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Ellis, Katrina. "Private label buying behaviour." Thesis, London Business School (University of London), 1989. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.262224.
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Kourkoulos, Spiridon Savvas, and Georgios Konstandakis. "Private label strategies in the Greek Food Retail Market:AB Vassilopoulos Private Label Line AB Bio." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-11331.
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Sandahl, Sanna, Carina Powers, and Ellen Kavmark. "Influences Behind the Success or Failure of Private Label Goods : A Study of Four Private Label Products." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18699.
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Background and Problem: Consumer behavior has become a topic of great interest in today’s society. Considering todays competitive markets it is imperative that companies understand the needs and actions of their customers. There are many influences behind consumers’ decisions of choosing one brand over another. This thesis investigates Swedish consumers and why some private label products succeed, while others fail within different product categories. Purpose: The purpose of this thesis is to investigate how the nature of the good influences Swedish consumers in their decision between private label and national brand goods. Frame of reference: Three theories are applied in order to understand consumer choices: brand loyalty, perceived risk factor and social risk factor. Method: Both a quantitative survey and qualitative interviews have been carried out and applied to the three theories. Coding of interviews was used to understand how the level of influence varies amongst different product types. In order to respond to the research questions, these findings were compared to sales statistics received from Swedish supermarkets. Conclusion: It can be concluded that the three influences affect consumer choices differently,depending on the type of good. Private label brands succeed in low loyalty, low social risk, and low perceived risk goods, while national brands take the lead in high brand loyalty, high social pressure and high associated risk good categories.
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Davidsson, Therese, and Sofie Funevik. "Private Label-tillverkning : Faktorer som ligger till grund för att leverantörer på den svenska marknaden tillverkar private label." Thesis, Linköping University, Department of Management and Economics, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-4100.
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<p>Background: In the past 10 years private label has increased significantly in the Swedish grocery market. This is an important strategic event, which is a great challenge to suppliers as it causes stiff competition. To handle this situation an increasing number of suppliers have to make the decision whether to produce private label or not.</p><p>Purpose: The purpose of this study is to find and analyse factors that influence suppliers in the Swedish grocery market to produce private label. On this basis we intend to confirm or develop existing theories within the field of study.</p><p>Research method: The study has a qualitative approach where empirical data has been gathered through interviews with suppliers and retailers in the Swedish grocery market.</p><p>Results: This study has identified factors that underlie suppliers’ decision to produce private label. The most important factor is the possibility of increased volumes and a more efficient capacity usage. Today there is a great downward pressure on price, why it is of great importance to have a cost efficient production. Many suppliers in the Swedish grocery market do not use their full production capacity and producing private label is therefore an option to increase the level of usage. Moreover, suppliers are experiencing a growing dependence on retailers. This is due to the increased power that retailers have attained through their centralised decision-making, dominating position and increased knowledge and negotiation power. This study shows that the shift in power influences suppliers’ decision to produce private label. Finally, possibilities of improved relationships between suppliers and retailers do not underlie Swedish suppliers’ decision to produce private label.</p><br><p>Bakgrund: Under den senast tioårsperioden har private label ökat kraftigt inom den svenska dagligvarumarknaden. Detta är en viktig strategisk händelse som utgör en stor utmaning för märkesleverantörer, då det innebär en allt hårdare konkurrens. För att möta denna ställs alltfler leverantörer inför beslutet gällande huruvida de skall tillverka private label eller inte.</p><p>Syfte: Syftet med studien är att finna och analysera faktorer som ligger till grund för att leverantörer på den svenska dagligvarumarknaden tillverkar private label. Utifrån detta avses vidare att bekräfta eller utveckla befintliga teorier inom forskningsområdet.</p><p>Metod: Studien har en kvalitativ ansats, där empirisk data har samlats in genom intervjuer med leverantörer och detaljister på den svenska dagligvarumarknaden.</p><p>Resultat: Genom studien har faktorer identifierats som ligger till grund för att leverantörer på den svenska marknaden tillverkar private label. Den viktigaste faktorn är leverantörernas möjlighet till ökade volymer och ett mer effektivt kapacitetsutnyttjande. Då det i dagsläget råder en stark prispress på dagligvarumarknaden är det av stor vikt att ha en kostnadseffektiv verksamhet. Eftersom många leverantörer på den svenska marknaden inte utnyttjar hela sin produktionskapacitet framstår private label-tillverkning som ett alternativ till att utöka denna. Vidare upplever leverantörerna på den svenska dagligvarumarknaden ett allt större beroende till detaljist. Detta beror på den ökade makt som detaljisterna uppnått genom deras centraliserade beslutsfattande, dominerande ställning samt ökad kunskap och förhandlingsstyrka. Studien visar att denna maktförskjutning har en inverkan på leverantörers beslut att tillverka private label. Slutligen utgör inte möjligheten till relationsförbättringar mellan leverantör och detaljist ett motiv till att leverantörer på den svenska marknaden tillverkar private label.</p>
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Miknevičiūtė, Dovilė. "Privačių ženklų keliamų grėsmių gamintojo ženklams mažinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2009~D_20091125_152921-63346.
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Pagrindinis darbo tikslas yra išanalizuoti privačių ženklų keliamas grėsmes gamintojų ženklams ir atlikus tyrimą aprašyti galimus grėsmių sušvelninimo metodus. Darbas yra sudarytas iš trijų dalių: teorinė analizė, situacijos analizė ir projektinių sprendimų. Privačių prekių ženklų produktai, tai produktai, kurie parduodami tik tuose prekybos tinkluose, kuriems šie prekių ženklai priklauso. Juos kontroliuoja mažmenininkai, kurie turi išskirtines teises į šiuos prekių ženklus. Ilgą laiką privatūs ženklai buvo asocijuojami su maža kaina ir prasta kokybe, bet šiame darbe atliktas tyrimas parodė, kad privačių ženklų produkcija ir jų kokybė yra gana teigiamai vertinama . Šio reiškinio pasekmė yra nauja ir daug sudėtingesnė bei kelianti vis didesnes grėsmes gamintojų ženklams. Trečioje dalyje bus pateikti metodai , kaip būtų galima sušvelninti keliamas privačių ženklų grėsmes.<br>The main aim of the work is analyzing threats that private labels pose to manufacturer brands and, upon the completion of a research, describing methods of mitigating these threats. The work consists of three parts i.e. theoretical analysis, situational analysis and project solutions. Private label products are the products which are sold in stores of retail networks which own these private labels. They are controlled by retailers which have executive rights for these private labels. For a significant period of time private labels were associated with low price and low quality, but the research carried out in this work demonstrates that private label products and their quality are evaluated quite positively. The outcome of this phenomenon is new and more complex as well as posing growing threats to manufacturer brands. The third part presents methods of mitigating the threats which private labels pose.
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Arendse, Garron Mark. "Private-label versus corporate brands : a qualitative study." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/18155.
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Thesis (MBA)--Stellenbosch University, 2008.<br>ENGLISH ABSTRACT: Competition in food retailing has become a noticeable cosmopolitan
phenomenon. Competitiveness filters down from retailers and their private-label
brands to the suppliers and their manufacturer brands. Furthermore, the
proliferation of food retailing has evolved into a double-edged sword for suppliers
and manufacturers of both private-label and manufacturer/supplier-branded
goods. Therefore, these suppliers, in comparison to those that solely
manufacture national-brand goods, has to continuously maintain a favourable
status quo on shelf with regard to brand performance, product quality and price
of both retailer and supplier brands. Moreover, in store and on shelf, consumers
of these brands are overloaded with choices between different packaging, prices
and product statements. All relevant and eye catching, but do the supplier
brands get the worst of the bargain? The objective of this study was to perform a
qualitatively analysis on the supplier value of being a supplier of both privatelabel
and manufacturer brands to the food-retail industry.
The empirical study encompassed one-an-one and electronic interviews with key
participants from specific food retailers to obtain answers validly, objectively and
economically. The researcher employed a qualitative research approach
together with a non-probability sampling strategy to explore the retail
environment and interview participants. The three retailers that participated in
the qualitative study were SPAR and Shoprite from South Africa and Morrisons
from the United Kingdom. Interviews were scheduled with each participant that
was available to participate and actively contribute to the outcome of this study.
Interviews were conducted with a pre-set list of open-ended questions that was
prepared in a discussion guide. Content analysis was then done on the interview
feedback and this was used to formulate major findings and provide justification
for the research objectives and propositions of this study. From the major
findings in this study five themes were identified: growth, challenges, competitive
environment, brand differentiation and supplier-retailer relationship.
Findings indicated that retailers - regardless of their global location, consumer
base and competitive environment - were mostly focused on growing their
company and their respective private-label brand. Depending on the volatility of
the supplier-retailer relationship, this growth focus could even come at the
expense of a manufacturer's brand. The study also revealed that retailers are
faced with a number of different challenges, which include deciding whether a
product is fit to be sold under their private-label brand and if a supplier's strategy
supports their own company strategy. The challenges encompass dependability
of supply, quality of product and delivery reliability. Additionally, prime area for
retailing is becoming more condensed in South Africa and as a result competition
between the four major South African retailers is more vibrant. The study has
noted that major retailers are also seeking expansion into emerging markets
outside the metropolitan areas in South Africa, which will increase demand and
create new customer expectations. Competitiveness and a point of difference
would then be underpinned by innovation , creating a favourable shopping
experience and service delivery, but with no compromise on quality and price.
When considering brand differentiation, the study revealed that retailers were
using this differentiation to increase private-label market share among the
national brands whereas suppliers use it to create aspirational brands that attract
and sustain consumer loyalty. It was concluded from this study that the growing
availability and presence of private-label products in all categories on retailer
shelves will become a serious threat for growing national brands that have not
yet established themselves as market leaders. This threat will be further
enhanced by the fact that retailers are using real estate and shelf space as
leverage to negotiate. Regarding supplier-retailer relationship, this study showed
that a retailer's focus will always be biased with the balance of power tilting in
favour of the retailer, speCifically where a supplier is considered to be a supplier
of both private-label and manufacturer brands. Although the latter is an industry
norm, the power balance is complicated by the fact that no contract exists
between supplier and retailer. As a result, a show of goodwill and a hand shake
will seldom have the one-sided situation swing in favour of a supplier.
Nonetheless, retailers' feedback indicated that they would rather develop
relationships with suppliers that either have brands with smaller market share or
only manufacture private-label products.<br>AFRIKAANSE OPSOMMING: Mededinging in die voedselkleinhandel het 'n merkbare kosmopolitaanse
verskynsel geword. Mededingendheid syfer van kleinhandelaars en hul private
handelsmerke na verskaffers en hul vervaardigershandelsmerke deur. Voorts
het uitbreiding in die voedselkleinhandel in 'n tweesnydende swaard vir
verskaffers en vervaardigers van goedere vir sowel private as vervaardigersIverskaffershandelsmerke
ontwikkel. Daarom moet hierdie verskaffers,
vergeleke met diegene wat slegs goedere vir nasionale handelsmerke
vervaardig, voortdurend 'n gunstige status quo op die rak handhaaf ten opsigte
van die handelsmerkprestasie, produkgehalte en prys van sowel private as
verskaffershandelsmerke. Origens word verbruikers van hierdie handelsmerke,
in die winkel en op die rak, oorlaai met keuses tussen verskillende verpakking,
pryse en produkverklarings. Dit is alles tersaaklik en treffend, maar trek die
verskaffershandelsmerke aan die kortste end? Die oogmerk van hierdie studie
was om 'n kwalitatiewe ontleding te doen van die waarde vir die verskaffer om 'n
verskaffer van sowel private as vervaardigershandelsmerke vir die
voedselkleinhandel te wees.
