Preliminary communication
THE CONTRIBUTION OF OWN LABEL PRODUCTS TO A SUPERMARKET BRAND IN THE UK
Claudio Vignali
Gianpaolo Vignali
Jurica Pavičić
Abstract
In retailing, consumers are faced with an abundance of products and stores to choose from. Through own label products, supermarkets are attempting to differentiate their brand offering from their competitors. As a unique offering, own label brands are influential in attracting new customers and retaining current customers (Miranda and Joshi, 2003). Own label products have developed from an offering of low quality and low price products and are now a means of achieving store loyalty through a differentiated offering of high quality own label products (Corstjens, J. and Corstjens, M., 1999). This area of study was chosen due to the change in the marketing of own label products and to assess how important consumers perceive own label products in their choice of supermarket. Within the qualitative research, two supermarkets, ASDA and Sainsbury’s, were selected due to their similar market share yet difference in store and product offerings. The quantitative research does not focus on specific supermarkets but investigates respondents attitudes towards their reasons for choice of supermarket and the importance placed on own label products.
Keywords
Hrčak ID:
19141
URI
Publication date:
10.6.2006.
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