IDEAS home Printed from https://ideas.repec.org/a/pal/jmarka/v9y2021i3d10.1057_s41270-020-00091-7.html
   My bibliography  Save this article

Positioning of private label brands of men’s apparel against national brands

Author

Listed:
  • Pritha Ghosh

    (University of Engineering & Management)

  • Subrata Saha

    (Aalborg University)

  • Shamindra Nath Sanyal

    (Globsyn Business School)

  • Swati Mukherjee

    (Institute of Engineering & Management)

Abstract

The article argues that apart from price competition with other underlying factors differentiate the customers’ perception of the national brand (NB) and private label brand (PLB). The data collected across various brands indicate that respondents prefer NBs for their reputation, stock adequacy, and sizes over PLBs’ price benefits. Rough set theory, analysis shows that the maximum one-to-one correspondence exists between the brand's reputation, the fabric quality, and the information quality for a product with each brand, irrespective of the brand type. The C4.5 decision tree analysis and multilayer perceptron theory show that the reputation and quality of the fabric are also accountable for selecting PLB over NB, besides price. The choice of colors is the conspicuous attribute of a PLB choice, followed by ease of availability in online stores. The study demonstrates that retailers should focus more on brand image and brand repositioning than keeping price gaps to satisfy young customers.

Suggested Citation

  • Pritha Ghosh & Subrata Saha & Shamindra Nath Sanyal & Swati Mukherjee, 2021. "Positioning of private label brands of men’s apparel against national brands," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 210-227, September.
    • Handle: RePEc:pal:jmarka:v:9:y:2021:i:3:d:10.1057_s41270-020-00091-7
    DOI: 10.1057/s41270-020-00091-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41270-020-00091-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41270-020-00091-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Georgios Marinakos & Sophia Daskalaki, 2017. "Imbalanced customer classification for bank direct marketing," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(1), pages 14-30, March.
    2. Liljander, Veronica & Polsa, Pia & van Riel, Allard, 2009. "Modelling consumer responses to an apparel store brand: Store image as a risk reducer," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 281-290.
    3. M. Govindarajan & RM. Chandrasekaran, 2012. "A Hybrid Multilayer Perceptron Neural Network for Direct Marketing," International Journal of Knowledge-Based Organizations (IJKBO), IGI Global, vol. 2(3), pages 63-73, July.
    4. Volpe, Richard, 2011. "The Relationship Between National Brand and Private Label Food Products: Prices, Promotions, Recessions, and Recoveries," Economic Research Report 262234, United States Department of Agriculture, Economic Research Service.
    5. Beneke, Justin & Carter, Stephen, 2015. "The development of a consumer value proposition of private label brands and the application thereof in a South African retail context," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 22-35.
    6. Sahat Simbolon, 2015. "Application of Theory of Reasoned Action in Predicting the Consumer Behavior to Buy the Toyota Avanza Veloz at Pt. Putera Auto Perkasa Medan," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 5(7), pages 357-372.
    7. Parker, Philip & Kim, Namwoon, 1997. "National brands versus private labels: An empirical study of competition, advertising and collusion," European Management Journal, Elsevier, vol. 15(3), pages 220-235, June.
    8. Robert L. Steiner, 2004. "The Nature and Benefits of National Brand/Private Label Competition," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(2), pages 105-127, March.
    9. Ian Sinapuelas & William Robinson, 2009. "Entry for supermarket feature me-too brands: An empirical explanation of incidence and timing," Marketing Letters, Springer, vol. 20(2), pages 183-196, June.
    10. J. Kruskal, 1964. "Multidimensional scaling by optimizing goodness of fit to a nonmetric hypothesis," Psychometrika, Springer;The Psychometric Society, vol. 29(1), pages 1-27, March.
    11. Sahat Simbolon, 2015. "Application of Theory of Reasoned Action in Predicting the Consumer Behavior to Buy the Toyota Avanza Veloz at Pt. Putera Auto Perkasa Medan," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 5(7), pages 357-372, July.
    12. Christophe Bontemps & Valérie Orozco & Vincent Réquillart, 2008. "Private Labels, National Brands and Food Prices," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 33(1), pages 1-22, August.
    13. Chyi-Mei Chen & Shan-Yu Chou & Lu Hsiao & I-Huei Wu, 2009. "Private labels and new product development," Marketing Letters, Springer, vol. 20(3), pages 227-243, September.
    14. Ronald Cotterill & William Putsis, 2000. "Market Share and Price Setting Behavior for Private Labels and National Brands," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 17(1), pages 17-39, August.
    15. I Horowitz, 2000. "An option-pricing look at the introduction of private labels," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 51(2), pages 221-230, February.
