Profiles heavy buyers of store brand products and compares them
with light buyers in terms of demographics, socio‐economic, and
attitudinal variables. The results suggest that younger, unmarried, and
smaller sized households tend to avoid store brands. As compared with
heavy buyers, light buyers of store brands are less familiar with them
and perceive them to be of lower quality, less value for money and as
riskier choices.
The authors examine the relative importance of extrinsic versus intrinsic cues in determining perceptions of store brand quality in an experiment using a sample of 1564 shoppers for five products. Results of the experiment suggest that consumers’ evaluations of store brand grocery items are driven primarily by the extrinsic cues that these products display rather than intrinsic characteristics. In addition, the authors found that a value for money orientation taken by retailers in the marketing of their private label lines may represent a suboptimal strategy; they recommend a quality orientation.
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