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Article
Publication date: 5 August 2014

Rituparna Basu, Kalyan K. Guin and Kalyan Sengupta

The purpose of this paper is to explore store choice behaviour of Indian apparel shoppers and analyses the factors influencing their choice of retail formats from an emerging…

1221

Abstract

Purpose

The purpose of this paper is to explore store choice behaviour of Indian apparel shoppers and analyses the factors influencing their choice of retail formats from an emerging market perspective.

Design/methodology/approach

The research draws on a data set of 336 structured questionnaires with adult urban Indian respondents to understand their perceptions about organised and unorganised apparel store formats. The exploratory study uses a comprehensive list of demographics, shopping situations and format stimuli parameters along with two established psychographic scales to assess the extent of their effect on the store choice of apparel shoppers.

Findings

Factor analysis revealed five well defined store attributes influencing the apparel shoppers’ decision. The growing market for organised retail with a preference for multi brand stores is highlighted. The study establishes that the shoppers’ perception of single-brand stores is still going through a formative phase. Further at the micro level of the decision process, significant differences are established by a number of variables.

Research limitations/implications

The paper explores the store choice behaviour from a wider perspective that may be useful for future research on developing integrated store format choice models. However, the data used herein relates to a cross-section of shoppers in urban India due to the feasibility and convenience of studying relatively organised retail forms and structure of retail in an emerging market environment.

Originality/value

The paper attempts to enumerate befitting analyses of factors that influence the store choice behaviour of apparel shoppers by using apt format classifications that are specific to the emerging retail market scenario in India.

Details

International Journal of Retail & Distribution Management, vol. 42 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 June 1998

Praveen Aggarwal and Taihoon Cha

Sales and market share of storebrands have been growing significantly at the expense of national brands. The decision to purchasea store brand or a national brand has been modeled…

2534

Abstract

Sales and market share of store brands have been growing significantly at the expense of national brands. The decision to purchase a store brand or a national brand has been modeled in this paper. The proposed model provides an explanation for the existence of asymmetric price competition between store brands and national brands. The article proposes and empirically demonstrates the existence of a reference threshold as the key criterion underlying this choice. It also shows that the decision to buy the store/national brand is not influenced by the store brand’s price or price promotions, or the magnitude of the difference between the threshold and the national brand’s price.

Details

Journal of Product & Brand Management, vol. 7 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 September 1991

Katrina Ellis and Mark D. Uncles

The role of private labels in consumer choice isstudied by considering two issues: do privatelabels affect the way people buy within a store,and do they affect the way people…

Abstract

The role of private labels in consumer choice is studied by considering two issues: do private labels affect the way people buy within a store, and do they affect the way people choose between stores? The revealed behaviour of consumers is studied, both descriptively and using a very general model of behaviour, the Dirichlet. Some examples are presented which show that within a store, the way consumers buy private labels is similar to the way they buy brands, and that for the buying of a product at different stores, consumers patronise stores with private labels in much the same way as stores without them.

Details

British Food Journal, vol. 93 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 October 2003

George Baltas and Paulina Papastathopoulou

Considers the brand and store choice behaviour of grocery shoppers and explores relationships among consumer characteristics, brand choice criteria and store selection criteria. A…

6874

Abstract

Considers the brand and store choice behaviour of grocery shoppers and explores relationships among consumer characteristics, brand choice criteria and store selection criteria. A survey was carried out to collect data on demographic profiles and decision criteria of shoppers in the Greek grocery sector. The data were collected through in‐store, personal interviews and subsequently analysed using descriptive as well as optimal scaling methods. The data reveal asymmetric evaluations of choice criteria and some clear and interesting patterns regarding the two choice processes. In addition, several associations between brand and store preferences are identified and related to specific demographic characteristics of the consumers. The present work is a first attempt at addressing these issues in the grocery Greek market and leaves considerable room for further research.

Details

International Journal of Retail & Distribution Management, vol. 31 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 October 1997

George Baltas

Understanding the store brand buyer is a central issue for strategic brand management because of the increasing market shares of private label products. Offers an analytical…

13144

Abstract

Understanding the store brand buyer is a central issue for strategic brand management because of the increasing market shares of private label products. Offers an analytical framework and introduces a behavioral approach for understanding what makes consumers more responsive to store products. For the first time, uses panel data in a choice model which is shown to explain actual behavior successfully. Identifies many important determinants of store brand proneness and yields clear implications for marketing managers of both national and retailer brands.

Details

Journal of Product & Brand Management, vol. 6 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Book part
Publication date: 1 February 2007

Serdar Sayman and Jagmohan S. Raju

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

Article
Publication date: 10 August 2015

Mbaye Fall Diallo, Steve Burt and Leigh Sparks

The purpose of this paper is to investigate the role of image and consumer factors in influencing store brand (SB) choice between two retail chains (Carrefour and Extra) in a…

1922

Abstract

Purpose

The purpose of this paper is to investigate the role of image and consumer factors in influencing store brand (SB) choice between two retail chains (Carrefour and Extra) in a Latin American market, Brazil. SBs are increasingly offered by retailers in emerging markets. What is less clear, however, is how emerging market consumers make their choices between the SBs on offer from different retail chains.

