Premium generic brand choice vis-à-vis generic and national brands: a scenario comparison for self use, family consumption and gift giving in a food and non-food context

Chris Baumann, Hamin Hamin, Rosalie L. Tung, Roxan Toll

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

Three purchase motivation scenarios were presented to 553 consumers to test for their purchase intentions for self consumption, family use or gift giving. The study models brand category choice for generic and national brands and contrasts them to Premium Generic Brands. Separate models are developed for food and non-food choice through backward deletion regression analyses. The most parsimonious models reveal strong similarities for self and family consumption, but distinct drivers for gifts. Value for money, image and satisfaction are key factors in brand choice, but for gifts, „image‟ overpowers other predictors. MANOVA showed the Chinese are a distinct consumer segment for brand choice, more open to consider Premium Generic Brands as gifts. Caucasians buy national brands for gift giving.
Original languageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Number of pages6
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference - Perth
Duration: 28 Nov 201130 Nov 2011

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference
CityPerth
Period28/11/1130/11/11

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