How Should Retailers Deal with Consumer Sabotage of a Manufacturer Brand?

The time when private labels consisted only of low-priced, low-quality products has long gone. A new type of cooperative innovation project has emerged in which food processors and retailers work closely together to target consumers with new and innovative products. These so-called high-end private label innovation projects can be typified as Early Customer Integration (ECI) projects. ECI projects may show a higher level of market orientation than manufacturer brand innovation projects, which companies carry out entirely in-house. However, ECI might lead to more incremental innovation because of the path dependency of the customer input. The present paper aims to fill this gap by investigating these assumptions by analysing the innovation portfolio of a leading Dutch producer and exporter of processed food products that produces manufacturer brand, high-end private label as well as traditional low-end tendered private label products. Twenty innovation projects, 10 manufacturer brand, 7 high-end private label and 3 traditional low-end private label innovation projects, including 76 respondents, were investigated using the Wageningen Innovation Assessment Toolkit. All respondents were employees of the company and members of the cross-functional project team of the innovation project that they assessed. In total 17 R&D staff members, 10 marketing and sales managers and 8 managers from the business units filled out the questionnaires. Based on the finding that the high-end private label projects showed the highest scores on product superiority it may be concluded that ECI indeed helps to better understand and fulfil consumer demands. It must also be concluded that the lower scores of high-end private label projects on product novelty are an indication that, ECI may have led to more incremental innovation.

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The effects of manufacturer brand performance, brand strength and role performance on retailer satisfaction

AFRICAN JOURNAL OF BUSINESS MANAGEMENT ◽

10.5897/ajbm10.1682 ◽

2012 ◽

Vol 6 (2) ◽

Author(s):

Ebru Tumer Kabadayi

Keyword(s):

Brand Performance ◽

Role Performance ◽

Brand Strength ◽

Manufacturer Brand

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How manufacturer brand erosion shapes consumer assortment perceptions

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-04-2019-0235 ◽

2019 ◽

Vol 32 (4) ◽

pp. 922-939 ◽

Cited By ~ 1

Author(s):

Chunyu Li ◽

Yongfu He ◽

Ling Peng ◽

Denghua Yuan

Keyword(s):

Empirical Work ◽

Store Brands ◽

Negative Effects ◽

Strategic Positioning ◽

Content Type ◽

Negative Effect ◽

Manufacturer Brand ◽

Private Brand ◽

Subject Experiment ◽

Practical Implications

Purpose Recently, the popularity of store brands has resulted in some manufacturer brands being removed from shelves. The current literature lacks empirical work on the effect of manufacturer brand erosion on consumer assortment perception and repatronage intention. Based on signalling theory, the purpose of this paper is to manufacturer brands play a signalling role and contend that manufacturer brand erosion has detrimental effects on the assortment perception due to reduced signalling efficacy. Design/methodology/approach A 3 (low manufacturer brand erosion vs high manufacturer brand erosion vs manufacturer brand dominance) ×2 (assortment size: small vs large) between-subject experiment was conducted. Findings Manufacturer brand erosion exerts a negative effect on assortment attractiveness and consumers’ repatronage intention; the greater the erosion, the larger the negative effect. These negative effects are mediated by reduced consumer perceptions of assortment quality and variety. A large (vs small) assortment size attenuates the negative effect of manufacturer brand erosion by improving perceived assortment quality. Practical implications To engage in strategic positioning through efficient assortment management, retailers should cooperate with brand manufacturers, instead of promoting their own private labels. Nevertheless, a large assortment dominated by store brands signals that the retailer has built a strong private brand, which in turn gains a differentiation advantage. Originality/value This paper is among the first to take the signalling perspective and explicitly investigate whether and how manufacturer brand erosion exerts a significant impact on assortment perception.

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Motivation and cognitive structures of store versus manufacturer brand consumers

Journal of Consumer Behaviour ◽

10.1002/cb.1518 ◽

2015 ◽

Vol 14 (4) ◽

pp. 270-284 ◽

Cited By ~ 3

Author(s):

Athanasios Krystallis

Keyword(s):

Cognitive Structures ◽

Manufacturer Brand

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Failure analysis and repair of the telescopic beam belonging to the spreader of a reach stacker for port operations

Scientia et technica ◽

10.22517/23447214.23471 ◽

2020 ◽

Vol 25 (1) ◽

pp. 30-36

Author(s):

Edgardo Manuel Buelvas Castro ◽

Fabio Andres Bermejo Altamar ◽

Ricardo Andrés Mendoza Quiroga

Keyword(s):

Failure Analysis ◽

Working Hours ◽

Metallographic Analysis ◽

Hardness Profile ◽

Fracture Area ◽

Repair Procedure ◽

Manufacturer Brand ◽

Welding Procedure ◽

Type Of Failure ◽

Excess Load

Reach stackers land equipment operating in ports of the Colombian Caribbean, are subject to several critical working conditions such as; corrosive environment, excess working hours, overload and lack of predictive maintenance. This work focuses on the failure analysis and the elaboration of the welding repair procedure of the telescopic beam belonging to the spreader of a Reach stacker that operates in a Colombian Caribbean seaport. Initially the fault zone was characterized; by mean a metallographic analysis and a hardness profile to identify the type of structural steel of which the beam is composed, obtaining an A514 grade C of 110KSI of tensile strength and 34HRC of hardness. The equipment manufacturer was verified and the established by the laboratory tests was corroborated. After identifying the material, the fracture area was analyzed where patterns of beach markings were found, typical of a fatigue failure which extended from the circumference of separating pins to the surface of the beam. The inclusion of the separators in the initial design generates stress concentrators in the welding of the pins which increases the fatigue zone combined with the excess load with which the equipment works. This fact could be verified with a technical bulletin published by the manufacturer brand "Taylor" where it indicates this type of failure for the telescopic beam of the Reach stackers. Successively, an FCAW type welding repair procedure is developed in accordance with AWS code D1.1, where the electrode to be used, the cords to be applied, the preheating, and the speeds and conditions recommended for filling the materials are selected cracks. Finally it could be concluded that the fault was generated by fatigue and overload in the welding of the telescopic beam separator pins and its repair will be carried out according to a welding procedure of the AWS code D1.1. The analysis of these types of cases will allow the company to take actions to minimize the new occurrence of the failure such as periodic reviews in that area after the work hours recommended by the manufacturer and the awareness of the equipment operators with the handling of loads on the dock.

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The Story of Taste: Using EEGs and Self-Reports to Understand Consumer Choice

Kennesaw Journal of Undergraduate Research ◽

10.32727/25.2019.5 ◽

2012 ◽

Vol 2 (1) ◽

Author(s):

Charnetta Brown ◽

◽

Adriane Randolph ◽

Janee Burkhalter ◽

◽

...

Keyword(s):

Cost Saving ◽

Consumer Choice ◽

Brain Activity ◽

Private Label ◽

Consumer Decisions ◽

Electrical Brain Activity ◽

Self Reports ◽

Manufacturer Brand ◽

Reported Data

The authors investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through recordings of electrical brain activity in the form of electroencephalograms (EEGs) and self-reported data captured in surveys. Results reveal a willingness of consumers to switch to a less-expensive brand when the quality is perceived to be the same as the more expensive counterpart. Cost saving options for consumers and advertising considerations for managers are discussed.

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