Le comportement du consommateur face aux marques de distributeur au Brésil. Une étude qualitative

Mbaye Fall Diallo

Revue française de gestion, 2014, vol. N° 243, issue 6, 33-51

Abstract: This research investigates factors influencing consumer choice of store brands (SBs) in an emerging market (Brazil) while taking into account the presence of local and international retailers in this market. The methodology is based on three different studies: desk research, interviews with consumers and interviews with managers. The results show that image factors (store image and SB price image) are strong determinants of SBs purchase behavior in addition to perceptual, attitudinal and socio-demographic variables in this emerging market. The importance of store image factors seems to provide a brand status to SBs in Brazil. Findings also indicate that Brazilian consumers are different from Western countries? consumers when we refer to some consumption trends such as organic SB products. These findings are discussed and managerial implications provided.

Date: 2014
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