Factors influencing consumer behaviour towards store brands: evidence from the French market

Purpose This paper aims to investigate how consumer and image factors as well as store familiarity influence store brand (SB) purchase behaviour. SBs are now widely offered by European mass retailers. However, consumer behaviour toward SBs is not yet clearly understood in all European markets. Design/methodology/approach The authors analysed data collected from 266 respondents and used structural equation modelling to test the main hypotheses. They then carried out ANOVA and MANOVA analyses to test the effect of store familiarity on SB purchase behaviour. Findings Results indicate that store image perceptions, SB price‐image, value consciousness, and SB attitude have significant and positive influence on SB purchase behaviour. Store familiarity positively influences SB choice, but not SB purchase intention. None of the socio‐demographic variables (age, gender, household income, and family size) included as control variables have an effect on SB choice. Research limitations/implications The study is limited because it did not account for the effect of product categories on SB purchase behaviour. Consequently, results cannot be determined for different product categories. It would also be appropriate to measure SB choice in a more concrete way, such as using scanner data. Practical implications Findings highlight the importance of value consciousness, store image perceptions, and SB price‐image on SB purchase behaviour. They also show greater popularity of SB products among consumers, including those with high household income. Originality/value There is increased value to retailers in studying how consumer and image factors jointly influence SB purchase behaviour, whilst also accounting for store familiarity instead of brand familiarity.