A Study of the Relationship Among Consumer Characteristics, Product Categories and Store Brand Purchase

• Main Authors: Shao-Yun Hung, 洪紹芸
• Other Authors: Yuan-Shuh Lii
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/68e3r2

碩士 === 逢甲大學 === 企業管理所 === 90 === In recent years, there has been a strong increase of retailers’ interest in store brands or private label brands. The motivation has been the growing acceptance of store brands by consumers. The purpose of this research is to examine whether store brand shoppers and non-store brand shoppers differ in their socioeconomic, behavioral, and psychographic traits as well as in their purchase of store brand products. The test result indicates that store brand shoppers have larger households and lower income than non-store shoppers. Compared with non-store shoppers, store brand shoppers are less out-of-store promotion seekers, less quality conscious, and enjoy shopping less. Store brand shoppers are also less impulsive and mavenistic, and have less motivation to conform than non-store shoppers. However, store brand shoppers are more price conscious, financially constrained, innovative, and variety seekers than non-store brand shoppers. Consumers are more likely to purchase store brands in the convenience and preference product categories.