ABSTRACT: The purpose of this study is to investigate if and how the perception of a product and the evaluation of the experience of consumption can change depending on the consumer's propensity to purchase branded or unbranded products. Data for this study is drawn from a choice experiment conducted with consumers purchasing Italian jeans. The results highlight the fact that attributes and benefits have the same role in the processes of consumer choice. The regression analysis carried out revealed a greater importance of the observed variables by brand loyals. Conversely, there are different variables that generate satisfaction for the two categories of consumers; also different is the contribution of the same satisfaction in later behavior. This study provides value to managers of branded and unbranded products, identifies the different reasons for the choice, and the satisfaction of the two types of consumers.
- consumer preference
- intentional behavior