Private Label Marketing Research Articles

In-Store Marketing Strategies towards Customer Attitude to Private Label Brands using Cue Utilization Theory

The research aimed to find out instore marketing strategies that can influence consumer attitudes towards private label brands based on “cue utilization theory”. The research belonged to the category of explanatory research since it uses primary data with the population of consumers who have shopped for private label products in Hypermart Tanjungpinang, and sample as many as 174 respondents with convenience sampling techniques. The analysis approach uses partial least square-structural equation modeling (PLS-SEM). The results show that private label marketing has a positive and significant effect on private label attitudes; private label marketing and store environment positively and significantly influence private label attitudes through the mediation role of perceived quality variants; product related attributes have a positive and significant influence on private label attitudes; the national brand promotion attitudes does not moderate the relationship between private label marketing and perceived quality variants on private label attitude; and price consciousness does not moderate the relationship between private label marketing and perceived quality variants on private label attitudes.

In-store marketing of private labels: applying cue utilisation theory

PurposeThe purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by influencing consumers' perceived quality variations between the PLBs and national brands.Design/methodology/approachThis study is based on “Cue utilisation theory” and focusses on how retailers can influence consumers' perception of quality variations by providing them in-store marketing cues. Data was collected through the mall intercept method in New Delhi, India. Data analysis was done using AMOS 25 and the PROCESS SPSS macro.FindingsThis study establishes the effect of in-store private label marketing in improving consumers' quality perception of PLBs vis-à-vis national brands and thereby leading to a positive attitude towards PLBs. Further, the national brand promotions attitude is found to moderate the relationship between private label marketing and attitude towards PLBs. However, contrary to the authors' expectations, it has a positive effect on this relationship. The study found an insignificant moderation influence of price consciousness.Originality/valueThis study complements existing literature on “Cue utilisation theory” by demonstrating the importance of in-store private label marketing in improving consumers' attitudes towards PLBs. It also extends to fill some gaps in the literature by studying the direct, mediating and moderating relationship among in-store private label marketing, perceived quality variations, price consciousness, national brand promotion attitude and attitude towards PLBs, especially in an emerging market such as India.

Private Label Marketing Performance: An Analysis of Historical Trends Using Theories of Cumulative Change and Punctuated Equilibrium

The article analyses historical trends in the development of private label and national brands using gradualist andpunctuated evolutionary theories. The purpose of the article is to unveil patterns that would give fresh insightsinto the growth of private label in relation to national brands. The study makes use of qualitative and quantitativedata on private label historical trends in four countries. While the literature has depicted private label sharegrowth as gradual and incremental in nature, this study found that it is only on average that the yearly increase inprivate label share could fit the gradualist description. In reality, the actual process is not always gradual. Often,a period of gradual change and/or stability is followed by a punctuation, and vice-versa. The applicability ofpunctuated equilibrium theory to the growth and market share development of private label is supported by theresults of this study.

Private label marketing in the 21st century: store brands/exclusive brands on the cutting edge

Private label marketing in the 21st century: store brands/exclusive brands on the cutting edge

Private labels and manufacturer counterstrategies

Private label marketing is a device retailers use to appropriate some of the profits latent in the vertical structures they share with manufacturers of well-known brands. This paper explores several counterstrategies used by manufacturers to blunt the force of retailers' private label programmes so that manufacturers can appropriate some of those latent profits themselves. Among the counterstrategies examined are measures to widen the quality gap between the manufacturer's brand and the private label substitute, introducing 'fighting brands' to displace private labels on retailers' shelves, various nonlinear pricing measures, and coupon programmes. Some of these measures work better than others in terms of increasing the manufacturer's profit and stemming the diversion of profits to the retailer. Any measure that increases the manufacturer's profits also improves the overall performance of the market. Copyright 1999 by Oxford University Press.

Why Retailers Sell Private Labels

This paper interprets private label marketing as a retailer instrument for overcoming the double‐marginalization problem inherent in the distribution of well‐known manufacturer brands. Retailers with some degree of market power carry private label substitutes for popular national brands in order to capture more profit from the vertical structures they share with brand manufacturers. The net effect of private label marketing is to improve the performance of distribution channels. After presenting a formal model and deriving analytical results, the paper gathers some empirical evidence that supports these results.

Private label marketing in the 1990s: the evolution of price labels into global brands

Private label marketing in the 1990s: the evolution of price labels into global brands

Private-label Marketing in the ice-cream Industry

The growth of private-label products in the retail grocery industry has made an impact on manufacturers who sell both private-label and manufacturer-advertised goods. This article probes some of the problems of the ice-cream manufacturer who supplies bothlabelssimultaneously to corporate grocery chains and also to groups of affiliated independent grocers.

Private-Label Marketing in the Ice-Cream Industry

Private-Label Marketing in the Ice-Cream Industry