Correlates of store brand proneness: some empirical observations
Alan Dick
(Assistant Professor of Marketing
at the School of Management, University at Buffalo, New York, USA.)
Arun Jain
(Professor of Marketing Research, at the School of Management, University at Buffalo, New York, USA.)
Paul Richardson
(Assistant Professor at the School of Business Administration, Loyola University of Chicago, Chicago, Illinois, USA.)
4590
Abstract
Profiles heavy buyers of store brand products and compares them with light buyers in terms of demographics, socio‐economic, and attitudinal variables. The results suggest that younger, unmarried, and smaller sized households tend to avoid store brands. As compared with heavy buyers, light buyers of store brands are less familiar with them and perceive them to be of lower quality, less value for money and as riskier choices.
Keywords
Citation
Dick, A., Jain, A. and Richardson, P. (1995), "Correlates of store brand proneness: some empirical observations", Journal of Product & Brand Management, Vol. 4 No. 4, pp. 15-22. https://doi.org/10.1108/10610429510097663
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited