Dove in the skin cleansing category case study : do private labels represent a threat?
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/17246 |
Resumo: | During the past years, the Portuguese retail mass market had been witnessing some changes in the consumers shopping habits. There are several reasons that might explain this fact. One of the main reasons for this phenomenon is the financial crisis, forcing consumers to change some of their habits. Over the years the retail mass market has been changing and adapting to new trends. In general, brands are enlarging their product portfolios in order to face competition and to try to reach every consumer segment – decreasing the product differentiation. Brands are now challenged to stand out in categories where sometimes products’ benefits are very alike. Given the decrease in product differentiation and the Portuguese consumer adaptation to the economic environment, the number of private labels purchased has been increasing. As a consequence, the variation in the perceived quality between NBs and PLBs is decreasing, resulting into the use of price as the deciding factor. Despite the veracity of price being the ultimate deciding factor in some categories (such as food), in the skin cleansing category the same cannot be concluded. As a market leader in the category, Dove represents an example of success in an industry where wining a price war is crucial. This research tries to unveil some of reasons behind this success. Much of the success is due to the nature of each category. This nature will vary according to variables such as risk of purchase, price consciousness and others which will lead to a higher propensity towards national brands. |
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Dove in the skin cleansing category case study : do private labels represent a threat?Private labelsPersonal careRetail marketConsumer behaviorMass marketSkin cleansingMarcas brancasCuidado pessoalMercado de retalhoComportamento do consumidorMercado de massasLimpeza de peleDomínio/Área Científica::Ciências Sociais::Economia e GestãoDuring the past years, the Portuguese retail mass market had been witnessing some changes in the consumers shopping habits. There are several reasons that might explain this fact. One of the main reasons for this phenomenon is the financial crisis, forcing consumers to change some of their habits. Over the years the retail mass market has been changing and adapting to new trends. In general, brands are enlarging their product portfolios in order to face competition and to try to reach every consumer segment – decreasing the product differentiation. Brands are now challenged to stand out in categories where sometimes products’ benefits are very alike. Given the decrease in product differentiation and the Portuguese consumer adaptation to the economic environment, the number of private labels purchased has been increasing. As a consequence, the variation in the perceived quality between NBs and PLBs is decreasing, resulting into the use of price as the deciding factor. Despite the veracity of price being the ultimate deciding factor in some categories (such as food), in the skin cleansing category the same cannot be concluded. As a market leader in the category, Dove represents an example of success in an industry where wining a price war is crucial. This research tries to unveil some of reasons behind this success. Much of the success is due to the nature of each category. This nature will vary according to variables such as risk of purchase, price consciousness and others which will lead to a higher propensity towards national brands.Ao longo dos últimos anos, o mercado de retalho português para as massas tem vindo a presenciar as mudanças nos hábitos de compras dos consumidores. Existem várias razões que podem explicar este facto. Uma das principais razões para este fenómeno é a crise financeira, forçando os consumidores a mudar os seus hábitos. Durante estes anos, o mercado de retalho tem vindo a mudar e a adaptar-se às novas tendências. Num modo geral, as marcas estão a reagir à concorrência ao alargarem os seus portfólios e ao tentarem atingir todos os segmentos – o que resulta numa diminuição de diferenciação de produto. As marcas são agora desafiadas a destacarem-se em categorias onde, por vezes, os benefícios entre produtos são semelhantes. Dada a diminuição na diferenciação de produto e dada a adaptação do consumidor português à conjuntura económica, o número de vendas de marca própria tem vindo a aumentar. Como consequência, a variação na perceção da qualidade entre marcas privadas e marcas próprias está a diminuir, o que leva os consumidores a usarem o preço como fator de decisão. Apesar da veracidade da afirmação de que o preço é o fator decisivo em algumas categorias (como a alimentação), na categoria de skin cleansing o mesmo não poder ser concluído. Como líder de mercado na categoria, Dove representa um exemplo de sucesso numa indústria onde ganhar a guerra de preços é crucial. Este estudo tenta revelar algumas das razões por detrás deste sucesso. Grande parte do sucesso é derivada da natureza de cada categoria. Esta natureza irá variar consoante variáveis como o risk of purchase, price consciousness, entre outras, o que leva a uma maior propensão para a compra de marcas privadas. Palavras-chave: marcas brancas; cuidado pessoal; mercado de retalho; comportamento do consumidor; mercado de massas; limpeza de pele.Celeste, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaSilva, Maria Alves Pereira Teixeira e2016-01-05T01:30:17Z2015-02-0920152015-02-09T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/17246TID:201171368enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-06T01:34:37Zoai:repositorio.ucp.pt:10400.14/17246Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:14:27.328554Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Dove in the skin cleansing category case study : do private labels represent a threat? |
title |
Dove in the skin cleansing category case study : do private labels represent a threat? |
spellingShingle |
Dove in the skin cleansing category case study : do private labels represent a threat? Silva, Maria Alves Pereira Teixeira e Private labels Personal care Retail market Consumer behavior Mass market Skin cleansing Marcas brancas Cuidado pessoal Mercado de retalho Comportamento do consumidor Mercado de massas Limpeza de pele Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Dove in the skin cleansing category case study : do private labels represent a threat? |
title_full |
Dove in the skin cleansing category case study : do private labels represent a threat? |
title_fullStr |
Dove in the skin cleansing category case study : do private labels represent a threat? |
title_full_unstemmed |
Dove in the skin cleansing category case study : do private labels represent a threat? |
title_sort |
Dove in the skin cleansing category case study : do private labels represent a threat? |
author |
Silva, Maria Alves Pereira Teixeira e |
author_facet |
Silva, Maria Alves Pereira Teixeira e |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Silva, Maria Alves Pereira Teixeira e |
dc.subject.por.fl_str_mv |
Private labels Personal care Retail market Consumer behavior Mass market Skin cleansing Marcas brancas Cuidado pessoal Mercado de retalho Comportamento do consumidor Mercado de massas Limpeza de pele Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Private labels Personal care Retail market Consumer behavior Mass market Skin cleansing Marcas brancas Cuidado pessoal Mercado de retalho Comportamento do consumidor Mercado de massas Limpeza de pele Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
During the past years, the Portuguese retail mass market had been witnessing some changes in the consumers shopping habits. There are several reasons that might explain this fact. One of the main reasons for this phenomenon is the financial crisis, forcing consumers to change some of their habits. Over the years the retail mass market has been changing and adapting to new trends. In general, brands are enlarging their product portfolios in order to face competition and to try to reach every consumer segment – decreasing the product differentiation. Brands are now challenged to stand out in categories where sometimes products’ benefits are very alike. Given the decrease in product differentiation and the Portuguese consumer adaptation to the economic environment, the number of private labels purchased has been increasing. As a consequence, the variation in the perceived quality between NBs and PLBs is decreasing, resulting into the use of price as the deciding factor. Despite the veracity of price being the ultimate deciding factor in some categories (such as food), in the skin cleansing category the same cannot be concluded. As a market leader in the category, Dove represents an example of success in an industry where wining a price war is crucial. This research tries to unveil some of reasons behind this success. Much of the success is due to the nature of each category. This nature will vary according to variables such as risk of purchase, price consciousness and others which will lead to a higher propensity towards national brands. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-02-09 2015 2015-02-09T00:00:00Z 2016-01-05T01:30:17Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/17246 TID:201171368 |
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http://hdl.handle.net/10400.14/17246 |
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TID:201171368 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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