The characterics of private label demand. A study on two stapple goods

Les déterminants de la demande en marques de distributeurs: étude à partir de deux produits de consommation courante

Fabian Berges, Daniel Hassan and Sylvette Monier Dilhan
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Fabian Berges: Groupe de recherche en économie mathématique et quantitative - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique
Daniel Hassan: Groupe de recherche en économie mathématique et quantitative - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique
Sylvette Monier Dilhan: Groupe de recherche en économie mathématique et quantitative - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique
Authors registered in the RePEc Author Service: Sylvette Monier-Dilhan

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Abstract: This article tries to characterize the factors that influence consumers' decision to buy a private label (or store brand). Data come from purchasing acts in the Sécodip panel, composed by more than 7, 000 households for the year2000. The model is a logit one. We study two frequently purchased goods: pasta and yoghurts, and find that the results are not dependant of the product. Most of the sociodemographics factors (age, location and diploma) do not play an important role in the private label buying decision. A significant income effect influences the consumer 's choice, but only for the lowest income categories. On the other hand brand choice is dearly related to purchase behaviour: for example, store loyalty clearly plays in favour of store brand. Last when leaving the 'core of the market' (sophisticated ingredients, original packaging), national brands get advantaged even if store brands are available on these market segments.

Keywords: BRANDS; CONSUMERS; LOYALTY; STORE; MARQUE DE DISTRIBUTEUR; COMPORTEMENT DU CONSOMMATEUR; DENOMINATION COMMERCIALE; FIDELISATION (search for similar items in EconPapers)
Date: 2007
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Published in Économie rurale, 2007, 301, pp.8-17

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02656327

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