Third generation of retailer brands - retailer expectations and consumer response

摘要

Purpose - The purpose of this paper is to investigate how well grocery stores' motives to implementrnprivate labels (create margins and customer perceived brand value, compete with market leadingrnbrands, develop store image, enhance store loyalty) are realized, through exploring consumers'rnattitudes, preferences and behaviour.rnDesign/methodology/approach - The paper is based on the case of Sweden and interviews withrnthe primary grocery purchaser in 300 .households who have visited an ICA store (a Swedishrnsupermarket chain) within a time period of the previous 30 days before the interview.rnFindings - The study shows that there is a correlation between perceived quality and the pricerncustomers are willing to pay for private label products. Results also show that there is a strongrncorrelation between perceived value of private label products in specific categories and the stores'rnoverall product variety image. The study further supports the assumption that store loyalty isrninfluenced by the perceived value of the grocery retailer's private label products.rnResearch limitations/implications - The study is limited to Sweden and to only one retail chain.rnAlso, it is an attitude- and survey-based approach rather than based on observation or actual spendingrndata.rnPractical implications - The results will guide retailers if and how they are fulfilling theirrnambitions regarding their private label merchandises. The study could provide manufacturers andrnconsumer organizations an insight into how consumers respond to this new phenomenon.rnOriginality/value - It is a report beyond the dominating empirical research contexts of the UK andrnUSA. From a conceptual point of view, the paper adopts a more holistic approach investigating thernfour major retailer motives simultaneously.