Effect of Consumers' Personality on Store Brand Choice in Grocery Stores: Insights from France and Germany. Issue 4 (2nd October 2019)

• Record Type: Journal Article
• Authors: Winter, Sophie T.; Grebitus, Carola
• Is Part Of: Journal of international food & agribusiness marketing. Volume 31:Issue 4(2019)
• Page Start: 400
• Page End: 416
• Publication Date: 2019-10-02
• Subjects: Consumer choice -- food retailing -- France -- Germany -- personality -- retail brands -- store brands; Food supply -- Periodicals; Food -- Marketing -- Periodicals; Food industry and trade -- Periodicals; 338.10688
• DOI: 10.1080/08974438.2018.1533507
• Languages: English
• ISSNs: 0897-4438

Abstract

Abstract: Consumers' personality can influence choice behavior. Considering disparities between food store brand market shares across countries, we investigate the impact of personality on food store brand decision making. We carried out two non-hypothetical choice experiments for milk, ice-cream, and cereal, one in France and one in Germany for a total of N = 505 participants. Results show that in France neurotic and in Germany conscientious consumers purchase significantly less store brands for the food items in question. This study contributes to the literature by providing evidence that both, personality and country-effects, influence consumer food choice behavior and serve as a motivating factor for multi-category purchases of grocery store brands.