Manufacturing Brands vs Store Brands A Case of Liquid Vegetable Oil Market

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Topcu Y., Işık H. B., Uzundumlu A. S.

Int. Conference on Business Management and Economics, 26 January 2008, Erzurum/Turkey, Erzurum, Türkiye, 26 - 28 Ocak 2008, ss.95-113

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Erzurum
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.95-113
  • Atatürk Üniversitesi Adresli: Evet

Özet

This study explores the factors affecting consumer choices on buying liquid vegetable oils, and finds out the consumers’ profile for both manufacturer and store brand products. The main objective is to determine the outstanding and distinguished attributes of these two groups of brands. For this end, Erzurum city centre has been divided into four sub-districts, and then a survey study with 250 households has been conducted. First, factor analysis was used to determine attributes which affect the purchasing behaviours of consumers in manufacturer and store brand vegetable oil. Then, consumers were divided into four sub-clusters by using k-means cluster analysis to seek clusters of consumers on the basis of relative homogeneity of their attitudes towards vegetable oil attributes. In the final step, the profile of each cluster was defined by cross-tabulation showing distribution of the clusters deal with consumer demographic and socioeconomic attitudes.

Factor analysis generated 8 and 2 factors for manufacturer and store brands, respectively. Results show that consumers have different preferences and purchasing decisions for manufacturer and store brand liquid vegetable oils. The most important food attributes for both manufacturer and store brands are shelf life, flavor, health concern and quality. However, the variables “price, promotion, quality-price relation, brand name, retailer image and trust to retailer” are more important attributes for store brands than for manufacturer brands. Cluster profiles for these two groups of brands are also different from each other. For example, while cluster 1 was dominated by “young high-income and college educated housewives” in manufacturer brands, it was “young high-income and high school educated workers” in store brands.