Working Papers

Numerous research papers have been published in the past examining the influence of consumer-related factors including demographics, psychographics, perceptual differences, shopping behaviour, etc. on store brand proneness (SBP). However, there have been very few attempts at integrating the disparate findings into a cohesive framework to understand the factors affecting SBP. The purpose of this paper is to develop and test a comprehensive structural model of consumer-related factors affecting household-level store brand proneness. A survey was carried out on a large sample of female shoppers, using the face-to-face interview method. Results contribute to the study of Store Brands (SBs) conceptually, substantively, and managerially. Conceptually, this study proposes a comprehensive structural model enabling academicians, practitioners, and retailers to gain a better understanding of the factors influencing the consumera??s choice of SBs. The research is also an attempt at investigating the role of consumer decision-making styles in determining the level of SBP along with other consumer-related correlates. The study shows how behavioural characteristics of consumers specific to modern format stores affect consumer brand choice decisions. Substantively speaking, the research found that SBs attract consumers with distinct consumer personalities, demographics, and behavioural characteristics. In managerial terms, the study provides important actionable insights for improving the market performance of SBs. ?? ??Keywords: decision-making styles, extrinsic cues, organised retail, store ?? ?????????????????????????? ??????????brands, ??store brand proneness, store loyalty