Private Label Brand Development

Student: Pisareva Natalia

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2019

Today, retail chains invest a lot of money in improving the quality, in the image developing of their own brands and becomes real competitors of manufacturers' brands. But as far as theory is concerned, for a long time only brands of manufacturers were deserved the interest of consideration. As for private labels, it was customary to treat them as “non-brands” that attracts consumers with their low price. At the moment, the practice of private labels developing by retail chains is significantly ahead of achievements in theory. This work is devoted to the investigation in the development of a private label brand of wine for the local retail chain. Particular attention is paid to the specificity of the wine category, consumer segmentation and consumer behavior, the factors that have the greatest influence on wine choosing process and the process of brands development using Conjoint analysis.

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