Skip to main content
SpringerLink
Log in

Motivational profiling of store brand shoppers: Differences across quality tiers

  • Published:
Marketing Letters Aims and scope Submit manuscript

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • ACNielsen (2011). “The rise of the value-conscious shopper” http://au.nielsen.com/site/documents/PrivateLabelGlobalReportMar2011.pdf (accessed 30 May 2011).

  • Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80, 331–342.

    Article  Google Scholar 

  • Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing, 65, 71–89.

    Article  Google Scholar 

  • Ailawadi, K. L., Pauwels, K., & Steenkamp, J.-B. E. M. (2008). Private label use and store loyalty. Journal of Marketing, 72(6), 19–30.

    Article  Google Scholar 

  • Baltas, G., & Argouslidis, P. C. (2007). Consumer characteristics and demand for store brands. International Journal of Retail & Distribution Management, 35(5), 328–341.

    Article  Google Scholar 

  • Bellizi, J. A., Kruckeberg, H. F., Hamilton, J. R., & Martin, W. S. (1981). Consumer perceptions of national, private, and generic brands. Journal of Retailing, 57(Winter), 56–70.

    Google Scholar 

  • Burt, S. (2000). The strategic role of retail brands in British grocery retailing. European Journal of Marketing, 34(8), 875–890.

    Article  Google Scholar 

  • Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26(4), 293–306.

    Article  Google Scholar 

  • Corstjens, M., & Lal, R. (2000). Building store loyalty through store brands. Journal of Marketing Research, 37(3), 281–291.

    Article  Google Scholar 

  • Coughlan, A. T., & Soberhan, D. A. (2005). Strategic segmentation using outlet malls. International of Research in Marketing, 22, 61–86.

    Article  Google Scholar 

  • Cunningham, I. C. M., Hardy, A. P., & Imperia, G. (1982). Generic brands versus national brands and store brands: A comparison of consumers' preferences and perceptions. Journal of Advertising Research, 22(7–8), 25–32.

    Google Scholar 

  • Dunne, D., & Narasimhan, C. (1999). The new appeal of private label. Harvard Business Review, 77, 41–52.

    Google Scholar 

  • Garretson, J. A., Fisher, D., & Burton, S. (2002). Antecedents of private label attitude and national brand promotion attitude: Similarities and differences. Journal of Retailing, 78(2), 91–99.

    Article  Google Scholar 

  • Geyskens, I., Gielens, K., & Gijsbrechts, E. (2010). Proliferating private-label portfolios: How introducing economy and premium private labels influences brand choice. Journal of Marketing Research, 47(5), 791–807.

    Article  Google Scholar 

  • Gielens, K. (2012). New products: The antidote to private label growth? Journal of Marketing Research, 49(3), 408–423.

    Article  Google Scholar 

  • Haley, R. I. (1968). Benefit segmentation: A decision-oriented research tool. Journal of Marketing, 32(3), 30–35.

    Article  Google Scholar 

  • Maarten, L. B. (2008). "FMLOGIT: Stata module fitting a fractional multinomial logit model by quasi maximum likelihood," Statistical Software ComponentsS456976, Boston College Department of Economics.

  • Martos-Partal, M., & Gonzalez-Benito, O. (2011). Store brand and store loyalty: The moderating role of store brand positioning. Marketing Letters, 22(3), 297–313.

    Article  Google Scholar 

  • Nies, S., & Natter, M. (2012). Does private label quality influence consumers' decision on where to shop? Psychology and Marketing, 29(49), 279–292.

    Article  Google Scholar 

  • Palmeira, M. M., & Thomas, D. (2011). Two-tier store brands: The benefic impact of a value brand on perceptions of premium brand. Journal of Retailing, 87(4), 540–548.

    Article  Google Scholar 

  • Park, J. E., Jun, Y., & Zhou, J. X. (2010). Consumer innovativeness and shopping styles. Journal of Consumer Marketing, 27(5), 437–446.

    Article  Google Scholar 

  • Richardson, P., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28–36.

    Article  Google Scholar 

  • Sethuraman, R. (2006). “Private label marketing strategies in packaged goods: management beliefs and research insights”, Marketing Science Institute Working Paper, No. 06–108 (June)

  • Sethuraman, R., & Raju, J. S. (2011). Private label strategies: Myths and realities. In V. Shankar & G. S. Carpenter (Eds.), Handbook of Marketing Strategy. Northampton: Edward Elgar Publishing.

    Google Scholar 

  • Sinapuelas, I. C., & Robinson, W. T. (2009). Entry for supermarket feature me-too brands: An empirical explanation of incidence and timing. Marketing Letters, 20(2), 183–196.

    Article  Google Scholar 

  • Sinha, I., & Batra, R. (1999). The effect of consumer price consciousness on private label purchase. International Journal of Research in Marketing, 16(3), 237–251.

    Article  Google Scholar 

  • Soberman, D. A., & Parker, P. M. (2006). The economics of quality-equivalent store brands. International Journal of Research in Marketing, 23, 125–139.

    Article  Google Scholar 

  • Steenkamp, J.-B. E. M., & Kumar, N. (2007). Private label strategy: How to meet the store brand challenge. Boston: Harvard Business School Press.

    Google Scholar 

  • Steenkamp, J.-B. E. M., van Heerde, H. J., & Geykens, I. (2010). What makes consumers willing to pay a price premium for national brands over private labels? Journal of Marketing Research, 47(6), 1011–1024.

    Article  Google Scholar 

  • Szymanowski, M., & Gijsbrechts, E. (2012). Consumption-based cross-brand learning: Are private labels really private? Journal of Marketing Research, 49(2), 231–246.

    Article  Google Scholar 

  • Völckner, F., & Hofmann, J. (2007). The price-perceived quality relationship: A meta-analytic review and assessment of its determinants. Marketing Letters, 18(3), 181–196.

    Article  Google Scholar 

  • Williams, T. G., Slama, M., & Rogers, J. (1985). Behavioral characteristics of the recreational shoppers and implications for retail management. Journal of the Academy of Marketing Science, 13(3), 307–316.

    Article  Google Scholar 

  • Xie, Y. H. (2008). Consumer innovativeness and consumer acceptance of brand extensions. Journal of Product and Brand Management, 14(4), 235–243.

    Google Scholar 

  • Yoon, S. O., Suk, K., Lee, S. M., & Park, E. Y. (2011). To seek variety or uniformity: The role of culture in consumers' choice in a group setting. Marketing Letters, 22(1), 49–64.

    Article  Google Scholar 

Download references

Acknowledgments

We thank the editors and reviewers for their insightful comments and suggestions on previous versions of this article. We also thank Kantar WorldPanel Spain for providing the study data. This research was supported by Ministerio de Educación y Ciencia, Grant ECO2011-23381 (Spain).

Author information

Authors and Affiliations

  1. Departamento de Administración y Economía de la Empresa, Universidad de Salamanca, Campus Miguel de Unamuno, 37007, Salamanca, Spain

    Mercedes Martos-Partal, Oscar González-Benito & Mariana Fustinoni-Venturini

Authors
  1. Mercedes Martos-Partal
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Oscar González-Benito
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Mariana Fustinoni-Venturini
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Mercedes Martos-Partal.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Martos-Partal, M., González-Benito, O. & Fustinoni-Venturini, M. Motivational profiling of store brand shoppers: Differences across quality tiers. Mark Lett 26, 187–200 (2015). https://doi.org/10.1007/s11002-013-9274-x

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11002-013-9274-x

Keywords

Search

Navigation