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Proliferation of Private Labels in Food Retailing: A Literature Overview

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  • Rainer Olbrich
  • Michael Hundt
  • Hans Christian Jansen

Abstract

This article provides an overview of private-label research by focusing on the food retailing sector. To explain the proliferation of private labels, we identify key drivers by reviewing the determinants discussed in prior literature. This article identifies the conditions that support the proliferation of private labels¡ªretailer concentration and retailer pricing autonomy¡ªand describes the nature of competition between private labels and national brands. It also highlights the drivers of private-label purchases by providing an overview of brand-related determinants, price and risk-related determinants, quality aspects, sociodemographics, and consumer purchasing behavior. The article concludes by proposing three areas for future private-label research.

Suggested Citation

  • Rainer Olbrich & Michael Hundt & Hans Christian Jansen, 2016. "Proliferation of Private Labels in Food Retailing: A Literature Overview," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(6), pages 63-76, December.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:6:p:63-76
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    References listed on IDEAS

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    1. Min-Hsin Huang & Eugene Jones & David Hahn, 2007. "Determinants of price elasticities for private labels and national brands of cheese," Applied Economics, Taylor & Francis Journals, vol. 39(5), pages 553-563.
    2. Jin, Yuanjing & Chen, Eugene Jones Joyce & Sam, Abdoul, 2010. "An Economic Analysis of Consumers' Purchasing Behavior for Breakfast Cereals," Journal of Food Distribution Research, Food Distribution Research Society, vol. 41(1), pages 1-6, March.
    3. Krueckeberg, Harry F. & Hamilton, John R., 1981. "Consumer Perceptions Of National, Generic, And Private Brand Grocery Products," Journal of Food Distribution Research, Food Distribution Research Society, vol. 12(1), pages 1-9, February.
    4. Olbrich, Rainer & Grewe, Gundula, 2013. "Proliferation of private labels in the groceries sector: The impact on category performance," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 147-153.
    5. Bergès-Sennou, Fabian & Hassan, Daniel & Monier-Dilhan, Sylvette & Raynal, Helene, 2007. "Consumers' Decision between Private Labels and National Brands in a Retailer's Store: A Mixed Multinomial Logit Application," 103rd Seminar, April 23-25, 2007, Barcelona, Spain 9407, European Association of Agricultural Economists.
    6. Jean-Noël Kapferer, 1995. "Brand Confusion: Empirical Study of a Legal Concept," Post-Print hal-00784110, HAL.
    7. Geraldine Fennell & Greg Allenby & Sha Yang & Yancy Edwards, 2003. "The Effectiveness of Demographic and Psychographic Variables for Explaining Brand and Product Category Use," Quantitative Marketing and Economics (QME), Springer, vol. 1(2), pages 223-244, June.
    8. 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.
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    Cited by:

    1. Rosamartina Schena & Domenico Morrone & Angeloantonio Russo, 2023. "The competition between private label and national brand through the signal of Euro‐leaf," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 6169-6181, December.
    2. Myung Kyo Kim & Ram Narasimhan & Tobias Schoenherr, 2020. "Leveraging Logistics Competence in New Product Sourcing: The Role of Strategic Intent and Impact on Performance," Logistics, MDPI, vol. 4(4), pages 1-17, October.
    3. Volpe, Richard J. III & Tedjasaputra, Nicole & Jackson, Olivia & Provost, Ryan, 2021. "Supermarket Pricing and Promotional Behavior: Evidence from the San Luis Obispo Market," Journal of Food Distribution Research, Food Distribution Research Society, vol. 52(2), July.

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    More about this item

    Keywords

    national brand; pricing; private label; purchasing behavior; quality;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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