Choice. European Journal of Marketing

This article studies the rationale for the production of store brands and the possible existence of different store brand manufacturer segments according to their competitive position, size, advertising investment, sector concentration and type of product. The method to obtain information is a survey developed in Spain and answered by manufacturers of consumer packaged goods. The methods applied are descriptive (Crosstabs and Anova) and multivariate techniques (Correspondence Analysis, CHAID and Cluster). The article provides empirical evidence in favour of the rationale for the production of store brands by non-leading medium to small-sized firms and against this practice by leading manufacturers. It also shows the existence of different manufacturer segments.

Descargar Archivo en PDF