Consumers' preference for retailer's brands.
Catherine Lewi Nestl France, France andJean Nol Kapferer HEC Graduate School of Management, France
BACKGROUND: THE RETAILER'S BRANDS, A CHALLENGE FOR MANUFACTURER'S BRANDS
The competition of retailer's brands has become a key issue for leading manufacturer's consideration. Firstly it has been established that retailer's brands have taken a strong market share in fast moving consumer goods across Europe. Latest Nielsen data indicate that retailer's brands 1995 volume share of the total fast moving consumer good market was 37.1 % in the UK, 26.8 % in Germany and 17.1 % in France....