    16. Chi-Cheng Wu & Chih-Jen Wang, 2005. "A Positive Theory of Private Label: A Strategic Role of Private Label in a Duopoly National-Brand Market," Marketing Letters, Springer, vol. 16(2), pages 143-161, April.
    17. Sandra Horvat, 2009. "Research of private label development in Croatia," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 21(1), pages 81-94.
    18. Hon Keung Yau & Ho Yi Horace Tang, 2018. "Analyzing customer satisfaction in self-service technology adopted in airports," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(1), pages 6-18, March.
    19. Méndez, José Luis & Oubiña, Javier & Rubio, Natalia, 2008. "Expert quality evaluation and price of store vs. manufacturer brands: An analysis of the Spanish mass market," Journal of Retailing and Consumer Services, Elsevier, vol. 15(3), pages 144-155.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Raj Sethuraman, 2009. "Assessing the External Validity of Analytical Results from National Brand and Store Brand Competition Models," Marketing Science, INFORMS, vol. 28(4), pages 759-781, 07-08.
    2. Abril, Carmen & Sanchez, Joaquin, 2016. "Will they return? Getting private label consumers to come back: Price, promotion, and new product effects," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 109-116.
    3. Meilin Ma & Ralph Siebert, 2021. "The Impact of Private Label Introduction on Assortment, Prices, and Profits of Retailers," CESifo Working Paper Series 9380, CESifo.
    4. MANEZ, Juan A. & MONER-COLONQUES, Rafael & SEMPERE-MONERRIS, José J. & URBANO, Amparo, 2011. "Price differentials among brands in retail distribution: product quality and service quality," LIDAM Discussion Papers CORE 2011017, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
    5. Zhuang, Yan & Dimitri, Carolyn & Jaenicke, Edward C., 2010. "Price Reactions And Organic Price Premiums For Private Label And Branded Milk," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116388, European Association of Agricultural Economists.
    6. Dawes, John & Nenycz-Thiel, Magda, 2013. "Analyzing the intensity of private label competition across retailers," Journal of Business Research, Elsevier, vol. 66(1), pages 60-66.
    7. Boyle, Peter J. & Lathrop, E. Scott, 2013. "The value of private label brands to U.S. consumers: An objective and subjective assessment," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 80-86.
    8. Anselmsson, Johan & Johansson, Ulf & Marañon, Antonio & Persson, Niklas, 2008. "The penetration of retailer brands and the impact on consumer prices—A study based on household expenditures for 35 grocery categories," Journal of Retailing and Consumer Services, Elsevier, vol. 15(1), pages 42-51.
    9. Li, Xun & Wang, Rui & Lopez, Rigoberto A., 2016. "Energy Shock and Price Adjustment: National Brands vs. Private Labels of Retail Milk Products," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235613, Agricultural and Applied Economics Association.
    10. Volpe III, Rickard James, 2014. "National Brands, Private Labels, and Food Price Inflation," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(4), pages 1-16, November.
    11. Bocionek, Milena & Anders, Sven M., 2012. "Estimating Price Rigidity in Vertically Differentiated Food Product Categories with Private Labels," Staff Paper Series 139931, University of Alberta, Department of Resource Economics and Environmental Sociology.
    12. Sheikh Basharul Islam & Suhail Ahmad Bhat & Mushtaq Ahmad Darzi, 2021. "Determining the Influence of Private Labels on Sales of National Brands: A Qualitative Approach," FIIB Business Review, , vol. 10(2), pages 133-145, June.
    13. Konuk, Faruk Anıl, 2020. "Trust transfer from manufacturer to private label brand: The moderating role of grocery store format," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    14. Fang, Xiang & Gavirneni, Srinagesh & Rao, Vithala R., 2013. "Supply chains in the presence of store brands," European Journal of Operational Research, Elsevier, vol. 224(2), pages 392-403.
    15. Wu, Lifang & Yang, Wei & Wu, Jessica, 2021. "Private label management: A literature review," Journal of Business Research, Elsevier, vol. 125(C), pages 368-384.
    16. Schnittka, Oliver, 2015. "Are they always promising? An empirical analysis of moderators influencing consumer preferences for economy and premium private labels," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 94-99.
    17. Chih-Jen Wang & Ying-Ju Chen & Chi-Cheng Wu, 2011. "Advertising competition and industry channel structure," Marketing Letters, Springer, vol. 22(1), pages 79-99, March.
    18. Pasirayi, Simbarashe & Richards, Timothy J., 2023. "Assessing the impact of manufacturer power on private label market share in an equilibrium framework," Journal of Business Research, Elsevier, vol. 154(C).
    19. Johansen, Bjørn Olav, 2012. "Private Labels, Rent Shifting And Consumer Welfare," Working Papers in Economics 02/12, University of Bergen, Department of Economics.
    20. Rong Luo, 2018. "Store brands and retail grocery competition," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 27(4), pages 653-668, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jmarka:v:9:y:2021:i:3:d:10.1057_s41270-020-00091-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.