The impact of copycat packaging strategies on the adoption of private labels

2015 ◽  
Vol 24 (6) ◽  
pp. 646-659 ◽  
Author(s):  
Rita Coelho do Vale ◽  
Pedro Verga Matos
Keyword(s):  
Experimental Studies ◽  
Purchase Behavior ◽  
Western European Country ◽  
Private Labels ◽  
Content Type ◽  
National Brands ◽  
Product Categories ◽  
Product Choices ◽  
Retail Setting ◽  
The Impact

Purpose – This paper aims to analyze the impact of copycat packaging strategies on consumers’ product choices, assessing to what extent the adoption of this type of packaging increases the likelihood of purchase of private labels (PLs). Design/methodology/approach – Data were collected in a preliminary field study (1,032 observations), followed by two experimental studies. Study 1 analyzed to what extent PLs’ packaging similarity influences consumers perceptions regarding product quality and production origin across six product categories. Study 2 analyzed, in a simulated real retail setting, to what extent copycat packaging strategies influence consumers’ choice across 22 product categories. Findings – Results indicate that the higher the level of package similarity between PLs and national brands (NBs) (copycat strategy), the higher the likelihood that PLs’ products are perceived as being produced by one of the NBs’ manufacturers, leading to enhanced perceptions of quality of the PL products, and that the higher the level of package similarity, the higher the likelihood of consumption of PLs, especially when consumers are choosing products of utilitarian versus hedonic nature. Research limitations/implications – Data were collected in a south-western European country, which will aid the development of further studies in different retail settings. Originality/value – This paper analyzes the impact of copycat packaging adoption by retailers on consumers’ perceptions and preferences about PLs. To the authors’ knowledge, this study is the first to assess, across multiple product categories and use market copycats, the potential effects of PLs packaging strategies on consumers’ purchase behavior.

Tapping the potential space-positioning of private labels

2020 ◽  
Vol 12 (1) ◽  
pp. 43-61 ◽  
Author(s):  
Veenu Sharma ◽  
Bhuvnesh Kedia ◽  
Vandana Yadav ◽  
Shreya Mishra
Keyword(s):  
Inventory Management ◽  
Strong Association ◽  
Point Of View ◽  
Purchase Behavior ◽  
Private Labels ◽  
Shelf Space ◽  
Content Type ◽  
National Brands ◽  
Product Categories ◽  
Product Assortment

Purpose The purpose of this study is to analyze the current scenario of private labels from consumers and retailers’ point of view and provide inputs to the retailers that will help them to increase their profitability. Profitability for retailers is a resultant of efficient inventory management in a limited space. This paper studies consumer’s purchase behavior and facilitates retailers in their decision-making of the dilemma between the appropriate mix of national brands (NBs) and private labels to increase their profitability. Retailers will be able to do cross-merchandising of the categories of the goods having strong associations and will increase the shelf space of the products, which are preferred by customers. Design/methodology/approach Market basket analysis was done for 1,223 transactions including two or more product categories in each transaction. In total, 564 products were studied and these products were further divided into 23 categories. Lift analysis was done 4 times to find an association between the products of all the categories. Findings The results find a strong association between some categories and advocate the placement of these combinations together – one being a NB and another private label. Research limitations/implications Analysis of only a limited set of brands and their product categories for a value retailer cross-merchandising. Originality/value The analysis of sales transactions will help retailers in determining the associations between product categories. This association will be helpful in placing their private labels vis-à-vis NBs to do cross-merchandising and allocating judicial space to the product assortment to increase their profitability.

Something old, something new: the role of partitioned pricing in consumers’ preference for new versus used products

2018 ◽  
Vol 35 (4) ◽  
pp. 353-365 ◽  
Author(s):  
Jody L. Crosno ◽  
Annie Peng Cui
Keyword(s):  
Sustainable Consumption ◽  
Experimental Studies ◽  
Purchase Decisions ◽  
Consumer Decision Making ◽  
High Quality ◽  
Content Type ◽  
Product Categories ◽  
Partitioned Pricing ◽  
Gain Loss ◽  
The Impact

