Abstract
The results of an intensive study carried out on private label and manufacturer brand coexistence in the FMCG/supermarket industry are presented and discussed. The approach to reporting in this chapter is that the data collected are systematically analysed and discussed against the research issues developed for this book. The research issues, which take the form of research subquestions, are a decomposition of the primary research question. In addition to the research interview and in-store category observation data, the results of a preliminary study on private label share trends are integrated to address some of the research issues. The chapter reports key research findings on topics ranging from the balancing of the two types of brands in consumer goods categories to the role played by power.
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Notes
- 1.
Some of the research interview quotations in this chapter were previously published in the following journals:
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International Journal of Business and Management, Vol. 5 No. 9, Pages 13, 14, 15 and 16 (Chimhundu et al. 2010), Copyright Canadian Centre of Science and Education 2010.
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International Journal of Marketing Studies, Vol. 4 No. 6, Page 41 (Chimhundu 2012), Copyright Canadian Centre of Science and Education 2012.
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Asia Pacific Journal of Marketing and Logistics, Vol. 27 No. 3, Pages 374, 375, 376 and 377 (Chimhundu et al. 2015), Copyright Emerald 2015.
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Australasian Marketing Journal, Vol. 23, Pages 54, 56 and 57 (Chimhundu et al. 2015), Copyright Elsevier 2015.
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Journal of Brand Management, Vol. 23 No. 5, Pages 32, 33 and 35 (Chimhundu 2016), Copyright Macmillan Publishers 2016.
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Chimhundu, R. (2018). Empirical Evidence on the Coexistence of Private Label and Manufacturer Brands. In: Marketing Food Brands. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-75832-9_8
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DOI: https://doi.org/10.1007/978-3-319-75832-9_8
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