IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-62135-2_27.html
   My bibliography  Save this book chapter

The Rise of Premium Private Label Brands in Grocery Retailing: Qualitative Insights from Young German Consumers

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Anneka M. Schmidt

    (Universidade Nova de Lisboa)

  • Luisa M. Martinez

    (Instituto Português de Administração de Marketing – IPAM Lisboa
    UNIDCOM/IADE, Unidade de Investigação em Design e Comunicação)

  • Luis F. Martinez

    (Universidade Nova de Lisboa)

Abstract

In the retailing world, private label brands (PLBs) are gaining growing attention. Own brands bring numerous advantages from the perspective of the grocery retailer, as well as from the consumer side. More specifically, premium PLBs are currently rising stars among various types of private labels. Existing literature on the topic focuses mainly on the overall role of PLBs while not distinguishing between their different types. However, for retailers to benefit most from the premium PLBs, it is vital to understand how consumers perceive the premium type within the category of PLBs in general. By conducting 14 in-depth semi-structured interviews with young German consumers, our research seeks to explore their reasons to buy generic PLBs versus premium PLBs. Results show that premium PLBs are perceived differently from general PLBs and bought for contrary reasons. The findings shed light on the importance of differentiating between various types of PLBs. Overall, this study could help marketers to better understand how to successfully expand the assortment of premium PLBs and therefore to profit the most from the use of this particular type of PLBs.

Suggested Citation

  • Anneka M. Schmidt & Luisa M. Martinez & Luis F. Martinez, 2024. "The Rise of Premium Private Label Brands in Grocery Retailing: Qualitative Insights from Young German Consumers," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez & Philipp Brüggemann (ed.), Advances in Digital Marketing and eCommerce, pages 271-293, Springer.
  • Handle: RePEc:spr:prbchp:978-3-031-62135-2_27
    DOI: 10.1007/978-3-031-62135-2_27
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-62135-2_27. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.