PurposeThis research aims to represent an initial exploration of how partitioned pricing influences consumers’ purchase decisions of new versus used products from the theoretical perspectives of prospect theory and gain/loss decision frames.Design/methodology/approachFour experiments to test the hypotheses with multiple product categories have been conducted.FindingsResults from a series of experimental studies find that consumers prefer partitioned pricing over all-inclusive pricing for new products, whereas all-inclusive pricing is more preferred for used products. In addition, the authors demonstrate that a high-quality brand can reverse this effect for used products; specifically, consumers prefer partitioned pricing over all-inclusive pricing for a used product with a high-quality brand.Originality/valueThis research contributes to the literature on second-hand consumption by examining the impact of pricing strategies on consumer purchase decisions of new versus used products. This study deepens our understanding of consumer decision-making for new versus used products and it provides implications for bolstering sustainable consumption.

Does Packaging Matter?

2016 ◽  
pp. 209-224
Author(s):  
Rita Coelho do Vale ◽  
Pedro Verga Matos
Keyword(s):  
Positive Impact ◽  
Private Labels ◽  
Dress Code ◽  
Product Categories ◽  
Trade Dress ◽  
Product Choices ◽  
Empirical Perspective ◽  
Multiple Product ◽  
Packaging Strategy ◽  
The Impact

This chapter provides an overview on the impact of private labels' trade dress code on consumers' product choices and attitudes, assessing to what extent the adoption of different type of packaging increases the likelihood of purchase of private labels, specifically when retailers opt for a copycatting packaging strategy. Few prior studies have systematically examined the implications of this strategy often adopted by retail marketers. This chapter offers an empirical perspective of this problem, analyzing it in a simulated supermarket experiment, across multiple product categories. Findings suggest that with exception of a few product-categories, copycat strategies have a positive impact on PLs likelihood of purchase. In certain product categories as groceries and pet food, the differential between likelihood of purchase of PL when following a copycat strategy vs a own-packaging strategy can go up to 15 p.p., highlighting the powerful effect that copycat packages can have on consumers' PLs choice.

Consumers' brand decision: a matter of social risk

2020 ◽  
Vol 48 (6) ◽  
pp. 575-589 ◽  
Author(s):  
Natascha Loebnitz ◽  
Stephan Zielke ◽  
Klaus G. Grunert
Keyword(s):  
Private Label ◽  
Social Risk ◽  
Private Labels ◽  
Content Type ◽  
National Brands ◽  
Brand Competition ◽  
Practical Guidelines ◽  
The Uk ◽  
The Impact

PurposeThis study aims to investigate the impact of social risk and inter-tier brand competition across traditional retailers and discounters on consumers' purchase intentions in the UK.Design/methodology/approachThe authors conduct a 2 (social risk) × 3 (brand type) × 2 (retailer type) between-subjects design (n = 309; UK) experiment employing a Qualtrics online panel in the UK.FindingsThe study shows that while premium private labels (PPLs) are on par with national brands, discounter's PPLs outperform mainstream retailer's PPLs. Furthermore, consumers appear to purchase standard private labels and PPLs for themselves when shopping at a discounter but turn to national brands when shopping for socially risky situations.Research limitations/implicationsWhile Tesco's premium (Tesco Finest*) and standard private label (Tesco Everyday Value) explicitly make reference to the retailer's name, for Lidl's premium (Deluxe) and standard private label (e.g. Milbona), the discounter's name is not visible. This is something this study did not control for.Practical implicationsGiven that Lidl has opened its first US store in 2017 with ambitious expansion plans, our findings provide in particular practical guidelines for how to promote PPLs in countries where the discounter landscape is less saturated than in Germany.Originality/valueThis study provides insights into the understanding of the influence of social risk on purchasing intentions of premium private labels vs standard private labels vs national brands offered by mainstream retailers or discounters in the UK.

scholarly journals The Impact of Gamified Instruction on Students’ Learning Outcomes: Systematic Review of Experimental Studies

2021 ◽  
Vol 13 (4) ◽  
pp. 55
Author(s):  
Nevena Jaftha ◽  
Marouska Zahra-Micallef ◽  
Tatjana Chircop
Keyword(s):  
Systematic Review ◽  
Learning Outcomes ◽  
Digital Libraries ◽  
Experimental Studies ◽  
Intervention Design ◽  
Assessment Instruments ◽  
Learning Technology ◽  
Content Type ◽  
Replication Studies ◽  
The Impact

