Consumers' preference for retailer's brands.

Jean Noel Kapferer and Catherine Lewi

In this paper we analyse which marketing-mix variables are key to sustain leading manufacturer's brands competitiveness versus retailer's brands.

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....

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