Effect of Consumers’ Personality on Store Brand Choice in Grocery Stores: Insights from France and Germany

Sophie T. Winter, Carola Grebitus

Research output: Contribution to journalArticle

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.

Original languageEnglish (US)
Pages (from-to)400-416
Number of pages17
JournalJournal of International Food and Agribusiness Marketing
Volume31
Issue number4
DOIs
StatePublished - Oct 2 2019

Keywords

  • Consumer choice
  • France
  • Germany
  • food retailing
  • personality
  • retail brands
  • store brands

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing

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