Constructing 'loyalty' to low-cost own label as a market defense mechanism: the case of food retailing in Britain

Hallsworth, A and Jackson, P and de Kervenoael, R F and Perez del Aguila, R and Clarke, I M (2004) Constructing 'loyalty' to low-cost own label as a market defense mechanism: the case of food retailing in Britain. Working Paper. The Department of Marketing, Lancaster University.

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Abstract

The paper shows how consumer 'loyalty' is developed locally over time and space. By charting developments in UK food retailing and inviting comparisons with North America, the paper argues that own labels have been used in Britain to defend major store investments in that more highly regulated environment. Drawing off results from a major new long-term (20 years plus) study of retail change and consumer behaviour in a typical UK location, we demonstrate how multiple variants on own label have been developed - and used strategically to 'construct' loyalty in different consumer groups

Item Type: Monograph (Working Paper)
Uncontrolled Keywords: /dk/atira/pure/subjectarea/aacsb/disciplinebasedresearch
Subjects:
ID Code: 48703
Deposited By: ep_importer_pure
Deposited On: 11 Jul 2011 21:07
Refereed?: No
Published?: Published
Last Modified: 22 Jun 2019 23:51
URI: https://eprints.lancs.ac.uk/id/eprint/48703

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