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the consumer-related factors influenced store brand success.
We focus on explaining why store brands can succeed from a
consumer point of view. From the consumer perspective, store
brands are quite unique in that they are the only brand that
recurs throughout the store; even the largest manufacturers do
not
come close to the private labels in terms of storewide coverage.
Throughout the past two decades, researchers have identified
and investigated a large number of consumer factors related to
store brands in order to better understand store brand
success. From elementary analysis of these studies, it is
evident that the literature on the magnitude and direction of
consumer
behaviour towards store brands is variable in its findings;
individual studies do not efficiently explain the consumer
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unintentionally.
Since published articles have been screened through the peer
review process, we followed prior literature in excluding
conference papers, working papers and dissertations from our
sample (Chen
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Pattern of consumer behaviour towards store brands
There are two types of consumer behaviour towards store brands:
one is store brand proneness and the other is store brand
purchase. Store brand proneness explains the probability of
store brand purchase; it is widely used in most survey-type
studies about consumer behaviour towards store brands
(Sethuraman & Cole 1999; Manzur
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relationship between age and store brand proneness (Burton
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is positively related to store brand proneness (Mieres
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In terms of socio-demographic factors, only household size (r =
+0.069, p < 0.05) is consistent with traditional hypotheses,
and
has significant and positive influence on consumer behaviour
towards store brands, but its impact is weak. The impacts of
age, education level and household income on consumer behaviour
towards store brands are not significant.
Among shopping habit factors, deal proneness and impulsiveness
have no significant influence on consumer behaviour
towards store brands. The evidence also shows a significant and
positive association between consumer behaviour towards
store brands and store loyalty (r = +0.149, p < 0.05),
innovativeness (r = +0.115, p < 0.05) and familiarity with store
brands (r
= +0.0360, p < 0.05). Familiarity with store brands has a
relatively strong impact on consumer behaviour. Brand loyalty
to
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national brands (r =
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Market context
The influence of household size is evident with respect to
consumer behaviour in the American market (r = +0.112), which
is
stronger than in the European market (r = +0.033); the influence
of store loyalty on consumer behaviour is also significantly
stronger in the American market (r = +0.173) than in the
European market (r = +0.137). However, the influences of
national
brand loyalty in the American market (r =
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Product category may moderate the results of factors influencing
consumer behaviour towards store brands. The moderating
effect of categories on the influence of household size is not
significant. The negative influence of national brand loyalty
for
food (r =
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For retailers, it is necessary to maintain low-price store brand
strategies to attract price-conscious consumers and to
discourage them from switching back to national brands in the
long term. Because quality consciousness negatively influences
consumer behaviour significantly, to improve the competitive
position of store brands, a quality focus may be useful. From
the
results of the negative influence of price
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References
* indicates studies included in the meta-analysis sample
Ailawadi, K.L., Gedenk, K. & Neslin, S. (2003) Understanding
competition between manufacturers and retailers: an integrated
analysis of store brand usage and national brand promotion
usage. Working paper, Tuck Business School, Dartmouth.
*Ailawadi, K.L., Neslin, S.A. & Gendenk, K. (2001) Pursuing
the value-conscious consumer: store brands versus national
brand promotions. Journal of Marketing, 65
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choice dynamics. Journal of the Operational Research Society,
48
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Product & Brand Management, 4
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discount store context. Journal of Consumer Marketing, 22
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http://www.plma.com/
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About the authors
Xiaojun Fan is associate professor at the school of marketing
and logistics management, Nanjing University of Finance and
Economics. His research focuses on channel strategy and brand
management.
Yi Qian is assistant professor at Kellogg school of management,
Northwestern University. Her research focuses on brand
management.
Pei Huang is professor at the school of management, Fudan
University. His research focuses on channel strategy and
marketing model.
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