La elección de la marca del distribuidor en productos duraderos: factores de influencia
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Publicado
20-12-2010
Eva María Caplliure Giner
María José Miquel Romero
Carmen Pérez Cabañero
Resumen
La apuesta de la distribución por la extensión de su marca a las categorías de productos duraderos, como electrodomésticos y productos electrónicos para el hogar, ha demostrado ser acertada, a pesar de las críticas en contra de esta estrategia. Posiblemente, la mayor familiaridad del consumidor con las marcas del distribuidor, el cambio de actitud favorable hacia éstas, la disponibilidad de la tecnología, y por qué no, la crisis económica internacional que afecta a las economías domésticas, pueden ser factores explicativos de este éxito. El escaso número de trabajos que tratan de explicar las razones de aceptación de estas marcas en productos duraderos nos ha llevado a plantear si las variables que determinan la compra de la marca del distribuidor en categorías de estudio clásicas como son las de alimentación y droguería, son de aplicación en el caso de productos duraderos. Los resultados preliminares indican que no.
Cómo citar
Caplliure Giner, E. M., Miquel Romero, M. J., & Pérez Cabañero, C. (2010). La elección de la marca del distribuidor en productos duraderos: factores de influencia. Cuadernos De Gestión, 10(3), 125–147. https://doi.org/10.5295/cdg.100194ec
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Keywords
Marca del distribuidor, intención de compra, productos duraderos, familiaridad, actitud y satisfacción
References
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Apelbaum, E., Gerstner, E. y Naik, P. (2003): “The effects of expert quality evaluations versus brand name on price premiums”, Journal of Product and Brand Management, vol. 12, nº 3, pp. 154-165.
Babakus, E., Bienstock, C.C. y Van Scotter, J.R. (2004): “Linking perceived quality and customer satisfaction to store traffic and revenue growth”, Decision Sciences, vol.35, nº4, pp.713-737.
Baltas, G. (1997): “Determinants of store brand choice: a behavioral analysis”, Journal of Product and Brand Management, vol. 6, nº 5, pp. 315-324.
Batra, R. y Sinha, I. (2000): “Consumer-level factors moderating the success of private label brands”, Journal of Retailing, vol.76, No.2, pp.175-191.
Berkowitz, D., Bao, Y. y Allaway, A.W. (2005): “Hispanic consumers, store loyalty and brand preference”, Journal of Targeting, Measurement and Analysis for Marketing, vol.14, nº1, pp. 9-24.
Bolton, R.N. (1998): “A dynamic model of the duration of the customer’s relationship with a continuous service provider: the role of satisfaction”, Marketing Science, vol.17, nº1, pp.45-65.
Bucklin, L.P. (1963): “Retail Strategy and The Classification of Consumer Goods”, Journal of Marketing, vol.27, pp.50-55.
Burton, S., Lichtenstein, D.R., Netemeyer, R.G. y Garretson, J.A. (1998): “A Scale for Measuring attitude toward Private label Products and an Examination of Its Psychological and Behavioral Correlates”, Journal of the Academy of Marketing Science, vol. 26, nº4, Fall, pp.293-306.
Copeland, M.T. (1925): Principles of Merchandising, Chicago. A.W. Shaw Company.
Coupey, E., Irwin, J. R. y Payne, J. W. (1998): “Product Category Familiarity and Preference Construction”, Journal of Consumer Research, vol. 24, March, pp.459-468.
Cronin, J.J.Jr y Taylor, S.A. (1992): “Measuring service quality: a re-examination and extension”, Journal of Marketing, vol.56, nº3, pp.55-68.
D’Astous A. y Saint-Louis, O. (2005): “National versus store brand effects on consumer evaluation of a garment”, Journal of Fashion Marketing and Management, vol. 9, nº 3, pp.306-317.
Davies, G. (1998): “Retail brands and the theft of identity”, International Journal of Retail & Distribution Management”, vol. 26, nº4, pp. 140-146.
Dhar, S.K. y Hoch, S.J. (1997): “Why store brand penetration varies by retailer”, Marketing Science, vol.16, No.3, pp.208-227.
Dick, A., Jain, A. y Richardson, P. (1995): “Correlates of store brand proneness: Some empirical observations”, Journal of Product and Brand Management, vol.4, nº4, pp.15-22.
Dickson, P.R. y Sawyer, A.G. (1990): “The price knowledge and search of supermarket shoppers”, Journal of marketing, vol.54, pp.42-53.
Euromonitor (2008): Bases de datos.www.portal.euromonitor.com. Consulta el 1 de Septiembre de 2008.
