Impact of Consumer Characteristics on IP Product Purchase: Empirical Evidence from a Chinese Chain Retailer

Developing IP product has become a common differentiation strategy for retailers to attract customers and remain competence strength. This study uses empirical model to relate consumer characteristics with IP product purchase. The results show that consumers shopping on weekends are more likely to buy IP products, and consumers who have stocking behavior are less likely to purchase IP products. Consumers who are members of the retailer also have lower probability to buy IP products. These findings provide suggestions for the retailers who want to apply differentiation strategy by introducing co-branded IP products.