Die empiriese studie het persoonlike en elektroniese onderhoude met
sleuteldeelnemers van spesifieke voedselkleinhandelaars behels om op geldige,
objektiewe en ekonomiese wyse antwoorde te bekom. Die navorser het 'n
kwalitatiewe navorsingsbenadering gevolg tesame met 'n niewaarskynlikheidsteekproefnemingstrategie
om die kleinhandelomgewing te verken en
onderhoude met deelnemers te voer. Die drie kleinhandelaars wat aan die
kwalitatiewe studie deelgeneem het, was SPAR en Shoprite van Suid-Afrika en
Morrisons van die Verenigde Koninkryk. Onderhoude is geskeduleer met elke
deelnemer wat vir deelname beskikbaar was en aktief tot die uitkoms van die
studie wou bydra. Onderhoude is gevoer met 'n voorafbepaalde lys oop vrae wat
in 'n besprekingsgids saamgevat is. Inhoudsontleding is daarna gedoen ten
opsigte van die terugvoering wat tydens die onderhoude ontvang is. Dit is gebruik om hoofbevindinge te formuleer en motivering vir die
navorsingsoogmerke en stellings van die studie te bied. Op grond van die
hoofbevindinge van die studie is vyf temas geïdentifiseer: groei, uitdagings,
mededingende omgewing, handelsmerkdifferensiasie en verhouding tussen
verskaffer en kleinhandelaar.
Die bevindinge het getoon dat kleinhandelaars - ongeag waar hulle hul in die
wêreld bevind, hul verbruikersbasis en mededingende omgewing - meestal op
hul maatskappy en hul private handelsmerk se groei toegespits is. Na gelang
van die wisselvalligheid van die verhouding tussen verskaffer en kleinhandelaar
kan hierdie fokus op groei selfs ten koste van 'n vervaardigershandelsmerk
plaasvind. Die studie het ook getoon dat kleinhandelaars voor verskeie
uitdagings te staan kom, waaronder die besluit of 'n produk geskik is om onder
hul private handelsmerk verkoop te word en of 'n verskaffer se strategie hul eie
maatskappystrategie ondersteun. Die uitdagings sluit ook betroubaarheid ten
opsigte van voorraad, produkgehalte en lewering in. Daarby word die
eersteklasgebied vir klein handel in Suid-Afrika toenemend digter en as gevolg
daarvan is mededinging tussen die vier vernaamste Suid-Afrikaanse
kleinhandelaars lewendiger. Die studie het bevind dat vername kleinhandelaars
ook na ontluikende markte buite die metropolitaanse gebiede in Suid-Afrika wil
uitbrei, wat die vraag sal vergroot en nuwe verbruikersverwagtinge sal skep.
Mededingendheid en 'n verskilpunt sal dan deur innovering, die skepping van 'n
aangename inkopie-ervaring en dienslewering - sonder benadeling van gehalte
en prys - ondersteun word. Ten opsigte van handelsmerkdifferensiasie het die
studie getoon dat kleinhandelaars hierdie differensiasie gebruik om die
markaandeel van private handelsmerke onder nasionale handelsmerke te
verhoog, terwyl verskaffers dit gebruik om aspirasie-handelsmerke te skep wat
verbruikerslojaliteit lok en behou. Daar is van die studie afgelei dat die
toenemende beskikbaarheid en teenwoordigheid van produkte onder private
handelsmerke in alle kategorieë op kleinhandelaars se rakke 'n ernstige
bedreiging sal word vir groeiende nasionale handelsmerke wat hulle nog nie as
markleiers gevestig het nie. Hierdie bedreiging sal versterk word deur die feit dat
kleinhandelaars eiendom en rakruimte vir mag in onderhandeling sal gebruik.
Ten opsigte van die verhouding tussen verskaffer en kleinhandelaar het hierdie
studie getoon dat 'n kleinhandelaar se fokus altyd partydig sal wees, met die
magsbalans ten gunste van die kleinhandelaar, veral indien 'n verskaffer as
verskaffer van sowel private as vervaardigershandelsmerke beskou word.
Alhoewel laasgenoemde 'n bedryfsnorm is, word die magsbalans bemoeilik deur
die feit dat daar geen kontrak tussen die verskaffer en die kleinhandelaar
bestaan nie. As gevolg daarvan sal 'n welwillendheidsgebaar en 'n handdruk
selde daartoe lei dat die eensydige situasie ten gunste van die verskaffer sal
draai. Kleinhandelaars se terugvoering het nietemin aangedui dat hulle eerder
verhoudings met verskaffers sal ontwikkel wat of handelsmerke met 'n kleiner
markaandeel het of produkte vir private handelsmerke vervaardig .
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Staes, Aurore. "Essays on Firms' Private Information." Thesis, Paris, EHESS, 2020. http://www.theses.fr/2020EHES0091.
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Cette thèse est constituée de trois chapitres et s'organise en deux parties. Chaque partie traite d'un problème théorique particulier relatif à la question de l'information privée des entreprises.La première partie traite de l'architecture des politiques environnementales et de l'information privée des entreprises. Le premier chapitre analyse la possibilité de mettre en place un accord climatique international quand l'asymétrie d'information touche à la fois les pays et les entreprises domestiques. Nous prenons en compte les contraintes clés dans la modélisation d'un tel accord: hétérogénéité des pays, asymétrie d'information aux niveaux national et international et participation de tous les pays. Nous obtenons l'accord de premier et de deuxième rang. Nous montrons que l'accord optimal ne se caractérise pas nécessairement par un prix unique du carbone. En effet, en présence d'un double niveau d'asymétrie d'information, l'accord de deuxième rang se définit par des prix du carbone qui diffèrent d'un pays à l'autre. Nous mettons ainsi en lumière la sous-optimalité d'un accord qui reposerait sur un prix unique du carbone. La seconde partie de la thèse, organisée en deux chapitres, s'intéresse à l'interaction entre deux outils de communication le signal par le prix et la divulgation d'information par un tiers qui sont utilisés par les entreprises pour révéler leur information privée aux consommateurs. Le deuxième chapitre s'attache à l'examen d'une divulgation d'information par un tiers sous la forme d'une certification menée par un intermédiaire: un certificateur. Un monopole a le choix entre payer pour cette certification ou utiliser son prix pour signaler sa qualité. Le certificateur est stratégique, soit à la recherche de son propre profit, soit il agit dans l'intérêt du monopole. Je montre tout d'abord que la structure des coûts d'audit engagés par le certificateur détermine le type de monopole qui choisit la certification. Je montre ensuite que les caractéristiques de la certification la probabilité d'audit et les frais de certification varient selon la motivation du certificateur. Le troisième chapitre étudie une divulgation d'information par un tiers qui se caractérise par deux étapes: la certification et l'obtention d'un label.Celle-ci implique deux intermédiaires: un certificateur et un détenteur du label et deux types de coût: un frais de certification et un prix du label. Un monopole choisit entre payer pour cette divulgation ou signaler sa qualité par le prix. Je caractérise la divulgation quand le certificateur maximise son profit et le détenteur du label est soit à la recherche de son propre profit, soit il agit dans l'intérêt du monopole. Je montre que, quand le détenteur du label défend le monopole, le prix du label ainsi que la répartition du surplus dépendent de la nature de la compétition entre certificateurs. En particulier, si ce détenteur du label souhaite empêcher la capture du surplus par un certificateur, il devra favoriser la compétition entre certificateurs ou, quand cela est impossible, choisir un prix du label élevé<br>This thesis consists of three chapters and is organized in two parts. Each part deals with a particular theoreticalissue of firms' private information.The first part of the thesis is devoted to the architecture of global warming policies and firms' private information.The first chapter analyses which global agreement can be implemented in presence of two-tiers asymmetry of information coming from both countries and domestic firms. We impose several key constraints on the design of such a regulatory policy: heterogeneity of countries, two-tier private information both at domestic and international levels and full participation. We derive the optimal first and second-best agreement. It is shown that the optimal global agreement does not always entail a uniform price for carbon. In presence of domestic firm's private information, the second-best agreement entails prices for carbon that differ from one country to another. We thereby highlight the failure of the Law of One Carbon Price. In the second part of the thesis that comprises two chapters, I study the interaction between two communication tools --- price signaling and third-party disclosure --- that firms may use to reveal their private information to consumers. The second chapter examines a third-party disclosure that consists in a certification handled by a middleman: a certifier. A monopolist has the choice between paying for that disclosure or using price to signal quality. The strategic certifier is either a for-profit entity or an entity that defends the monopolist' interest. I first show that the structure of audit costs incurred by the middlemen affects the type of monopolist that chooses certification. I then show that the characteristics of the certification ---audit probability and certification fee--- vary with the motivation of the strategic middleman. More specifically, a for-profit certifier, whenever it is possible, will not audit and put the highest feasible fee while a certifier defending the monopolist will audit with a certain probability and select the lowest possible fee. This chapter thereby contributes to a better understanding of the certification industry.The last chapter studies a third-party disclosure that consists of two steps: certification and labeling. It involves two middlemen --- the certifier and the owner of the label --- and it includes a certification fee and a price for the label. A monopolist has the choice between paying for that disclosure or signaling quality through price.I derive the disclosure when the certifier is a for-profit private entityand the label owner is private either a for-profit entity or an entity that defends the monopolist' interest. I show that, when the label owner defends the monopolist, the price of that label and the sharing of the surplus depend on the nature of certifiers' competition. In particular, I find that, a label owner defending the monopolist in order to prevent the certifier from capturing the surplus should favor competition between certifiers or, when that is not possible, monetize the label
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Håkansson, Per. "Beyond private label : the strategic view on distributor own brands." Doctoral thesis, Handelshögskolan i Stockholm, Centrum för Konsumentmarknadsföring (CCM), 2000. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-627.
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During the past two decades something fundamental has happened to the relationship between manufacturers and distributor organisations in many European countries. Within a number of product markets, distributors have launched their own products, forcing manufacturing companies to compete with shelf space owners in addition to the "traditional" competition with other manufacturers. Theoretical and empirical findings regarding Distributor Own Brands (DOB’S) offer us a number of explanations of the differences between national markets and product categories in terms of DOB penetration. However, much of this literature is deterministic in its approach: DOB penetration is often seen as a direct consequence of different market conditions, rather than as the result of strategy processes involving a number of decision-makers and their perceptions of market-related and organisational factors.This study investigates how an array of organisational and market related factors are perceived by distributor organisations, and how this is expressed in the organisations’ own brand strategies. To investigate this research problem, a theoretical framework that explicitly takes distributor own brand strategy into consideration when examining proposed determinants of DOB penetration is presented. The empirical study is mainly based on interviews with decision-makers within the central organisations of the two largest distributors within Swedish fmcg distribution: the ICA federation and the consumer co-operation KF.<br>Diss. Stockholm : Handelshögsk.
