scholarly journals Private label management in retail : the concept, consumer profiling and competition with national brands. Systematic review of main findings

2014 ◽  
Vol 71 (71) ◽  
pp. 53-65
Author(s):  
Indrė Brazauskaitė ◽  
Viltė Auruškevičienė ◽  
Rima Gerbutavičienė
Keyword(s):  
Systematic Review ◽  
Private Label ◽  
National Brands ◽  
Consumer Profiling

scholarly journals Competition for memory retrieval between private label and national brands

2010 ◽  
Vol 63 (11) ◽  
pp. 1142-1147 ◽  
Author(s):  
Magda Nenycz-Thiel ◽  
Byron Sharp ◽  
John Dawes ◽  
Jenni Romaniuk
Keyword(s):  
Memory Retrieval ◽  
Private Label ◽  
National Brands

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>

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

2015 ◽  
Vol 13 (2) ◽  
pp. 123 ◽  
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.

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

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.

Package Communication

2020 ◽  
pp. 158-186
Author(s):  
Emre Yildirim
Keyword(s):  
Focus Group ◽  
Intrinsic Value ◽  
Food Products ◽  
Soft Materials ◽  
Private Label ◽  
National Brands ◽  
The Past ◽  
Red Color ◽  
Private Label Products

Today's private label products are not as in the past and trying to compete with the national brands. They generate a significant threat through the premiumness packaging for them. In this context, eight food products from the brand Harras, which belongs to File Market, have been analyzed in terms of premiumness perception. To this end, a premiumness filter has been generated through the literature and these products selected based on it. After conducting a focus group, the findings show that the factors such as black and gold colors, thin, upright and minimalistic design, durable and soft materials, differentiation and authenticity via reflecting the intrinsic value of the products generate a premiumness perception. Moreover, other factors such as bright red color of tea, transparent window, and the usability of the package after the consumption under the new dimension “culture” are also found the factors that evoke a premium image.

Choice of National Brand vs. Private Label “Me-Too” New Products in a Multicultural Context

2020 ◽  
pp. 243-269
Author(s):  
Mónica Gómez-Suárez ◽  
Carmen Abril
Keyword(s):  
Risk Aversion ◽  
New Products ◽  
The United States ◽  
Private Label ◽  
National Brand ◽  
Consumer Innovativeness ◽  
National Brands ◽  
Label Product ◽  
Market Shares ◽  
Innovation Strategies

Many national brands adopt innovation strategies based on frequent launches of new products to defend and grow market shares against private labels. However, retailers imitate the novelties of national brand new products very fast. One of the key questions to assess the effectiveness of national brands' product innovation is to get a deeper understanding of how consumers react in terms of choice when faced with a national brand new product and a me-too private label product. In particular this research explores the effects of consumer innovativeness and risk aversion on this choice in five European countries and the United States. Results show that consumers with higher innovativeness prefer national brands. However, there are significant differences among countries depending on their uncertainty avoidance and risk aversion.

Determining the Influence of Private Labels on Sales of National Brands: A Qualitative Approach

2020 ◽  
pp. 231971452096870
Author(s):  
Sheikh Basharul Islam ◽  
Suhail Ahmad Bhat ◽  
Mushtaq Ahmad Darzi
Keyword(s):  
Private Label ◽  
Retail Sector ◽  
Private Labels ◽  
Structured Interviews ◽  
Online Retail ◽  
National Brands ◽  
Product Categories ◽  
Private Label Brands ◽  
Almost All ◽  
Retail Formats

Private-label brands (PLBs) are spreading their operations in all product categories and have marked their presence in almost all types of retail formats. They are posing stringent competition to national brands (NBs), be it offline (organized and unorganized) retail or online retail. Besides being favourites of value-conscious Indian consumers, PLBs are becoming a key focus of channel partners as well. In this context, the present research article is aimed at providing insights about how PLBs are able to garner the profit-centric interests of channel partners and how they are affecting the distribution of NBs in the unorganized retail sector. The study is based on information collected through semi-structured interviews with distributors and retailers from Haryana and Punjab. A thematic analysis was performed to draw meaningful inferences from the responses collected through the semi-structured interviews. The results reveal that channel partners’ interest in the high margins of private labels and their interest in maintaining long-term relationships with the latter make NBs vulnerable on parameters such as sales effort investment, in-store visibility, ordering quantity and frequency and numeric distribution. This study provides bases for understanding private label operations in the unorganized retail sector in India.

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