Purchase Behavior and Brand Choice Determinants .

This study focuses on differential brand preference and purchase behavior within the total environment of change. Since private brands are increasing their penetration of the major appliance market, the shopping process associated with their purchase may be reflecting a rather fundamental change in consumption patterns for major appliances. It is possible that a much more price-oriented, "pliable" store-oriented consumer who feels certain that product quality plus warranties has reduced product differentiation to an unimportant variable may succeed the more traditional "presold brand loyalist" to a considerable degree. This type of change would have apparent long-term implications for both retail and manufacturing level marketing policy. In conclusion, competition for market share between national and private brands is intensifying in the major appliance area. The results of this research suggest that the two types of buyers are distinct market segments. Consequently, appropriate marketing strategy based on differential purchase behavior as well as distinctive purchaser characteristics should be developed to compete effectively in one or both market segments.