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Håkansson, Per. "Beyond private label : the strategic view on distributor own brands /." Stockholm : Economic Research Institute, Stockholm School of Economics (Ekonomiska forskningsinstitutet vid Handelshögsk.) (EFI), 2000. http://www.hhs.se/efi/summary/533.htm.
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King, Larrie Leon Jr. "Private Labels and Personal Care: A Focus on Store Brand Package Design, Branding Design and Consumer Attitudes Towards Private Label Personal Care Products." Kent State University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=kent1400330956.
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Qu, Yulan, and Zhibing Mo. "Private label in the supermarket industry : a case study of ICA." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-10126.
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ABSTRACT Title: Private label in the supermarket industry: a case study of ICA. Level: Final thesis for a Bachelor Degree in Business Administration Author: Zhing Mo, Yulan Qu Supervisor: Dr. Aihie Osarenkhoe Date: 2010 – May Aim: This dissertation aims to find out the motives behind the introduction of private label in ICA. The purpose is to further integrate the private label as a branding concept. Method: Both quantitative and qualitative methods have been used in this research. The primary data has been collected through face-to-face interviews with ICA managers and an administer questionnaire. Secondary data has been collected from books, articles and the Internet. Limitations: This research was limited by the size of the customer population and the number of stores. In addition the research was performed during the early stages of market penetration by ICA’s private label, and the results of future research might be different. Conclusions: ICA released private label to counter manufacturer power and to be more price competitive. Moreover, it had a positive effect on customers’ loyalty. The introduction of the ICA private label had a great impact on brand image and brand awareness. With regards to loyalty, the ICA private label strategy is on the correct track but still has a gap between the intended objective and actuality. Contribution of the thesis: This research contributes to finding out the advantages for retailers of introducing private label. Another contribution is to help the readers gain an in-depth understanding of private label in a brand concept. Moreover the research also presents some interesting prospects for further research. Key words: private label, brand image, brand awareness, brand loyalty
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Dunne, David. "An economic analysis of private label supply in the grocery industry." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1996. http://www.collectionscanada.ca/obj/s4/f2/dsk3/ftp04/NQ27781.pdf.
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Munkunagorn, Pongsatorn, and Kedyanee Tochanakarn. "Consumer behavior towards private label brands:A study of Thai undergraduate students’ experience." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12594.
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Date: May 30, 2011 Program: MIMA – International Marketing Course name: Master Thesis (EFO 705) Title: Consumer behavior towards private label brands: A study of Thai undergraduate students' experience Method: Both quantitative and qualitative methods were used. Quantitative method was used to collect the primary data for this research. Moreover, qualitative method was also used to support the results from questionnaires. Conclusion: The research attempts to examine the different factors that influence consumers' purchasing intentions of private label brands among Thai undergraduate students. Five important factors were identified; there are collectivist culture, perceived risk, price, quality and store loyalty. Collectivist culture and perceived risk were found out to be important background factors which affect the other three factors. Furthermore, the result shows that price and quality of private label brands are highly related as most of the target consumers tend to associate expensiveness with high quality and vice-versa. However, the effect of store loyalty on consumers' (Thai undergraduate students)purchasing intention was found out to be insignificant.
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Mpofu, Bukhosi Dumoluhle. "Consumer perceptions of private label brands: an Eastern Cape university-aged analysis." Thesis, Rhodes University, 2011. http://hdl.handle.net/10962/d1002783.
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This research investigates the consumer perceptions of private label brands amongst the university aged consumers from selected Eastern Cape universities. The research also aimed to ascertain whether or not generation Y consumers are aware of the existence of private labels, whether price, quality, advertising, packaging, reference groups and demographic variables influenced generation Y purchasing behavior of private label brands. To achieve these objectives, the research made use of the simple random technique to gather the primary data via the use of an online structured questionnaire. The sample population selected where the students in the Eastern Cape Province Universities (Rhodes and Nelson Mandela Metropolitan Universities) who reside off-campus. The assumption was that students who reside off-campus are more aware of private labels as they carry out shopping more than those that reside on campus and generally would have more disposable income and the reason that two different universities have been chosen is to provide a broad base of student opinions, covering varying cultural and income backgrounds, thus allowing for unbiased, valuable research. After pre-tests were conducted the questionnaire was made available online to easy the distribution of the questionnaire and allow for a greater response rate. Descriptive and inferential statistics where used to analyze the results of the questionnaire. The results showed that consumers are generally aware of private label brands and have at least seen them being advertised. Furthermore, the results showed that consumers purchase groceries based on price, quality and convenience of location of the grocery stores .The results indicate that Generation Y consumers are indeed a significant part of the consumer population and that they represent a confident, self reliant, optimistic and positive generation and are verbally and visually more sophisticated, creating a whole new language through digital media and that Generation Y consumers are generally aware of the existence of private labels. The results also indicate that Generation Y consumers strongly agreed that they purchase groceries based on price and quality, meaning price and quality are very influential when purchasing groceries and that the packaging of, generally, all private label brands was not attractive hence a conclusion was made that packaging of private labeled products does not influence Generation Y’s purchasing behaviour of private labels.
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Whelan, Susan Catherine. "The role of brand names in determining private label image and purchase intentions." Thesis, University of Manchester, 2004. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.620752.
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This dissertation investigates the determinants of image and purchase intentions for own brands through the development and testing of two models. The first model addresses where private label brand image comes from. There have been claims that own brands derive their image from the retailer's corporate brand. Others have claimed that the image of own brands comes from leading brands in the same category. However, there is limited empirical evidence to support these claims. The current research examines own brand image in two contexts: firstly where the naming strategy for the own brand is dependent on the retailer's name, and secondly where the naming strategy is to create a specific independent name for the own brand (for example, No.7). The thesis aims to explore the spillover effect from the image of either the retailer or leading national brands onto the retailer's own brand image. The second model in the thesis addresses the long-standing issue of congruence between the purchaser and the products they purchase. The approach taken is to explore whether there are links between human personality and brand personality in this regard. Empirical research was undertaken to test both models using a structured questionnaire which was administered in the Republic of Ireland to shoppers in three stores (N=800). A total of 690 complete cases represent the sample used in the final analysis. This involved three retailers, four private labels and four national brands across the cosmetics and cola categories. Stepwise regression was used to evaluate the private label image model to assess whether private label image is predicted better by retailer image or national brand image using both retailer (Tesco Cola and Tesco Cosmetics) and non-retailer named (St. Bernard Cola and No.7 Cosmetics) private label brands. Structural Equation Modelling was used to test the hypothesized model for private label purchase intentions and to obtain robust information about how constructs interrelate. The second model proposed links between the constructs of human personality, retailer personality, private label personality, satisfaction, involvement and knowledge, measured using standardised existing measures from the literature.
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Marriott, Andrew William. "Consumer perceptions of multiple private label brands offered by Pick n Pay stores." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/5974.
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This research provides insight into consumer perceptions of multiple private label brands being simultaneously offered by an individual retailer. The primary purpose of this study is to investigate the current consumer perceptions of the three private label brands at Pick n Pay Stores, a South African retailer. Consumers are no longer being presented with a single private label brand, but individual grocery retailers offer multiple private label brands under one retailer. Pick n Pay Store’s current private label brands co-exist as PnP no name, PnP and PnP Finest, and are synonymous with the generic, classic, and premium private label brand concepts, respectively. The question can thus be posed whether consumers perceive private label brands differently and whether they will eventually purchase the private label brand. The research explores the subject of brand, and the nature and success factors of private label brands in retail. This was done by reviewing the literature that traced the rapid changes in the retail sector because of the increasing influence of private label brands on conventional retail practices and consumer behaviour. A conceptual framework was developed showing the constructs that may have relationships with the three private label brands of Pick n Pay Stores. Information regarding the different private label brand concepts was obtained from primary as well as secondary research. An empirical study of a quantitative nature in the form of a paper-based and online-based questionnaire was undertaken. Altogether 375 usable questionnaires were collected. The results of the empirical study indicated positive relationships of perceptions between all three of the Pick n Pay private label brands and their respective intention to purchase. Furthermore, there was a statistically positive relationship between the brand perceptions of Pick n Pay private label brands. The proposed framework is intended to shed light onto the interactions between the private label concepts to allow for meaningful strategic branding decisions to be made at senior business levels.
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Silva, Cátia Susana Januário da. "Which characteristics, behaviours and perceptions influence the consumption of Nestum private label brands?" Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10286.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>The aim of this research about cereal flakes category is to understand through the
consumer characteristics, purchasing behaviour and perceptions about the product
category, why some of consumers switch from Nestum to private label brands.
Through focus group with the young consumers and questionnaires to their parents, it
was found that household income and family size are not the features that impact on
private label purchasing intention and the price is not the key buying decision factor.
Additionally, young consumers do not see each brand as unique, but their parents notice
Nestum as being the best brand. It was demonstrated that the main myths about private
label brands consumption are not applied in this product category.
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Junior, Marcelo Felippe Figueira. "Marcas próprias de supermercado: um estudo com consumidoras na cidade de São Paulo." Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-30092008-174625/.
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O objetivo deste trabalho é investigar o consumo de marcas próprias em supermercados, com enfoque nas escolhas do consumidor entre a marca própria e a marca líder . Pretende-se captar a percepção dos consumidores relativamente a preços e qualidade dos produtos fornecidos com a marca dos varejistas. Analisar com qual freqüência os produtos são consumidos, investigar qual o diferencial de preço que o consumidor está disposto a pagar pela marca própria em relação à marca líder, através do método de pesquisa de Grupos de Foco (Focus Group). A decisão de estudar a escolha de marcas próprias pelos consumidores em supermercados deve-se à necessidade de se conhecer esta modalidade específica de consumo, identificando a percepção, o comportamento e o processo de decisão do público supermercadista de modo a trazer contribuições teóricas para Administração de Varejo a partir da pesquisa.<br>ABSTRACT The objective of this work is to investigate the consumption of private label products in supermarkets, focusing on the consumers\' choices between private label and leading brand products. It is intended to catch the perception of the consumers relatively to the prices and product quality associated to the retailers\' brands. The Focus Group research method is used in order to analyze with which frequency the products are consumed and to investigate which is the price gap that the consumers are willing to pay for private label in relation the leading brands. The decision to study the choice of private label by supermarket consumers is due to the need of knowing, through this research, this specific type of consumption, identifying the perception, the behavior and the decision process of the supermarket clientele in order to bring theoretical contributions to Retail Management body of knowledge.
