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SBs Purchase Determinants in Italian Market: A Survey of Different Retailers’ Shoppers

机译：SBS购买法定决定因素在意大利市场：对不同零售商购物者的调查

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Determinants of the growth of store brands (SBs) have been widely investigated in marketing literature. However, with reference to consumer studies, no contributions have focused on comparing strategies developed by grocery retailers to create SB value based on consumer evaluations. The present study aims to fill this knowledge gap by analysing the reasons behind the choice of SBs by consumers who shop at various retailers in Italian market. Data was collected through a computer-assisted telephone interview technique (CATI) based on a structured questionnaire. The final sample was formed by 979 SBs shoppers. The results show that, despite the evidence that socio-demographic profile of the shopper does not vary depending on the retailer attended, the level of importance of SB purchase determinants tend to differ for each retailer: this may reflect the way each distributor has developed its SB products and, therefore, the corresponding strategy adopted. These findings have several implications for retailer policy in positioning SB products.
机译：商店品牌（SBS）的增长的决定因素已被广泛调查营销文学。然而，参考消费者研究，没有贡献朝着比较杂货零售商开发的策略来创建基于消费者评估的SB值。本研究旨在通过分析在意大利市场各种零售商购物的消费者选择SBS背后的原因来填补这种知识差距。通过基于结构化问卷的计算机辅助电话面试技术（CATI）收集数据。最终样品由979 SBS购物者组成。结果表明，尽管有证据表明购物者的社会人口统计概况不根据零售商出席的情况而变化，但SB采购决定簇的重要性往往对每个零售商的重要性往往有所不同：这可能反映了每个经销商开发的方式因此，SB产品采用了相应的策略。这些发现对定位SB产品的零售商政策有几种影响。

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