Buying of Private Labels Across Categories: How Far Is too far?

Magda Nenycz-Thiel () and Jenni Romaniuk
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Magda Nenycz-Thiel: University of South Australia
Jenni Romaniuk: University of South Australia

A chapter in Advances in National Brand and Private Label Marketing, 2015, pp 35-42 from Springer

Abstract: Abstract This paper examines consumers’ behavior towards UK private labels (PL) across four categories: soft drinks, chocolate, banking and fuel. The results show that cross-category PL purchasing is stronger between related categories and PLs from the same tiers. However, the relationship is weak to non-existent for unrelated categories (chocolate and banking). These findings provide implications for retailers regarding the stretch ability of PL brand’s strategy across categories and across different PL quality tiers. The findings also provide insights into the potential to cross sell PLs in unrelated categories to current PL buyers.

Keywords: Private Label brands; Cross-category buying; Brand extensions (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-20182-5_4

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DOI: 10.1007/978-3-319-20182-5_4

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