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Ögren, Niklas. "Selecting/realization of Virtual Private Networks with Multiprotocol Label Switching or Virtual Local Area Networks." Thesis, KTH, Mikroelektronik och Informationsteknik, IMIT, 2002. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-93211.
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Many reports have been written about the techniques behind Virtual Private Networks (VPN) and Multi Protocol Label Switching (MPLS). They usually deal with the low level design of the software implementing a specific technique. The initial products are usually not mature enough to run in a large network or have to be adjusted in some way to fit. This report investigates the different ways of implementing strict layer 2 Virtual Private Networks in an existing nation-wide Gigabit Ethernet. The infrastructure in use, as well as the hardware, has to be used without major changes. Since 1998/1999, when MPLS first started in the laboratories, development has continued. Today it is possible to introduce MPLS or tunneled national virtual local area network into an existing network. This requires high speed, fault tolerant, and stable hardware and software. Going beyond the separation of traffic at layer 3 using Virtual Private Networks, i.e., IPSec, we can tunnel layer 2 traffic through a network. Although the first layer 3 VPN products are already in use, layer 2 VPNs still need to be evaluated and brought into regular use. There are currently two ways of tunneling VLANs in a core network: tunneled VLANs (or as Extreme Networks calls them, VMANs) and MPLS. This project showed that it is possible to start with a VLAN-only solution, and then upgrade to MPLS to solve scalability issues. The VMAN solution can not be used at Arrowhead, since there are too many disadvantages in the way Extreme Networks has implemented it. However, a mix of tunneling VMAN in a VLAN core is possible, and enables customer tagging of VLANs in a Layer 2 VPN. Furthermore, the testing of EAPS and per-VLAN Spanning Tree Protocol turned out well, and showed that EAPS should not be used when there is more than one loop.
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Roberts, Maria Elizabeth. "Consumers' perceptions of a South African premium private label retailer's innovativeness within a selected foods category." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/65943.
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Purpose – The purpose of this research study was two-fold; firstly, to investigate consumers’ overall perceptions of a specific South African premium private label food retailer’s (PPLFR) innovativeness within the selected department; this included investigating the consumers’ perceptions of innovativeness about a product and promotional positioning and in-store experience. Secondly, it is to determine and correlate the association between consumers’ perceptions of the PPLFR’s innovativeness and its organisational performance, excluding financial performance, thereby including consumer purchasing behaviour linked to perceptions such as purchase intent, satisfaction, and loyalty. Design/methodology/approach – This research was empirical and followed an exploratory, descriptive approach. It made use of primary data, collected electronically through a structured self-administered questionnaire, from 628 respondents. The study was quantitative, correlational, and cross-sectional and reflected on perceptions at the specific time of the study, within a particular context. Findings – The study concluded that consumers' perceived the premium private label retailer as innovative concerning product and promotional positioning as well as in-store experience for sweet baked items sold at the retailer. The relationship between the positive perceptions and the subjective performance outcomes and consumer purchasing behaviour could be correlated and was positive. Originality/value – For academic scholars, retailer innovativeness and essential retail innovations are crucial topics that should be explored. Investigating consumer perceptions of premium private label retailer innovativeness in an emerging market is critical to understand how retailer investment in innovations contributes to their capability. Put into practice, these results may be useful to retailers, to adopt a more consumer-centric innovation strategy especially in an era of increase competition where innovation is seen as such a critical instrument for differentiation.<br>Dissertation (MConsumer Science)--University of Pretoria, 2017.<br>Consumer Science<br>MConsumer Science<br>Unrestricted
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Maia, Gabriela Moreira da, and Gisele Marques Lima. "Internationalization strategies of Brazilian companies in the textile industry." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-16006.
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The internationalization started to be seen as an opportunity for many companies, a strategic way to grow; therefore they assume different levels of commitment in the international market. This dissertation analyzes which internationalization strategies are being used by Brazilian companies in the textile industry and why these companies have chosen these strategies along the time line. The chosen method is a qualitative approach with semi-structured interviews. The companies chosen are Cia. Hering, Dudalina and Karsten; all three have long history in the textile industry and started to export at least more than 30 years ago. Analyzing the companies within the frame of Kraus theory (2000, 2006), it was possible found that the main strategies along the time were: exporting via private label manufacturing, FDI, exporting the own brand and franchising. The internationalization strategies of the companies in the beginning were related to the significant production capacity that boosted their exports, mainly exporting private label. Another remarkable fact was the positive moment of the Brazilian economy that facilitated their exports. Enjoying the positive moment, Cia. Hering and Karsten reached the most committed level of involvement in international operations. With no consolidate brand abroad therefore the Asian competition and not favorable currency exchange rates, they had to return and operate mainly to the domestic market. The companies had no consolidate strategy in the beginning; nevertheless now, all them are concerned in building stronger brands than in past, since they are leaving or at least decreasing the private label exports. The companies have changed focus from production to the market.
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Andersson, Amanda, and Rebecca Danielsson. "Leverantörens varumärkesstrategi : En studie om hur konsumenters beteende kan påverka leverantörers varumärkesstrategi gällande private label och national brands." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35901.
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Uppsatsens titel: Leverantörens varumärkesstrategi – En studie om hur konsumenters beteende kan påverka en leverantörs varumärkesstrategi gällande private label och national brands Kurs: Examensarbete, Civilekonomexamen, Marknadsföring, 30hp (4FE62E) Lärosäte: Ekonomihögskolan vid Linnéuniversitetet, Kalmar Författare: Amanda Andersson och Rebecca Danielsson Handledare: Christine Tidåsen Examinator: Bertil Hultén Datum: 2014-05-26 Nyckelord: Private Label, National Brands, Varumärkesstrategi, Leverantör, Konsumentbeteende, Attitydslojalitet, Beteendelojalitet Bakgrund: Varumärkesutbudet på hyllorna i dagligvaruhandeln har förändrats. Denna uppsats fokuserar på hur en konsuments beteende gällande varumärkena private label och national brands ser ut. Vidare utgår uppsatsen från hur konsumentens beteende kan påverka leverantörens varumärkesstrategi gällande private label och national brands. Syfte: Examensarbetets syfte är att beskriva hur konsumenters köpbeteende och tankar kan påverka en leverantörs varumärkesstrategi gällande private label och national brands. Vidare avser uppsatsens författare generera slutsatser gällande hur leverantörer kan hantera sin varumärkesstrategi. Slutligen ämnar examensarbetets slutsatsers ligga till grund för rekommendationer till samarbetsföretaget och leverantören Nordic Stream. Metod: Denna uppsats är en kvalitativ studie där konsumenters beteende och tankar beskrivits utifrån fyra fokusgruppintervjuer. I uppsatsen har även intervjuer genomförts med leverantören Nordic Stream och detaljisterna ICA och Bauhaus. Uppsatsen bygger på en abduktiv forskningsansats. Den teoretiska referensramen bygger på särskilda författare och teorier inom marknadsföring. Slutsats: Attitydslojala konsumenter det vill säga de konsumenter som har en positiv attityd till en detaljists butiksvarumärke utryckte en mer positiv attityd mot private label. Beteendelojala konsumenter det vill säga de konsumenter som åter besöker en detaljist oberoende av attityden till detta butiksvarumärke utryckte en mer negativ attityd mot private label. Leverantörers varumärkesstrategier kan påverkas av konsumenters beteende både direkt och indirekt. Det som identifierats som intressant och påverkar leverantören är attityden och förväntningen på de olika varumärkena innan ett köpbeslut.<br>Titel: The supplier's brand strategy-a study of how consumer behaviour can affect a supplier's brand strategy regarding private label and national brands Course: Master Thesis, Business Administration and Economics, Marketing, 30 ETCS (4FE62E) Institution: School of Buisness and Economics at Linnaeus University, Kalmar Authors: Amanda Andersson and Rebecca Danielsson Supervisor: Christine Tidåsen Examiner: Bertil Hultén Date: 2014-05-26 Keywords: Private Label, National Brands, Brand Strategy, Supplier, Consumer Behaviour, Attitude loyalty, Behaviour loyalty Background: The brand range on the grocery shelves in the stores has changed. This thesis focuses on describing consumers behaviour regarding the brands private label and national brands. Further more the thesis focus on how consumer behavior can affect the suppliers brand strategy regarding private label and national brands. Purpose: This thesis purpose is to describe how consumers behaviour and thoughts can affect a suppliers brand strategy regarding private label and national brands. Furthermore the thesis generate conclusions regarding how suppliers can manage their brand strategy. Finally the thesis conclusions intends to be the basis for recommendations to the the supplier Nordic Stream. Method: This thesis is a qualitative study where consumer behaviour and thoughts is described in terms of four focus group interviews. The thesis has also conducted interviews with the supplier Nordic Stream and the retailers ICA and Bauhaus. The thesis is based on an abductive research approach. The theoretical framework is based on specific authors and theories in marketing. Conclusion: Attitude loyal consumers are consumers who have a positive attitude to the retailers store brand and are those who expressed a more positive attitude toward private label. Behaviour loyal consumers are consumers who revisits a retailer regardless of the attitude to this store brand and are those who expressed a more negative attitude toward private label. Suppliers brand strategies can be affected by consumer behaviour, both directly and indirectly. Consumers attitudes and expectations of different brands before making a purchasing decision affect suppliers brand strategy.
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Chen, Haidong, and Saalem Sadeque. "An Empirical Investigation of Consumer Price Perception and Reputation Dimensions’ Effects on Attitude Toward Private Label Brands." Thesis, Umeå University, Umeå School of Business, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1204.
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<p>The study empirically investigated the effects of consumer price perception dimension and reputation dimension on attitude toward private label brands among young Swedish consumers. Consumer price perception dimension includes value consciousness, price consciousness, and price-quality association factors. Reputation dimension includes retailer’s reputation, existence of word-of-mouth (WOM), positive WOM, and negative WOM.</p><p>Previous studies have found that factors under the consumer price perception dimension have an impact on attitude toward private label brands. The current study argues, based on theoretical framework, reputation dimension could also be considered as having an impact on attitude toward private label brands but that this has not been investigated before.</p><p>Measurement scales for consumer price perception dimensions were taken from Baltas (1997) and Burton et al. (1998). New measurement scales were developed for factors under the reputation dimension. The reliability and validity of all the factors used in the study have been discussed.</p><p>A multiple regression analysis was conducted where the private label attitude was the dependent variable and all factors under the two dimensions investigated in the study were the independent variables. The results of the analysis showed that value consciousness and price consciousness factors under the consumer price perception dimension have significant relationships with attitude toward private label brands. Similarly, retailer’s reputation, positive WOM, and negative WOM under the reputation dimension have significant relationships with attitude toward private label brands. Specifically, these three reputation dimension factors were found to have more influence on attitude toward private label brands among young Swedish consumers than the two factors found significant under the consumer price perception dimension.</p><p>The major implication for the Swedish retailers is that they should put more emphasis on their own reputation (retailer’s reputation factor) and on positive WOM to develop favorable attitude toward private label brands among young Swedish consumers. They should also fight any negative WOM about their private label brands. In addition, the Swedish retailers should try to promote the quality aspect of their private label brands to the young Swedish consumers as value consciousness was found to be a significant determinant across the most of the demographic variables studied here.</p>
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Ericson, Åsa, and Merima Mesic. "Packaging design and consumer response an evaluation of design characteristics in the private label lower price tier." Thesis, Linköpings universitet, Medie- och Informationsteknik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-126599.
