This paper seeks to carry out a profile of the current buyer of store brands in Spain.
In the characterization of store brand consumer, the paper analyses socio‐demographic and psychographic variables. The psychographics considered are based on the study developed by Ailawadi, Neslin and Gedenk in the USA. A self‐administrated questionnaire was applied to a sample of 425 grocery shoppers.
The results of the study show that socio‐demographics are not powerful in identifying store brand consumers. However, psychographic traits are much more related to this behaviour. For example, these consumers are characterized by being market mavens, store loyal and price conscious; but they are not quality conscious.
The results of the present study have a practical interest and can be useful to both manufacturers and retailers. Manufacturers can develop strategies to retain no store brand prone consumers. Retailers should pay special attention to their brand management, in terms of quality, variety and price.
In view of the increasing relevance of store brands, this paper makes an updated assessment of variables considered in previous studies and contexts but not studied in Spain.
Martínez, E. and Montaner, T. (2008), "Characterisation of Spanish store brand consumers", International Journal of Retail & Distribution Management, Vol. 36 No. 6, pp. 477-493. https://doi.org/10.1108/09590550810873947
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