Proliferation of Private Labels in Food Retailing: A Literature Overview

Rainer Olbrich, Michael Hundt and Hans Christian Jansen

International Journal of Marketing Studies, 2016, vol. 8, issue 6, 63-76

Abstract: This article provides an overview of private-label research by focusing on the food retailing sector. To explain the proliferation of private labels, we identify key drivers by reviewing the determinants discussed in prior literature. This article identifies the conditions that support the proliferation of private labels¡ªretailer concentration and retailer pricing autonomy¡ªand describes the nature of competition between private labels and national brands. It also highlights the drivers of private-label purchases by providing an overview of brand-related determinants, price and risk-related determinants, quality aspects, sociodemographics, and consumer purchasing behavior. The article concludes by proposing three areas for future private-label research.

Keywords: national brand; pricing; private label; purchasing behavior; quality (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:6:p:63-76

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