What is Value Consciousness Consumers

This chapter aims to be the starting point to encourage the study of how retailer may improve the private labels performance within the store. In this line, authors present an analysis of the use of the two more common in-store stimuli –price promotions and displays- by explaining the advantages and disadvantages that their use has on different private labels tiers (economy private labels and standard private labels) in comparison with national brands. Then, authors use data of eighteen product categories during a full year from one top ten retailer in the food sector to check if retailers follow the expected use of promotions and displays on private labels. Finally, recommendations and conclusions about how retailers may optimize the use of analyzed in-store stimuli are presented.