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Improving Sales of Private Labels in Store

  • Álvaro Garrido-MorgadoEmail author
  • Óscar González-Benito
  • Katia Campo
  • Mercedes Martos-Partal
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

This paper analyzes the effectiveness of different merchandising techniques and in-store promotions in boosting sales of private label grocery products. Private labels differ substantially from (leading) national brands in product positioning and target customer group, and may therefore require a different in-store marketing mix to support their sales. By analyzing the relationship between brand type and the sales impact of different merchandising and promotion tools, we aim to obtain a better insight into which types of in-store stimuli are more appropriate to stimulate private label sales. Results confirm that (1) in-store stimuli have a differential effect on sales of private labels and national brands, and (2) merchandising and promotion tools that trigger a more cognitive and reasoned decision process are more effective in stimulating private label sales.

Keywords

Private labels National brands Merchandising Sales promotions 

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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  • Álvaro Garrido-Morgado
    • 1
    Email author
  • Óscar González-Benito
    • 1
  • Katia Campo
    • 2
  • Mercedes Martos-Partal
    • 1
  1. 1.Departamento de Administración y Economía de la EmpresaUniversidad de SalamancaSalamancaSpain
  2. 2.Department of Marketing ManagementThe Katholieke Universiteit LeuvenLeuvenBelgium

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