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Allt fler dagligvarukedjor erbjuder produkter vid sidan av leverantörernas, dessa säljs under ett flertal egna varumärken som delas in i olika prissegment. Med det ökade utbudet av varumärken blir konsumenterna allt mer selektiva vilket ställer högre krav på en tydlig differentiering för att varumärkena ska kunna konkurrera och nå målsegmentet. Denna studie undersöker hur lågprisvarumärkena differentierar sig genom förpackningsdesign och vilka konsumentreaktioner det medför. Detta görs genom att identifiera och utvärdera de typiska stildrag som idag tycks gälla vid formgivningen av distributörers egna lågprisförpackningar. Stildragen fastställs utifrån kulör, typografi, bildspråk och visuell hierarki. De lågprisvarumärken som undersöktes var Ica Basic, Coop X-tra och Eldorado, vilka tillhör de tre ledande aktörerna på den svenska livsmedelsmarknaden; Ica, Coop och Axfood. För att uppfylla syftet och besvara de preciserade frågorna genomfördes en visuell datainsamling samt fokuserade gruppintervjuer. Under den visuella datainsamlingen fotograferades aktuella förpackningar i sina respektive butiker, där bilderna sedan användes för att identifiera de gemensamma stildragen. För att utvärdera de identifierade stildragen genomfördes därefter fokusgruppsintervjuer som undersökte konsumenternas reaktioner på förpackningarna. Studien visade att stildragen som lågprisvarumärkena använder sig av utgörs av ett utbrett användande av kulören vitt tillsammans med mättade kulörer, ofta i stora block. För typografin används grova linjära typsnitt satta i stor teckengrad. Stildragen för bildspråk utgörs av användandet av avskalade produktbilder samt enkla illustrationer. Den visuella hierarkin utmärktes av att förpackningsdesignen inkluderade få designelement och ett tydligt fokus på produktnamn, produktbild och logotyp. Stildragen har visat sig vara väl inarbetade indikatorer för lågpris hos konsumenterna då de har lärt sig associera dessa med lågprissegmentet. Det har även visat sig att stildragen medför associationer till låg kvalitet och att de överlag ofta uppfattas som icke attraktiva, detta väljer dock många att bortse från då engagemanget rörande livsmedelsprodukter visat sig vara lågt när det kommer till förbrukningsvaror. Att signalera en högre kvalitet och attraktivitet utan att avvika från stildragen har visat sig möjligt då Eldorados alternativa implementering väckt dessa känslor hos flertalet av studiens deltagare. Dock så medför detta även en problematik då varumärkets differentiering som lågpris tycks vara otydligare och därför riskerar att bli insorterad i fel prisgrupp hos konsumenterna.
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Vlachynská, Klára. "Vývoj privátních značek v České republice." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-150366.
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The aim of this thesis is to analyse past and present development of market of private labels in the Czech republic. Pursuant to this purpose of possible future trends with recommendation for individual market subjects. The first theoretical part is based on introduction to retail management. There are defined important concepts related to private labels. The next part is dedicated to summary of market of private labels in the world. This part is followed by analysis of past and present development of market of private labels in the Czech republic. Based on this statement it is proposed own consumer research. Research is focused on students behaviour. The final part is summary of research and recommendation for retail practise.
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Ka, Yu Setu, and Olena Zastezhko. "How can the Japanese specialty retailers of private-label apparel (SPAs) go into the German fast fashion market?" Thesis, Mälardalen University, School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-798.
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<p>Abstract</p><p>Date: 2008 May 28</p><p>Course: Master Thesis</p><p>Authors: Ka Yu Seto and Olena Zastezhko</p><p>Tutor: Carl Thunman</p><p>Title: How can the Japanese specialty retailers of private-label apparel (SPAs) go into the German fast fashion market?</p><p>Introduction:</p><p>Japan is one of the largest and most sophisticated clothing markets in the world, and its fashion designs and products quality enjoy high reputation from world-wide. Because of keen competition in the domestic market, fashion retail chains find it necessary to search for new markets Asia’s potential has been already extensively exploited for decades. Thus, in order to further expand, Europe should be considered for the next step in nternationalization. Germany seems to be a good choice, since it has huge population, large market value and is located in the centre of Europe. There has been a number of studies published about foreign retailers entering Japan, however, only few researches consider moves of the Japanese retailers to other countries, to Asia in particular. In order to fill in the information gap the current study was conducted. It focuses on investigating the German menswear and womenswear markets from the perspective of potential for the Japanese SPAs.</p><p>Purpose:</p><p>The purpose of the thesis is to describe German apparel market and to examine how the Japanese SPAs can enter it. The research is limited to the German menswear and womenswear markets, which target men and women aged 15 and above. Finally, the research is aimed at providing recommendations for the Japanese SPAs regarding planning marketing strategies when entering the German market.</p><p>Method:</p><p>Primary: The primary data was received through conducting three semi-structured interviews with experts in fashion industry in Germany, who can give professional overview of the German fashion market. The aim was to obtain the latest information related to the fashion market conditions, consumers’ expectations and their purchasing habits, as well as factors that are not covered by the previous studies, but are crucial for the current research.</p><p>Secondary: The secondary data was collected mostly via Internet; however a number of printed publications was used as well. Market reports by such marketing agencies as CBI, Datamonitor, ACNielson and Euromonitor became the basis for the research. Other scientific sources were retrieved through electronic databases such as ABI/ Inform, EBSCO, Emerald, ELIN@Mälardalen, Google and Google Scholar. Journal of Fashion Marketing and Management and books Fashion Marketing: Contemporary Issues (Hines & Bruce, 2007) and Fashion Design (Jones, 2005) provided latest insights into current trends in fashion marketing, as well as introduced main concepts of the studied area.</p><p>Theoretical Model:</p><p>Existing studies contribute a lot to identifying crucial variables concerning fashion marketing. However, there is no available model that can fulfill the purpose of the current research. That is why a new model was developed in order to achieve the aim of the thesis. Since the purpose is to describe the German fast fashion market four factors influencing it were identified. They are categorized as follows: Market Environment in Germany, Competition, Activities in the Market and German Customers. Within each factor a set of variables was distinguished and analyzed. Market Environment in Germany factor covers macro and micro environments; Competition factor is analyzed in terms of positioning and branding of the major competitors; Activities in the Market factor discusses 4Ps and customer service; and German Customers factor reveals consumer behavior aspects as well as attitudes of Germans to branding and country of origin. German sizes are also covered within this factor. The created model helps identify market situaton the Japanese SPAs will face when entering the German fast fashion market.</p><p>Analysis and Conclusion:</p><p>The study revealed that though the German apparel market is highly competitive it is also an attractive one for apparel companies and there is a place for newcomers who can differentiate themselves from the majority. Since there exist some gaps in the market supply in terms of quality/price and fashion/quality ratios, those Japanese SPAs who will be able to cover these gaps can have good potential in the German fast fashion market. This means that those Japanese SPAs who can supply apparel of good quality, with fashionable designs, but at the same time at competitive prices can find favorable positions in the market. In addition, as new comers the Japanese SPAs need to ensure that they can satisfy quick response requirement which is crucial to the fast fashion industry, and this can become a challenge. Also, the research revealed that the German customers are brand conscious, thus it is important for the Japanese SPAs to build brand awareness and brand reputation among Germans. Moreover, the Japanese SPAs need to identify target segments which they can serve at their best. A set of recommendations provided in the thesis regarding marketing strategies shows how the German market conditions can be used for creating advantages for the Japanese SPAs.</p>
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Seto, Ka Yu Zastezhko Olena. "How can the Japanese specialty retailers of private-label apparel (SPAs) go into the German fast fashion market? /." Eskilstuna : Mälardalen University. School of Business, 2008. http://www.diva-portal.org/smash/get/diva2:121433/FULLTEXT01.
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Horká, Zuzana. "Privátní značky na českém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17719.
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Monteiro, Maria do Rosário Calais Grilo Castro. "Os atributos que influenciam a percepção do consumidor face às marcas de distribuição." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/18157.
Full textAbstract:
Mestrado em Gestão e Estratégia Industrial<br>As marcas de distribuição, além de terem tido um crescimento exponencial ao longo dos anos, foram alvo de estudo de diversos artigos e que continuam a atrair a atenção de muitos investigadores que procuram perceber que atributos, ou dimensões, influenciam a compra de uma marca em detrimento da sua concorrente.
Nesse sentido, este estudo tem o objetivo de analisar se as dimensões de lealdade, qualidade percebida (fontes de valor da marca) contribuem positivamente para a preferência de compra do consumidor face às marcas de distribuição e se a dimensão de risco percebido contribui negativamente para esta intenção de compra.
Os dados utilizados para esta pesquisa foram recolhidos através de um questionário que foi disponibilizado em formato online, sendo o foco deste trabalho eminentemente quantitativo e utilizando um método dedutivo. Da análise resultou que a intenção de compra do consumidor é influenciada positivamente pelas dimensões lealdade, qualidade percebida e risco percebido, sendo que se rejeita o risco percebido como uma influência negativa na intenção de compra face a estas marcas. A lealdade foi o fator explicativo que maior impacto teve, seguindo-se do risco e qualidade percebida.<br>Private labels, in addition to having grown exponentially over the years, have been the object of study of several articles and continue to attract the attention of many researchers who seek to perceive which attributes, or dimensions, influence the purchase of a brand in to the detriment of its competitor.
In this sense, this study aims to analyze if the dimensions of loyalty, perceived quality, brand value sources, contribute positively to the consumer's preference for distribution brands and if the perceived risk dimension contributes negatively to this purchase intention.
The data used for this research were collected through an online questionnaire, being the focus of this work eminently quantitative. From the analysis, the consumer's intention to buy is positively influenced by the dimensions of loyalty, perceived quality and perceived risk, and the perceived risk is rejected as a negative influence on the intention to buy in relation to these brands. Loyalty was the explanatory factor that had the greatest impact, followed by risk and perceived quality.<br>info:eu-repo/semantics/publishedVersion
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Tavares, Bernardo Oliveira da Fonseca. "Influência do risco percebido na intenção de compra de produtos de marca própria do Pingo Doce." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/16986.
Full textAbstract:
Mestrado em Marketing<br>Nas últimas décadas, o consumo de marcas próprias tem vindo a aumentar exponencialmente, conquistando cada vez mais adeptos e assim assumindo um papel essencial para os retalhistas.
Contudo, o crescimento das marcas próprias não evolui de igual forma em todas as categorias de produto, uma vez que existem categorias onde a penetração diverge substancialmente, graças à perceção de risco por parte do consumidor, sendo que existem seis dimensões do risco percebido.
