Enseigne et portefeuille de MDD : une étude exploratoire des caractéristiques des acheteurs de MDD classiques et thématiques

Nowadays retailers manage a portfolio of private label product lines, in order to improve customer satisfaction and to make difference with competitors. An exploratory study, based on a retail store chain customer database, demonstrates that premium private labels and mainstream private labels differ in terms of customer characteristics (family life cycle, number of children, income, and relationship between shopper and retailer). A strategic market segmentation is finally suggested to retail managers.