Store Brands and Their Influences on Consumer Decision-Making

Effects of Branding and Product Development on Consumer Behavior
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Effects of Branding and Product Development on Consumer Behavior
Store brands or private brands can be referred to as products produced by a single manufacturer and traded using the name of a different firm. They have a label or trademark of the retail outlet that sells them, particularly a supermarket chain (Dimitrieska, 2017). The store brand imitates the national brand packaging to attract consumer perception and visualization. The store brand operators copy the national brands to create the perception that they have high-quality products, thus positively influencing consumer purchasing decisions (Agarwal et al., 2018). This increases their sales revenues and augments the profit maximization objective.
Various effects influence consumer decision-making in the store brand. Social effects are influences from diverse societal members, including family and friends, that may determine the consumer purchasing decisions, such as attitudes towards products in store brands. The marketing factor also influences the consumer decision in the store brand through proper arrangement of product brand labels, advertisement, store services, and seller’s knowledge. In this context, marketing influences the customers’ decision-making to buy products in the store brand (Mostafa & Elseidi, 2018). Accordingly, situational factors such as socioeconomic status may negatively influence the consumer’s decision-making when buying a product in a store...