Fernández, A., Gómez, M. y Rubio, N. (2003): “Las marcas del distribuidor y la gestión del lineal. Un análisis desde la perspectiva del fabricante” Revista Española de Investigación en Marketing- ESIC, vol. 12, pp. 3-17.
Garretson, J.A., Fisher, D. y Burton, S. (2002): “Antecedents of private label attitude and national brand promotion attitude: similarities and differences”, Journal of Retailing, vol.78, pp.91-99.
González Mieres, C., Díaz Martín, A.M. y Trespalacios Gutiérrez, J.A. (2006): “Antecedents of the difference in perceived risk between store brands and national brands”, European Journal of Marketing, vol.40, nº.1/2, pp. 61-82.
Gutwilling, R. (2000): “A Household Name”, Supermarket Business, New York. 15 de junio.
Hoch, S. J. y Banerji, S. (1993): “When do Private Labels Succeed?”, Sloan Management Review, summer, pp. 57-67.
Hoch, S. J. (1996): “How should national brands think about private labels?”, Sloan Management Review, vol.37, No.2, pp.89-102.
Holbrook, M.B. y Howard, J.A. (1976): “Frequently Purchased Nondurable Goods and Services”, en Selected Aspects of Consumer Behavior, un resumen de The Perspective of Different Disciplines, preparado por The National Science Foundation, US Government Printing Office. Citado por Wind (1982), ob.cit.
Holton, R.H. (1958): “The Distinction between Convenience Goods, Shopping Goods, and Specialty Goods”, Journal of Marketing, vol.23.
Jin, B. y Suh, Y.G. (2005): “Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context”, The Journal of Consumer Marketing, vol.22, nº2/3, pp. 62.
Kelmeci-Schneider, G. (2004): Handelsmarken im interkulturellen Vergleich: Einstellungen in Deutschland und in der Türkei am Bispiel des LEH. Handelsforschung 2004, BBE, Cologne, pp.249-266.
Méndez, J.L., Oubiña, J. y Rozano, M. (2000): “Influencia de las marcas de distribuidor en las relaciones fabricante-distribuidor”, Distribución y Consumo. nº 53, pp. 55-74.
Miquel, S. y Caplliure, E.M. (2000): “¿De qué forma el nivel de implicación influye en la compra de la marca del distribuidor?, Revista Española de Investigación de Marketing ESIC, vol.4, nº2, pp.109-136.
Miquel, S., Caplliure, E.M. y Aldas, J. (2002): “The effect of personal involvement on the decision to buy store brands”, Journal of Product & Brand Management, vol.11, No.1, pp.6-16.
Miranda, M. J. y Joshi, M. (2003): “Australian Retailers Need to Engage with Private Labels to Achieve Competitive Difference”, Asia Pacific Journal of Marketing and Logistics, vol.15, nº3, pp.34-47.
Nandan, S. y Dickinson, R. (1994): “Private Brands: Major Brand Perspective”, Journal of Consumer Marketing, vol. 11, nº4, pp. 18-28.
Narasimhan, C. y Wilcox, R.T. (1998): “Private labels and the channel relationship: a crosscategory analysis”, Journal of Business, vol.71, No.4, pp.573-600.
Nielsen (2008): Estudio realizado para la PLMA, en, www.plmainternacional.com. Consulta el 1 de Septiembre de 2008.
Oliver, R.L. (1980): “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of Marketing Research”, vol.17, pp.460-469.
Olsen, S.O. (2002): “Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty”, Journal of the Academy of Marketing Science, vol.30, nº3, pp.240-249.
Oubiña, J., Rubio, N. y Yagüe, M.J. (2006): “Strategic management of store brands: an analysis from the manufacturer’s perspective”, International Journal of Retail & Distribution Management, vol.34, nº10, pp. 742-760.
Pappu, R. y Quester, P. (2006): “Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands”, The Journal of Product and Brand Management, vol.15, nº1, pp. 4-14.
Parasuraman, A., Zeithaml, V.A. y Berry, L.L (1994): “Reassesment of expectations as a comparison standard in measuring service quality: implications for further research”, Journal of Marketing, vol.58, nº1, pp.111-124.
PLMA (2008): Anuario Internacional de la marca del distribuidor 2008. www.plmainternacional.com. Consulta el 1 de Septiembre de 2008.
Putsis, W.P.Jr. y Dhar, R. (2001): “An empirical analysis of the determinants of category expenditure”, Journal of Business Research, vol.52, pp.277-291.