This systematic review critically explores the intervention design and findings of the experimental studies that were published between January 2012-December 2020 in a number of digital libraries and databases and had the effect of a gamified instruction on students’ learning outcomes in their focus, with the aim of identifying what constitutes success or the lack thereof in the given context. The found effect(s) of gamified instruction on students’ learning engagement and achievement are discussed in relation to the a) intervention design, its flaws and their potential impact on reported outcomes and b) prevalent practice in gamification research. The discussion is structured around data collection sources, sample size, and intervention duration, but also the characteristics of learning technology, learning approach, course content, type of games and game elements. This study proposes a list of categories to be included in the description of a study context so that it is possible to a) systematically organise research findings, b) filter the variety of findings via means of replication studies. c) recognise the variant effect on different sub-populations, and d) suggest the way forward when designing and implementing gamified instruction within specific conditions. Furthermore, the study highlights the necessity of approaching the topic through a mixed-method approach involving a more intensive tracking schedule with new assessment instruments and a larger number of participants that are longitudinal or at least of a longer duration in order to obtain more comprehensive findings.

scholarly journals The impact of experiential augmented reality applications on fashion purchase intention

2018 ◽  
Vol 48 (5) ◽  
pp. 433-451 ◽  
Author(s):  
Anna Watson ◽  
Bethan Alexander ◽  
Leyla Salavati
Keyword(s):  
Augmented Reality ◽  
Purchase Intention ◽  
Affective Response ◽  
Purchase Behavior ◽  
Research Approach ◽  
Snowball Sampling ◽  
Content Type ◽  
Shopping Motivation ◽  
Hedonic Shopping ◽  
The Impact

Purpose Utilizing the stimulus-organism-response model, the purpose of this paper is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this relationship. Design/methodology/approach An experiment using the manipulation of AR and no AR was conducted with 162 participants aged between 18 and 35. Participants were recruited through snowball sampling and randomly assigned to the control or stimulus group. The hypothesized associations were analyzed using linear regression with bootstrapping. Findings The paper demonstrates the benefit of using an experiential AR retail application (app) to positively impact purchase intention. The results show that this effect is mediated by positive affective response. Furthermore, hedonic shopping motivation moderates the relationship between augmentation and the positive affective response. Research limitations/implications Because of the chosen research approach, the results may lack generalizability to other forms of augmentation. Therefore, researchers are encouraged to test the proposed model using different types of AR stimuli. Furthermore, replication of the study with other populations would increase the generalizability of the findings. Practical implications Results of this study provide a valuable reference for retailers of the benefits of using AR when attempting to optimize experiential value in online environments. Originality/value The study contributes to experiential retail and consumer purchase behavior research by deepening the conceptualization of the impact of experiential technologies, more specifically AR apps, by considering the role of hedonic shopping motivations.

The impact of Covid-19 on customer journeys: implications for interactive marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
P.K. Kannan ◽  
Gauri Kulkarni
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Interactive Marketing ◽  
Content Type ◽  
Product Categories ◽  
The Impact ◽  
Rapid Shift ◽  
The Way

PurposeThe Covid-19 pandemic and the related closures and lockdowns have changed how consumers shop for products and how they consume them. In this paper, the authors focus on how customers' journeys from the awareness stage down to purchase and loyalty stages have been impacted by the pandemic across different product categories and markets and how they affect the same post-pandemic. The authors propose directions for future research based on our analysis.Design/methodology/approachAnalyzing the components of customer utility, the authors provide the basis for the rapid shift towards online and digital touchpoints and the nature of emerging interactions between firms and consumers. The authors highlight those areas where changes could be permanent.FindingsThe authors show why some of the changes due to the Covid-19 pandemic could be permanent and irrevocable and what this implies for firms' strategies to acquire, retain, and grow their business with their customers.Originality/valueThe authors highlight why omnichannel strategies are the way for firms to thrive in the post-pandemic marketplace, and outline areas for future research that will allow researchers to examine how customer journeys will evolve post-pandemic.

