Store Brands (SBs) have experienced a strong increase in both value and unit sales internationally during the last decades; thus their market share has been constantly growing. Starting from these considera- tions, the present work aims at deepening the topic of inter-brand competition within the FMCG market and, in particular, the market share trade-off between Leading National Brands (LNBs) and Store Brands. Our empirical analysis is based on panel data about 322 product categories sold within the Modern Grocery Distribution stores in the 2010–2013 period. Results obtained show: (i) the existence of a re- lationship between the increase in the LNB-SB price gap and the switching of market share from the former towards the latter; (ii) the consolidation of a change in consumers' purchasing preference in favor of SBs; (iii) the existence of an inverse relationship between the inter-brand competition intensity and the retail branding life cycle evolutionary stage, which is different for each product category.

Fornari, D., Fornari, E., Grandi, S., Menegatti, M., Leading national brands facing store brands competition: Is price competitiveness the only thing that matters?, <<JOURNAL OF RETAILING AND CONSUMER SERVICES>>, 2016; 2016 (30): 234-241. [doi:10.1016/j.jretconser.2016.02.001] [http://hdl.handle.net/10807/96473]

Leading national brands facing store brands competition: Is price competitiveness the only thing that matters?

Fornari, Daniele
Primo
;
Fornari, Edoardo
Secondo
;
Grandi, Sebastiano
Penultimo
;
2016

Abstract

Store Brands (SBs) have experienced a strong increase in both value and unit sales internationally during the last decades; thus their market share has been constantly growing. Starting from these considera- tions, the present work aims at deepening the topic of inter-brand competition within the FMCG market and, in particular, the market share trade-off between Leading National Brands (LNBs) and Store Brands. Our empirical analysis is based on panel data about 322 product categories sold within the Modern Grocery Distribution stores in the 2010–2013 period. Results obtained show: (i) the existence of a re- lationship between the increase in the LNB-SB price gap and the switching of market share from the former towards the latter; (ii) the consolidation of a change in consumers' purchasing preference in favor of SBs; (iii) the existence of an inverse relationship between the inter-brand competition intensity and the retail branding life cycle evolutionary stage, which is different for each product category.
Inglese
Fornari, D., Fornari, E., Grandi, S., Menegatti, M., Leading national brands facing store brands competition: Is price competitiveness the only thing that matters?, <<JOURNAL OF RETAILING AND CONSUMER SERVICES>>, 2016; 2016 (30): 234-241. [doi:10.1016/j.jretconser.2016.02.001] [http://hdl.handle.net/10807/96473]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/96473
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