IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v23y2015icp70-76.html
   My bibliography  Save this article

Consumer choice of store brands across store formats: A panel data analysis under crisis periods

Author

Listed:
  • Kaswengi, Joseph
  • Diallo, Mbaye Fall

Abstract

This paper investigates the effect of marketing variables and consumer personal characteristics on store brand choice over national brands in times of crisis in France. It also seeks to clarify how store formats affect consumption strategies towards brands in turbulent times. Based on a large sample (panel of 4500 households, N=79,789), we used a binary logit model to assess consumer choice of store brands over national brands across two different store formats (hypermarket and supermarket). Results show that, overall, marketing variables and consumer characteristics affect significantly store brand choice over national brands. However, while crisis intensity clearly moderates the relationships between marketing policy variables and store brand choice, it does not affect so extensively the relationships between consumer characteristics and store brand choice over national brands. Furthermore, hypermarket and supermarket formats are not affected similarly by crisis. This research highlights the diversity of consumer strategies developed to cope with economic crises. Theoretical and managerial implications of these findings are discussed.

Suggested Citation

  • Kaswengi, Joseph & Diallo, Mbaye Fall, 2015. "Consumer choice of store brands across store formats: A panel data analysis under crisis periods," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 70-76.
    • Handle: RePEc:eee:joreco:v:23:y:2015:i:c:p:70-76
    DOI: 10.1016/j.jretconser.2014.12.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698914001702
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2014.12.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Seock, Yoo-Kyoung, 2009. "Influence of retail store environmental cues on consumer patronage behavior across different retail store formats: An empirical analysis of US Hispanic consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 329-339.
    2. Kristie M. Engemann & Howard J. Wall, 2010. "The effects of recessions across demographic groups," Review, Federal Reserve Bank of St. Louis, vol. 92(Jan), pages 1-26.
    3. Jie Zhang, 2006. "An Integrated Choice Model Incorporating Alternative Mechanisms for Consumers' Reactions to In-Store Display and Feature Advertising," Marketing Science, INFORMS, vol. 25(3), pages 278-290, 05-06.
    4. Hampson, Daniel P. & McGoldrick, Peter J., 2013. "A typology of adaptive shopping patterns in recession," Journal of Business Research, Elsevier, vol. 66(7), pages 831-838.
    5. Jan-Benedict E. M. Steenkamp & Inge Geyskens, 2014. "Manufacturer and Retailer Strategies to Impact Store Brand Share: Global Integration, Local Adaptation, and Worldwide Learning," Marketing Science, INFORMS, vol. 33(1), pages 6-26, January.
    6. Ferguson, Jodie L., 2014. "Implementing price increases in turbulent economies: Pricing approaches for reducing perceptions of price unfairness," Journal of Business Research, Elsevier, vol. 67(1), pages 2732-2737.
    7. Kaytaz, Mehmet & Gul, Misra C., 2014. "Consumer response to economic crisis and lessons for marketers: The Turkish experience," Journal of Business Research, Elsevier, vol. 67(1), pages 2701-2706.
    8. Ngobo, Paul Valentin, 2011. "What Drives Household Choice of Organic Products in Grocery Stores?," Journal of Retailing, Elsevier, vol. 87(1), pages 90-100.
    9. Claeys, An-Sofie & Cauberghe, Verolien, 2014. "What makes crisis response strategies work? The impact of crisis involvement and message framing," Journal of Business Research, Elsevier, vol. 67(2), pages 182-189.
    10. Lakshman Krishnamurthi & S. P. Raj, 1988. "A Model of Brand Choice and Purchase Quantity Price Sensitivities," Marketing Science, INFORMS, vol. 7(1), pages 1-20.
    11. Millet, Kobe & Lamey, Lien & Van den Bergh, Bram, 2012. "Avoiding negative vs. achieving positive outcomes in hard and prosperous economic times," Organizational Behavior and Human Decision Processes, Elsevier, vol. 117(2), pages 275-284.
    12. André Bonfrer & Pradeep K. Chintagunta, 2004. "Store Brands: Who Buys Them and What Happens to Retail Prices When They Are Introduced?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(2), pages 195-218, March.
