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A global trend of decreased Willingness to pay(WTP) price premiums for national brands prevails.In this paper, the authors shed light on how national brands(NBs) can best defend their pricepremiums towards Private labels(PLs). This is done through studying what factors drives the WTPprice premiums for national brands and what attributes are important when consumers buy meatproducts.With inputs from the literature and conducted focus groups, a questionnaire testing our constructedhypothesis and the importance of attributes were collected from 163 respondents. A connection ismade to the theory of positioning using a customer-based brand equity concept.The results show that the WTP is driven by high perceived risk, perceived quality gap between NBsand PLs, is moderated by consumer involvement and mediated through PL experience. Swedishmeat, good animal husbandry, supporting farmers and locally produced meat were all importantattributes national brands should associate with their brands.

Uppsatsens titel: Leverantörens varumärkesstrategi – En studie om hur konsumenters beteende kan påverka en leverantörs varumärkesstrategi gällande private label och national brands Kurs: Examensarbete, Civilekonomexamen, Marknadsföring, 30hp (4FE62E) Lärosäte: Ekonomihögskolan vid Linnéuniversitetet, Kalmar Författare: Amanda Andersson och Rebecca Danielsson Handledare: Christine Tidåsen Examinator: Bertil Hultén Datum: 2014-05-26 Nyckelord: Private Label, National Brands, Varumärkesstrategi, Leverantör, Konsumentbeteende, Attitydslojalitet, Beteendelojalitet   Bakgrund: Varumärkesutbudet på hyllorna i dagligvaruhandeln har förändrats. Denna uppsats fokuserar på hur en konsuments beteende gällande varumärkena private label och national brands ser ut. Vidare utgår uppsatsen från hur konsumentens beteende kan påverka leverantörens varumärkesstrategi gällande private label och national brands.   Syfte: Examensarbetets syfte är att beskriva hur konsumenters köpbeteende och tankar kan påverka en leverantörs varumärkesstrategi gällande private label och national brands. Vidare avser uppsatsens författare generera slutsatser gällande hur leverantörer kan hantera sin varumärkesstrategi. Slutligen ämnar examensarbetets slutsatsers ligga till grund för rekommendationer till samarbetsföretaget och leverantören Nordic Stream.    Metod: Denna uppsats är en kvalitativ studie där konsumenters beteende och tankar beskrivits utifrån fyra fokusgruppintervjuer. I uppsatsen har även intervjuer genomförts med leverantören Nordic Stream och detaljisterna ICA och Bauhaus. Uppsatsen bygger på en abduktiv forskningsansats. Den teoretiska referensramen bygger på särskilda författare och teorier inom marknadsföring.   Slutsats: Attitydslojala konsumenter det vill säga de konsumenter som har en positiv attityd till en detaljists butiksvarumärke utryckte en mer positiv attityd mot private label. Beteendelojala konsumenter det vill säga de konsumenter som åter besöker en detaljist oberoende av attityden till detta butiksvarumärke utryckte en mer negativ attityd mot private label. Leverantörers varumärkesstrategier kan påverkas av konsumenters beteende både direkt och indirekt. Det som identifierats som intressant och påverkar leverantören är attityden och förväntningen på de olika varumärkena innan ett köpbeslut. / Titel: The supplier's brand strategy-a study of how consumer behaviour can affect a supplier's brand strategy regarding private label and national brands Course: Master Thesis, Business Administration and Economics, Marketing, 30 ETCS (4FE62E) Institution: School of Buisness and Economics at Linnaeus University, Kalmar Authors: Amanda Andersson and Rebecca Danielsson Supervisor: Christine Tidåsen Examiner: Bertil Hultén Date: 2014-05-26 Keywords: Private Label, National Brands, Brand Strategy, Supplier, Consumer Behaviour, Attitude loyalty, Behaviour loyalty   Background: The brand range on the grocery shelves in the stores has changed. This thesis focuses on describing consumers behaviour regarding the brands private label and national brands. Further more the thesis focus on how consumer behavior can affect the suppliers brand strategy regarding private label and national brands.   Purpose: This thesis purpose is to describe how consumers behaviour and thoughts can affect a suppliers brand strategy regarding private label and national brands. Furthermore the thesis generate conclusions regarding how suppliers can manage their brand strategy. Finally the thesis conclusions intends to be the basis for recommendations to the the supplier Nordic Stream.   Method: This thesis is a qualitative study where consumer behaviour and thoughts is described in terms of four focus group interviews. The thesis has also conducted interviews with the supplier Nordic Stream and the retailers ICA and Bauhaus. The thesis is based on an abductive research approach. The theoretical framework is based on specific authors and theories in marketing.   Conclusion: Attitude loyal consumers are consumers who have a positive attitude to the retailers store brand and are those who expressed a more positive attitude toward private label. Behaviour loyal consumers are consumers who revisits a retailer regardless of the attitude to this store brand and are those who expressed a more negative attitude toward private label. Suppliers brand strategies can be affected by consumer behaviour, both directly and indirectly. Consumers attitudes and expectations of different brands before making a purchasing decision affect suppliers brand strategy.

This dissertation studies important issues in supply chain management and marketing interface research: competition, product line design, and channel efficiency, at the presence of vertically differentiated products. Vertical differentiation as a means of price discrimination has been well-studied in both economics and marketing literature. However, less attention has been paid on how vertical differentiation has been operationalized. In this dissertation, we focus our study on two types of vertical differentiation: the one created by a product line which is produced by the same firm, and the one created by products from different firms. We especially are interested in the so-called private label products vs. the national brand products. Specifically, this dissertation explores how vertical differentiation can affect the interactions among the members of a supply chain in several different contexts. In the first piece of work, we use a game theoretic model to explore how the ability of a retailer to introduce a private label product affects its interaction with a manufacturer of a national brand. In the second essay, we are investigating how an original equipment manufacturer (OEM) will be affected by the entry of a competitor when there are strategic suppliers of a critical component. If these suppliers behave strategically, it is not clear that the entry of other players will necessarily be harmful to the incumbent. In the last work, we pay our attention to an emerging change happening in the industry: some retailers begin to sell their private labels through their competitors. We investigate the strategic role of a retailer selling her own private label products through another retailer. In summary, this dissertation illustrates how vertical differentiation play a crucial role in firms' supply chain as well as marketing strategies. Therefore, it is important for firms to recognize these strategic issues related to vertically differentiated products while making operations/marketing decisions. / text