Abstract
Price is considered one of the most important attributes in consumer’s choice. On the other hand, consumer’s knowledge about price tends to be imprecise. This study aims at providing new insights analyzing consumers’ perception of retail store brand (focused on Skin Care Products) comparing with two other skin care products, a premium, and a popular national brand. Second, to analyze the association price versus quality variables in the purchasing decision process. Third, to demonstrate the influence of both, unconscious and cognitive process during the purchase choice intention. Through Neuromarketing tools and protocols (quantitative and qualitative), the study exposes participants to a blind test of the three products and asks participants to talk about their sensory impressions like scent, feelings, and products texture. Using facial electromyography (EMG) and eye-tracker devices we measured consumers’ responses when we introduced price and brand name variables, by this way comparing unconscious and cognitive responses. The findings showed that an unconscious decision could be change when new variables were revealed. The study showed how conscious price variable was the major influence in their purchase intention.
Highlights
Sample 2 (S2) skin care was chosen as the store brand (SB), which was developed by the retailer and sought similar sensory attributes of a premium brand (S3) mainly in texture and aroma
Area of Interest (AOI) were defined as shown in AOI 1
AOI 3
Summary
Retail seeks differentiation by offering unique products and services or even new business formats. As suppliers could be the same for all retailers and business formats could be copied, it is necessary that retailers identify new ways of differentiating themselves from competitors. Brands (SBs) could be understood as assign the store name to the products [3]. Calvo-Porral and Levy-Mangin (2016) [4] indicated that SBs are restricted to the store chain and linked to it in a single way, especially if the brand name is the same. The price variable is always present in the daily purchase and represents the value of the economic expenditure Zeithmal (1988) [17], refers as the sacrifice value) that must be given up by consumers to carry out a certain purchase transaction. In some cases, researchers like Nevin e Houston (1980) [18], Mitchell
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