Improving Sales of Private Labels in Store

Álvaro Garrido-Morgado (), Óscar González-Benito (), Katia Campo () and Mercedes Martos-Partal ()
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Álvaro Garrido-Morgado: Universidad de Salamanca
Óscar González-Benito: Universidad de Salamanca
Katia Campo: The Katholieke Universiteit Leuven
Mercedes Martos-Partal: Universidad de Salamanca

A chapter in Advances in National Brand and Private Label Marketing, 2015, pp 3-7 from Springer

Abstract: Abstract This paper analyzes the effectiveness of different merchandising techniques and in-store promotions in boosting sales of private label grocery products. Private labels differ substantially from (leading) national brands in product positioning and target customer group, and may therefore require a different in-store marketing mix to support their sales. By analyzing the relationship between brand type and the sales impact of different merchandising and promotion tools, we aim to obtain a better insight into which types of in-store stimuli are more appropriate to stimulate private label sales. Results confirm that (1) in-store stimuli have a differential effect on sales of private labels and national brands, and (2) merchandising and promotion tools that trigger a more cognitive and reasoned decision process are more effective in stimulating private label sales.

Keywords: Private labels; National brands; Merchandising; Sales promotions (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_1

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DOI: 10.1007/978-3-319-20182-5_1

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