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What is House of Brands

Chapter 9
Improving Marketing Strategies for Private Label Products
All store brands have individual package design.
Published in Chapter:
The Effects of Private Label Brand Strategies on Consumer Perception
Nidhi Tandon (Manav Rachna International Institute of Research and Studies, India) and Jayender Verma (Manav Rachna International Institute of Research and Studies, India)
Copyright: © 2020 |Pages: 19
DOI: 10.4018/978-1-7998-0257-0.ch009
Abstract
The increasingly globalized economy has many effects on consumer everyday lives. The rapid changes in technological, social, and economic aspects have impacted the people's buying and consumption patterns. Even the traditional roles in value chain have started to disappear. Manufacturers have started to be taken over retailing functions whereas retailers began with the creation of their own brands. This increasing trend towards the retailer's brands is indeed one of the key changes in the retail industry. As per the reports of FMI and IRI's consumer research, 97% of households consume private label products. This chapter will give insight on different perspective and strategies that effect the consumer perception.
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