Affiliation:
1. Universidad Complutense de Madrid, Spain
Abstract
Although they were devised as a low price positioning choice for consumers concerned by food products prices, recently most private labels have developed a specific differential positioning, some of them priming quality, some priming other non-price related factors. A few of these factors can be best related to certain brands. However, the majority of the Spanish food brands still have some shared attributes which, when concurring, can be used as predictors of PL purchasing. Based on the research data from a survey, the authors reconstruct what happened with PL from the years before the recession to the present time. The influence of the crisis on the private label positioning is also examined.