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Consumers' preference for retailer's brands

Date of publication: June 15, 1996

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Catherine Lewi, Jean-Nöel Kapferer

Abstract:

In this paper we analyse which marketing-mix variables are key to sustain leading manufacturer's brands competitiveness versus retailer's brands. In order to address this issue we conducted an experiment with 454 actual consumers of the low involvement chocolate biscuit category. We studied specifically the impact of the retailer's brand product quality, branding policy, packaging appearance and price advantage on its purchase preference versus the market leader. The results are of prime significance and show in particular the pivotal role of product superiority even in a category where product differences are slight.

Catherine Lewi

Author

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Jean-Nöel Kapferer

Author

This is a long description of some author details.

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Lewi and Kapferer (1996a, June 15). Consumers' preference for retailer's brands. ANA - ESOMAR. Retrieved July 15, 2025, from


https://ana.esomar.org/documents/targeting-consumers-for-new-brands-