    13. Liljander, Veronica & Polsa, Pia & van Riel, Allard, 2009. "Modelling consumer responses to an apparel store brand: Store image as a risk reducer," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 281-290.
    14. Note: For best results & the figures should be printed on a non-Postscript printer. Hoynes & H., "undated". "The Employment, Earnings, and Income of Less-Skilled Workers over the Business Cycle," Institute for Research on Poverty Discussion Papers 1199-99, University of Wisconsin Institute for Research on Poverty.
    15. Ming-Feng Hsieh & Kyle W. Stiegert, 2012. "Store Format Choice in Organic Food Consumption," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 94(2), pages 307-313.
    16. Sanjay K. Dhar & Stephen J. Hoch, 1997. "Why Store Brand Penetration Varies by Retailer," Marketing Science, INFORMS, vol. 16(3), pages 208-227.
    17. Eugene Jones, 2014. "Consumer Preferences for National Brands and Private Labels: Do Business Cycles Matter?," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Irene Esteban-Millat & Juan Antonio Mondéja (ed.), National Brands and Private Labels in Retailing, edition 127, pages 91-101, Springer.
    18. Martínez-Ruiz, María Pilar & Jiménez-Zarco, Ana Isabel & Izquierdo-Yusta, Alicia, 2010. "Customer satisfaction's key factors in Spanish grocery stores: Evidence from hypermarkets and supermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 17(4), pages 278-285.
    19. Ngobo, Paul-Valentin, 2011. "Private label share, branding strategy and store loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 259-270.
    20. Mercedes Martos-Partal & Óscar González-Benito, 2011. "Store brand and store loyalty: The moderating role of store brand positioning," Marketing Letters, Springer, vol. 22(3), pages 297-313, September.
    21. Tripathi, Gaurav & Dave, Kartik, 2013. "Store format choice and relationship quality in apparel retail: A study of young and early-middle aged shoppers in New Delhi region," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 479-487.
    22. Mbaye Fall Diallo & Jean-Louis Chandon & Gérard Cliquet & Jean Philippe, 2013. "Factors influencing consumer behaviour towards store brands: evidence from the French market," Post-Print hal-01796015, HAL.
    23. Joseph Kaswengi, 2013. "Les effets de l'image du magasin sur le capital marque : une étude à travers les circuits de magasin," Post-Print hal-01743962, HAL.
    24. Ngobo, Paul-Valentin & Jean, Sylvie, 2012. "Does store image influence demand for organic store brands?," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 621-628.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jayakrishnan S. & Rekha Chikhalkar & Ranjan Chaudhuri, 2016. "Understanding the Role of Consumer Factors and Store Factors in Private Label Purchase," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(7), pages 223-223, June.
    2. Sarmento, Maria & Marques, Susana & Galan - Ladero, Mercedes, 2019. "Consumption dynamics during recession and recovery: A learning journey," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 226-234.
    3. Králiková Andrea & Ryglová Kateřina & Zámečník Silvie, 2022. "Impact of the COVID-19 pandemic on the hotel strategy: Introductory assessment," Czech Journal of Tourism, Sciendo, vol. 11(1-2), pages 1-13, December.
    4. Liu, Richie L. & Sprott, David E. & Spangenberg, Eric R. & Czellar, Sandor & Voss, Kevin E., 2018. "Consumer preference for national vs. private brands: The influence of brand engagement and self-concept threat," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 90-100.
    5. Untaru, Elena-Nicoleta & Han, Heesup, 2021. "Protective measures against COVID-19 and the business strategies of the retail enterprises: Differences in gender, age, education, and income among shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. Lins Ferreira, Vinicius & Pereira da Veiga, Cássia Rita & Kudlawicz-Franco, Claudineia & Scalercio, Priscila & Ramires, Yohanna & Pontarolo, Roberto & Carvalho, Denise Maria W. & da Veiga, Claudimar , 2017. "Generic drugs in times of economic crisis: Are there changes in consumer purchase intention?," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 1-7.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wu, Lifang & Yang, Wei & Wu, Jessica, 2021. "Private label management: A literature review," Journal of Business Research, Elsevier, vol. 125(C), pages 368-384.
