Lågprissortimentet inom egna märkesvaror (EMV)
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Private labels have become more important than ever in the food industry and the shares of private labels in grocery stores are growing. When private labels (PL) were introduced on the market the goal was to offer customers a cheaper alternative to national brands (NB), but today this has changed and PL are used to compete with other PL´s. The consumers demand for quality has increased which affects the motives and strategies for private labels. The industry is affected by different factors and PL´s must change their strategy to attract customers and create loyalty. By studying the motives, strategies, driving forces and challenges for private labels within the swedish food industry, it is possible to create a greater understanding of todays market situation. The data was collected through six interviews with different people within the food industry and the answers were analyzed. Afterwards the results were observed through a lens of theories and previous studies and the conclusion shows that profitability, customer loyalty, image and competitiveness are motives that are important for PL´s within the food industry. The stakeholders are using different strategies to achieve their goals and the study shows that better margins on goods, brand equity and differentiating to gain competitive advantages are strategies that are used frequently in the industry. It is important to have long-term relationships with other operators in the industry to develop PL´s with high quality and trends are forcing the industry to work in short cycles.
Place, publisher, year, edition, pages
2015. , 76 p.
IdentifiersURN: urn:nbn:se:sh:diva-28367OAI: oai:DiVA.org:sh-28367DiVA: diva2:855748
Subject / course
UppsokSocial and Behavioural Science, Law
Vigerland, Lars, Högskolelektor
Borg, Erik, Professor