Use this URL to cite or link to this record in EThOS:
Title: Factors affecting store brand purchase in the Greek grocery market
Author: Sarantidis, Paraskevi
ISNI:       0000 0004 2734 126X
Awarding Body: University of Stirling
Current Institution: University of Stirling
Date of Award: 2012
Availability of Full Text:
Access from EThOS:
Access from Institution:
This study is an in-depth investigation of the factors that affect store brand purchases. It aims to help both retailers and manufacturers predict store brand purchases through an improved understanding of the effects of three latent variables: customer satisfaction and loyalty with the store; which is expressed through word-of-mouth; and trust in store brands. An additional aim is to explore variations in the level of store brand adoption and the inter-relationships between the selected constructs. Data was collected through a telephone survey of those responsible for household grocery shopping, and who shop at the nine leading grocery retailers in Greece. A total of 904 respondents completed the questionnaire based upon a quota of 100 respondents for each of the nine retailers. Data were analyzed through chi-square, analysis of variance and partial least square. The proposed model was tested by partial least square path modeling, which related the latent variables to the dependent manifest variable: store brand purchases. The findings provide empirical support that store brand purchases are positively influenced by the consumers’ perceived level of trust in store brands. The consumer decision-making process for store brands is complex and establishing customer satisfaction and loyalty with the store does not appear to influence store brand purchases or the level of trust in the retailer’s store brands in the specific context under study. Consequently the most appropriate way to influence store brand purchases in the Greek market is through increasing in the level of trust in the retailer’s store brands. It is suggested that retailers should therefore invest in trust building strategies for their own store brands and try to capitalize on their brand equity by using a family brand policy. Theoretical and managerial implications of the findings are discussed and opportunities for further research are suggested.
Supervisor: Burt, Steven; Keri, Davis Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Store Brands ; Private Label ; Retail Brands ; Customer Satisfaction ; Store Loyalty ; Trust ; Partial Least Square ; Formative indicators ; Retail ; Grocery stores ; Greece ; Grocery trade Greece ; Brand name products Management ; Consumer satisfaction