The present work investigates the topic of inter-brand competition among Private Labels and Leading National Brands in the new online grocery retail setting. An analysis of peer-to-peer ratings and reviews regarding the two competing brand types has been developed. Findings highlights that: (i) the gen- eral online sentiment towards National Brand is significantly more positive than that towards Private Label; (ii) qualitative content analysis on reviews related to strongly positive/strongly negative ratings reveals that e-shoppers’ comments on National Brand focus more on non-price attributes (i.e. product quality and ser- vices), while 64% of overall comments on Private Label are price-related. This confirm the conjecture, already proved in the offline grocery retail setting, that store branded products are currently found to be in a weak competitive position compared to Leading National Brand in the emerging online retail setting too.
Fornari, E., Negri, F., Iuffmann Ghezzi, A., Fornari, D., Grandi, S., Private Label vs Leading National Brand in the Online Grocery Retail Setting, in Francisco J. Martínez-López, J. C. G. M. I. (ed.), Advances in National Brand and Private Label Marketing, Springer Nature Switzerland AG, Cham, 2022: 74- 81. 10.1007/978-3-031-06581-1_10 [http://hdl.handle.net/10807/217964]
Private Label vs Leading National Brand in the Online Grocery Retail Setting
Fornari, Edoardo
Membro del Collaboration Group
;Negri, FrancescaMembro del Collaboration Group
;Iuffmann Ghezzi, AlessandroMembro del Collaboration Group
;Fornari, DanieleMembro del Collaboration Group
;Grandi, SebastianoMembro del Collaboration Group
2022
Abstract
The present work investigates the topic of inter-brand competition among Private Labels and Leading National Brands in the new online grocery retail setting. An analysis of peer-to-peer ratings and reviews regarding the two competing brand types has been developed. Findings highlights that: (i) the gen- eral online sentiment towards National Brand is significantly more positive than that towards Private Label; (ii) qualitative content analysis on reviews related to strongly positive/strongly negative ratings reveals that e-shoppers’ comments on National Brand focus more on non-price attributes (i.e. product quality and ser- vices), while 64% of overall comments on Private Label are price-related. This confirm the conjecture, already proved in the offline grocery retail setting, that store branded products are currently found to be in a weak competitive position compared to Leading National Brand in the emerging online retail setting too.
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