A Review of key factors influencing consumer choices towards store brands

Store brands (SBs) have gained prominence in the retail industry, particularly in the consumer-packaged goods sector. This study delves into 180 studies published between 2010 and 2024, analyzing factors influencing consumer choices toward SBs. These factors are categorized into three groups: 1) consumer characteristics, encompassing experience, perceived value, and perceived risk; 2) SB characteristics, including advertising, price, quality, packaging, and SB image; and 3) store characteristics, comprising assortment size, service quality, shelf space, store image, and store loyalty. Additionally, the solution methods employed to analyze these factors are classified into five categories: Game Theory, Multivariate Analysis, Path Analysis, Regression, and Structural Equation Modeling. The reviewed articles are categorized and discussed in detail. This study provides valuable insights for retailers and SB manufacturers to develop strategies to promote SB adoption and increase market share.