What is Private Label

This chapter provides an overview on the impact of private labels' trade dress code on consumers' product choices and attitudes, assessing to what extent the adoption of different type of packaging increases the likelihood of purchase of private labels, specifically when retailers opt for a copycatting packaging strategy. Few prior studies have systematically examined the implications of this strategy often adopted by retail marketers. This chapter offers an empirical perspective of this problem, analyzing it in a simulated supermarket experiment, across multiple product categories. Findings suggest that with exception of a few product-categories, copycat strategies have a positive impact on PLs likelihood of purchase. In certain product categories as groceries and pet food, the differential between likelihood of purchase of PL when following a copycat strategy vs a own-packaging strategy can go up to 15 p.p., highlighting the powerful effect that copycat packages can have on consumers' PLs choice.