Dissonant cognitions: from psychological discomfort to motivation to change

2019 ◽  
Vol 36 (5) ◽  
pp. 565-581
Author(s):  
Gilles Séré de Lanauze ◽  
Béatrice Siadou-Martin
Keyword(s):  
Behavioral Change ◽  
Meat Consumption ◽  
Equation Modeling ◽  
External Information ◽  
Motivation To Change ◽  
Content Type ◽  
Consumption Behavior ◽  
Product Categories ◽  
Responsible Consumption ◽  
The Impact

Purpose Many western consumers have become sensitive to the negative effects of their consumption levels in many product categories and those new attitudes are challenging their habitual consumption behaviors. How do dissonant attitudes influence the process toward behavioral change? How does external information reinforce those conflicting attitudes with new dissonant cognitions and foster intentions to modify behavior? This study aims to propose a conceptual model, based on cognitive dissonance theory, which introduces psychological discomfort as an important mediator toward behavioral change intentions. Design/methodology/approach Two studies are conducted. Using structural equation modeling under Amos, hypotheses are tested and validated in the field of meat consumption on a sample of 501 French consumers. A second study investigates the impact of the nature of the stimulus on consumers’ responses. Findings The results show that psychological discomfort is increased by the contact with dissonant external information and that consumers may at the same time minimize the effects of additional cognition by implementing informational strategies such as trivialization or decredibilization to defend their consumption behavior. Research limitations/implications Future researchers could consider the various objections to meat consumption separately and further explore the dynamics between external information, consumer cognitions and consumer consumption behavior in diverse consumption contexts. Practical implications The authors advise meat marketers to reduce consumer psychological discomfort by promoting the hedonic perceived value and by presenting credible counterarguments to defend the benefits of their products. Social implications The study may encourage advocates of lower meat consumption to provide credible information about the detrimental effects of meat consumption to influence behavioral change intentions. Originality/value As responsible consumption becomes a key trend in western societies, new attitudes, fostered by external critical information, are influencing consumption behavior in many product categories. This research contributes to a better understanding of the attitude–behavior gap in a context of emerging criticism toward highly consumed and traditional products.

Shopping online? The role of imagination and gender

2019 ◽  
Vol 53 (12) ◽  
pp. 2604-2628 ◽  
Author(s):  
Manveer K. Mann ◽  
Yuping Liu-Thompkins
Keyword(s):  
Purchase Intention ◽  
Negative Impact ◽  
Experimental Studies ◽  
Product Evaluation ◽  
Brand Experience ◽  
Content Type ◽  
Female Consumers ◽  
Product Use ◽  
Negative Effect ◽  
The Impact

Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for male consumers. Design/methodology/approach Three experimental studies were conducted. The first two studies illustrate the differential effects of imagination on males vs females. Given the negative effect found among males, the third study focused exclusively on male consumers to identify conditions under which the negative impact of imagination on these consumers can be alleviated. Findings Studies 1 and 2 show that while an imagination tactic has positive or no effect on female consumers, a generic imagination request lowers male consumers’ purchase intention. Focusing on potential ways of alleviating this negative effect, Study 3 shows that for males without prior brand ownership experience, imagining product use in a less-typical context can increase purchase intention. Research limitations/implications The results provide evidence that gender impacts the effectiveness of imagination in improving product evaluation. Furthermore, the context of imagination and previous brand experience can be used together to determine how male consumers respond to imagination. Practical implications The study’s findings warn against the blind use of imagination tactics. Instead, retailers need to customize imagination tactics based on gender, previous brand experience and product usage context. Originality/value To the best of the authors’ knowledge, this is one of the first papers to examine the impact of gender on the influence of imagination on product evaluation.

Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials

2020 ◽  
Vol 37 (5) ◽  
pp. 923-943 ◽  
Author(s):  
Judith Partouche ◽  
Saeedeh Vessal ◽  
Insaf Khelladi ◽  
Sylvaine Castellano ◽  
Georgia Sakka
Keyword(s):  
South African ◽  
Regulatory Focus ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Product Type ◽  
Purchase Behavior ◽  
Content Type ◽  
Cause Related Marketing ◽  
Behavior Study ◽  
Hedonic Products

Purpose The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns. Design/methodology/approach Three experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3). Findings The results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals. Research limitations/implications Inconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries. Practical implications To improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products. Social implications CRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes. Originality/value This paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.

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