Differentiation of Retailer Brand Buyers from Manufacturer Brand Buyers

Abstract

Today’s customer has a tremendous impact on retailer activities and therefore customer is the driving force of changes in retailing. The primary objective of this research is to find out the differences between buyers of retailer and manufacturer brands. Demographic, attitude and behavioral characteristics of consumers were the key variable groups measured in this research. Female consumers preferring store brands were interviewed. Findings indicated that the attitudinal differences between two groups were very significant.