Premium Private Label strategies: social networks and traditional perspectives

Abstract

tThe main aim of this work is to analyze Premium Private Labels (PPL) in the food sector. To do so, we haveobtained data from both on-line and off-line channels, analyzing social networks, specifically Twitter,and from carrying out personal surveys of customers in the sales point to check their opinions about theperceived quality, brand value, and other PPL-related variables. We analyzed a total of 7 Twitter accountsof the main supermarket and hypermarket chains over a year and did 600 customer surveys in points ofsale. Among the main results stands out the fact that the perceived quality of the PPL compared with thebrand leader varies among the main distributors. There are also significant differences between the brandvalue of the 3 PP L analyzed. On the other hand, no relation was detected between the income levels andthe brand equity of PPL buyers.