Correlates of store brand proneness: some empirical observations

Profiles heavy buyers of store brand products and compares them with light buyers in terms of demographics, socio‐economic, and attitudinal variables. The results suggest that younger, unmarried, and smaller sized households tend to avoid store brands. As compared with heavy buyers, light buyers of store brands are less familiar with them and perceive them to be of lower quality, less value for money and as riskier choices.