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Factors influencing consumer behaviour towards store brands: evidence from the French market

Mbaye Fall Diallo (Department of Marketing, IMMD, Univ Lille Nord de France‐Skema Business School, LSMRC Lab, Roubaix, France)
Jean‐Louis Chandon (Department of Marketing, IAE Business School, Aix‐Marseille University, CERGAM Lab, Aix‐en‐Provence, France)
Gérard Cliquet (Department of Marketing, IGR‐IAE, University of Rennes 1, CREM UMR 6211 Lab, Rennes, France)
Jean Philippe (Department of Marketing, Faculté d'Economie et de Gestion, Aix‐Marseille University, CERGAM Lab, Aix‐en‐Provence, France)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 3 May 2013

8372

Abstract

Purpose

This paper aims to investigate how consumer and image factors as well as store familiarity influence store brand (SB) purchase behaviour. SBs are now widely offered by European mass retailers. However, consumer behaviour toward SBs is not yet clearly understood in all European markets.

Design/methodology/approach

The authors analysed data collected from 266 respondents and used structural equation modelling to test the main hypotheses. They then carried out ANOVA and MANOVA analyses to test the effect of store familiarity on SB purchase behaviour.

Findings

Results indicate that store image perceptions, SB price‐image, value consciousness, and SB attitude have significant and positive influence on SB purchase behaviour. Store familiarity positively influences SB choice, but not SB purchase intention. None of the socio‐demographic variables (age, gender, household income, and family size) included as control variables have an effect on SB choice.

Research limitations/implications

The study is limited because it did not account for the effect of product categories on SB purchase behaviour. Consequently, results cannot be determined for different product categories. It would also be appropriate to measure SB choice in a more concrete way, such as using scanner data.

Practical implications

Findings highlight the importance of value consciousness, store image perceptions, and SB price‐image on SB purchase behaviour. They also show greater popularity of SB products among consumers, including those with high household income.

Originality/value

There is increased value to retailers in studying how consumer and image factors jointly influence SB purchase behaviour, whilst also accounting for store familiarity instead of brand familiarity.

Keywords

Citation

Fall Diallo, M., Chandon, J., Cliquet, G. and Philippe, J. (2013), "Factors influencing consumer behaviour towards store brands: evidence from the French market", International Journal of Retail & Distribution Management, Vol. 41 No. 6, pp. 422-441. https://doi.org/10.1108/09590551311330816

Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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