The impact of copycat packaging strategies on the adoption of private labels

Abstract

Purpose – This paper aims to analyze the impact of copycat packaging strategies on consumers’ product choices, assessing to what extent the adoption of this type of packaging increases the likelihood of purchase of private labels (PLs). Design/methodology/approach – Data were collected in a preliminary field study (1,032 observations), followed by two experimental studies. Study 1 analyzed to what extent PLs’ packaging similarity influences consumers perceptions regarding product quality and production origin across six product categories. Study 2 analyzed, in a simulated real retail setting, to what extent copycat packaging strategies influence consumers’ choice across 22 product categories. Findings – Results indicate that the higher the level of package similarity between PLs and national brands (NBs) (copycat strategy), the higher the likelihood that PLs’ products are perceived as being produced by one of the NBs’ manufacturers, leading to enhanced perceptions of quality of the PL products, and that the higher the level of package similarity, the higher the likelihood of consumption of PLs, especially when consumers are choosing products of utilitarian versus hedonic nature. Research limitations/implications – Data were collected in a south-western European country, which will aid the development of further studies in different retail settings. Originality/value – This paper analyzes the impact of copycat packaging adoption by retailers on consumers’ perceptions and preferences about PLs. To the authors’ knowledge, this study is the first to assess, across multiple product categories and use market copycats, the potential effects of PLs packaging strategies on consumers’ purchase behavior.

Customer Purchase Intentions and Choice in Food Retail Environments: A Scoping Review

“…Customers’ willingness to buy new private label brands is dependent on the product categories and can be shaped by the financial, functional and social risks associated with the product category [ 23 ]. In the case of private label brand products, mimicking the packaging of the national brand (versus not) can lead to inferences that the private label products are of higher quality and of similar origin as the national brand, resulting in higher purchase intentions [ 24 ]. At the product level, priming customers with a specific brand that is related to a current need can increase choice for the brand (e.g., priming a drink brand when the customer is thirsty) [ 25 ].…”

Private‐label consumer studies: A review and future research agenda

“…(2007) confirm the importance of own brand packaging, stressing the influence of packaging on purchasing decisions. In good agreement, Coelho do Vale and Verga Matos (2015) find that packaging similarity between PLs and NBs enhances the perception of PL quality and increases the likelihood of PL consumption, especially when consumers are choosing utilitarian versus hedonic products. Congruently, Monnot et al.…”

Experience copycats: the Compostela case

“…Copycats form a specific type of lookalike that differ from counterfeits and no-name imitations. They are defined as offers that feature a different brand name but are very similar in appearance to an existing brand – explaining why they are so often confusing to consumers (Coelho do Vale and Verga Matos, 2015). A study by Van Horen and Pieters (2012) has scrutinised this gap between copycat imitiations of features and of themes, being the gap between leading brands’ perceptual and conceptual aspects (Qin et al , 2016).…”

“…It remains that literature on lookalikes has yet to broach the specific issue of experience copycats. A great deal of progress has been made by product brands in understanding and protecting themselves from copycats (Coelho do Vale and Verga Matos, 2015; Kelting et al , 2017; Qin et al , 2016; Van Horen and Pieters, 2012, 2017). The same can be said about certain service and retail brands (Rosenbaum et al , 2016).…”