Evaluating the Success of the Economic and Premium Private Labels in Retailers Positioned at the Opposite Ends of the Price-Quality Axis

The aim of this chapter is to evaluate the success of private labels positioned as economic and premium from the customer perspective in the retailers that have different positioning strategies. For this aim, two retailers that positioned themselves at the opposite ends on the price and service quality axes and a product category were identified along with a national brand. The research used between-subjects design and data were collected from customers of both retailers via a questionnaire. The success rates of economic and premium private labels were compared between the two retailers. The results indicate that both economic and premium private labels are more credible and favorable in retailers with superior service quality. On the other hand, the customers of the retailer positioned at low price have more tendencies to purchase economic private labels than the customers of the other store, whereas the customers of the retailer positioned at superior service quality have higher tendency to purchase premium private labels than the customers of the other store.

Comparing Private Label Brand Equity Dimensions of the Same Store

This chapter examines the CBBE of two different product category PLBs of the same retailer, holding the retailer constant. Specifically, the study presented examines and compares the CBBE and its underlying dimensions and their relationships for Walmart's Great Value (grocery, consumable household goods) and Equate (beauty, health, pharmacy) PLBs. Based on a total of 421 surveys (270 for the Great Value brand and 151 for the Equate brand), the study found that 1) while consumers seem to have accepted PLBs in general, Great Value and Equate have lower levels of acceptance among consumers and 2) the comparison of models for Great Value and Equate brands displayed similarities and a few differences in significant relationships among the CBBE dimensions. The findings of this study provide important insights to the management of the retail stores to identify the areas for improvements and develop strategies based on similarities and differences of the two brands.

The Evolution of Private Label Products in Turkey

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.

Improving Marketing Strategies for Private Labels of Malvazija Istarska Wines

The chapter represents the challenges of creating a new wine brand in Croatia based upon an autochthonous wine grape variety Malvazija Istarska. As a product, the wine has a long tradition of winegrowing and strong historical background. With novel technologies which create high quality wines with numerous positive attributes and current presence on national and international markets, there is strong evidence that branding could be the next step. The demand for Malvazija Istarska exists and consumers are aware of the attributes and quality. From the producer's point of view Malvazija Istarska should maintain its quality and positive image and geographic origin which warranties uniqueness. The brand should be distinctive from other similar products with distinctive and protected package and bottle design and size.

The Effect of Consumers' Individual Factors and Perceptions on Private Label Purchase Behavior

The aim of this chapter was to examine the effect of individual factors (price consciousness, quality consciousness, value consciousness, frugality, and risk aversion) and consumer perceptions regarding store characteristics on the attitude and purchase intention towards private label products. The data acquired from consumers shopping from two supermarkets providing private label products in the province of Yalova in Turkey via face-to-face questionnaire method were tested by way of structural equation modeling. It was observed as a result of the analysis that quality consciousness, value consciousness, price image, and product variety image have an effect on the attitude towards private label products. It was also determined that the attitude towards private label products has an effect on purchase intention and that the private label product purchase intention is effective on actual purchasing. Based on the aforementioned findings, strategies were taken into consideration that should be adopted by private label product retailers in their stores.

Examination of the Relationship Between Perceived Risk for Private Label Products and Consumers' Personality Traits

This chapter aims at demonstrating the relationship between perceived risk for private label products and consumer's personality traits. Because of that reason, the data was collected from 462 respondents who bought and used a private label food product at least one time in Bilecik between 15 March and 01 April 2019. This data was collected via convenience sampling methods. According to the findings, perceived risk for private label products and consumer's personality traits are statistically significant. There is a statistically significant relationship between perceived risk for private label products and consumer's personality traits.

The Effects of Private Label Brand Strategies on Consumer Perception

The increasingly globalized economy has many effects on consumer everyday lives. The rapid changes in technological, social, and economic aspects have impacted the people's buying and consumption patterns. Even the traditional roles in value chain have started to disappear. Manufacturers have started to be taken over retailing functions whereas retailers began with the creation of their own brands. This increasing trend towards the retailer's brands is indeed one of the key changes in the retail industry. As per the reports of FMI and IRI's consumer research, 97% of households consume private label products. This chapter will give insight on different perspective and strategies that effect the consumer perception.

Package Communication

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.

Building Powerful Private Label Brands in Creating Effective Communication Processes

Globalization and developing communication technologies have shaped the approach and expectations of consumers towards brands, and this has necessitated the transformation of communication practices into widening approaches in marketing rules. There are many studies on marketing communications; most of them are based on the marketing perspective. This chapter explains marketing communications practices in the scope of the fundamental communication discipline. In this scope, the branding communications efforts of two leading Turkish private labels retail as brands as examined as a case study with the light of field research. The chapter is a contribution to the studies in the marketing communications field with the perspective of the communication discipline.

Customer Segmentation and Factors Affecting Willingness to Order Private Label Brands

E-grocery as a retail service of delivering grocers to consumer's door step is a new phenomenon for Indian consumers. Private label brands of e-grocery retail creates a new level of complication for consumers. As consumers are familiar with private label brands of popular supermarkets through past experience, they are not aware about private label brands of e-grocery retailer and therefore have not developed a level of trust with the private label brands making them reluctant to purchase private label brands from e-grocery retailers. However, there is lack of research done to understand the consumer attitude towards private label brands available on the e-grocery platform. Therefore, the purpose of the present study is to focus on two key areas: first, on types of private label brand buyers on e-grocery sites based on consumer reaction towards private label brands; and second, situations where consumers show their willingness-to-purchase private label brands on e-grocery site.