Drivers of Store Brand Choice Over National Brands in Times of Crisis: Effect of Marketing Variables and Socio-Demographics

2014 ◽  
pp. 103-111 ◽  
Author(s):  
Mbaye Fall Diallo ◽  
Joseph Kaswengi
Keyword(s):  
Brand Choice ◽  
Store Brand ◽  
National Brands ◽  
Marketing Variables

What drives store brand purchases during crisis periods? Evidence from panel data in four product categories

2016 ◽  
Vol 44 (3) ◽  
Author(s):  
Mbaye Fall Diallo ◽  
joseph kaswengi
Keyword(s):  
Panel Data ◽  
Design Methodology ◽  
Panel Data Analysis ◽  
Dynamic Modelling ◽  
Brand Choice ◽  
Large Set ◽  
Store Brand ◽  
Store Brands ◽  
Product Categories ◽  
Marketing Variables

Purpose This study investigates how marketing policy and consumer characteristics affect consumer choices of store brands across four product categories during specific crisis periods. Design/methodology/approach Based on a large set of panel data (N = 80,732), the authors develop dynamic choice models to assess consumers’ choices of store brands during crisis periods. Findings Key marketing variables (i.e., price, product quantity, displays, and feature promotions) and consumer characteristics both affect store brand choice significantly. However, crisis intensity moderates the unique relationships of the four marketing variables, consumer characteristics, and store brand choice. Furthermore, the findings vary across product categories, such that the effects differ depending on the product category, because consumers adopt diverse strategies to deal with difficult economic situations. Research limitations/implications The findings reveal both theoretical implications for marketing research and managerial orientations for retailers and manufacturers that hope to sell different products in challenging economic situations. A limitation of this research is its failure to include perceptual variables in the analysis. Originality/value In contrast with previous studies, this research investigates how crisis intensity affects the relationship of brand choice with both marketing variables and consumer characteristics. It also documents differences between product categories, using a panel data analysis and dynamic modelling.

Factors Influencing Customer’s Retail Chain Store Brand Choice Intention: Empirical Study of Circle K Stores in Hanoi

2020 ◽  
Vol 36 (4) ◽  
Author(s):  
Nguyen Thu Ha ◽  
Nguyen Thi Thanh Huyen
Keyword(s):  
Brand Choice ◽  
Distribution Networks ◽  
Analytical Framework ◽  
Store Brand ◽  
Chain Store ◽  
Retail Chain ◽  
Five Elements ◽  
Relationship Of ◽  
The Relationship

The retail market in Vietnam continues to grow with the entry of foreign retail brands and the strong rise of domestic businesses in expanding distribution networks and conquering consumer confidence. The appearance of more retail brands has created a fiercely competitive market. Based on the outcomes of previous research results on brand choice intention combined with a customer survey, the paper proposes an analytical framework and scales to examine the relationship of five elements including store image, price perception, risk perception, brand attitudes, brand awareness and retail brand choice intention with a case study of the Hanoi-based Circle K convenience store chain. These five elements are the precondition for retail businesses to develop their brands so as to attract customers.

Modeling store brand choice: Minimal effects of households’ demographic features

2015 ◽  
Vol 46 ◽  
pp. 113-118 ◽  
Author(s):  
Alejandro Cotes-Torres ◽  
Pablo A. Muñoz-Gallego ◽  
Óscar González-Benito
Keyword(s):  
Brand Choice ◽  
Store Brand ◽  
Demographic Features

Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach

1992 ◽  
Vol 29 (2) ◽  
pp. 201-215 ◽  
Author(s):  
Randolph E. Bucklin ◽  
Sunil Gupta
Keyword(s):  
Market Segmentation ◽  
Laundry Detergent ◽  
Brand Choice ◽  
Purchase Behavior ◽  
Brand Preference ◽  
Purchase Incidence ◽  
Scanner Panel Data ◽  
Liquid Laundry Detergent ◽  
Marketing Variables ◽  
Scanner Panel

The authors develop an approach to market segmentation based on consumer response to marketing variables in both brand choice and category purchase incidence. The approach reveals segmentation as well as the nature of choice and incidence response for each segment. Brand choice and purchase incidence decisions are modeled at the segment level with the disaggregate multinomial logit and nested logit models; segment sizes are estimated simultaneously with the choice and incidence probabilities. Households are assigned to segments by using their posterior probabilities of segment membership based on their purchase histories. The procedure thereby permits an analysis of the demographic, purchase behavior, and brand preference characteristics of each response segment. The authors illustrate their approach with scanner panel data on the liquid laundry detergent category and find segmentation in price and promotion sensitivity for both brand choice and category purchase incidence. The results suggest that many households that switch brands on the basis of price and promotion do not also accelerate their category purchases and that households that accelerate purchases do not necessarily switch brands.

Store-brand introduction and production arrangement in the presence of multiple retailers

2020 ◽  
Vol 54 (3) ◽  
pp. 827-843 ◽  
Author(s):  
Rong Cheng ◽  
Weimin Ma ◽  
Hua Ke
Keyword(s):  
Game Theory ◽  
Real World ◽  
Stackelberg Games ◽  
Store Brand ◽  
Store Brands ◽  
National Brand ◽  
Model Interaction ◽  
National Brands ◽  
The Real ◽  
Retailing Business

Store brands play an increasingly important role in retailing business, leading more and more retailers to introduce store brands. Abundant research focuses on competition between store brands and national brands and counterstrategies that national-brand manufacturers can take to counter store-brand introduction. A little research studies the store-brand production issue, however, all under single-retailer scenarios. To approach the real world, we employ game theory to model interaction between a national-brand manufacturer and multiple locally monopolist retailers, one of whom has capability and motivation to introduce a store brand. Five Stackelberg games are build and solved to investigate: how the presence of the non-store-brand retailers affects the store-brand retailer’s decision on and profitability in the store-brand introduction; how the store-brand retailer should arrange store-brand production; whether there is a win–win situation where both the store-brand retailer and the national-brand manufacturerare better off with the latter producing the store brand. Accordingly, our study offers a novel rationale for why so many, especially leading, national-brand manufacturers are involved in the store-brand production. Some useful managerial suggestions are proposed on the store-brand introduction and production arrangement.

A Probabilistic Choice Model for Market Segmentation and Elasticity Structure

1989 ◽  
Vol 26 (4) ◽  
pp. 379-390 ◽  
Author(s):  
Wagner A. Kamakura ◽  
Gary J. Russell
Keyword(s):  
Market Structure ◽  
Choice Model ◽  
Product Category ◽  
Switching Behavior ◽  
Brand Preference ◽  
Probabilistic Choice ◽  
National Brands ◽  
Brand Switching ◽  
Marketing Variables

Marketing scholars commonly characterize market structure by studying the patterns of substitution implied by brand switching. Though the approach is useful, it typically ignores the destabilizing role of marketing variables (e.g., price) in switching behavior. The authors propose a flexible choice model that partitions the market into consumer segments differing in both brand preference and price sensitivity. The result is a unified description of market structure that links the pattern of brand switching to the magnitudes of own- and cross-price elasticities. The approach is applied in a study of competition between national brands and private labels in one product category.

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