Private Label

The purpose of this study are to ascertain the linkages between brand and customer loyalty towards store brands especially in Malaysia, to investigate the factor that contributes to brand loyalty to increase the number of brand loyal customer and to determine the factors influencing the success of store brand in the market.

Previously, there has been no empirical research on private labeled fast-moving consumer products in Malaysia. Hence, this research is the first of its kind. A simple regression analysis was conducted to test the relationship between the 4P's and consumer motives. The findings show that only the pricing strategy has a positive impact on consumer motives, while the promotion strategy has a significant negative impact on consumer motives. The product and place strategies do not influence consumer motives. These findings suggest that consumers do not look for product characteristics and store location when buying TESCO's private labeled fast-moving consumer products. Consumers are motivated to purchase TESCO private labeled fast-moving consumer products solely based on the low pricing strategy. The implication is that all TESCO stores in Malaysia should focus their efforts on "Everyday Low-Pricing" when it comes to selling privatelabeled fast-moving consumer products.

"MARKET is the official journal of CROMAR (Croatian marketing association) and the Faculty of Economics & Business – Zagreb, Marketing Department. The first issue was published in 1989 and between then and 2005, it was exclusively the official CROMAR journal. The Faculty of Economics and Business – Zagreb, Marketing Department joined as a co-publisher in 2006. The journal has been published twice a year in continuity. MARKET is following development trends of the marketing science and its practical application. It publishes papers on any topic in the field of marketing. Any interdisciplinary papers (whose topics have to include marketing) are also welcome.

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Purpose– The purpose of this paper is to investigate the association between three personality traits (individualism, materialism and the “need for cognition”) and two characteristics of shoppers who buy private-label brands (their predisposition to do so, and the importance they attach to the “brand dimensions”) across four member countries of the Union of the Mediterranean.
Design/methodology/approach– A questionnaire in the local language, using questions, items and scales adapted from previous studies, was completed by 683 undergraduate students. The scaled data were analysed by SPSS, and tested for internal reliability and equivalence.
Findings– Overall, the personality traits were significantly associated with both behavioural characteristics. Specifically, materialism and the need for cognition were linked to inclination to purchase private brands, and materialism and individualism to the perceived importance of brand
dimensions. Cross-cultural differences were found.
Originality/value– The demographic profile of the private-brand consumer is well known, but not
the behavioural profile. This study provides retail planners with valuable new marketing intelligence.

This study aims to examine perceived risk and its impact on consumers' attitudes towards private label brands. In order to achieve this aim, a field research was conducted on private label consumers in Turkey. 413 consumers attended the survey. According to the findings, the dimensions of the perceived risk towards private labels were determined as " financial risk " , " physical risk " , and " social risk ". The perceived risk consisting of these dimensions has a negative influence on the attitudes towards private labels. In addition, negative correlations were found between each risk dimension and attitudes.

The private label, the master piece of modern trade outlets is fast changing the future of retail industry in India. The private label plays an important role in the over role profitability of a store. The private labels were considered to be inferior to national brands at the initial stages. At present that notion that has been changed to a certain extent and the private brands are considered to be par with national brands in terms of quality and price. The private labels have well established in developed and emerging economies. The private labels are popular in personal care, home care, processed food, groceries and consumer durables. The present research carried out at the selected retail chains in Kerala such as More, Spencer and Reliance Fresh finds that, the marketing strategy can change the over role scenario of private label.

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.

The purpose of this study are to ascertain the linkages between brand and customer loyalty towards store brands especially in Malaysia, to investigate the factor that contributes to brand loyalty to increase the number of brand loyal customer and to determine the factors influencing the success of store brand in the market.

Private label brands (PLBs) have emerged as a global phenomenon and have created considerable interest among the scholars and practitioners. They have become a serious threat to national brands. Retailers regularly introduce PLBs to compete with national brands and other rival retail chains. While introducing a new product should retailers use an extended brand or a new brand? The existing branding theories do not provide a ready answer in the private label context. This study attempts to answer the question which launching strategyextended brand or new brandis effective in terms of eliciting favorable evaluations from customers? A quasi-experimental design was adapted to test the hypothesis that extended brand name will be more favorably evaluated than new brand name. The main independent variable branding strategies which is in two levels as Extended brand (E) and New brand (N), was paired with a blocking variable namely product type in two levels as Functional (F) and Prestige (P...

This research focuses on retail branding in France. A qualitative study aims at identifying which are the specific dimensions of brand equity to be adapted to retail brands and which feedback effects of brand extension can occur on the image of retailer when a retail brand (which is the extended brand) dissatisfies consumers. Results show that there are two policies of retail brands: service retail brands (store brands and “composite ” private labels) and private labels. This separation between the various categories of retail brands leads to consider two halshs-00413607, version 1- 4 Sep 2009 different models of brand equity. Whereas private labels seem to be only related to product dimensions, service retail brand equity is composed of three dimensions related to: 1) the product, 2) the services delivered in the store, and 3) the retail company, which displays this product under its own store brand. Finally, results of an exploratory research seem to underscore the superiority of ...

