The impact of copycat packaging strategies on the adoption of private labels
Abstract
Purpose
This paper aims to analyze the impact of copycat packaging strategies on consumers’ product choices, assessing to what extent the adoption of this type of packaging increases the likelihood of purchase of private labels (PLs).
Design/methodology/approach
Data were collected in a preliminary field study (1,032 observations), followed by two experimental studies. Study 1 analyzed to what extent PLs’ packaging similarity influences consumers perceptions regarding product quality and production origin across six product categories. Study 2 analyzed, in a simulated real retail setting, to what extent copycat packaging strategies influence consumers’ choice across 22 product categories.
Findings
Results indicate that the higher the level of package similarity between PLs and national brands (NBs) (copycat strategy), the higher the likelihood that PLs’ products are perceived as being produced by one of the NBs’ manufacturers, leading to enhanced perceptions of quality of the PL products, and that the higher the level of package similarity, the higher the likelihood of consumption of PLs, especially when consumers are choosing products of utilitarian versus hedonic nature.
Research limitations/implications
Data were collected in a south-western European country, which will aid the development of further studies in different retail settings.
Originality/value
This paper analyzes the impact of copycat packaging adoption by retailers on consumers’ perceptions and preferences about PLs. To the authors’ knowledge, this study is the first to assess, across multiple product categories and use market copycats, the potential effects of PLs packaging strategies on consumers’ purchase behavior.
Keywords
Acknowledgements
The authors are grateful to many anonymous referees for their helpful comments in the 2012 AMS Annual conference and the 41st Annual Conference of EMAC. The authors would also like to thank Sara Mendonça, Mariana Luis and João Duarte, for their valuable research assistance. Special acknowledgments to Nielsen Portugal, in particular to Luis Bio, to Kantar Worldpanel, in particular to Paulo Caldeira and to Centromarca and APED, for their valuable insights. The authors acknowledge financial support from the Fundação para a Ciência and Tecnologia (FCT Portugal) through the Multi-Year Funding Program for R & D Units and the project PTDC/EGE-GES/103899/2008.
Citation
Coelho do Vale, R. and Verga Matos, P. (2015), "The impact of copycat packaging strategies on the adoption of private labels", Journal of Product & Brand Management, Vol. 24 No. 6, pp. 646-659. https://doi.org/10.1108/JPBM-03-2015-0846
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited