To read the full version of this content please select one of the options below:

Correlates of store brand proneness: some empirical observations

Alan Dick (Assistant Professor of Marketing at the School of Management, University at Buffalo, New York, USA.)
Arun Jain (Professor of Marketing Research, at the School of Management, University at Buffalo, New York, USA.)
Paul Richardson (Assistant Professor at the School of Business Administration, Loyola University of Chicago, Chicago, Illinois, USA.)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 October 1995

Abstract

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.

Keywords

Citation

Dick, A., Jain, A. and Richardson, P. (1995), "Correlates of store brand proneness: some empirical observations", Journal of Product & Brand Management, Vol. 4 No. 4, pp. 15-22. https://doi.org/10.1108/10610429510097663

Publisher

:

MCB UP Ltd

Copyright © 1995, MCB UP Limited