• The Effects of Price Consciousness, Brand Consciousness and Familiarity on Store Brand Purchase Intention

Abstract

Store brands have been developing for a period of time in western countries and are getting popular, following the lead of large-scale chain warehouse, domestically. However, due to the low price, brand image and popularity, the quality of store brand products is thought to be inferior to that of national brand products. Therefore, it is very important for manufacturers to understand the factor influencing store brand purchase intention. The study, from the viewpoint of extrinsic cues used by consumers, taking the consumers of Carrefour as samples, examines the way that price consciousness, brand consciousness, and brand familiarity influence store brand purchase intention through the connection of performance risk and social risk. Results show that (1) store brand familiarity influences consumer's store brand proneness the most; (2) the higher the price consciousness is, the higher the purchase intention of store brands is; (3) there is no direct influence on store brand purchase intention from brand consciousness and (4) performance risk and social risk depress consumer's store brand purchase intention. Moreover, the influence of performance risk is greater than that of social risk. Based on the results this study will provide related suggestions to both stores brand and national brand marketers.

Keywords: Price consciousness, Brand consciousness, Store brand familiarity, Performance risk, Social risk