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| Tekijä: | Gomez, M. Rubio Benito, N. |
| Otsikko: | Manufacturer's characteristics that determine the choice of producing store brands |
| Lehti: | European Journal of Marketing
2008 : VOL. 42:1/2 p. 154-177 |
| Asiasana: | brands retailing manufacturing industry packaging industry Spain |
| Kieli: | eng |
| Tiivistelmä: | The article discusses issues concerning the reasons for store brands' production and the characteristics of manufacturing and non-manufacturing groups of store brands. Descriptive and multivariate methods were used to analyze the responses of a postal questionnaire for a group of Spanish consumer package goods companies. The paper identifies a set of different manufacturer segments and rationale for producing the store brands. |
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