scholarly journals Emerging Private Labels and its Attributes: A comparative Study between Private Label Brand and Manufacturer Brand

2018 ◽  
Vol 6 (3) ◽  
pp. 17-26
Author(s):  
Kirti Punia
Keyword(s):  
Comparative Study ◽  
Private Label ◽  
Private Labels ◽  
Manufacturer Brand

scholarly journals Proliferation of Private Labels in Food Retailing: A Literature Overview

2016 ◽  
Vol 8 (6) ◽  
pp. 63 ◽  
Author(s):  
Rainer Olbrich ◽  
Michael Hundt ◽  
Hans Christian Jansen
Keyword(s):  
Private Label ◽  
Purchasing Behavior ◽  
Private Labels ◽  
Food Retailing ◽  
National Brands ◽  
Literature Overview ◽  
Quality Aspects ◽  
Prior Literature ◽  
Key Drivers

<p>This article provides an overview of private-label research by focusing on the food retailing sector. To explain the proliferation of private labels, we identify key drivers by reviewing the determinants discussed in prior literature. This article identifies the conditions that support the proliferation of private labels—retailer concentration and retailer pricing autonomy—and describes the nature of competition between private labels and national brands. It also highlights the drivers of private-label purchases by providing an overview of brand-related determinants, price and risk-related determinants, quality aspects, sociodemographics, and consumer purchasing behavior. The article concludes by proposing three areas for future private-label research.</p>

The Evolution of Private Label Products in Turkey

2020 ◽  
pp. 1-16
Author(s):  
Yusuf Arslan
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Private Label ◽  
Private Labels ◽  
Developed Markets ◽  
Marketing Activities ◽  
Private Label Products

The purpose of this chapter is to reveal the recent situation in Turkey for private label products in detail and to create some insights for marketing professionals in terms of which marketing strategy to use for private labels to become more successful in the market. To reach this aim, a literature review has been made to understand the success of developed markets and to reveal the marketing strategies that would be proper to implement also in the Turkish market. Then, certain marketing strategies were proposed to the professionals in the Turkish market. One of the main solutions revealed in this study was the importance of creating premium private labels for the Turkish market. It was also understood that Turkish professionals can benefit from the successful marketing activities implemented by developed markets earlier.

scholarly journals Private Label and Macroeconomic Indicators: Europe and USA

2020 ◽  
Vol 10 (4) ◽  
pp. 91
Author(s):  
Eloy Gil-Cordero ◽  
Francisco Javier Rondán-Cataluña ◽  
Daniel Sigüenza-Morales
Keyword(s):  
Market Share ◽  
European Countries ◽  
Private Label ◽  
Private Labels ◽  
National Brand ◽  
Business Decisions ◽  
The Us ◽  
Macroeconomic Indicators ◽  
The Usa ◽  
The Impact

In this study, we have analyzed the impact and evolution of some of the most important macroeconomic indices on the market share and value of private brands. The originality and objective of this work is the linkage of macroeconomic variables in European countries and the USA with the evolution of private labels in these countries. A sample of 19 European countries and all states within the USA has been collected over a 10-year period, including data on private labels and macroeconomic indices. The analysis of the panel data has been applied using the SPSS software through the Ljung–Box test. The most significant data from the sample study is that for GDP; we advised national brand managers to make a special communication effort in nations that offer a lower GDP within Europe for their volume and in value for the US. On the other hand, it was found that when the unemployment rate increases, the value of private label market share decreases for the US, but increases for Europe, in addition to other findings that will help organizations make different business decisions.

scholarly journals PRICE SENSITIVITY VERSUS PERCEIVED QUALITY: MODERATING EFFECTS OF RETAILER POSITIONING ON PRIVATE LABEL CONSUMPTION

2014 ◽  
Vol 15 (5) ◽  
pp. 935-950 ◽  
Author(s):  
Óscar González-Benito ◽  
Mercedes Martos-Partal
Keyword(s):  
Moderating Effect ◽  
Private Label ◽  
Price Sensitivity ◽  
Type Model ◽  
Moderating Effects ◽  
Private Labels ◽  
Quality Perceptions ◽  
Sequential Models ◽  
Household Panel Data

Private labels are growing fast in Europe and USA, especially in the context of nondurable consumer goods. Moreover, the traditional association of private labels solely with a price focus, to the detriment of quality, appears to be diminishing. This research aims to clarify the effect of price sensitivity toward and quality perceptions of private labels on private label consumption. It analyzes the role of a retailer's price positioning as a moderator of the importance of these effects as determinants of private label purchases. With household panel data and survey information, this study investigates private labels’ share of wallet as the dependent variable; thus the logit-type model is adapted to a resource allocation context. Five sequential models specify and test the four hypotheses. In support of the hypotheses, price sensitivity and quality perceptions relate positively to private label consumption. For the moderating effect of retailer's price positioning, a negative moderating effect arises for price sensitivity, whereas a positive moderating effect appears for quality perceptions of private labels. The findings indicate that retailers’ efforts to convert private labels into tools to support positioning strategies are effective.

