Consumer preferences of store brands: Role of prior experiences and value consciousness

Store brands play an important role in retail strategy and understanding store brand purchase behavior is a critical issue for marketers and researchers alike. This paper contributes to the body of knowledge in this area by examining different factors affecting consumers' purchase behavior of store brands. In this process, we investigate the decision to purchase a store brand using a conceptual model, which incorporates a number of variables hypothesized to influence store brand purchase decisions. Using a sample of 799 shoppers, we have analyzed the relationships assumed in the conceptual model. Results confirm the hypothesized relationships between store brand purchase and value consciousness, previous experience, and consumer perceptions. Managerial and academic implications of the study are discussed.