Marcas Próprias e a geração de valor para pequenos e médios varejistas: um estudo multicasos

Abstract

This research objective was to identify consumers´s motivation to buy private label in small and medium retailers in Uberlândia, state of Minas Gerais, in Brazil; and analyze whether the supply of private labels by wholesalers generates value for small and medium retailers in Uberlândia. A private label is understood to mean a type of brand attributed to products which, although manufactured by industries, do not have the names of those, but are owned by wholesalers and / or retailers (BOWERSOX; COOPER, 1992), who sell them on their own with their own brands (PARENTE, 2000; OLIVEIRA, 2005). According to Veloutsou, Gioulistanis and Moutinho (2004), the term Private Label has synonyms, such as "private label products" or private labels; "Store brands or labels" or store brands; "Distributors brands" or brands of distributors; or even "retail brands" or brands of retailers. The term Manufacturer Mark can also be found as national brands and leading brands. To standardise the nomenclature in this reasearch, it was agreed to use the term Private Label for products owned by the wholesaler; and Manufacturer Brand for industrial property products. The research was divided in two phases. During the first phase, we developed a qualitative research, with interviews with small and medium retailers consumers about their motivation to purchase private labels. The criteria for choosing the sample was consumers who were in the supermarket, who chose the brand or not, and were willing to respond the survey. In the second phase, a qualitative research was also developed, through interviews with owners / managers of neighborhood supermarkets, which are part of networks managed by wholesalers that offer their private labels in Uberlândia. The results of the study showed that the price is what primarily motivates small and medium retailers consumers of to buy private labels, although it already begin to be recognized, albeit timidly, for its quality and better cost benefit. It was also possible to notice that the private labels still does not generate value for the small and medium retailers regarding the increase of revenues, sales and margin profits. Finally, the intervention proposal was presented, aiming to suggest actions that will improve the actions of small and medium retailers in the decision to offer private labels and exclusive brands, owned and / or managed by wholesalers.