Publication: Will they return? Getting private label consumers to come back: Price, promotion, and new product effects
Loading...
Official URL
Full text at PDC
Publication Date
2016-07
Authors
Advisors (or tutors)
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Elsevier
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.
Description
UCM subjects
Investigación Comercial, Marketing
Unesco subjects
5311.05 Marketing (Comercialización)