Skip to main content
SpringerLink
Log in
Book cover

Advances in National Brand and Private Label Marketing pp 3–7Cite as

Improving Sales of Private Labels in Store

  • Conference paper

Part of the book series: Springer Proceedings in Business and Economics ((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.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

References

  • Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing, 65, 71–89.

    Article  Google Scholar 

  • Baltas, G., Argouslidis, P. C., & Skarmeas, D. (2010). The role of customer factors in multiple store patronage: A cost–benefit approach. Journal of Retailing, 86(1), 37–50.

    Article  Google Scholar 

  • Bemmaor, A., & Mouchoux, D. (1991). Measuring the short-term effect of in-store promotion and retail advertising on brand sales: A factorial experiment. Journal Marketing Research, 28(2), 202–214.

    Article  Google Scholar 

  • Breugelmans, E., & Campo, K. (2011). Effectiveness of in-store displays in a virtual store environment. Journal of Retailing, 87(1), 75–89.

    Article  Google Scholar 

  • Burt, S. (2000). The strategic role of retail brands in British grocery retailing. European Journal of Marketing, 34(8), 875–890.

    Article  Google Scholar 

  • Buttle, F. (1984). Merchandising. European Journal of Marketing, 18(6/7), 104–123.

    Article  Google Scholar 

  • Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64, 65–81.

    Article  Google Scholar 

  • Geyskens, I., Gielens, K., & Gijsbrechts, E. (2010). Proliferating private-label portfolios: How introducing economy and premium private labels influences brand choice. Journal of Marketing Research, 42, 791–807.

    Article  Google Scholar 

  • González-Benito, Ó., & Martos-Partal, M. (2012). Role of retailer positioning and product category on the relationship between store brand consumption and store loyalty. Journal of Retailing, 88(2), 236–249.

    Article  Google Scholar 

  • Hair, J. F., Tatham, R. L., Anderson, R. E., & Black, W. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, NJ: Prentice Hall.

    Google Scholar 

  • Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17, 141–148.

    Article  Google Scholar 

  • Inman, J. J., Winer, R. S., & Ferraro, R. (2009). The interplay among category characteristics, customer characteristics, and customer activities on in-store decision making. Journal of Marketing, 73, 19–29.

    Article  Google Scholar 

  • Kumar, N., & Steenkamp, J. B. (2007). Private label strategy: How to meet the store brand challenge. Boston, MA: Harvard Business School Press.

    Google Scholar 

  • Lemon, K. N., & Nowlis, S. M. (2002). Developing synergies between promotions and brands in different price-quality tiers. Journal of Marketing Research, 39, 171–185.

    Article  Google Scholar 

  • Nanycz-Thiel, M., & Romaniuk, J. (2009). Perceptual categorization of private labels and national brands. Journal of Product and Brand Management, 18, 251–261.

    Article  Google Scholar 

  • PLMA. (2014). http://www.plmainternational.com/international-private-label-yearbook, (Accessed 30 September, 2014).

  • Retail-Index. (2014). http://www.retail-index.com (Accessed 13 April, 2014).

  • Sethuraman, R., & Raju, J. R. (2012). Private label strategies: Myths and realities. Glasgow: Edward Elgar Publishing Ltd.

    Google Scholar 

  • Shankar, V., & Krishnamurthi, L. (2007). RETPRICE: A retailer pricing and promotions decision support model. Working Paper, Texas A&M University.

    Google Scholar 

  • Sivakumar, K. (2007). Asymmetric quality-tier competition: an alternative explanation. Journal of Product and Brand Management, 16(6), 415–421.

    Article  Google Scholar 

  • Varley, R. (2006). Retail product management. London: Routeledge.

    Google Scholar 

  • Yeung, C. W. M., & Wyer, R. S. (2004). Affect, appraisal, and consumer judgment. Journal of Consumer Research, 31(2), 412–424.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Departamento de Administración y Economía de la Empresa, Universidad de Salamanca, Salamanca, Spain

    Álvaro Garrido-Morgado, Óscar González-Benito & Mercedes Martos-Partal

  2. Department of Marketing Management, The Katholieke Universiteit Leuven, Leuven, Belgium

    Katia Campo

Authors
  1. Álvaro Garrido-Morgado
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Óscar González-Benito
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Katia Campo
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Mercedes Martos-Partal
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Álvaro Garrido-Morgado .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economy and Business, University of Almeria, Almeria, Spain

    Juan Carlos Gázquez-Abad

  3. Cox School of Business, Southern Methodist University, Dallas, TX, USA

    Raj Sethuraman

Rights and permissions

Reprints and permissions

Copyright information

© 2015 Springer International Publishing Switzerland

About this paper

Cite this paper

Garrido-Morgado, Á., González-Benito, Ó., Campo, K., Martos-Partal, M. (2015). Improving Sales of Private Labels in Store. In: Martínez-López, F., Gázquez-Abad, J., Sethuraman, R. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-20182-5_1

Download citation

Publish with us

Policies and ethics

Search

Navigation