Private Label Brand as Better Competitive Advantage for Local Retailers

DOI

10.2991/aicmar-18.2019.37How to use a DOI?

Keywords

private label brand; consumer shopping preferences; store image; minimarket

Abstract

Increasing the number of middle class coupled with the decline in prices of goods and services due to decreasing inflation rate, will be directly proportional to the increase in purchasing power of society in general. The increasing effect of purchasing power is believed to change consumer behavior. Consumers who initially shop at traditional markets will switch to the modern retail market. This is cause of retail trends currently enter the lifestyle sphere. This phenomenon makes retailers try to package products using their own packaging and brands, often known as private label brands. Implementation is expected to create an attractive store image and become a shopping preference for consumers. The study used simple regression analysis to consumers who had been shopping in Indomaret and Alfamart. The results showed that there is influence of private label brand to consumer shopping preference and minimarket brand image in Jakarta.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Vina Meliana
PY  - 2019/02
DA  - 2019/02
TI  - Private Label Brand as Better Competitive Advantage for Local Retailers
BT  - Proceedings of the 5th Annual International Conference on Management Research (AICMaR 2018)
PB  - Atlantis Press
SP  - 170
EP  - 173
SN  - 2352-5428
UR  - https://doi.org/10.2991/aicmar-18.2019.37
DO  - 10.2991/aicmar-18.2019.37
ID  - Meliana2019/02
ER  -