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Private label success has been growing steadily over the past decades. Private labels or store brands are particularly popular in the FMCG sector. Extensive research has been conducted on the factors explaining their success in this sector. However, private labels are not that successful yet in non-FMCG categories and research in this sector remains scarce. This master’s thesis investigates the factors that explain private label success in the electronics sector (non-FMCG sector) and the way these factors differ from the factors explaining private label success in the FMCG sector. Knowing and understanding which factors affect private label success is important for the retailers selling them, since they need to make informed strategy decisions. We developed a conceptual framework of 16 consumer characteristics, consisting of demographic, perceptual and shopping behaviour characteristics, and look at the relationships between these characteristics and consumers’ willingness to purchase private label electronics. The data for this study is gathered from a survey conducted in Flanders and is analysed by means of regression analyses. Seven of the factors show significant effects. This paper ends with a discussion of the main findings, their implications, and suggestions for further research. Keywords: private labels, store brands, non-fast moving consumer goods, retailing, electronics, willingness to purchase, demographic characteristics, perceptual characteristics, shopping behaviour characteristics

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There are several advantages to engage in retailer/designer collaborations and the number is growing exponentially. However, research about the factors explaining the success or failure of these collaborations is rather limited. This study starts from a consumer perspective and investigates to what extent need for status, class, need for conspicuousness and fashion consciousness influence the purchase intentions for a fictitious case between H&M and Jean-Paul Gaultier for 165 people in the Belgian market. We also analyse the effect of loud versus quiet collaborations as a moderator for the effect of need for status and need for conspicuousness on purchase intentions. We find that fashion consciousness plays an important role in explaining purchase intentions, while need for status, class and need for conspicuousness do not. We also find no moderating effect for loud versus quiet collaborations.

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Private label success has been growing steadily over the past decades. Private labels, or store brands, are particularly popular in the FMCG sector. Extensive research has been conducted on the factors explaining their success in this sector. However, private labels are not that successful yet in non-FMCG categories and research in this sector remains scarce. This master’s thesis investigates the factors that explain private label success in the electronics sector (non-FMCG sector) and the way these factors differ from the factors explaining private label success in the FMCG sector. Knowing and understanding which factors affect private label success is important for the retailers selling them, since they need to make informed strategy decisions. We develop a conceptual framework of 16 consumer characteristics, consisting of demographic, perceptual and shopping behaviour characteristics, and look at the relationships between these characteristics and consumers’ willingness to purchase private label electronics. The data for this study is gathered from a survey conducted in Flanders and is analysed by means of regression analyses. Seven of the factors show significant effects. This paper ends with a discussion of the main findings, their implications, and suggestions for further research. Keywords: private labels, store brands, non-fast moving consumer goods, retailing, electronics, willingness to purchase, demographic characteristics, perceptual characteristics, shopping behaviour characteristics

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Private labels have grown remarkably over the last decades, and more and more retailers have started to increase their sales promotion for these brands. Since most retailers offer their private label in different product categories, the need for category-specific information about promotional effectiveness is large. This research tried to provide more insight in the effects of different types of price promotion on purchase intention for private labels in different product categories, and compared these effects with national brands. It was found that a discount via coupon combined with a display is the type of price promotion that increases willingness to buy the most. Furthermore, this study discovered the surprising result that, in general, price promotions increase purchase intention more for private labels than for national brands, and elaborates on this finding with a possible explanation. Lastly, the analysis showed that for private labels, price promotions increase willingness to buy more for their functional products than for their hedonic products, while for national brands this difference is not significant.

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This research paper aims to more closely document the producer side of the use of health and nutrition claims. More specifically, it is our goal to investigate the differences between private labels and national brands concerning the use of health and nutrition claims, and if location of these claims on the packaging is an important aspect as well. Many studies up until now only looked at the effect of these claims on consumer behavior, attitudes and evaluations, and did not make a distinction between private labels, national brands and location of these claims. By looking at these two producer groups separately, we can check the similarity of their strategy concerning claims and their locations.