Assim, o objetivo deste estudo consiste em perceber qual ou quais as dimensões do risco percebido que influenciam a intenção de compra de produtos de marca própria do Pingo Doce. Este terá como foco o estudo do comportamento dos consumidores de marcas próprias do Pingo Doce, de forma a que se obtenha um conhecimento mais aprofundado dos tipos de risco que exercem uma influência na intenção de compra dos consumidores. Para isso, fez-se um estudo quantitativo com uma amostragem não probabilística por conveniência, onde foram obtidas 468 respostas válidas, recolhidas através de um inquérito por questionário online.
Os resultados revelaram que existe uma relação entre todas as variáveis do risco percebido com a intenção de compra de produtos de marca própria do Pingo Doce. Concluiu-se, também, que existe uma relação parcial entre o risco e a intenção de compra, uma vez que apenas as variáveis risco funcional e risco psicológico fazem diminuir a intenção de compra, o risco social aumenta e os restantes riscos (financeiro, físico e temporal) não foram considerados significativos.<br>In the last decades, the consumption of private brands has been growing exponentially, gaining more and more followers - especially in Western Europe - thus assuming an increasingly predominant role for the retailers.
However, the growth of private brands does not evolve in the same way across all product categories, since there are categories in which penetration substantially diverges, thanks to the perceived risk by the consumer, in which, according to the literature review, there are six dimensions.
The purpose of this study is to understand which dimensions of perceived risk influence consumers intention to purchase Pingo Doce's own branded products. This investigation will focus on studying consumers behavior of Pingo Doce's own brands, in order to obtain a more in-depth knowledge of the types of risk that exert an influence on consumers' purchase intention. Thus, the investigation underwent a quantitative study with a non-probabilistic sampling by convenience, where 468 valid answers were obtained, collected through an online questionnaire survey, self-administered to the respondents.
The results show that there is a relationship between all the variables of perceived risk and the intention to buy Pingo Doce's own branded products through a simple linear regression. Moreover, a multiple linear regression test was performed, in which it was concluded that there is a partial relationship between risk and purchase intention, since only the variables functional risk and psychological risk reduce the purchase intention, social risk will increase it and the remaining risks (financial, physical and time) were not considered to be significant.<br>info:eu-repo/semantics/publishedVersion
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Beneke, Justin Henley. "The development of a consumer value proposition for private label brands and its application in a South African context." Thesis, Heriot-Watt University, 2014. http://hdl.handle.net/10399/2736.
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Private label brands are of strategic importance to retailers worldwide. However, there is a dearth of knowledge, particularly in emerging markets such as South Africa, as to the manner in which consumers cognitively assess these brands. This impacts on the development and marketing strategies adopted by such retailers. At the heart of the issue is a gap in knowledge as to how consumers formulate a value proposition in their minds and the effect of loyalty to existing brands in this respect. This thesis assumes a positivist, hypothetico-deductive approach by attempting to address the question: What are the key drivers of perceived value of private label branded breakfast cereals, taking price, perceived risk and perceived quality into account? Moreover, the study ponders how various attributes of brand image contribute to the perception of such brands and the extent to which loyalty to established national brands inhibits purchasing intent of private label merchandise. A conceptual model, encapsulating the above constructs, was developed to map these influences. The model was then examined using Partial Least Squares linear regression. Preceding the full-scale main study of 482 respondents, a smaller scale pilot study of 152 respondents was implemented to verify the basic theory and methodology. A validation study, thereafter, supplemented the findings by subjecting the quantitative results to a panel of twelve academic and industry experts. This qualitative dimension to the research provided elementary triangulation in order to solidify the results. The outcome reflects that consumers do indeed take cognisance of value through price, risk and quality cues, but that loyalty to national brands has little to no effect on the final component of the psychological process conceptualised. Furthermore, both in- and out-ofstore influences were found to play a significant role in the determination of product quality. The implications suggest that, whilst customers appear mildly satisfied with the private label breakfast cereal under consideration, further improvements across the board are recommended. Inter alia, these include optimising packaging and shelf placement to create a positive impression within the store environment, enhancing the quality of the product content and stimulating trial thereof, providing reassurances to customers through moneyback guarantees, ensuring the price differential is substantial enough to merit brand switching in favour of private labels, and consistently evolving the product suite so as to ensure it stays relevant and enticing to shoppers.
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Guo, Liuchen. "The Effect of Culture on Private Label Purchasing Behaviour (A Comparative Studv of Supermarket Shoppers in the UK and China)." Thesis, University of Kent, 2010. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.523525.
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Černá, Pavlína. "Označování potravinářských výrobků značkami kvality." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-204071.
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A diploma thesis deals with food quality labels in the Czech Republic. Quality labels are granted by the Department of Agriculture, private companies or by retail chains. The thesis describes various food quality labels granted by various organizations. A research question is: "Prefer costumers buying food with a quality label?" An author conducted a questionnaire research focused on the quality label Klasa, which is granted by the Department of Agriculture of the Czech Republic. Results of the research were compared with a research focused on the other quality label - Regionální potravina. In the following part of the thesis are compared systems of food quality labels in the Czech Republic and in foreign countries. The problem of costs connected with working of private labels is also mentioned in the thesis. Special attention is paid to private labels of food retail chains, because they are very important and economically strong players on the food market in the Czech Republic.
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Bordas, Kata, and Linda Fägersten. "You get what you pay for : Improved brand equity through rebranding." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-179879.
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The purpose was to investigate how the retailer ICA could transfer its brand equity when rebranding its low price private label product Euroshopper. The study also had the intention to look at the outcome of the rebranding process through examining how customers’ brand perception and their behavior was influenced by the rebranding. What made it interesting to conduct this study was that there has been a lack in research that considers rebranding and the role of brand equity in such a process. Brand equity is a very important asset for companies, since it creates value for the customers that they use as information base when making decisions. A quantitative survey was conducted and the conclusion from it is that strong brand equity can be transferred to a product that once had a negative image and that perception can be replaced by a stronger brand image.
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Moreira, Sara Isabel Alves. "Avaliação de produtos de marca própria pelos agentes da cadeia de produção e distribuição." Master's thesis, ISA, 2010. http://hdl.handle.net/10400.5/3075.
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Mestrado em Engenharia Alimentar - Instituto Superior de Agronomia<br>In the development of the present work an assessment of food products of private label was made by agents in the production and distribution chain. Private label products are manufactured by a company and commercialized under the insignia of another. The concept of private label has evolved over time and today the concern is to ensure that these items are commercialized in a safe way without any risk to consumer health. In this sense, it is important that the various entities (distributors and manufacturers) collaborate simultaneously in order to control the food safety and quality of these products.
Within this study, it was conducted an analysis of questionnaires that were made to various entities (distributors, producers and retailers). The visits at two distribution companies were intended to realize what kind of control they propose to do, to ensure the safety of private label products, as well as the requirements that are before the manufacturers and the relationship they have with them. These industries rely on specifications, audits of the manufacturing site and laboratory analysis in order to verify if all requirements agreed with the suppliers are being met.
Three visits were also made to industries producing private label, in order to know the means that manufacturers have to control the private label products, and evaluate the opinions that each industry has in relation to these items. There are no differences in the conception and control of an private label product compared with a product with the suppliers brand since the industries have the same quality management systems, food safety and hygiene.
The fact of manufacturing private label products doesn’t affect them because they can generate more profits. The only negative factor is the price, since consumers will opt for a cheaper product with quality.
Given the opinion of the agents in the production and distribution chain, it was elaborated a specifications type. The elaboration of these specifications was based on existing legislation and two specifications of two distribution groups. This is a fundamental tool in the relationship between distributors and suppliers, since it contains certain specifications that the product may present. This document serves as a basis for distribution companies in the conception of technical sheets that will later be made available to customers. The specifications have been applied to fresh-cut lettuce.
v
Subsequently a questionnaire was carried out to a sample of independent retailers in order to know the attitudes and motivations of each side to private label. Based on collected data, some conclusions were drawn. According to these retailers own brand stands out for its price which is more evident than the quality component. The main interest for these owners is sales and profit
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Araújo, Olegário da Cruz de. "In-store attractiveness of national brands and private labels in an emerging market." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/20705.
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Previous issue date: 2018-02-27<br>Emerging markets are considered relevant for international manufacturers and retailers to grow their turnovers. In order to achieve their goals, manufacturers and retailers are executing different initiatives to attract new customers such as in-store promotions. However, both in the US and here in Brazil, the results of these actions are questioned. Retailers are also investing in their Private Labels (PLs), which can alter the competitive dynamics within the categories. In the United States and Europe, studies were conducted to assess in-store promotions, impulses and responses in short-term and long-term sales for National Brands (NBs) and also Private Labels (PLs). The research question of this study was to evaluate if in Brazil, an emerging market, the attractiveness of Weighted Distribution, Price and Promotions of National Brands and Private Labels provide similar responses to the impulses. In order to evaluate if the impulses provide long-term residual effects for National Brands (NBs) and Private Labels (PLs), Vectors of Auto Regression (VAR) model was used in a continuous panel of self-service food stores in Greater São Paulo, which is the main metropolitan region of Brazil. The databases by categories (powdered coffee, biscuit, and ready-to-serve fruit juice) contained information of 25 months (November 2013 to November 2015) for each variable (Weighted Distribution, Price and Promotions), by NBs and PLs. The result of this study points out that there is a difference in responses to the impulses (distribution, price, and promotions) between NBs and PLs. National Brands (NBs) showed a greater number of situations with positive residual effects on long-term sales. However, the long-term response on sales occurred only for less than the half of the total potential situations. In other words, more than half of the total potential situations give an absence of statistical significance. The study indicates that there are retailers developing differentiated actions with Private Labels and obtaining, in their sales, positive long-term residual effects. Although modestly, this study contributes to the retail literature by using an econometric model (VAR) to analyze the impulse in some in-store attractiveness variables their long-term sales response to NBs and PLs in an emerging market. In short, the main contribution from the observations of the analyzed categories is that it is possible to Private Label compete without price sensibility and also positioning PL above the average price of the category/segment. The results also suggest that there is an opportunity to review the modus operandi of in-store promotion to get better results.<br>Mercados emergentes são importantes para as receitas totais de fabricantes e varejistas internacionais. Estudos de companhias globais de pesquisa, que atuam no Brasil, apontam que os investimentos em ações promocionais no ponto-de-venda, pelas Marcas de Fabricantes, aumentaram, mas há questionamentos quanto ao retorno destas iniciativas. Os varejistas também têm investido em Marcas Próprias. Nos Estados Unidos e Europa há vários estudos sobre o estímulos dentro do ponto-de-venda para as Marcas dos Fabricantes e Marcas Próprias e o impacto nas vendas no curto e longo prazo. O objetivo central deste estudo é avaliar se, em um mercado emergente, o nivel de atratividade das ações realizadas pelas Marcas de Fabricantes e Marcas Próprias dentro das lojas proporcionam respostas similares de curto e longo prazo aos impulsos realizados. Para analisar os efeitos destes impulsos foi utilizado o modelo de Vetores de Auto Regressão (VAR) em um painel continuo de lojas de autosserviço alimentar, na principal região metropolitana do Brasil, a Grande São Paulo. As bases de dados por categoria (Café em Pó, Biscoito e Suco Pronto para Consumo), continham informações de 25 meses (novembro de 2013 à novembro de 2015), com dados de distribuição ponderada, preço e promoções, O resultado deste estudo aponta que há diferenças entre Marcas de Fabricantes e Marcas Próprias nas respostas de longo prazo aos estímulos promocionais. Embora as Marcas de Fabricantes tenham apresentado um maior número de situações com efeitos residuais positivos nas vendas de longo prazo do que as Marcas Próprias, apenas menos da metade das situações apresentaram resultados de longo prazo. O estudo também sinaliza que há varejistas desenvolvendo ações diferenciadas com Marcas Próprias e obtendo, em suas vendas, efeitos residuais positivos de longo prazo, na mesma intensidade das Marcas de Fabricantes. Embora de forma modesta, esta pesquisa contribui para a literatura ao utilizar um modelo econométrico (VAR) para analisar os impulsos aplicados em distribuição, preço e promoção das Marcas dos Fabricantes e das Marcas Próprias em um mercado emergente. A principal contribuição deste estudo, a partir das categorias analisadas, é que a Marca Própria, não necessariamente, precisa atuar apenas com um posicionamento de preço baixo e/ou reduzir preços para competir dentro da categoria ou segmento no qual está inserida. Além disto, o estudo também sugere que as há espaço para rever as práticas promocionais ou até operacionais, considerando o baixo retorno proporcionado para Marcas de Fabricantes e Marcas Próprias.
