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Ample consumption period available until use-by dates: a potential, marketing position for store brands

Miranda, Mario J and Konya, Laszlo (2007) Ample consumption period available until use-by dates: a potential, marketing position for store brands. Journal of promotion management, 13 (3/4). pp. 363-382. ISSN 1049-6491

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Abstract

Traditionally store brands in Australia are viewed with suspicion in regard to their quality and are usually purchased because of the "value for money" that they offer. Australian supermarket majors are considering introducing a new suite of store brands in the higher price brackets. The danger of moving upscale however is that these store brands are relinquishing their value for money appeal and will come head to head with the manufactured brands. Store brands will now require some quality dimension to compete. This paper after studying the attitudes and behavioural response of grocery shoppers to use by dates, is proposing that that the promise of "generous" use-by dates as a surrogate for quality, could be considered as a positioning plank to promote store brands as alternatives to manufactured brands. Logit analysis is employed to explain shoppers' perception and response to use-by dates, of products that they regularly buy, and of alternative products which they have never bought before if the use-by dates of their regular items are perceived to be too short

Item Type: Article
Uncontrolled Keywords: ResPubID15319, marketing, perceptions, shoppers, store brands, use-by dates
Subjects: RFCD Classification > 340000 Economics
Faculty/School/Research Centre/Department > School of Economics and Finance
FOR Classification > 1503 Business and Management
FOR Classification > 1505 Marketing
Depositing User: Ms Marcia Millard
Date Deposited: 21 May 2009 13:59
Last Modified: 26 Jan 2014 00:16
URI: http://vuir.vu.edu.au/id/eprint/2056
DOI: 10.1080/10496490802308539
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Citations in Scopus: 0 - View on Scopus

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