Multi-tiered private labels portfolio strategies: Effects on consumer behavior

IF 0.7 Journal of Marketing Channels Pub Date : 2018-04-03 DOI:10.1080/1046669X.2019.1646185

Rodolfo Vazquez-Casielles, Silvia Cachero-Martínez

引用次数: 2

Abstract

Abstract Retailers wish to expand their standard private label (PL) adopting a multi-tiered portfolio. We study the effects produced by the introduction of two new PLs quality-tiers (economy and premium) on the market share of various national brands (NB; premium-quality and second-tier) and the standard PL. This study proposes a model that accommodates three effects (similarity, attraction, and compromise) for understanding how the introduction of economy and premium PL may affect market incumbents. This study also analyzes the effects of introducing new PL quality-tiers for customer segments. Our results indicate that when economy and premium PL are introduced in the market, the choice probability of standard PL decreases, especially for high purchase quantity customers and PL loyal customers. In addition, introduction of a premium PL decreases the choice probability of second-tier NB and premium-quality NB, especially for PL loyal customers and high purchase quantity customers.

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多层自有品牌组合策略:对消费者行为的影响

零售商希望扩大他们的标准自有品牌(PL)采用多层次的投资组合。我们研究了引入两种新的PLs质量等级(经济型和高档型)对不同民族品牌(NB;本研究提出了一个容纳三种效应(相似性、吸引力和妥协)的模型，以理解经济和优质物流的引入如何影响市场现有企业。本研究还分析了引入新的物流质量等级对客户群的影响。我们的研究结果表明，当市场上引入经济型物流和优质物流时，标准物流的选择概率降低，特别是对于高购买量客户和物流忠诚客户。此外，优质物流的引入降低了二线NB和优质NB的选择概率，特别是对于PL忠诚客户和高购买量客户。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.