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.
Purpose -Store brands represent an important part of the consumer goods market and a prominent research area. The purpose of this paper is to address a well-defined problem of store brand research and is concerned with individual characteristics that explain heterogeneous preferences for store brands. Understanding how preferences vary with consumer factors is a key element in developing successful marketing strategies. Design/methodology/approach -A survey is designed and implemented to a large random sample of consumers, using computer-assisted telephone interviewing. Findings -Specific consumer characteristics are associated with interpersonal differences in store brand demand. Store brand preferences derive from a broader evaluation process, in which quality has the most significant role. The results also demonstrate the changing image of store brands, the endorsement of such products by consumers of higher socio-economic status, and lead to important implications for both retailers and manufacturers of consumer products. Originality/value -The paper introduces random sampling and telephone interviewing to store brand research and provides new insights for managers and researchers.
Nutrition labelling of food products has received considerable attention in the marketing literature due to increasing consumer interest in health and diet issues. Nutrition labelling of food products is intended to enable informed consumer choices and stimulate the consumption and production of healthful products. Reviews nutrition labelling research, organises the literature, and discusses implications for policy makers, managers and researchers. Analysis of the literature suggests heterogeneous utilisation and comprehension of on-pack nutrition information by consumers. The effectiveness of nutrition labelling depends also on the organisation and presentation of the information, implying the importance of regulatory issues. The topic is rich in public and marketing policy implications and provides several opportunities for further research.
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