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Will they return? Getting private label consumers to come back: Price, promotion, and new product effects

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Abril Barrie, Carmen and Sánchez, Joaquín (2016) Will they return? Getting private label consumers to come back: Price, promotion, and new product effects. Journal of Retailing and Consumer Services, 31 . pp. 109-116. ISSN 0969-6989

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Official URL: http://dx.doi.org/10.1016/j.jretconser.2016.03.010



Abstract

Using a hazard model specification with two years of consumer panel data, this study simultaneously quantifies the effects of price gaps, non-monetary promotions, and new products on consumer switching from private labels back to manufacturer brands. The research focuses on the switching phenomena, rather than choice, such that time is a relevant variable. According to the results, non-monetary promotions and new products are more effective for recovering consumers than price gap reductions. These findings underscore the importance of understanding how consumers perceive the value of manufacturer brands.


Item Type:Article
Uncontrolled Keywords:Private labels; Store brands; Switching; Hazard Mode
Subjects:Sciences > Statistics > Commercial research
Social sciences > Economics > Marketing
ID Code:55466
Deposited On:28 May 2019 08:57
Last Modified:29 May 2019 07:34

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