Private Label brands trends during COVID-19 Pandemic scenario in Retailing

When purchasing packaged products within a supermarket, consumers choose between proprietary or private label brands. However, when purchasing fresh fruits and vegetables, non-branded produce is the dominant option—with proprietary and private label brands only recently becoming available. Previous fast-moving consumer goods (FMCG) research finds that proprietary and private label brands affect consumer loyalty—however, no research exists for fresh categories. This research is the first to determine the effect of emerging brands in fresh categories on consumer buying behavior. Our research examines consumers’ loyalty toward proprietary, private label, or non-branded fresh fruits and vegetables and the level of customer sharing between these options, using analytical approaches applicable to FMCG categories. The panel data contains nearly 46,000 households making over 8 million purchases in the United States during 2015. Results show that proprietary, private label, and now non-branded fresh produce have expected loyalty levels, for their size, and consumers share their purchases across the three options (i.e., consumers are not loyal to just one option). The study analyzes and interprets purchase data in fresh categories offering marketing academics and practitioners actionable advice for working with fresh produce purchase data.

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Customer-centric product development — supermarket private label brands

Case Studies in Food Product Development ◽

10.1201/9781439824191.ch17 ◽

2008 ◽

Cited By ~ 1

Author(s):

Andrea Currie

Keyword(s):

Product Development ◽

Private Label ◽

Private Label Brands

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National Versus Private-Label Brands: Dynamics, Conceptual Framework, And Empirical Perspective

Journal of Business & Economics Research (JBER) ◽

10.19030/jber.v13i2.9181 ◽

2015 ◽

Vol 13 (2) ◽

pp. 123 ◽

Cited By ~ 1

Author(s):

Elias G. Rizkallah ◽

Heather Miller

Keyword(s):

Conceptual Framework ◽

Consumer Products ◽

Private Label ◽

Store Brands ◽

National Brand ◽

National Brands ◽

Product Categories ◽

Private Label Brands ◽

Empirical Perspective

Motivated by profits and their growing power in the marketplace, retailers have been expanding their private-label brands to include more categories of consumer products and differentiation on quality to reach different consumer segments. This global phenomenon is adversely impacting the performance of national brands, thus creating a conflict between two powerful parties manufacturers of national brands and their large retailers who are supposed to be their helping hands in the marketplace. In this paper, the authors develop a conceptual framework, which captures the complexity and multidimensionality of the situation the stakeholders involved, the interest and power of each, the relationships among them, various strategies they employ, and the outcomes of the conflict. Several hypotheses were examined and tested through the empirical part of this study; for example, would the powers of these parties determine who is the loser and who is the winner or will the verdict be in the hands of the consumers? The study surveyed 281 consumers to assess their attitudes toward and preferences of store brands versus national brands across product categories and the underlying motivations. The paper concludes with recommendations for retailers and national brand manufacturers to win the hearts of consumers rather than exhaust their resources in the conflict.

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Factors Impacting Brand Equity of PLBs: A Study of Grocery and Household Items in Bengaluru

IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) ◽

10.21013/jmss.v9.n3.p4 ◽

2017 ◽

Vol 9 (3) ◽

pp. 148

Author(s):

S. Shyam Prasad ◽

Shampa Nandi

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Risk ◽

Private Label ◽

Brand Awareness ◽

Store Image ◽

National Brands ◽

Factors Influencing ◽

Private Label Brands ◽

The Impact

In India the private label brands (PLBs) are growing at a faster pace than retail. This supposes that PLBs should have brand equity. Although brand equity is one of the most important aspects of a brand in creating competitive advantage, earlier studies have not paid much attention to measuring and conceptualising the factors influencing the brand equity of private label brands. Many researches have looked into the consumer based brand equity (CBBE) of national brands only and hence this study was taken up to examine the dimensions of consumer based brand equity for private label brands including the impact of store image on brand equity.An empirical study was done considering survey instrument from previous study of Girard et al. (2017). The data was collected during December 2016 – January 2017 and SPSS and AMOS were used for analysing data.This study found that <strong>Brand Awareness, Brand Loyalty, Perceived Image, Perceived Value, Perceived Risk, Store Image and Price</strong> are the seven dimensions that build into the brand equity of the private label brands.

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Brand Equity of Store Brands and Its Effect on Customer Value

Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-0220-3.ch007 ◽

2016 ◽

pp. 154-181

Author(s):

Natalia Rubio ◽

Nieves Villaseñor ◽

Maria Jesús Yague

Keyword(s):

Brand Equity ◽

Customer Value ◽

Comprehensive Analysis ◽

Private Label ◽

Retail Sector ◽

Store Brands ◽

Potential Value ◽

Private Label Brands ◽

Retail Chains

This chapter develops a comprehensive analysis of the self-perception of value that the customer brings to the different retail chains present in the Spanish consumer goods retail sector. The authors incorporate a metric to determine the value that costumers have for the retail chains included in the study, and the brand equity of their store brands. The value supplied by their customers is defined as the perception of their loyal behavior and profitability on a long-term context. The measurement of this concept is based on personal judgments on repurchase intention and recommendation at present (named actual value), as well as their intention to acquire different products and brands sold by the company in the future (named potential value). Also, the chapter develops an analysis of the components that generate the brand equity of private label brands and their contribution to building customer value for the chains.

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