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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/10610429610119405. When citing the article, please cite: Alan Dick, Arun Jain, Paul Richardson, (1996), “How consumers evaluate store brands”, Journal of Product & Brand Management, Vol. 5 Iss: 2, pp. 19 - 28.

Points out that, although blind tests have generally revealed that consumers can detect little difference between store brand and national brand products, private brands still only have a small market share (14.9 percent). Using an environmental psychology model as the study framework, which postulates a stimulus‐response process, examines the effects of store atmosphere on consumer evaluations of private brand grocery products. Analyzes the results which show that store aesthetics do influence consumer perceptions of store brand quality. Discusses the managerial implications of the findings and the limitations of the study, and makes suggestions for future research.

Reports on a preliminary study which examined the impact of membership fees on consumer attitude and choice. Consumers participated in a computerized simulated shopping experiment in which repetitive choices were made from a set of videotape rental stores. Paying a membership fee had a short‐term impact on attitudes and choice. It is suggested that it is often a wise practice for retailers to build membership fees (even very small ones) into their pricing structure. Paying such a fee appears to make consumers resistant to the offers of competitors in the short run and may provide some insulation from competitive attacks.

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.

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.

A new sales and marketing director has been appointed by Prodorite Ltd, the Wednesbury based manufacturers of corrosion resistant finishes for industry.

As suggested in the lyrics from the popular Beach Boys song, students may be expected, by themselves and/or others, to ‘be true’ to their school; to be loyal to their alma mater. It is likely that the reader can readily recall their own school ‘fight’ song and rousing cheers at sporting events touting the superiority of the home team.

This paper aims to begin to remedy deficiencies in the understanding of how the increased focus on service, even in manufacturing environments, relates to consumer desire for relationships. The role of relationships in both services and physical goods has taken on a new meaning that should be further explored.

The qualitative study reported in this paper examines the extent to which consumers feel that they are in relationships with companies from a variety of product categories that range from search goods (easy to evaluate in advance of purchase) to credence goods (difficult to evaluate). The analysis is based on semi-structured interviews with 20 customers.

The results identify when consumers place an emphasis on specific relational behaviors in evaluating the product use experience. Specifically, trust, commitment and expertise seemed more important when products were difficult to evaluate in advance, whereas social benefits and special treatment were mentioned with search and credence products more than experience products.

The results are exploratory and should be replicated and extended utilizing a larger, more representative sample before they are generalized to market.

The results have important implications for practitioners in both manufacturing and service industries, as they decide when and how to differentiate their service components and pursue relationships with consumers. Firms need to stand out from a service perspective.

The manuscript develops a more robust understanding of the relational behaviors that matter to customers and provides recommendations about how to best manage them.