Offering value and capturing surplus: A strategy for private label sales in a new customer loyalty building scenario
JD Hoskins - Journal of Retailing and Consumer Services, 2016 - Elsevier
The competition between private label brand and national brands in the diaper category is
investigated from the view of the private label brand manager. In this category, new
customers routinely enter the category buying entry-level diaper sizes (for infants) and then
progress to buy larger diaper sizes over time (as their child grows older). Thus, consumer
comparisons between the private label brand and national brands are focused on single
diaper sizes during any single purchase scenario. Because private label brands are known …
investigated from the view of the private label brand manager. In this category, new
customers routinely enter the category buying entry-level diaper sizes (for infants) and then
progress to buy larger diaper sizes over time (as their child grows older). Thus, consumer
comparisons between the private label brand and national brands are focused on single
diaper sizes during any single purchase scenario. Because private label brands are known …
[PDF][PDF] Offering value and capturing surplus: A strategy for private label sales in a new
JD Hoskins - Marketing - researchgate.net
The competition between private label and national brands in the diaper category is
investigated from the view of the private label brand manager. In this category, new
customers routinely enter the category buying entry-level diaper sizes (for infants) and then
progress to buy larger diaper sizes over time (as their child grows older). Thus, consumer
comparisons between the private label brand and national brands are focused on single
diaper sizes during any single purchase scenario. Private label brands are known to suffer …
investigated from the view of the private label brand manager. In this category, new
customers routinely enter the category buying entry-level diaper sizes (for infants) and then
progress to buy larger diaper sizes over time (as their child grows older). Thus, consumer
comparisons between the private label brand and national brands are focused on single
diaper sizes during any single purchase scenario. Private label brands are known to suffer …
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