ABSTRACT
This chapter determines whether national brand promotions and store brands attract the same value-conscious consumers, which would aggravate channel conflict between manufacturers and retailers. It identifies psychographic and demographic traits that potentially drive usage of store brands and national brand promotions. The chapter develops a framework and structural equation model to study the association of these traits with store brand and national brand promotion usage. Authors obtain data from a mall intercept consumer survey. The survey consisted of personal interviews with 319 adults who were intercepted at four shopping malls in Massachusetts at various times of day and on different days of the week. A professional market research firm conducted the interviews over a four-week period in the summer of 1998.