Puelles-gallo, M. y Manzano-anton, R. (2009): “Actualidad de las marcas de distribuidor en las grandes superficies especializadas no alimentarias en España”, Distribución y Consumo, noviembre-diciembre, pp. 38-45.
Recio, M. y Román, M.V. (1999): “Posibilidades de gestión estratégica de las marcas de distribuidor”, Distribución y Consumo, abril-mayo, pp. 13-29.
Richardson, P. Jain, A.K. y Dick, A.S. (1996): “The influence of store aesthetics on evaluation of private label brands”, Journal of Product and Brand Management, vol. 5, nº 2, pp.19-28.
Richardson, P. (1997):”Are store brands perceived to be just another brand?”, Journal of Product and Brand Management, vol. 6, nº 6, pp.388-404.
Roest, H. y Pieters, R. (1997): “The nomological net of perceived service quality”, International Journal of Service Industry Manaangement”, vol.8, nº4, pp.336-351.
Sayman, S. y Raju, J. S. (2004): “Investigating the Cross-Category Effects of Store Brands”, Review of Industrial Organization, vol. 24, nº 2, pp. 129-141.
Semeijn, J., van Riel, A.C.R. y Ambrosini, A.B. (2004): “Consumer evaluations of store brands: effects of store image and product attributes”, Journal of Retailing and Consumer Services, vol.11, No.4, pp.247-258.
Sethuraman, R. (1992): “Understanding Cross-Category Differences in Private Label Shares of Grocery Products”, Marketing Science Institute Working Paper no.92-128. Cambridge. MA. Marketing Science Institute.
Sethuraman, R. y Cole, C. (1997): “Why Do Consumers Pay More for National Brands Than for Store Brands?”, Marketing Science Institute Working Paper no.97-126. Cambridge. MA. Marketing Science Institute.
Shannon, R. y Mandhachitara, R. (2005): “Private-label grocery shopping attitudes and behaviour: A cross-cultural study”, Brand management, vol.12, nº6, pp.461-474.
Sinha, I. y Batra, R. (1999): “The effect of consumer price consciousness on private label purchase”, International Journal of Research in Marketing, vol.16, No.3, pp.237-251.
Steiner, R. L. (2004): “The Nature and Benefits of National Brand/Private Label Competition”, Review of Industrial Organization, vol.24, nº2, pp. 105-127.
Uriol, E. (2004): “El gran comercio especializado gana la batalla al hiper”, Cinco días, 14 de Enero de 2004.
Vahie, A. y Paswan, A. (2006): “Private label brand image: its relationship with store image and national brand”, International Journal of Retail & Distribution Management, vol.34, nº1, pp. 67-84.
Wind, Y.J. (1982): Product Policy: Concepts, Methods and Strategy. Addison-Wesley Publishing Company. Capítulo 4, pp.67-74.
Zielke, S. y Dobbelstein, T. (2007): “Customers’ willingness to purchase new store brands”, The Journal of Product & Brand Management, vol.16, nº2, pp. 112-121.
Apelbaum, E., Gerstner, E. y Naik, P. (2003): “The effects of expert quality evaluations versus brand name on price premiums”, Journal of Product and Brand Management, vol. 12, nº 3, pp. 154-165.
Babakus, E., Bienstock, C.C. y Van Scotter, J.R. (2004): “Linking perceived quality and customer satisfaction to store traffic and revenue growth”, Decision Sciences, vol.35, nº4, pp.713-737.
Baltas, G. (1997): “Determinants of store brand choice: a behavioral analysis”, Journal of Product and Brand Management, vol. 6, nº 5, pp. 315-324.
Batra, R. y Sinha, I. (2000): “Consumer-level factors moderating the success of private label brands”, Journal of Retailing, vol.76, No.2, pp.175-191.
Berkowitz, D., Bao, Y. y Allaway, A.W. (2005): “Hispanic consumers, store loyalty and brand preference”, Journal of Targeting, Measurement and Analysis for Marketing, vol.14, nº1, pp. 9-24.
Bolton, R.N. (1998): “A dynamic model of the duration of the customer’s relationship with a continuous service provider: the role of satisfaction”, Marketing Science, vol.17, nº1, pp.45-65.
Bucklin, L.P. (1963): “Retail Strategy and The Classification of Consumer Goods”, Journal of Marketing, vol.27, pp.50-55.
Burton, S., Lichtenstein, D.R., Netemeyer, R.G. y Garretson, J.A. (1998): “A Scale for Measuring attitude toward Private label Products and an Examination of Its Psychological and Behavioral Correlates”, Journal of the Academy of Marketing Science, vol. 26, nº4, Fall, pp.293-306.
