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Private labels and national brands: ...

Li, Jia.

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Private labels and national brands: A case study of Canadian Tire.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Private labels and national brands: A case study of Canadian Tire./
Author:	Li, Jia.
Description:	149 p.
Notes:	Source: Masters Abstracts International, Volume: 49-02, page: 0853.
Contained By:	Masters Abstracts International49-02.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=MR67450
ISBN:	9780494674505

Private labels and national brands: A case study of Canadian Tire.
Li, Jia.

Private labels and national brands: A case study of Canadian Tire. - 149 p.

Source: Masters Abstracts International, Volume: 49-02, page: 0853.

Thesis (M.Sc.)--University of Guelph (Canada), 2010.

This study investigated the similarities and differences between strategies of objective price, objective quality, and advertising elements for private labels and national brands from a retailer's perspective over time. A case study of archival datas (1991 to 2001) examined for Canadian Tire focused on three selected product categories --- automobile tires, bicycles, and lawn mowers. Different patterns of retail strategies of objective price, objective quality, and advertising elements for private labels and national brands were found for these three product categories and three specific products within these categories. Retail strategies of these three elements were dependent upon the different nature of each product category and the related specific products. Insights offered from this study indicated the importance of examining retail strategies over time as well as at the micro level and product category and product specific levels. The overall strategies used by Canadian Tire to compete with other retailers are also discussed. Implications and future research recommendations are offered.

ISBN: 9780494674505Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Private labels and national brands: A case study of Canadian Tire.
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245 1 0 $a Private labels and national brands: A case study of Canadian Tire.
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500 $a Source: Masters Abstracts International, Volume: 49-02, page: 0853.
502 $a Thesis (M.Sc.)--University of Guelph (Canada), 2010.
520 $a This study investigated the similarities and differences between strategies of objective price, objective quality, and advertising elements for private labels and national brands from a retailer's perspective over time. A case study of archival datas (1991 to 2001) examined for Canadian Tire focused on three selected product categories --- automobile tires, bicycles, and lawn mowers. Different patterns of retail strategies of objective price, objective quality, and advertising elements for private labels and national brands were found for these three product categories and three specific products within these categories. Retail strategies of these three elements were dependent upon the different nature of each product category and the related specific products. Insights offered from this study indicated the importance of examining retail strategies over time as well as at the micro level and product category and product specific levels. The overall strategies used by Canadian Tire to compete with other retailers are also discussed. Implications and future research recommendations are offered.
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