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Spanish Food Private Labels Divergent Positioning and Common Drivers

In: National Brands and Private Labels in Retailing

Author

Listed:
  • Rafael Marañón

    (Universidad Complutense de Madrid)

  • María Puelles

    (Universidad Complutense de Madrid)

Abstract

Over the last decade, the positioning of the different Spanish Food Private labels has evolved differently. Although the economic recession has emphasized the concern of consumers with price, the big driver to Private Labels Purchase during the 1970s and 1980s, the divergence in positioning still remains. However, beyond the divergent positioning of each brand, common drivers to PL purchase can still be found.

Suggested Citation

  • Rafael Marañón & María Puelles, 2014. "Spanish Food Private Labels Divergent Positioning and Common Drivers," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Irene Esteban-Millat & Juan Antonio Mondéja (ed.), National Brands and Private Labels in Retailing, edition 127, pages 71-79, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-07194-7_7
    DOI: 10.1007/978-3-319-07194-7_7
    as

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