    2. Akrout Houcine & Kaswengi Joseph, 2019. "Choosing Organic and Healthy Food in Times of Economic Uncertainty: Evidence from Panel Data Analysis in France," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 17(1), pages 1-13, May.
    3. Ngobo, Paul-Valentin & Jean, Sylvie, 2012. "Does store image influence demand for organic store brands?," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 621-628.
    4. Magali Jara & Jean-Marc Ferrandi, 2017. "Standard retail brand equity: antecedents and sustainable developments," Working Papers hal-01465177, HAL.
    5. Gázquez-Abad, Juan Carlos & Martínez-López, Francisco J. & Esteban-Millat, Irene, 2017. "The role of consumers' attitude towards economic climate in their reaction to ‘PL-only’ assortments: Evidence from the United States and Spain," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 340-348.
    6. ter Braak, Anne & Geyskens, Inge & Dekimpe, Marnik G., 2014. "Taking private labels upmarket: Empirical generalizations on category drivers of premium private label introductions," Journal of Retailing, Elsevier, vol. 90(2), pages 125-140.
    7. Fornari, Daniele & Fornari, Edoardo & Grandi, Sebastiano & Menegatti, Mario, 2016. "Leading national brands facing store brands competition: Is price competitiveness the only thing that matters?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 234-241.
    8. İpek, İlayda & Aşkın, Nilay & İlter, Burcu, 2016. "Private label usage and store loyalty: The moderating impact of shopping value," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 72-79.
    9. Rong Luo, 2018. "Store brands and retail grocery competition," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 27(4), pages 653-668, October.
    10. Keller, Kristopher O. & Dekimpe, Marnik G. & Geyskens, Inge, 2022. "Adding budget and premium private labels to standard private labels: Established empirical generalizations, emerging empirical insights, and future research," Journal of Retailing, Elsevier, vol. 98(1), pages 5-23.
    11. Abril, Carmen & Sanchez, Joaquin, 2016. "Will they return? Getting private label consumers to come back: Price, promotion, and new product effects," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 109-116.
    12. Sethuraman, Raj & Gielens, Katrijn, 2014. "Determinants of Store Brand Share," Journal of Retailing, Elsevier, vol. 90(2), pages 141-153.
    13. Rubio, Natalia & Villaseñor, Nieves & Yagüe, María Jesús, 2017. "Creation of consumer loyalty and trust in the retailer through store brands: The moderating effect of choice of store brand name," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 358-368.
    14. Weimin Ma & Rong Cheng & Hua Ke, 2018. "Impacts of Power Structure on Supply Chain with a Store Brand," Asia-Pacific Journal of Operational Research (APJOR), World Scientific Publishing Co. Pte. Ltd., vol. 35(04), pages 1-25, August.
    15. David R. Bell & Jeongwen Chiang & V. Padmanabhan, 1999. "The Decomposition of Promotional Response: An Empirical Generalization," Marketing Science, INFORMS, vol. 18(4), pages 504-526.
    16. Baxendale, Shane & Macdonald, Emma K. & Wilson, Hugh N., 2015. "The Impact of Different Touchpoints on Brand Consideration," Journal of Retailing, Elsevier, vol. 91(2), pages 235-253.
    17. Ioana Nicoleta Abrudan, 2016. "Influence Factors For Store Format Choice In The Apparel And Footwear Market," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 79-90, May.
    18. Jessica Aschemann-Witzel & Stephan Zielke, 2017. "Can't Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 211-251, March.
    19. Chen, Bo & Saghaian, Sayed, 2017. "Does Consumers’ Preference for Organic Foods Affect Their Store Format Choices?," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252827, Southern Agricultural Economics Association.
    20. Calvo Porral, Cristina & Martínez Fernández, Valentín Alejandro & Juanatey Boga, Oscar, 2016. "Influência da assinatura do fabricante na lealdade e intenção de compra de marcas próprias de varejista," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 56(1), January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:23:y:2015:i:c:p:70-76. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.