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Motivational profiling of store brand shoppers: Differences across quality tiers

Author

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  • Mercedes Martos-Partal
  • Oscar González-Benito
  • Mariana Fustinoni-Venturini

Abstract

A recent trend characterizing the retail industry is the rapid growth of store brands; many retailers now manage a store brand portfolio that incorporates multiple value propositions, such as a generic, a standard, and a premium brand. Yet current literature has not investigated whether the motivations and benefits sought differ among consumers of national brands and those of different types of store brand. This study analyses the shopping expenditures and motivational characteristics of customers of two major chains in the Spanish retail industry. The positioning of store brands moderates the benefits sought by store brand shoppers, such that each brand attracts different customer segments. Moreover, the overlap between these segments tends to be lower than their overlap with segments of national brand buyers. Therefore, any reference to store brands as a whole appears overly simplistic; an adequately selected portfolio of store brands instead may help retailers steal purchases from national brands, without cannibalizing their own brands' sales. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Mercedes Martos-Partal & Oscar González-Benito & Mariana Fustinoni-Venturini, 2015. "Motivational profiling of store brand shoppers: Differences across quality tiers," Marketing Letters, Springer, vol. 26(2), pages 187-200, June.
    • Handle: RePEc:kap:mktlet:v:26:y:2015:i:2:p:187-200
    DOI: 10.1007/s11002-013-9274-x
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    References listed on IDEAS

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    1. Mercedes Martos-Partal & Óscar González-Benito, 2011. "Store brand and store loyalty: The moderating role of store brand positioning," Marketing Letters, Springer, vol. 22(3), pages 297-313, September.
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    4. Palmeira, Mauricio M. & Thomas, Dominic, 2011. "Two-Tier Store Brands: The Benefic Impact of a Value Brand on Perceptions of a Premium Brand," Journal of Retailing, Elsevier, vol. 87(4), pages 540-548.
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    3. Cuneo, Andres & Milberg, Sandra J. & Alarcon-del-Amo, Maria del Carmen & Lopez-Belbeze, Pilar, 2019. "Private label and manufacturer brand choice in a new competitive reality: Strategic directions and the future of brands," European Management Journal, Elsevier, vol. 37(1), pages 117-128.
    4. Philipp Noormann & Sebastian Tillmanns, 2017. "Drivers of private-label purchase behavior across quality tiers and product categories," Journal of Business Economics, Springer, vol. 87(3), pages 359-395, April.
    5. Geyskens, Inge & Keller, Kristopher O. & Dekimpe, Marnik G. & de Jong, Koen, 2018. "How to brand your private labels," Business Horizons, Elsevier, vol. 61(3), pages 487-496.
    6. Maksymilian Czeczotko & Hanna Górska-Warsewicz & Wacław Laskowski, 2020. "Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?," Sustainability, MDPI, vol. 12(15), pages 1-18, July.
    7. Keller, Kristopher O. & Dekimpe, Marnik G. & Geyskens, Inge, 2022. "Adding budget and premium private labels to standard private labels: Established empirical generalizations, emerging empirical insights, and future research," Journal of Retailing, Elsevier, vol. 98(1), pages 5-23.
    8. Gielens, Katrijn & Ma, Yu & Namin, Aidin & Sethuraman, Raj & Smith, Ronn J. & Bachtel, Robert C. & Jervis, Suzanne, 2021. "The Future of Private Labels: Towards a Smart Private Label Strategy," Journal of Retailing, Elsevier, vol. 97(1), pages 99-115.

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