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Own labels choice criteria and perceived characteristics in Greece and Scotland: factors influencing the willingness to buy

Cleopatra Veloutsou (Lecturer in Marketing, University of Glasgow, Glasgow, Scotland, UK)
Evangelos Gioulistanis (Evangelos Gioulistanis is at present with Athens 2004 (The Olympics))
Luiz Moutinho (Foundation Chair of Marketing and is Director of the Doctoral Programme at the Department of Business and Management, University of Glasgow, Glasgow, Scotland, UK)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 June 2004

6346

Abstract

The growth of own label brands of products offered by supermarket chains is changing the “rules of the game” when managing fast moving consumer good products. A lot is written on the development of these brands and the consumers' behaviour in regions where their use is widely spread, but not in other markets. This paper compared the importance of choice criteria when purchasing own label and national brands and the perceived characteristics of the products carrying store and manufacturer brands in two regions of the European Union where the development of own label brands is at a different stage, Greece and Scotland. The results indicate that own label and manufacturer brands have an overall different positioning; Greeks are less familiar with own label products and assess them somewhat differently than the Scots, while several own label related attributes may be good predictors of the loyalty to the supermarket.

Keywords

Citation

Veloutsou, C., Gioulistanis, E. and Moutinho, L. (2004), "Own labels choice criteria and perceived characteristics in Greece and Scotland: factors influencing the willingness to buy", Journal of Product & Brand Management, Vol. 13 No. 4, pp. 228-241. https://doi.org/10.1108/10610420410546943

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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