How consumers evaluate store brands

Emerald - Tập 5 Số 2 - Trang 19-28 - 1996
Alan Dick1, Arun Jain2, Paul Richardson3
1Assistant Professor of Marketing, University at Buffalo, School of Management, Buffalo, NY, USA
2Samuel P. Caper Professor of Marketing and Chairman, University at Buffalo, School of Management, Buffalo, NY, USA
3Assistant Professor of Marketing, School of Business Administration, Loyola University, Chicago, IL, USA

Tóm tắt

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.

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Emerald

Tập 5 Số 2

19-28

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