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Improving Sales of Private Labels in Store

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Álvaro Garrido-Morgado

    (Universidad de Salamanca)

  • Óscar González-Benito

    (Universidad de Salamanca)

  • Katia Campo

    (The Katholieke Universiteit Leuven)

  • Mercedes Martos-Partal

    (Universidad de Salamanca)

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.

Suggested Citation

  • Álvaro Garrido-Morgado & Óscar González-Benito & Katia Campo & Mercedes Martos-Partal, 2015. "Improving Sales of Private Labels in Store," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Raj Sethuraman (ed.), Advances in National Brand and Private Label Marketing, edition 127, pages 3-7, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-20182-5_1
    DOI: 10.1007/978-3-319-20182-5_1
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