Are Consumers More Loyal to National Brands than to Private Labels?

Autor: Fabian Bergès, Sylvette Monier-Dilhan, Daniel Hassan
Přispěvatelé: Observatoire des Programmes Communautaires de Développement Rural (US ODR), Institut National de la Recherche Agronomique (INRA), Groupe de recherche en économie mathématique et quantitative, Université Toulouse 1 Capitole (UT1), Université Fédérale Toulouse Midi-Pyrénées-Université Fédérale Toulouse Midi-Pyrénées-Institut National de la Recherche Agronomique (INRA)-Centre National de la Recherche Scientifique (CNRS), International Association of Agricultural Economists (IAAE). INT., Groupe de recherche en économie mathématique et quantitative (GREMAQ), Centre National de la Recherche Scientifique (CNRS)-École des hautes études en sciences sociales (EHESS)-Institut National de la Recherche Agronomique (INRA)-Université Toulouse 1 Capitole (UT1), Université Fédérale Toulouse Midi-Pyrénées-Université Fédérale Toulouse Midi-Pyrénées, Institut d'Economie Industrielle (IDEI)
Jazyk: angličtina
Rok vydání: 2009
Předmět:
Zdroj: 27. IAAE Conference
27. IAAE Conference, International Association of Agricultural Economists (IAAE). INT., Aug 2009, Beijng, China. 26 p
Bulletin of Economic Research
Bulletin of Economic Research, Wiley, 2013, 65 (S1), pp.s1-s16. ⟨10.1111/j.1467-8586.2012.00459.x⟩
27. IAAE Conference, Beijng, CHN, 2009-08-16-2009-08-22
ISSN: 0307-3378
1467-8586
DOI: 10.1111/j.1467-8586.2012.00459.x⟩
Popis: International audience; The evolution of private labels (PLs) can be understood in terms of a strategy adopted by the retail industry with the aim of competing with national brands (NBs). In the 1990s, this strategy led to the development of “me too” products, which currently represent the largest share of store brand products. Since the early 2000s, retailers have widened the range of their store brands by introducing high-quality products. The aim of this study is to estimate consumers’ attachment to “me-too” and niche PLs respectively, as compared to NBs. We capture the degree of maturity of these PLs through their price-elasticities, computed for three staple goods offered by three mass retail companies. Our first finding is that price sensitivity does not differ much between the “me-too” PLs and the corresponding NBs. This result confirms that “me-too” products are now considered reliable quality brands. However, in the high quality segment, consumers remain more sensitive to the price of PLs than that of NBs, a characteristic which may relate to their recent introduction on the market.
Databáze: OpenAIRE
Externí odkaz: