Private Label Entwicklungen

Private label brands are gaining increasing importance in the consumer goods market. Today's consumers pay more attention to the price-performance ratio than before and weigh which products are worth spending more money on and which are not. Nowadays, one can find all demographic groups shopping both at discount stores and for luxury goods. Many private label products often show no noticeable differences in quality compared to branded products. The development of private labels covers the fundamentals of branding as well as the branding strategies of retailers and manufacturers. Market share developments and the impact of retailer brands on manufacturer brands are described. The basics of empirical research, data collection techniques, questioning methods, and types of scales are presented. The conclusion includes an empirical study with details on the battery market and derived marketing strategic recommendations for a branded product manufacturer.