An Insight into Private Label Brands

2009 ◽  
Vol 34 (2) ◽  
pp. 259-273
Author(s):  
Sudhanshu Sekhar Kar ◽  
Rohit Prashar
Keyword(s):  
Market Share ◽  
Private Label ◽  
Retail Sector ◽  
Retail Market ◽  
Private Labels ◽  
Private Label Brands ◽  
Insight Into

The recent booming of organised retail sector in India has also opened up vast scope for private label players in the market. As retail players are quick to grab a bigger and bigger slice of the retail pie, a new challenge in the shape of private label brands are raising their heads to upturn the applecart of the manufacturer brands. These private label players are no longer seen as cheap me-too products. Rather they are increasingly seen as competitors to the established brands as they lure the random buyers and toss-ups to their fold. Hence it is no wonder that the private label players are playing an increasing role from day to day in the market. They offer less priced products, satisfy local tastes even sometimes their products are of superior quality as compared to established brands. This article therefore, tries to look into the role of private labels in retail market outlining their growth, market share, problems and perspectives.

Comparing private label and manufacturer brand innovation projects in a Dutch Food processing company

2014 ◽  
Vol 14 (1) ◽  
pp. 59-67
Author(s):  
S.W.F. Omta ◽  
F.T.J.M. Fortuin
Keyword(s):  
Private Label ◽  
Incremental Innovation ◽  
Staff Members ◽  
Business Units ◽  
Innovation Projects ◽  
Innovative Products ◽  
Innovation Project ◽  
New Type ◽  
Cooperative Innovation ◽  
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.

scholarly journals RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN

2006 ◽  
Vol 7 (4) ◽  
pp. 121-141
Author(s):  
PAULA BULAMAH SPINELLI ◽  
JANAINA DE MOURA ENGRACIA GIRALDI ◽  
MARCOS CORTEZ CAMPOMAR
Keyword(s):  
Private Label ◽  
Private Labels ◽  
Case Study Method ◽  
Positioning Strategy

ABSTRACT The present study approaches the advantages and risks related to private labels under a retailers’ perspective, as well as the private label strategies and its growth in the Brazilian market. The paper analyses the strategies used by a large Brazilian supermarket chain with regards to its private labels’ management, using the case study method. The results showed the existence of two private label lines of products, with different strategies: one line of light products (proprietary brand) and another line of products that carry the name of the supermarket under study (retail brand endorsement), both classified as using the fantasy positioning strategy.

scholarly journals Rational and irrational behavior of Slovak consumers in the private label market

10.5219/1272 ◽  
2020 ◽  
Vol 14 ◽  
pp. 402-411
Author(s):  
Ingrida Košičiarová ◽  
Zdenka Kádeková ◽  
Ľubica Kubicová ◽  
Kristí­na Predanocyová ◽  
Jana Rybanská ◽  
...  
Keyword(s):  
Private Label ◽  
Purchasing Decisions ◽  
Private Labels ◽  
Blind Test ◽  
Main Research ◽  
Irrational Behavior ◽  
Adequate Quality ◽  
The Subject ◽  
Comparable Quality ◽  
Private Label Products

Rational and irrational consumer behavior has already been the subject of several studies. Although their attention was mostly focused on traditional brands, these studies and their conclusions may also serve as a model for private label research, which is now increasingly coming to the forefront. Private labels are gradually becoming an adequate purchase alternative to traditional brands. The aim of the paper was to find out the influence of packaging and chosen marketing communication tools, on consumer purchasing decisions in the dairy segment. An anonymous questionnaire survey was chosen as the main research method, where participated 1,116 respondents from all over Slovakia; which was subsequently supplemented by the blind test involving 20 respondents under the age of up to 25 years. Seven chocolate-flavored yogurt samples were examined in the blind test; while the samples were such traditional brands by traditional producers as well as private labels. Interestingly, identical products were investigated ”“ products from the traditional producer, both under its brand and under the retailer's private label. The results of our research proved some interesting findings ”“ more than 28% of respondents buy private label products regularly and more than 53% buy them sporadically; whereas respondents do not buy private labels, mainly because of their lack of interest to try something new, assuming poor product quality and inadequate price; they buy them mainly because of lower prices compared to traditional product brands, comparable quality to traditional brands and good experience; respondents perceive private labels as good products of adequate quality and private labels evoke that products are adequate quality at a reasonable price. Although most respondents have no opinion on the packaging of private label products, more than 31% of them consider their packaging as unattractive and almost 36% think that their packaging does not affect them, but the results of the blind test partially refused this opinion.

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