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Shoppers' alternative choice of store and manufacturers' brands: An examination of the attraction and compromise effects toward retailer's profit optimization.

机译：购物者对商店和制造商品牌的替代选择：检查对零售商利润优化的吸引力和折衷效应。

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摘要

Store brands, and particularly premium store brands, continue to capture greater attention from retailers, as premium store brands are an important strategic asset for retailers. Marketers need to better understand how much the presence of premium store brands contributes to the retailers' overall profits in terms of altering consumer brand choice behavior. This study focuses on investigating the extent to which the addition of an attraction manufacturer's/store brand affects the consumer brand choice decision. This study also focuses on examining the extent to which the addition of a compromise manufacturer's/store brand affects the consumer brand choice decision. Based on the results of these effects, the retailer's overall profits are estimated.; Results of this study suggest that the presence of an attraction manufacturer's brand in an existing market significantly affects the consumer brand choice decision. Similarly, the addition of an attraction store brand to an existing market also significantly affects the consumer brand choice decision. In sum, the introduction of an attraction manufacturer's/store brand into an existing market induces an increase of the target manufacturer's brand market share when the newly introduced brand is asymmetrically dominated by the target manufacturer's brand, but only in the case that the relevant attribute in the brand choice decision is the predominant attribute for the target manufacturer's brand.; Results of this study also suggest that the presence of a compromise manufacturer's brand in an existing market significantly affects the consumer brand choice decision. Likewise, the introduction of a compromise store brand significantly affects the consumer brand choice decision. In other words, the addition of a compromise manufacturer's/store brand leads to the decrease of non-target manufacturers' brands' market shares whether or not the relevant attribute in the brand choice decision is the predominant attribute for the compromise manufacturer's/store brand that is added to an existing market. Finally, results of the estimation of the retailer's overall profits indicate that the presence of a compromise premium store brand induces the largest contribution to the retailer's overall profits among the cases dealing with attraction manufacturers'/store brands and compromise manufacturers'/store brands.
机译：商店品牌，尤其是高级商店品牌，继续引起零售商的更多关注，因为高级商店品牌是零售商的重要战略资产。营销人员需要更好地了解优质商店品牌的存在对改变消费者品牌选择行为的影响，对零售商的整体利润有多大贡献。这项研究的重点是调查吸引力制造商/商店品牌的加入在多大程度上影响了消费者品牌选择的决定。这项研究还着重研究了折衷制造商/商店品牌在多大程度上影响消费者品牌选择决策。根据这些影响的结果，估计零售商的整体利润。这项研究的结果表明，吸引力制造商的品牌在现有市场中的存在会显着影响消费者品牌选择的决定。同样，将吸引力商店品牌添加到现有市场也会显着影响消费者品牌选择的决定。总之，在新引入的品牌不对称地由目标制造商的品牌主导的情况下，将吸引力制造商/商店的品牌引入现有市场会导致目标制造商的品牌市场份额的增加，但前提是在以下情况下：品牌选择决定是目标制造商品牌的主要属性。这项研究的结果还表明，妥协制造商的品牌在现有市场中的存在会显着影响消费者品牌选择的决定。同样，折衷商店品牌的引入会显着影响消费者品牌选择的决定。换句话说，添加折衷制造商/商店品牌会导致非目标制造商品牌的市场份额下降，无论品牌选择决策中的相关属性是否是折衷制造商/商店品牌的主要属性，即添加到现有市场。最后，对零售商总利润的估算结果表明，在涉及吸引力制造商/商店品牌和妥协制造商/商店品牌的案例中，妥协的高级商店品牌的存在对零售商的总利润产生了最大的贡献。

著录项

  • 作者

    Kim, Joon Seok.;

  • 作者单位

    The University of Texas at Arlington.;

  • 授予单位 The University of Texas at Arlington.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2001
  • 页码 288 p.
  • 总页数 288
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;
  • 关键词

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