Factors influencing the price premiums that consumers pay for national brands over store brands
Abstract
Identifies some managerially relevant factors that influence the size of the price premium that consumers will pay for national brands over store brands in grocery products. We define price premium as the maximum price consumers will pay for a national brand over a store brand, expressed as the proportionate price differential between a national brand and a store brand. Overall, perceived quality differential accounts for about 12 percent of the variation in price premiums across consumers and product categories and is the most important variable influencing price premiums.
Keywords
Citation
Sethuraman, R. and Cole, C. (1999), "Factors influencing the price premiums that consumers pay for national brands over store brands", Journal of Product & Brand Management, Vol. 8 No. 4, pp. 340-351. https://doi.org/10.1108/10610429910284319
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited