How consumers evaluate store brands

Alan Dick (Assistant Professor of Marketing, University at Buffalo, School of Management, Buffalo, NY, USA)
Arun Jain (Samuel P. Caper Professor of Marketing and Chairman, University at Buffalo, School of Management, Buffalo, NY, USA)
Paul Richardson (Assistant Professor of Marketing, School of Business Administration, Loyola University, Chicago, IL, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 April 1996


Using a sample of 872 shoppers and data for 14 products, tests the degree to which extrinsic cue reliance differs between “store brand” versus “non‐store brand” prone consumers. Results indicate that store brand prone consumers exhibit significantly less reliance on extrinsic cues in quality assessment. Reliance on brand name had an especially strong effect in forming taste expectations. Price reliance had a marked effect in determining perceptions of quality and reliability of ingredients. Discusses the implications for management.



Dick, A., Jain, A. and Richardson, P. (1996), "How consumers evaluate store brands", Journal of Product & Brand Management, Vol. 5 No. 2, pp. 19-28.

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Copyright © 1996, MCB UP Limited

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