Consumer Preferences for Retailer Brand Architectures: Results from a Conjoint Study

International Journal of Retail & Distribution Management, Vol. 34, No. 8, pp. 597-606, 2006

Posted: 21 Feb 2007

See all articles by Klaus G. Grunert

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics

Lars Esbjerg

Aarhus University - Department of Marketing and Statistics

Tino Bech-Larsen

University of Aarhus - Aarhus School of Business - Marketing and Statistics

Karen Brunsø

Aarhus School of Business - Department of Marketing and Statistics

Hans Jørn Juhl

Aarhus University - Department of Marketing and Statistics

Abstract

Purpose - The purpose of this paper is to investigate how three dimensions of retailer brand architecture - share or retailer brands, quality of retailer brands and visibility of retailer brands - affect consumer intention to shop at stores.

Design/methodology/approach - A conjoint analysis is conducted with a sample of 599 Danish consumers, which rated intention to shop at hypothetical new shops based on profiles derived from an orthogonal design.

Findings - Two segments of consumers emerge, one price conscious and one more differentiated. Consumers prefer shops with lower price levels, with dominantly manufacturer brands, with quality of retailer brands at the same level as manufacturer brands, and with good visibility of retailer brands.

Research limitations/implications - The results are based on the evaluation of hypothetical stores, and many additional factors affect store choice in the real world.

Practical implications - Results suggest that we may be heading towards a polarized retail market, mainly divided between discount concepts and high quality retailer brand concepts.

Originality/value - The paper is innovative in isolating the effect of dimensions of retailer brand architecture on consumer store preference.

Keywords: Retailers, Customer orientation, Brand awareness

Suggested Citation

Grunert, Klaus G. and Esbjerg, Lars and Bech-Larsen, Tino and Brunsø, Karen and Juhl, Hans Jørn, Consumer Preferences for Retailer Brand Architectures: Results from a Conjoint Study. International Journal of Retail & Distribution Management, Vol. 34, No. 8, pp. 597-606, 2006, Available at SSRN: https://ssrn.com/abstract=957550

Klaus G. Grunert (Contact Author)

Aarhus School of Business - Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Lars Esbjerg

Aarhus University - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Tino Bech-Larsen

University of Aarhus - Aarhus School of Business - Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Karen Brunsø

Aarhus School of Business - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Hans Jørn Juhl

Aarhus University - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

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