Search Term-Intention Congruency in Brand-Ubiquitous Categories and Private Label Receptiveness on the Digital Shelf

Abstract

This paper explains and examines online consumer behavior in brand-ubiquitous categories – categories where brand names are so well-known within the category to the point of becoming synonymous with the generic product name in consumers’ minds. The study tries to discern a relationship between consumer search behavior and the likelihood of private label purchase within these categories through a survey (n = 402) simulating an online purchasing environment and analyzing what search terms consumers used, what they were interested in purchasing, and what they ultimately purchased when given a choice between branded and private label products in three categories: bandages, cotton swabs, and dental floss. While much research exists on the factors influencing private label purchase propensity, there has been little to no research conducted within the brand-ubiquitous category space, which alters consumer search behavior significantly, as shown by this study. The study shows support for search-term intention incongruency in these categories (where consumers are using the brand name to search for the generic product in these categories). It also shows significant evidence to support a relationship between this incongruency and propensity to consider private label but does not adequately support a similar relationship between incongruency and private label purchase. Implications of these results are discussed, particularly considering search engine relevancy and brand loyalty.