Nowadays, consumer behavior has become more complex and unpredictable. In consumer behavior, the relationship between product consumption and product ownership is closely related, one of the most interesting to study the behavior of consumer materialism. Consumer materialism is a personality trait that assumes ownership of the goods is very important to their identity. This study aimed to explore the effect of the consumer materialism toward consumer buying decisions on private label products. This becomes interesting because private label products are close with the connotation of "non brand" product. Data were collected by distributed 120 questioners to teenagers using purposive random sampling technique. From the hypothesis testing, it is obtained that materialism does not affect consumers' decision in buying private label product. Results from this study can be used for companies to determine marketing strategies related to consumer buying behavior.

Over the years, private label of products or items have always been considered attractive to the consumers for having a cheaper price than the similar manufacturing labels. However, there are some doubts about the quality of products privately labeled. This paper aims to study the private label.

The private label products market is expanding day by day, and the decisions and applications made in this market have become important for retailers, national producers, and consumers. For retailers, private label products are being used as a differentiation tool in terms of offering more affordable prices and more options to their customers, while also providing high-profit returns. National producers, on the other hand, have been negatively affected by the fact the retailers allocate more shelf share for their own products and consumers find and prefer these products of high quality. Today, consumers are rational in their shopping behaviors by emphasizing price-quality performance as a major decision criterion. Thus, consumers may prefer private label products from retailers that they trust and perceive of high quality. Beyond offering only low prices, private label products are now able to compete with national brands with their quality and diversity. The increase in private label products in consumers' purchasing preferences has created a strong competitor for national brands. Despite its increasing importance, there is no clear and widely recognized model for branding private label products. Along with the similarity to the branding model of national brands, the branding of private label products differs at some points. There are basically two different ways to brand a private label product, using the retailer's own corporate name, or the second way, choosing a completely different name. In this study, the relationship between the brand value of the retailer, the real quality of the product, and the category of the product will be evaluated in terms of branding of private label products in fast moving consumer goods market (FMCG), and a branding model will be proposed to comprise the mentioned factors on the branding of private label products. By selecting one of the largest FMCG retail chain of Turkey, a measurement form was developed and applied as a survey (n=353). The results of the research revealed that the perceived brand equity of the retailer has an effect on the branding of private label products according to product quality in the FMCG sector. Another finding of the research is that there is also a relationship between the category of the product and the brand equity of the retailer. Further, a model is suggested by gathering the findings of the study in line with the brand literature.

Indian retail is changing radically and many companies are joining the retail landscape. In present modern retailing in India, most of the organized retail stores have private label branded products on their shelves along with the reputed and established national brands. The increase in market share of private label brands has been attributed to growth of organized retail. The store brands, also known as private labels, are changing the future of modern trade outlets in India. The presence of private label have been experienced in home care, packed and processed food, personal care, apparels & consumer durables etc. The primary objective of this paper is to discuss the presence and impact of PLBs in Indian organized retailing, focusing on the importance and its significance to retailer and consumer at large.

Purpose-Eliminating overpackaging is a central question in sustainable development, and poses a dilemma for retailers. Since packaging is a differentiation tool for private labels, eliminating it could limit the capacity to give those labels an equivalent image to national brands just as much as it could be a sustainable development opportunity and a positioning instrument. Drawing on the attribution theory framework, this article examines how eliminating overpackaging influences consumers' perception of products sold under generic and mimic private labels, and their purchase intention. Methodology-This research uses a 2 (overpackaging: present vs. absent) x 2 (brand concept: generic vs. mimic private label) between-subjects experiment on a convenience sample of 217 French consumers. The conceptual framework was tested using ANCOVA and mediation analyses. Findings-Our experiment shows that eliminating overpackaging does have an influence on mimic private labels' image, particularly on perceived quality, convenience and environmental friendliness. We also find that this influence negatively transfers to purchase intention for mimic private labels through lower perceived quality and convenience. No such effect appears for generic private labels' image. Value-This study addresses an issue as yet unexplored in marketing-the effect of overpackaging on private label products-and proposes areas for managerial and societal reflection relevant to retail chains interested in eliminating overpackaging.

As majority of the present day consumers are considering brand as an important element in their choice of decision while purchasing, it is very important that sellers should capitalize on the type of brand that they are offering to the consumers. Both private labels and national brands have their own advantages and disadvantages over each other mainly in terms of pricing and quality factors. But the main motive the consumers are looking forward is to buy a product which would effectively satisfy their wants and needs. If they find a product which would satisfy their needs effectively, they would buy it irrespective of whether it is a private label or a national brand. Even the price of the product may not be a major factor in such a case. The study is mainly carried out to check the preference of the customers over the usage of private labels and national branded products to satisfy their needs and requirements. The study tries to differentiate between private labels and national br...