Customers ’ willingness to purchase new store brands

@inproceedings{Zielke2007CustomersW,
  title={Customers ’ willingness to purchase new store brands},
  author={Stephan Zielke and Thomas Dobbelstein},
  year={2007}
}
  • Stephan Zielke, Thomas Dobbelstein
  • Published 2007
Purpose – The purpose of this paper is to identify factors influencing customers’ willingness to purchase new store brands. Design/methodology/approach – The paper develops a 3 £ 3 design to investigate the impact of price and quality positioning on the willingness to purchase new store brands in five product groups. A total of 990 respondents completed a questionnaire about store brand perception, aspects of purchasing behavior and willingness to buy. Data are analyzed with analysis of… CONTINUE READING

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