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Understanding Store-Brand Purchase Behavior Across Categories

Author

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  • Karsten Hansen

    () (Department of Marketing, Kellogg School of Management, 2001 Sheridan Road, Northwestern University, Evanston, Illinois 60208)

  • Vishal Singh

    () (Tepper School of Business, Carnegie Mellon University, 5000 Forbes Avenue, 244 Posner Hall, Pittsburgh, Pennsylvania 15213)

  • Pradeep Chintagunta

    () (Graduate School of Business, University of Chicago, 5807 South Woodlawn Avenue, Chicago, Illinois 60637)

Abstract

This paper investigates whether the tendency to buy store brand is category specific, or an enduring consumer trait. We develop a multicategory brand-choice model with a factor-analytic structure on the covariance matrix of the coefficients. The methodology allows us to elicit the basic latent tendency for a household to buy store brands, while controlling for other causes such as price sensitivity. The model is applied to a set of ten food and nonfood product categories. We find strong evidence of correlations in household preferences for store brands across categories. Using a two-dimensional factor structure, we find that one of the factors explains a substantial amount of variation in store-brand preference, while the other factor explains price sensitivity—. The presence of these factors in all categories indicates that there are unobservable household-level traits that are non-category specific, i.e., stable across product categories. Using data from five holdout categories, we find that household estimates of these latent factors are very useful in predicting demand for store brands in new categories. Other potential applications for store managers are discussed.

Suggested Citation

  • Karsten Hansen & Vishal Singh & Pradeep Chintagunta, 2006. "Understanding Store-Brand Purchase Behavior Across Categories," Marketing Science, INFORMS, vol. 25(1), pages 75-90, 01-02.
  • Handle: RePEc:inm:ormksc:v:25:y:2006:i:1:p:75-90
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    File URL: http://dx.doi.org/10.1287/mksc.1050.0151
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    References listed on IDEAS

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    Cited by:

    1. P. Seetharaman & Siddhartha Chib & Andrew Ainslie & Peter Boatwright & Tat Chan & Sachin Gupta & Nitin Mehta & Vithala Rao & Andrei Strijnev, 2005. "Models of Multi-Category Choice Behavior," Marketing Letters, Springer, vol. 16(3), pages 239-254, December.
    2. Rakesh Niraj & V. Padmanabhan & P. B. Seetharaman, 2008. "Research Note—A Cross-Category Model of Households' Incidence and Quantity Decisions," Marketing Science, INFORMS, vol. 27(2), pages 225-235, 03-04.
    3. Szymanowski, M.G., 2009. "Consumption-based learning about brand quality : Essays on how private labels share and borrow reputation," Other publications TiSEM b12825d8-5e21-4437-adda-b, Tilburg University, School of Economics and Management.
    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. Farzana Yasmin & Shukri Ab. Yajid & Ali Khatibi, 2014. "Customer Perceived Risk on Store Brand Products: A Study on Malaysian Hypermarket Consumer Perspective," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(9), pages 572-589, September.
    6. Karthik Sridhar & Ram Bezawada & Minakshi Trivedi, 2012. "Investigating the Drivers of Consumer Cross-Category Learning for New Products Using Multiple Data Sets," Marketing Science, INFORMS, vol. 31(4), pages 668-688, July.
    7. Dennis Fok & Richard Paap & Philip Hans Franses, 2014. "Incorporating Responsiveness to Marketing Efforts in Brand Choice Modeling," Econometrics, MDPI, Open Access Journal, vol. 2(1), pages 1-25, February.
    8. Nalan Basturk & Cem Cakmakli & S. Pinar Ceyhan & Herman K. van Dijk, 2014. "On the Rise of Bayesian Econometrics after Cowles Foundation Monographs 10, 14," Tinbergen Institute Discussion Papers 14-085/III, Tinbergen Institute, revised 04 Sep 2014.
    9. Csilla Horváth & Dennis Fok, 2013. "Moderating Factors of Immediate, Gross, and Net Cross-Brand Effects of Price Promotions," Marketing Science, INFORMS, vol. 32(1), pages 127-152, July.
    10. Yasemin Boztug & Lutz Hildebrandt, 2005. "A Market Basket Analysis Conducted with a Multivariate Logit Model," SFB 649 Discussion Papers SFB649DP2005-028, Sonderforschungsbereich 649, Humboldt University, Berlin, Germany.
    11. Liu, Xing & Niemi, Jyrki, 2014. "A New Balance of Power Between Suppliers and Retailers in Finland," 2014 International European Forum, February 17-21, 2014, Innsbruck-Igls, Austria 199060, International European Forum on Innovation and System Dynamics in Food Networks.
    12. Zhang, Xu & Goddard, Ellen W., 2010. "Analysis of Value-Added Meat Product Choice Behaviour by Canadian Households," Project Report Series 99703, University of Alberta, Department of Resource Economics and Environmental Sociology.
    13. Subramanian Balachander & Bikram Ghosh & Axel Stock, 2010. "Why Bundle Discounts Can Be a Profitable Alternative to Competing on Price Promotions," Marketing Science, INFORMS, vol. 29(4), pages 624-638, 07-08.
    14. Nalan Basturk & Cem Cakmakli & S. Pinar Ceyhan & Herman K. van Dijk, 2013. "Historical Developments in Bayesian Econometrics after Cowles Foundation Monographs 10, 14," Tinbergen Institute Discussion Papers 13-191/III, Tinbergen Institute.
    15. Xiaojing Dong & Pradeep Chintagunta & Puneet Manchanda, 2011. "A new multivariate count data model to study multi-category physician prescription behavior," Quantitative Marketing and Economics (QME), Springer, vol. 9(3), pages 301-337, September.
    16. Nenycz-Thiel, Magda & Sharp, Byron & Dawes, John & Romaniuk, Jenni, 2010. "Competition for memory retrieval between private label and national brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1142-1147, November.
    17. Groznik, Ana & Heese, H. Sebastian, 2010. "Supply chain interactions due to store-brand introductions: The impact of retail competition," European Journal of Operational Research, Elsevier, vol. 203(3), pages 575-582, June.
    18. Dawes, John & Nenycz-Thiel, Magda, 2013. "Analyzing the intensity of private label competition across retailers," Journal of Business Research, Elsevier, vol. 66(1), pages 60-66.
    19. Cui, Qinquan & Chiu, Chun-Hung & Dai, Xin & Li, Zhongfei, 2016. "Store brand introduction in a two-echelon logistics system with a risk-averse retailer," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 90(C), pages 69-89.

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