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Martins, Marisa Cristina Brás. "Percepção de marcas de distribuidor versus marcas de fabricante: uma aproximação neurocientífica com eye tracking e ressonância magnética funcional." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/15936.
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O presente estudo visa compreender melhor a percepção dos consumidores em relação às marcas de fabricante e às marcas de distribuidor na categoria de produtos alimentar, bem como a influência do factor preço. Para tal, desenhou-se uma experiência em duas etapas onde os participantes foram estimulados com produtos de marca de distribuidor e de fabricante com o preço real e com o preço manipulado. Esta organização permitiu estudar a influência dos dois factores que supostamente estão interligados: tipo de marca e preço.
As marcas de distribuidor encontram-se divididas em marcas miméticas, cujos produtos não têm o nome da loja e o aspecto visual é muito idêntico às marcas de fabricante, e em marcas de primeiro preço, cuja embalagem é muito simplista, os preços mais baixos e também não ostentam o nome do distribuidor. É por isso questionável se os consumidores as reconhecem e como as percepcionam. Para responder a estas questões utilizamos o método de Eye Tracking.
Na segunda etapa deste estudo, os participantes foram sujeitos a exames de Ressonância Magnética ao cérebro enquanto tomavam as suas decisões de compra, agora apenas com marcas de fabricante e marcas de distribuidor com o nome da loja. O objectivo foi descobrir se há diferenças nas áreas do cérebro que são recrutadas quando os consumidores optam por comprar um produto de marca de fabricante em detrimento de um produto de marca de distribuidor, e analisar separadamente o efeito do factor preço nessas decisões.<br>The goal of this study is to realize the consumer's perception towards national brands and own label brands of alimentary products as well as the influence of the price. In order to clarify this subject, this study had two stages where the participants were facing national brands and own label brands with the realistic and manipulated prices. This case allows us to study the influence between two important factors: brand and price.
The own label brands are separated in mimetic retailer brands and economy private labels. The first one, mimetic retailer brands, is recognized because the packaging it similar to the national brands but not exhibit the name of the retailer in the package. Economy private labels it's the opposite, having a simplistic packaging with a less image value and with lower prices. With these two types of brands we tried to evaluating the consumer perceptions, using the Eye Tracking method.
In the second stage of this study, participants were subjected to functional magnetic resonance scans of the brain while they were taking their buying decisions, just in the present of towards national brands and own label brands, with the name of the store. The aim of this medical exam was discover if there are differences in the brain that can suffer some kind of processing when the consumer make the decision between national brands and own label brands, and understand the influence of the price in this process.
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Brandão, Miguel Gomes dos Santos de Paiva. "“Private label products: a category analysis”." Master's thesis, 2015. http://hdl.handle.net/10362/15681.
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The presented dissertation was developed within a partnership between Nova School of Business and Economics and the Portuguese retailer Sonae MC. The main objective of the study was to develop an analysis for the confectionary category to identify potential development opportunities for new Private Label products. In order to do so, the starting point was to understand how the confectionery market was behaving, followed by and understanding of Continente’s performance in that market. Aiming to point out development opportunities, the analysis was split between the subcategories – Chocolate, Chewing Gums and Sweets. The Subcategory performance was assessed in terms of sales, number of SKU’s, Private Label weight and it market position in terms of share. For the potential development opportunities a comparison between the top selling Branded Product and the competitors’ position was developed, in order to establish a reasonable size and retail price for such products.
Key Word: Private Label, Branded Products, Continente, Sonae MC, Retail, SKU’s, Sales, Price, Market Share,
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Andrade, Margarida Domingues e. "Shelf ready packaging in private label brands." Master's thesis, 2017. http://hdl.handle.net/10362/28239.
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The Portuguese food retail is in constant transformation: The only surviving mode is though adaptation, innovation, or both at the same time.
Unfortunately for some and fortunately for others, the Portuguese market is increasingly competitive, volatile and filled with demanding consumers reactive to small price increases and quality reductions. If a ten-year retrospective was pursued, retailers would appear much more sceptical to the ongoing technological advances than what they are today, being now able to respond effectively to any obstacles they encounter. On the other hand, while there are internal processes common to all of them, proper conduct will make all the difference on the final annual profits.
The following case-study will characterize a fundamental operational process capable of saving a great percentage of labour cost per year while improving in-store availability and organizational layout of products. The procedure consists in the implementation of shelf ready packaging displays on almost every type of article in a store, whose company of choice is SONAE and the targeted products are private labelled ones.
This movement is gaining adherence not only by the national players but also by international retailers whose intentions are driven by the innumerable operational advantages, commercial revenues and efficiency of production.
The case-study will start with a short and concise introduction of both International and Portuguese retailing industry as well as the trends that are triggering the success of current private label brands. As to finalize, there will be expressed senses of evolutional perspectives, challenges and limitations. The case will only consider SONAEmc and its seven distinct food categories, [such as the Salty unit (01), the Sweet unit (02), Hard and Soft drinks (03), Hygiene & Beauty (05), Home cleaning (06), Frozen products (07) and Milk derivatives (08)].
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Tsai, Ching-yi, and 蔡靜宜. "Consumers’ purchase intention toward 7-11 private label." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/92199957946846157996.
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碩士<br>國立中山大學<br>企業管理學系研究所<br>99<br>According to ACNeilsen survey, the consumers in Taiwan have more brand awareness toward private label of retailers. In 2005, there had 87% consumers who went shopping in supermarkets or hypermarkets knew private label. Moreover, according to ITIS research which revealed the total amount of food private brand are 1,088 in Taiwan, and the average amount in hypermarket are 363, and second are convenience stores and supermarkets. However there is still huge gap between hypermarkets and convenience stores. Thus this situation reveals the potential market for private label of convenience stores.
In 2008, 7-11 launched its own private brand 7-SELECT, and to differentiate from other low price position, 7-SELECT provide best price for the value. And it had great performance when it first time to market. Therefore this research will investigate the key success factor of 7-SELECT, and through four dimensions which are price, product and design, store image and promote and the intervening variable brand equity to explore purchase intention.
According to data analysis, it is obvious that price, product and design, store image and promote affected purchase intention. This means a customer bought 7-SELECT may base on these factors. However brand equity did not have effect on purchase intention, the reasons could be it is still a new brand for one year, and its new product did not promote intensively, and the 7-SELECT layout can not attract customers’ attention. Otherwise, the analysis outcome reveals there is not strong linkage between brand equity and 7-SELECT, and this result can provide the reference to retailers who develop their own private label.
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Morcela, Catarina Alexandra Vieira. "How consumers react to different private-label brands?" Master's thesis, 2020. http://hdl.handle.net/10071/21415.
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Portuguese families choose Private-Label Brands, more frequently. However, this is
a much-diversified market, due to the numerous Private-Label Brands that exist, either
from different retailers or, within the retailer itself, the different range of Private-Label
Brands. It is important to know the reason, whereby each consumer choose each Private-
Label Brand.
The present thesis is based on the analysis of Consumer behaviour, regarding the
three Private-Label brands from Continente: é, Continente and Continente Seleção. With
the goal of understanding, how each consumer sees each brand and, what make them
choose it.
Starting the analysis with the Literature Review, where the main theoretical
components from this study were enunciate, namely, about the concepts of Brands and
Consumer Behaviour, leading, posteriorly, to the definition of the study objectives of the
methodological part.
Continuing to the research part, through the quantitative analysis, concretely, through
an online questionnaire, where were obtain 318 answers.
After analysing the responses, with the tools provide from SPSS Software, it was
possible to ascertain the results. The results obtained showed that most consumers
consume Private-Label Brands, with Private-Label Brands from Continente being widely
consumed. The choice of brands is, mostly, due to the quality and price of the products,
with those with the best quality / price ratio prevailing. However, the Brand é is seen by
consumers, as the brand with the lowest quality in the Continente chain and is also the
least consumed.<br>As Marcas Próprias são cada vez mais escolhidas pelas famílias portuguesas. No
entanto, sendo este um mercado tão vasto, devido às inúmeras Marcas Próprias que
existem, quer dos diferentes Retalhistas, quer dentro do próprio retalhista as várias gamas
de Marcas Próprias, é importante saber a razão pela qual cada consumidor escolhe cada
uma.
O presente estudo baseia-se na análise do comportamento do consumidor face às três
marcas próprias do Continente: é, Continente e Continente Seleção. Tentando perceber
como é que cada consumidor vê cada uma das marcas e o que o leva a escolher.
Iniciando a análise através da Revisão de Literatura, onde foram enunciadas as
principais componentes teóricas provenientes deste estudo, nomeadamente, sobre os
conceitos de Marcas e Comportamento do Consumidor, levando, posteriormente, à
definição dos objetivos de estudo da parte metodológica.
Prosseguiu-se para a parte de investigação, através de uma análise quantitativa,
concretamente através de um questionário online, onde foram obtidas um total de 318
respostas.
Após a análise das respostas, através das várias ferramentas provenientes do software
SPSS, foi possível apurar resultados. Os resultados apurados evidenciaram que a maioria
dos consumidores consome Marcas-Próprias, sendo as Marcas-Próprias do Continente
bastante consumidas. A escolha das marcas, deve-se na maioria, devido à qualidade e ao
preço dos produtos, sendo que prevalecem aqueles que tiverem melhor relação
qualidade/preço. No entanto, a Marca é é vista pelos consumidores como a marca com
menos qualidade da cadeia Continente, sendo também a menos consumida.
