What does Store Brand Buyers Search? Characterization of Store Brand Buyers by Benefits Sought in Shopping

Abstract

Store brands are still growing fast in Europe. The aim of this paper is firstly to theoretically approach the characterization of store brand buyers, paying special attention to the motivations and benefits sought in shopping. Secondly, some empirical evidences on the recent profile of store brand buyer in the Spanish mass-merchandise market. Results show that store brands are more present in shopping baskets of those households which are more price sensitive, and less service and branding sensitive.