Copeland, M.T. (1925): Principles of Merchandising, Chicago. A.W. Shaw Company.
Coupey, E., Irwin, J. R. y Payne, J. W. (1998): “Product Category Familiarity and Preference Construction”, Journal of Consumer Research, vol. 24, March, pp.459-468.
Cronin, J.J.Jr y Taylor, S.A. (1992): “Measuring service quality: a re-examination and extension”, Journal of Marketing, vol.56, nº3, pp.55-68.
D’Astous A. y Saint-Louis, O. (2005): “National versus store brand effects on consumer evaluation of a garment”, Journal of Fashion Marketing and Management, vol. 9, nº 3, pp.306-317.
Davies, G. (1998): “Retail brands and the theft of identity”, International Journal of Retail & Distribution Management”, vol. 26, nº4, pp. 140-146.
Dhar, S.K. y Hoch, S.J. (1997): “Why store brand penetration varies by retailer”, Marketing Science, vol.16, No.3, pp.208-227.
Dick, A., Jain, A. y Richardson, P. (1995): “Correlates of store brand proneness: Some empirical observations”, Journal of Product and Brand Management, vol.4, nº4, pp.15-22.
Dickson, P.R. y Sawyer, A.G. (1990): “The price knowledge and search of supermarket shoppers”, Journal of marketing, vol.54, pp.42-53.
Euromonitor (2008): Bases de datos.www.portal.euromonitor.com. Consulta el 1 de Septiembre de 2008.
Fernández, A., Gómez, M. y Rubio, N. (2003): “Las marcas del distribuidor y la gestión del lineal. Un análisis desde la perspectiva del fabricante” Revista Española de Investigación en Marketing- ESIC, vol. 12, pp. 3-17.
Garretson, J.A., Fisher, D. y Burton, S. (2002): “Antecedents of private label attitude and national brand promotion attitude: similarities and differences”, Journal of Retailing, vol.78, pp.91-99.
González Mieres, C., Díaz Martín, A.M. y Trespalacios Gutiérrez, J.A. (2006): “Antecedents of the difference in perceived risk between store brands and national brands”, European Journal of Marketing, vol.40, nº.1/2, pp. 61-82.
Gutwilling, R. (2000): “A Household Name”, Supermarket Business, New York. 15 de junio.
Hoch, S. J. y Banerji, S. (1993): “When do Private Labels Succeed?”, Sloan Management Review, summer, pp. 57-67.
Hoch, S. J. (1996): “How should national brands think about private labels?”, Sloan Management Review, vol.37, No.2, pp.89-102.
Holbrook, M.B. y Howard, J.A. (1976): “Frequently Purchased Nondurable Goods and Services”, en Selected Aspects of Consumer Behavior, un resumen de The Perspective of Different Disciplines, preparado por The National Science Foundation, US Government Printing Office. Citado por Wind (1982), ob.cit.
Holton, R.H. (1958): “The Distinction between Convenience Goods, Shopping Goods, and Specialty Goods”, Journal of Marketing, vol.23.
Jin, B. y Suh, Y.G. (2005): “Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context”, The Journal of Consumer Marketing, vol.22, nº2/3, pp. 62.
Kelmeci-Schneider, G. (2004): Handelsmarken im interkulturellen Vergleich: Einstellungen in Deutschland und in der Türkei am Bispiel des LEH. Handelsforschung 2004, BBE, Cologne, pp.249-266.
Méndez, J.L., Oubiña, J. y Rozano, M. (2000): “Influencia de las marcas de distribuidor en las relaciones fabricante-distribuidor”, Distribución y Consumo. nº 53, pp. 55-74.
Miquel, S. y Caplliure, E.M. (2000): “¿De qué forma el nivel de implicación influye en la compra de la marca del distribuidor?, Revista Española de Investigación de Marketing ESIC, vol.4, nº2, pp.109-136.
Miquel, S., Caplliure, E.M. y Aldas, J. (2002): “The effect of personal involvement on the decision to buy store brands”, Journal of Product & Brand Management, vol.11, No.1, pp.6-16.
Miranda, M. J. y Joshi, M. (2003): “Australian Retailers Need to Engage with Private Labels to Achieve Competitive Difference”, Asia Pacific Journal of Marketing and Logistics, vol.15, nº3, pp.34-47.
Nandan, S. y Dickinson, R. (1994): “Private Brands: Major Brand Perspective”, Journal of Consumer Marketing, vol. 11, nº4, pp. 18-28.
