Store Brand Purchase in the Italian Market

Guido Cristini; Cristina Zerbini

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Store Brand Purchase in the Italian Market

机译：在意大利市场购买品牌商品

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The paper analyzes the degree of importance of Store Brand purchase determinants for the consumer. In particular, the research focuses on two specific shopper segments (hypermarket shopper and supermarket shopper) in order to evaluate the existence of any significant differences between their product evaluations. Telephone interviews, based on a structured questionnaire, were conducted with a sample of consumers responsible for family purchases and buyers of Store Brand products. For the majority of the purchasing determinants investigated, the results show a significant difference in opinion between those buying Store Brand products in hypermarkets and those in supermarkets. The difference found between shopper profiles has significant managerial implications that could be useful for determining Store Brand management policies. This paper also contributes to the academic debate on the role of Store Brand in the retail market.

机译：本文分析了商店品牌购买决定因素对消费者的重要程度。尤其是，研究集中在两个特定的购物者细分市场（超级市场购物者和超级市场购物者），以评估其产品评估之间是否存在任何重大差异。基于结构化调查表的电话访问是针对负责家庭购买的消费者和商店品牌产品的购买者进行的。对于所调查的大多数购买决定因素，结果表明，在大型超市和超市购买商店品牌产品的人的看法存在显着差异。在购物者资料之间发现的差异具有重大的管理意义，这对于确定商店品牌管理政策可能很有用。本文还为关于商店品牌在零售市场中的作用的学术辩论做出了贡献。

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《International Journal of Business and Management》 |2018年第7期|共页
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Guido Cristini; Cristina Zerbini;
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中图分类经济计划与管理;
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3. Store Brand Purchase Intention: Effects of Risk, Quality, Familiarity and Store Brand Shelf Space [J] . ?nci Dursun, Ebru Tümer Kabaday?, Alev Ko?an Alan, Procedia - Social and Behavioral Sciences . 2011,第2期

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5. The role of product brand image and online store image on perceived risks and online purchase intentions. [D] . Aghekyan, Marine. 2009

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Store Brand Purchase in the Italian Market

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