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Hsiao, Ya-Chi, and 蕭雅綺. "Contracting campaign of the private label between two manufacturers." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/58045299589251485826.
Full textAbstract:
碩士<br>國立中央大學<br>工業管理研究所<br>97<br>Recently, more and more retailers invest in developing private labels (PLs) and think it is the important source of increasing profit. In this study, we propose a duopoly model of two manufacturers who produce substitutable products, and sell their goods through the same retailer. When retailer’s PL has been introduced in this market, what the wholesale prices two competed manufacturers should offer to win the production of PLs. The motivation for manufacturers to react is that it can compensate the loss of profit and may earn more than their loss. Therefore, the purpose of this paper is to determine an appropriate wholesale price which the manufacture can get the opportunity to cooperate with the retailer. Furthermore, we discuss how the parameters such as product substitutability, manufacturing cost and the base level of demand affect the model. We also provide example to illustrate some observations at the end.
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Rato, Inês Brito. "The impact of a rebranding in Continente’s private label." Master's thesis, 2018. http://hdl.handle.net/10400.14/25986.
Full textAbstract:
Since the birth of Sonae MC, in 1985, the opening of Continente first supermarket and the creation of their private label in 1991, the brand suffered four rebranding. In 2017, to celebrate the 25th anniversary of the private label, Continente decided to change the image and communication of the products, with the purpose of increasing the perception of the quality and keep their position as market leaders in the sector.
By focusing in the last rebranding, the aim of this study is to analyze the strategies used during the process, as the challenges faced. To do it, a market research was conducted with the purpose of analyzing the perception of the customers about the products and to understand if the rebranding would change their perception about the brand and affect their decisions when buying it.
The findings indicated an increasement in the perception of the brand, mainly regarding the quality of the products, as it insinuates a direct relationship between the brand image and the packaging with the quality. Moreover, there was an improvement in the organization of the brand, becoming easier to identify. Regardless all the positive arguments, it was not possible to conclude the existence of an increasement in sales.
Therefore, it would be important in the future to maintain a monitorization of the sales and loyalty cards, in order to understand the direct influence of the rebranding in the profits of the company.<br>Desde o nascimento da Sonae MC, em 1985, da abertura do primeiro supermercado Continente e da criação da sua Marca Própria em 1991, a marca sofreu quatro rebranding. Em 2017, para celebrar o aniversário dos 25 anos de Marca Própria, o Continente decidiu novamente alterar a imagem e comunicação dos seus produtos, para aumentar a perceção de qualidade e manter a sua posição como líderes de mercado no sector.
Tendo como foco este último rebranding, o principal objetivo deste estudo é analisar as estratégias utilizadas durante todo o processo, bem como os desafios enfrentados. Para o fazer, foi realizado um estudo de mercado, com o objetivo de analisar a perceção atual dos consumidores acerca dos produtos marca própria e perceber se as mudanças na imagem e comunicação alteram essa perceção e afetam o seu processo de decisão de compra dos mesmos.
Os resultados do estudo indicam um aumento na perceção da marca, principalmente no que diz respeito à qualidade dos produtos, pois sugerem uma relação direta entre a imagem da marca e da embalagem com a perceção da qualidade. Para além disso, deu-se uma melhoria na organização da marca, tornando-se mais fácil de identificar. No entanto, apesar dos argumentos positivos, não foi possível concluir um aumento nas vendas.
Desta forma, seria importante manter uma monitorização, no futuro, das vendas e dos Cartões Cliente, de forma a perceber a influência direta do rebranding nos lucros da empresa.
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Hsu, Shu-ching, and 許淑卿. "Retailer marketing strategic of private label brands-Costco for example." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/99046707894531775325.
Full textAbstract:
碩士<br>國立中山大學<br>企業管理學系研究所<br>98<br>Rising competition among retailers, coupled with the economic recession and its influence on the consumers'' cautiousness in consumption causes private label to become a new profit protection policy for the retailer industry. Private label symbolizes that retailers control the channel. As consumers recognize private label more , it will gradually influence the public’s consumption attitude.
The research conducted among three successful private label retailers and used the case interview. Aimed at the product features, brand equity, pricing strategy, promotion and channel of private label products and used different dimensions to probe into each case company’s strategy. The private label strategy of retailers is summarized through the categorization analysis . The survey of the consumer behavior are framed six items: product features, brand equity, price, promotion, channel and service , then do the questionnaire survey on Costco consumers who purchase private label. Also view the satisfaction condition from Costco consumer with regards to private label.
The results and conclusions are as follows: retailers mainly focus on private label products that provide quicker circulation and economies of scale. As long as the retailer can provide products whose quality is similar to national brand products at a more competitive price, consumers may choose private label products of good quality and price. Furthermore, in the aspect of promotion, retailers commonly adopt the DM , choosing several private label products to sell at a lower price than promotion price. Finally, in the aspect of channel, due to the less popularity of private label products than national brand product, the retailers have to attract consumers through the national brand in order to give a chance to private label through channel advantage. For example, intensive advertisement inside stores can influence the consumer’s choice by placing private label in the area of consumer’s eye sight zone. Lastly, this study and consumer survey proposes recommendations for retailers based on understanding customer need.
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Tito, Karenina Carvalho. "Marca do distribuidor (private label) e a defesa do consumidor." Master's thesis, 2015. http://hdl.handle.net/10316/34826.
Full text
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HUANG, YO-HSUAN, and 黃佑軒. "Consumer Perceptions of Private Label Quality: The Effects of Co-branding." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/97255313702441285065.
Full textAbstract:
碩士<br>東吳大學<br>國際經營與貿易學系<br>100<br>In just a few years, convenient stores have become an important part of our life. This phenomenon also boosts their private labels’ growth. However, consumers still have doubts about the quality of private labels. In order to erase the doubts of consumers’ mind, convenient stores work with high-quality manufacturer brands. They moved the logos of manufacturer brands from the back of the packages to the front and formed co-branding strategies. The logos of manufacturer brands can be seen as quality signals that make consumers evaluate the quality of private label products more easily.
The experimental design is adapted to test hypothesis. The findings of the study are as following:
1. The perceive quality of co-branding strategy with a high quality manufacturer brand is perceived superior to that of private labels, and the effect is stronger on a low brand image private label.
2. The perceive quality of co-branding strategy with a low quality manufacturer brand is perceived inferior to that of private labels, and the effect is stronger on a high brand image private label.
3. The perceive quality of manufacturer brands is perceived superior to that of private labels.
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Lin, Li Ching, and 林莉菁. "A Study of Suppliers Strategy for OEM of Retailers’ Private Label." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/21644098788512977716.
Full textAbstract:
碩士<br>長庚大學<br>管理學院碩士學位學程在職專班經營管理組<br>100<br>In recent years, domestic retailers have launched their own private labels. And the proportion of private labels sales accounted for the overall sales was growing and creating new opportunity for retailers. The categories of private labels were developing from basic consumer goods with low cost to the functional goods with high quality, and even with own brand. The development also changes the relationship between suppliers and retailers from the cooperation to competition. How do suppliers adjust their managing strategy to meet the change of the market?
In this research, we will take a large-scale domestic supplier as our case study, through depth interviews with qualitative research, to explore its cooperation model and strategic adjustment, and the product differentiation strategy of its own brand and OEM products.
Conclusion in all, suppliers need to (1) keep monitoring the market changes, the characteristics of retailer channel and the target consumers in order to provide new services and the capacity of adjusting new cooperation model (2) product differentiation between the own brand and OEM products (3) based on the competitive position in the market, take the category of strong market share and brand equity as OEM product.
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Tsai, Wen-Yu, and 蔡文瑜. "The effect of internet comment on private-label brand purchase intention." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/ufe749.
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Jiang, Wan-Yu, and 江婉瑜. "The Competition between National Brand and Private Label under Fairness Concerns." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/cmq392.
Full textAbstract:
碩士<br>國立中央大學<br>工業管理研究所<br>107<br>Traditional studies assumed that the channel members are rational and are acting in personal advantage. For example, the shopkeepers are hoping to earn as much money as possible, the suppliers trying to bump the price of raw material, or the customer searching for the product at such low price. In recent decades, extensive research has shown that people not entirely act of considering the benefit to themselves, they also paid attention to the fairness.
Our studies focus on the competitive problem of a dyadic supply chain. This means there are one supplier and one retailer in our model. Supplier produces two products, one is her national brand (NB) and the other is a retailer’s private label (PL). These two products only are sold in retailer’s store. The model structure combines the push system (NB) and pull system (PL) then we try to focus on the decision making and the competitive relationship among two products. First, we assume consumers are rational and are acting in personal benefit. By using the trinomial distribution demand function to check how our model works. Second, we will introduce fairness to the model and find out the impact on decision making. On the last section, we compared the outcome of decision making between the rational player and the fairness concern player in our supply chain structure.
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Chia-HsingChen and 陳佳興. "The Analysis of Factors Influencing on Private Label Products Purchase Intention." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/03653007842311943261.
Full textAbstract:
碩士<br>國立成功大學<br>國際企業研究所<br>104<br>Nowadays, many retailers in Taiwan make lots of efforts to develop their private label products. In addition to competing with the manufacturer brand, retailers themselves have made this market become highly competitive. Furthermore, people’s consumption habits have changed gradually, for example, pursuing for merchandise quality and the positive firm image become the important trend. Therefore, this research has focused on the role of private label attitude, using retailers’ “Corporate Reputation”, “Store Image”, “Perceived Value, “Product Signatureness”, and consumers’ “Innovativeness” as the independent variables in this framework. Also, choose the convenient store-7-11 as the research objective retailer to analyze the impact of different variables respectively.
The results show that the private label attitude of 7-11 has fully mediated effect and it can increase consumers’ purchase intention as well. What’s more, all the independent variable including “Corporate Reputation”, “Store Image”, “Perceived Value, “Product Signatureness”, and “Innovativeness” have positive significant impacts on private label attitude. However, the effect of “Innovativeness” is different from my original hypothesis, which means that people who like novel products tend to accept private label product gradually. Therefore, retailers should not only build their positive image and improve the quality but also need to be attentive to the innovativeness of products so as to attract more consumers and increase their purchase intention.
The research is completed via questionnaires surveys to consumers in Taiwan. A total of 450 questionnaires surveys were sent out and 439 valid ones were returned. The final response rate is 97.5%. The hierarchical regression analysis was used to verify all hypotheses.
The findings can be summarized as following.
(1) Corporate reputation is positively associated with customers’ private label attitude.
(2) Store image is positively associated with customers’ private label attitude.
(3) Product signatureness is positively associated with customers’ private label attitude.
(4) Innovativeness is positively associated with customers’ private label attitude.
(5) Perceived value is positively associated with customers’ private label attitude.
(6) Customers’ private label attitude is positively associated with purchase intention.