Abstract
The paper analyzes the degree of importance of Store Brand purchase determinants for the consumer. In particular, the research focuses on two specific shopper segments (hypermarket shopper and supermarket shopper) in order to evaluate the existence of any significant differences between their product evaluations. Telephone interviews, based on a structured questionnaire, were conducted with a sample of consumers responsible for family purchases and buyers of Store Brand products. For the majority of the purchasing determinants investigated, the results show a significant difference in opinion between those buying Store Brand products in hypermarkets and those in supermarkets. The difference found between shopper profiles has significant managerial implications that could be useful for determining Store Brand management policies. This paper also contributes to the academic debate on the role of Store Brand in the retail market.
Highlights
IntroductionThe result is that over the last few years, the Store Brand (SB) has contributed, albeit in different ways depending on the country (Esbjerg, Grunert, Bech-Larsen, Juhl, & Brunsø, 2005), to strengthening retailers’ reputations
As known, in most advanced countries, the continuous development of Store Brand (SB) for the consumer market is attributable to factors of both supply and demand (Sethuraman & Gielens, 2014)1.With regard to variables related to consumer behavior, it seems evident that almost all families who choose to buy a SB product do consider the price, and other elements which have grown in importance over time, such as product quality and safety.The result is that over the last few years, the SB has contributed, albeit in different ways depending on the country (Esbjerg, Grunert, Bech-Larsen, Juhl, & Brunsø, 2005), to strengthening retailers’ reputations
Before proceeding to the analysis of the differences found between the two shopper groups, key SB dimensions were analyzed independently from the point of sale format in order to draw up a ranking of the degree of importance allocated to each factor
Summary
The result is that over the last few years, the SB has contributed, albeit in different ways depending on the country (Esbjerg, Grunert, Bech-Larsen, Juhl, & Brunsø, 2005), to strengthening retailers’ reputations Those retailers who set ambitious goals to bolster their own SB by continually improving its distinguishing characteristics. With this in mind, the present paper intends to demonstrate that the success of SBs in the Italian market depends on the price differential between the SB and its corresponding industrial brand, and on other factors that have become increasingly important over time to the final consumer. These include the level of quality (intrinsic and perceived), sustainability, the guarantee of safety through a certification system, the assortment variety, ethics and a propensity for innovation
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