The Buying of Private Brands and Manufacturer Brands in Grocery Retailing: A Comparative Study of Buying Processes in the UK, Sweden and Italy

Citation

Johansson U & Burt S (2004) The Buying of Private Brands and Manufacturer Brands in Grocery Retailing: A Comparative Study of Buying Processes in the UK, Sweden and Italy. Journal of Marketing Management, 20 (7-8), pp. 799-824. https://doi.org/10.1362/0267257041838737

Abstract
Private brands in grocery retailing have evolved from a way to compete on price by selling low quality products at a low price, into a brand category in their own right, with a wide range of positioning options open to retailers. The buying and selling of private brands means that retailers' add new activities and processes to those that are traditionally associated with retailing. This paper compares the buying processes for manufacturer brands and private brands across three European countries in an attempt to analyse how the extension of the buying process inherent in private brand ranges, and the organisational contexts within which these processes operate impact upon complexity in the retail buying process.

Keywords
Private brands; retailer buying process; integration; complexity

Journal
Journal of Marketing Management: Volume 20, Issue 7-8

People

Professor Steve Burt

Professor, Marketing & Retail