Table 3. Indicators, Statistics and Factors
Factor / Item / Description / Mean / SD / CVPL Attitude / A1 / I love it when store brands are available for the product categories I purchase / 4.62 / 1.51 / 0.33
A2 / I always consider the possibility of buying store brands when I go shopping / 4.82 / 1.44 / 0.30
A3 / For most product categories, the best buy is usually the store brand / 4.21 / 1.44 / 0.34
A4 / In terms of value for money, I prefer to buy store brands / 4.23 / 1.51 / 0.36
Product Risk / PR1 / Buying a “famous” name brand is safer than buying a well-known store brand / 4.21 / 1.58 / 0.38
PR2 / Store brands usually have worse performance than name brands / 3.68 / 1.53 / 0.41
PR3 / A “famous” name brand will have better performance than a store brand / 4.03 / 1.53 / 0.38
Individual Risk / IR1 / I would not want my friends to know that I buy store brands / 2.33 / 1.73 / 0.74
IR2 / I do not feel good when I buy store brands / 2.34 / 1.59 / 0.68
Price Consciousness / PC1 / When I go shopping, I always look for the cheapest brands / 3.91 / 1.67 / 0.43
PC2 / I always compare the prices of at least a few brands before choosing one / 4.47 / 1.60 / 0.36
Value Consciousness / VC1 / Whenever I buy a product, I try to get the best value for money / 5.33 / 1.41 / 0.26
VC2 / I always look at all the brands on the shelf and choose the one offering the best value for money / 5.63 / 1.36 / 0.24
Extrinsic Cues / EC1 / The more “famous” the brand name of a product, the better its quality / 3.78 / 1.47 / 0.39
EC2 / Brand name is one of the most important factors for me when I buy a product / 3.88 / 1.54 / 0.40
EC3 / The more a product is advertised, the better the quality / 3.50 / 1.55 / 0.44
Intrinsic Cues / IC1 / Store-brand products taste worse than name-brand products / 3.35 / 1.61 / 0.48
IC2 / “Famous” name-brand products taste better than store-brand products / 3.63 / 1.58 / 0.43
IC3 / Store brands use lower-quality ingredients than name brands / 3.30 / 1.47 / 0.45
Smart shopping / SS1 / Smart shoppers buy store brands / 3.74 / 1.62 / 0.43
SS2 / Expert shoppers buy store brands / 3.70 / 1.56 / 0.42
Promotion proneness / PP1 / I like to buy brands that are on sale / 5.26 / 1.42 / 0.27
PP2 / When I shop I look for deals / 4.77 / 1.53 / 0.32
Innovativeness / INN1 / I like to try new brands / 3.98 / 1.54 / 0.39
INN2 / I am often among the first to try a new product / 3.34 / 1.50 / 0.45
INN3 / When I see a product that is somewhat different from the norm, I check it out / 3.18 / 1.45 / 0.46