Authors: Eleni Garbouni, Ilias Vlachos

Title: Private Label Branding and The Effects On Food Manufacturing Companies

Abstract

This research study concerns the increasing growth of PL products, which have taken over the Supermarkets and their relationship with consumers, retailers and producers. The main goal is to analyze the relationship between PL with PL manufacturers and whether a manufacturer decides to deal with producing of PL products.

It is being under investigation the PL growth rate, that were launched as second-class products and have evolved into dominating consumers’ purchasing preferences, because of their unique quality/price relationship.

Secondly, is examined the relationship between PL with retailers and consumers, the advantages and disadvantages for their preference towards PL, and deepening into the literature review, are analyzed the factors leading PL to be reported as inferior in comparison with branded products. Finally, there is a brief reference to some factors that can lead to the optimization of the image of private labels so that they will not be considered as inferior.

The present study was conducted with an empirical study, since the relationship between manufacturers and private labels has been poorly explored so far, as most studies focus on the relationships between consumers or retailers with PLs and no reference is being made to the advantages and disadvantages for producers.