
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited