Private label perceptual maps: an investigation of important brands in large brazilian supermarket chains

  • Geraldo Luciano Toledo Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade
  • Janaina de Moura Engracia Giraldi Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade
  • Karen Perrotta Lopes de Almeida Prado Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade
Keywords: Private Label Brand, Positioning, Retail, Strategy

Abstract

A major challenge now faced by large wholesalers and retailers is to create competitive advantages. Private brand labels can be useful for a unique positioning proposition that distinguishes these enterprises from competitors. Empirical research investigated consumer perception of the positioning of private labels in important retail chains operating in Sao Paulo state and to some extent throughout Brazil. The MDS technique was used for data analysis to create a perceptual map. Brands were found to occupy positions or correspond to concepts in the mind of consumers. These were interpreted on a map with quality and variety on one axis and price on the other.

Downloads

Download data is not yet available.
Published
2007-12-01
How to Cite
Toledo, G., Giraldi, J., & Prado, K. (2007). Private label perceptual maps: an investigation of important brands in large brazilian supermarket chains . REGE Revista De Gestão, 14(4), 77-92. https://doi.org/10.5700/issn.2177-8736.rege.2007.36615
Section
Marketing