KEUNGGULAN PRIVATE LABEL DIBANDINGKAN MEREK NASIONAL PADA RITEL HYPERMARKET
ABSTRACT: Nowdays private
label products has become something of a trend among retailers, its penetration
of private label products in the community is still terhadang by the presence
of a national brand. This is because Indonesia because the public still
believed that national brands have good value for money is greater than the
private label products. Therefore authors interested in writing more about the
comparison between private label and national brands as well as the advantages
of private label compared to national brands.
The presence of private label products is very profitable because
consumers get cheaper than products labeled national. In many cases other
retailers who are able to use the power of prtvate label may cause bargaining
on a national brand. Discount private label can take market share from national
brands, and when national brands owered its price will make the private label
market share loss. The prerogative of the retailers in determining the display
of goods in the shops to distinguish the rivalry between national and private
label brands from competition among national brands, because the retailer has a
kepututusan last so that it can enter the private label among national brands.
The largest private label market a private label quality can be compared to
national brands that have high quality. At the beginning of the national brand
competition with private label, it was clear that private label has a harder
time to gain market share in the category dominated by leading brands being
advertised.
Penulis: IVANA FAUSTINE
TANNUR
Kode Jurnal: jpmanajemendd130722
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