This research investigates consumers' reactions in store to an increase of the self space devoted to store brands. The experiment conducted in a store laboratory shows that this increase has an impact on their perceptions of the assortment offered, their purchases, and their level of satisfaction from the visit of the store as well as their intention to return to it. By adopting consumers' point of view, this research completes the previous studies devoted to shelf space allocation between store and national brands which only considered manufacturers' or retailers' point of view.
Réactions des consommateurs à un accroissement des parts de linéaires allouées aux marques de distributeurs : une approche expérimentale