Are Some Consumers More Prone to Purchase Private Brands?

Is there any evidence to support the statement that private brand purchasers constitute an identifiable market segment? Do these consumers differentiate among different private brands of the same product from different stores? Answers to these basic questions with respect to market delineation of private brands are essential to develop a realistic theory of private branding. This article discusses some characteristics of private brand purchasing of a food product via a probabilistic approach.