DEVELOPMENT OF PRODUCTS PROMOTION PROGRAMS OF OWN BRANDS BY RETAIL NETWORKS BASED ON DEFINING LOYALTY INDEX
DEVELOPMENT OF PRODUCTS PROMOTION PROGRAMS OF OWN BRANDS BY RETAIL NETWORKS BASED ON DEFINING LOYALTY INDEX

Author(s): Ksenia Nefedova, Olga Yares
Subject(s): Social Sciences, Economy
Published by: Vysoká škola ekonomická v Praze
Keywords: own brands;loyalty; promotion, brand; retailer networks; positioning;
Summary/Abstract: Nowadays the Russian audience loyal to its own brands of retail networks and hypermarkets is only being taken shape, the given products market is unstable and demand subjects to significant fluctuations. Further market development will, for the most part, depend on the policy of retailers and measures taken by them in creation of trust relationship to these products. The given article deals with the analysis of the empirical data collecting at large trading enterprises of the main trends that enable to develop customer loyalty to the products of own brands found in retailer networks of the city. A portrait of a potential buyer of own brand products has been created as a result of carried out analysis. This portrait enables to evaluate prospects of private labels development at the territory of specific region. The qualitative characteristics of the given products necessary for positioning in their promotion and competitiveness on the market relating to more well-known brands have been developed. The obtained results lay the foundation of methods and programs of own brands promotion at regional markets.

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