Private label positioning: Quality versus feature differentiation from the national brand

Choi, Sungchul; Coughlan, Anne T.

doi:10.1016/j.jretai.2006.02.005

Cited by 235 publications

(41 citation statements)

References 17 publications

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“…With private label brands consistently emphasising their quality similarity with national brands, it may affect the smart‐shopper self‐perceptions of those consumers who are oriented towards private label brands, as these consumers are provided with an advantageous purchase opportunity for a lower price. Chan Choi and Coughlan () reported waning loyalty among consumers towards national brands. On the other hand, Ailawadi et al .…”

Section: Conceptual Framework and Hypothesis Developmentmentioning

confidence: 99%

The moderating influence of socio‐demographic factors on the relationship between consumer psychographics and the attitude towards private label brands

Shukla

Banerjee

Adidam

2013

J of Consumer Behaviour

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This study examines the moderating influence of socio‐demographic variables (gender, age, education, income and family size) on the relationship between psychographic measures (general deal proneness, price‐related deal proneness, end‐of‐aisle display proneness, impulsiveness, smart‐shopper self‐perceptions and brand loyalty) and consumers' attitude towards private label brands. The proposed hypotheses are tested by collecting data at three different British supermarkets and assessed using structural equation modelling. The study reveals findings contrary to the prevailing views about consumer psychographics and socio‐demographics, including the following: (i) the significance of deal proneness among high‐income consumers; (ii) the end‐of‐aisle display proneness among older, high‐income and highly educated consumers; and (c) the relationship between impulsiveness and brand attitude among low‐income and less‐educated consumers. The study also provides multiple insights relating to psycho‐demographic targeting and display strategies. Copyright © 2013 John Wiley & Sons, Ltd.

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Section: Conceptual Framework and Hypothesis Developmentmentioning

confidence: 99%

The moderating influence of socio‐demographic factors on the relationship between consumer psychographics and the attitude towards private label brands

Shukla

Banerjee

Adidam

2013

J of Consumer Behaviour

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“…Since the mid 1990s many retailers have repositioned their own brands to bring them up to a standard where they can challenge manufacturers' brands (Choi, Coughlan 2006). For example, UK retailers started to enhance their premium own brand ranges.…”

Section: Perceived Qualitymentioning

confidence: 99%

Possible Causes Inhibiting the Purchase of Chinese Grocery Own Brands: A Preliminary Study

Wi-chin

2012

Journal of Business Economics and Management

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The aim of this preliminary study is to identify the possible causes inhibiting consumers from purchasing Chinese own brands. In view of the absence of literature on this aspect of commerce in Asia, a review of Western literature was conducted. The data for this study is from semi-structured in-depth interviews with Chinese retail consultants and grocery shoppers in Shanghai, China. The results of the study show that negative low price image, low perceived own brand quality, and the importance of "face" in Chinese culture are the key factors resulting in negative sentiment toward Chinese grocery own brands. The results of this investigation are expected to provide a basis for making recommendations for the use of both international and Chinese retailers when building Chinese grocery own brands. The findings of this study have been generated from a small group of interviewees in a single city and thus cannot be considered conclusive. Therefore further research in other cities of China and other Asian countries should be conducted. The study offers novel views from the consumer perspective on the unwillingness to buy own brands in emerging markets.

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“…Initial studies have found that a retailer's introduction of a store brand product can be viewed as its resource use for additional marketing strategies such as store differentiation, store loyalty, or store profitability. More recently, studies have shown that retailers who offer store brands set a quality of their store brands very close to the quality of leading national brands in terms of product characteristics because of its strategic relationship with the national brand [2][3][4][5][6]. Retailers have to make two positioning decisions, namely, horizontal and vertical positioning.…”

Section: Introductionmentioning

confidence: 99%

Sustainable Decision Making for Store Brand Product

2018

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We investigate a multi-brands sustainable channel coordination problem where a national brand manufacturer sells a product through two local retailers competing against their own store brand product, respectively. We shows how the retailers strategically optimize the price and quality of private brands given the customer tastes and the production costs of the store brands in order to make their store brands sustainable. We identify two underlying strategic forces; a competitive force, and a quality force. First, we find that retailers have an incentive to position their store brand far away from the national brand in order to maximize monopolistic power. This strategic force attenuate the incentives for customer to switch to other retailer’s store brands. One the other hand, we show that the retailers prefer increasing the store brand’s quality to get more profit margin when the production cost is relatively high as well.

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Private label positioning: Quality versus feature differentiation from the national brand

Cited by 235 publications

References 17 publications

The moderating influence of socio‐demographic factors on the relationship between consumer psychographics and the attitude towards private label brands

The moderating influence of socio‐demographic factors on the relationship between consumer psychographics and the attitude towards private label brands

Possible Causes Inhibiting the Purchase of Chinese Grocery Own Brands: A Preliminary Study

Sustainable Decision Making for Store Brand Product

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