Narasimhan, C. y Wilcox, R.T. (1998): “Private labels and the channel relationship: a crosscategory analysis”, Journal of Business, vol.71, No.4, pp.573-600.
Nielsen (2008): Estudio realizado para la PLMA, en, www.plmainternacional.com. Consulta el 1 de Septiembre de 2008.
Oliver, R.L. (1980): “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of Marketing Research”, vol.17, pp.460-469.
Olsen, S.O. (2002): “Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty”, Journal of the Academy of Marketing Science, vol.30, nº3, pp.240-249.
Oubiña, J., Rubio, N. y Yagüe, M.J. (2006): “Strategic management of store brands: an analysis from the manufacturer’s perspective”, International Journal of Retail & Distribution Management, vol.34, nº10, pp. 742-760.
Pappu, R. y Quester, P. (2006): “Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands”, The Journal of Product and Brand Management, vol.15, nº1, pp. 4-14.
Parasuraman, A., Zeithaml, V.A. y Berry, L.L (1994): “Reassesment of expectations as a comparison standard in measuring service quality: implications for further research”, Journal of Marketing, vol.58, nº1, pp.111-124.
PLMA (2008): Anuario Internacional de la marca del distribuidor 2008. www.plmainternacional.com. Consulta el 1 de Septiembre de 2008.
Putsis, W.P.Jr. y Dhar, R. (2001): “An empirical analysis of the determinants of category expenditure”, Journal of Business Research, vol.52, pp.277-291.
Puelles-gallo, M. y Manzano-anton, R. (2009): “Actualidad de las marcas de distribuidor en las grandes superficies especializadas no alimentarias en España”, Distribución y Consumo, noviembre-diciembre, pp. 38-45.
Recio, M. y Román, M.V. (1999): “Posibilidades de gestión estratégica de las marcas de distribuidor”, Distribución y Consumo, abril-mayo, pp. 13-29.
Richardson, P. Jain, A.K. y Dick, A.S. (1996): “The influence of store aesthetics on evaluation of private label brands”, Journal of Product and Brand Management, vol. 5, nº 2, pp.19-28.
Richardson, P. (1997):”Are store brands perceived to be just another brand?”, Journal of Product and Brand Management, vol. 6, nº 6, pp.388-404.
Roest, H. y Pieters, R. (1997): “The nomological net of perceived service quality”, International Journal of Service Industry Manaangement”, vol.8, nº4, pp.336-351.
Sayman, S. y Raju, J. S. (2004): “Investigating the Cross-Category Effects of Store Brands”, Review of Industrial Organization, vol. 24, nº 2, pp. 129-141.
Semeijn, J., van Riel, A.C.R. y Ambrosini, A.B. (2004): “Consumer evaluations of store brands: effects of store image and product attributes”, Journal of Retailing and Consumer Services, vol.11, No.4, pp.247-258.
Sethuraman, R. (1992): “Understanding Cross-Category Differences in Private Label Shares of Grocery Products”, Marketing Science Institute Working Paper no.92-128. Cambridge. MA. Marketing Science Institute.
Sethuraman, R. y Cole, C. (1997): “Why Do Consumers Pay More for National Brands Than for Store Brands?”, Marketing Science Institute Working Paper no.97-126. Cambridge. MA. Marketing Science Institute.
Shannon, R. y Mandhachitara, R. (2005): “Private-label grocery shopping attitudes and behaviour: A cross-cultural study”, Brand management, vol.12, nº6, pp.461-474.
Sinha, I. y Batra, R. (1999): “The effect of consumer price consciousness on private label purchase”, International Journal of Research in Marketing, vol.16, No.3, pp.237-251.
Steiner, R. L. (2004): “The Nature and Benefits of National Brand/Private Label Competition”, Review of Industrial Organization, vol.24, nº2, pp. 105-127.
Uriol, E. (2004): “El gran comercio especializado gana la batalla al hiper”, Cinco días, 14 de Enero de 2004.
Vahie, A. y Paswan, A. (2006): “Private label brand image: its relationship with store image and national brand”, International Journal of Retail & Distribution Management, vol.34, nº1, pp. 67-84.
Wind, Y.J. (1982): Product Policy: Concepts, Methods and Strategy. Addison-Wesley Publishing Company. Capítulo 4, pp.67-74.
Zielke, S. y Dobbelstein, T. (2007): “Customers’ willingness to purchase new store brands”, The Journal of Product & Brand Management, vol.16, nº2, pp. 112-121.
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