Retail Store Brand and Customers Purchase Behaviors
คำสำคัญ:
Store Brand, Store Image, Perception of Store Brands, Purchase Behavior, Zero Inflated Poisson, Ordered Probitบทคัดย่อ
Retail store or house or private label brands have been rapidly growing along with the fast growing businesses of modern retail trading stores and convenient stores in Thailand. This paper intends to reveal impacts of consumers’ store image and perception on store brands on purchasing behavior of retail store brand products. The study classifies purchasing behavior into two dimensions, including frequency of purchase and purchase expenditure. Survey data are observed and estimated using Zero Inflated Poisson (ZIP) regression for frequency of purchase model and Ordered Probit for level of purchase expenditure models. The findings from ZIP model indicate that consumers first decide to purchase store brand product, then, frequency of purchase as the next step. Store images and perceptions of store brands, and brand experience show significant impacts on consumers’ purchasing behavior, frequency of purchase and level of purchase expenditure.
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