Design/methodology/approach

A mall-intercept survey conducted by a Brazilian market research company generated 600 usable questionnaires collected in two retail chains. Structural equation modelling was used to test a series of proposed hypotheses.

Findings

The results revealed that SB attitude, SB price-image, store image perceptions, SB perceived value and SB purchase intention have significant and positive direct or indirect effects on SB choice overall, and for each retail chain. However, for price-related constructs, the relationships are stronger for the Extra chain compared to the Carrefour chain. Results show that the Brazilian market presents some departures from both developed and other emerging countries.

Research limitations/implications

Respondents were consumers in only one Latin American market (Brazil) and shoppers of only two retail chains. Caution should therefore be exercised when generalising the results to other markets in Latin America.

Practical implications

Understanding which factors influence consumer choice of SBs in an emerging market while taking into account the presence of different operators allows retailers to launch new SB programs and implement the appropriate strategies to increase SB sales in this market.

Originality/value

The main contribution of this research lies in clarifying consumer behaviour towards SBs in an emerging Latin American market. It fills a major gap in the marketing literature and research in stressing the need to rethink the application of conventional business models to Latin America.

Details

European Business Review, vol. 27 no. 5
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 3 April 2020

Joseph Kaswengi, Mbaye Fall Diallo, Houcine Akrout and Pierre Valette-Florence

This study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic…

1157

Abstract

Purpose

This study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions.

Design/methodology/approach

The study uses purchase records from MarketingScan's Behaviour Scan panels (a GFK – Mediametrie Company) covering the period from 2008 to 2009. The panel analysed represents a sample of 2,149 households representative of the national population.

Findings

Results indicate that regular price and relative brand price increase high-equity cosmetic brand choice over both low- and medium-equity brands, while reference price decreases it. Brand feature promotion activity and joint promotion positively affect high-equity cosmetic brand choice, whereas display promotion decreases it. In comparison to medium-equity cosmetic brands, gender and education slightly increase high-equity cosmetic brand choice, while age decreases it. Surprisingly, household income does not affect high-equity cosmetic brand choice. The effect of regular price decreases over worsening macroeconomic conditions. However, the effect of relative brand price decreases between low and moderate contraction periods, but increases between moderate and high contraction times. Feature promotion is effective only when the contraction is moderate, while the negative effect of display promotion is stable over time.

Originality/value

The paper underlines the moderating role of macroeconomic conditions on the relationship between pricing decisions as well as promotion activity and consumer choice of high-equity cosmetic brands.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 December 1998

Kau Ah Keng, Mark Uncles, Andrew Ehrenberg and Neil Barnard

The equilibrium structure of packaged goods markets in Japan resembles that in Western economies: brands compete against each other in largely unsegmented markets, with the extent…

3073

Abstract

The equilibrium structure of packaged goods markets in Japan resembles that in Western economies: brands compete against each other in largely unsegmented markets, with the extent of consumers’ brand‐switching and divided loyalties between brands largely predictable from the differing market‐shares of brands. Presented is an analysis of brand loyalty for packaged goods in Japan and comparisons are drawn with brand loyalty in Western industrialized countries such as the UK and USA. The effects of brand‐specific differentiation are embodied principally in the size distribution of brands.

Details

Journal of Product & Brand Management, vol. 7 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 13 February 2009

Natalia Rubio and María Jesús Yagüe

The purpose of this paper is to understand the intra‐ and inter‐category differences of the store brand market share. Strategic, structural and performance factors are considered…

1723

Abstract

Purpose

The purpose of this paper is to understand the intra‐ and inter‐category differences of the store brand market share. Strategic, structural and performance factors are considered to be explanatory.

Design/methodology/approach

The paper proposes four possible alternative fixed‐effects panel models for the data. The empirical analysis is performed on the Spanish consumer goods market in 50 traditional categories during the period from 1996 to 2000, when these brands consolidated their position as the best choices on the shelves.

Findings

The paper obtains consistent results for the four models proposed. The analysis of these reveal which strategic, structural and performance factors influence the store brand market share and how they influence it at intra‐ and inter‐category levels.

Research limitations/implication

The main limitations of this research derive from the conditioning factors of the information. Some potential explanatory variables could not be considered in the models or could only be considered to explain the inter‐category differences.

Practical implications

The results obtained have interesting implications for manufacturers and retailers in the management of the brands in their product portfolio and in the management of their relationships in the distribution channel.

Originality/value

This research provides integrated modelling of the store brand market share by jointly considering cross‐sectional and time effects using the panel methodology and proves that considering time avoids some counter‐intuitive results of cross‐sectional research.

Details

European Journal of Marketing, vol. 43 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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