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WHY DO CONSUMERS BUY PREMIUM PRIVATE LABELS? – SOME QUALITATIVE INSIGHTS
Olivier Reimann,Udo Wagner 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
46 2016 Global Marketing Conference at Hong Kong Proceedings: 46-47 (July 2016) http://dx.doi.org/10.15444/GMC2016.01.04.01 WHY DO CONSUMERS BUY PREMIUM PRIVATE LABELS? – SOME QUAL-ITATIVE INSIGHTS Olivier Reimann, University of Vienna, Austria1) Udo Wagner, University of Vienna, Austria2) ABSTRACT Private labels (PL) have developed remarkably well during the last two decades. In many Western European countries they achieved market shares of around 30 percent and more. A phenomenon that recently gained momentum in academia and practice are premium PL (PPL). That are PL positioned as “better and cheaper” or “higher in price and superior in quality” compared to the leading NB. However, with regard to the perceived quality gaps consumers attributed economy and standard PLs vis-à-vis national brands (NB) in the past, it appears contradictory that PPL could become “one of the hottest trends in retail-ing”. To the best of the authors’ knowledge no study published up to now has addressed the following research question: Why do consumers prefer PPL over NB or other PL tiers. The present work tries to provide some insights into this research gap. We conducted two empirical research projects which aim at shedding some light on po-tential drivers of PPL product choice. Both projects are field studies with two leading grocery retail chains in a Central European country as research objects. In this country, the grocery retail market is characterized by a relatively high PL market share (29 percent in 2013) and a high concentration of retailer power: in 2014 the top three retailers cov-ered 85 percent of the overall market. Project I conducted focus group interviews. Partici-pants discussed about economy PL, standard PL and PPL products. Participants debated whether / under which circumstances they would choose one of these PL tiers or a NB. Research project II consisted of semi-structured interviews conducted with consumers in stores. The study revealed major determinants of PPL product choice: (1) quality and price, (2) packaging, (3) origin, and uniqueness, and (4) co-branding. We also gained some insights into the role of psychographics and demographics, brand management and communica-tion as well as on store loyalty. Disadvantageous for retailers, the reasons for PPL prod-uct choice are mainly not PPL brand related. PPL shoppers search for intrinsic or extrin-sic cues and would buy any other brand that offers a similar product. However, the find-ings for co-branding PPL showed that suggestions to apply traditional branding strategies in order to increase (premium) PL success should gain more attention from academia and retailers.
An Imperfect Solution: Olympic Taekwondo’s Protector and Scoring System (PSS)
( Udo Moenig ) 국제태권도학회 2017 International Symposium for Taekwondo Studies Vol.2017 No.-
The current World Taekwondo Federation’s Taekwondo competition system, with the Protector and Scoring System (PSS) as its core feature, gave rise to a variety of negative trends, such as an overreliance on weak, stationary kicking techniques with the front leg, a preference for relatively tall and lean but less athletic competitors, and the appearance of a variety of unconventional, and sometimes bizarre scoring techniques. This article aims to encourage a discussion about the fundamental soundness and necessity of the PSS. The method of this article relies largely on deductions, based on a literature review, personal experience, conversations, and observations. First of all, the rise of an over-use of front leg kicking techniques is related directly to the use and shortcomings of the PSS. The need for strength, style, and powerful kicking techniques seems to be diminished for scoring and Taekwondo competition has turned into a partly light-contact, point game. Secondly, superior reach is of advantage in all combat striking sports, but superior reach can be compensated for by strength and power in full-contact matches. As a result, Olympic Taekwondo has now become a light-contact point game, where athlete strength and muscle mass are insignificant factors. The preference for very tall athletes with superior reach therefore exists. Lastly, as a consequence of the hasty introduction of the PSS, a number of new scoring techniques evolved in sparring and are now being incorporated in competition. These techniques were not considered valid scoring techniques in the pre-PSS, human-judge system, but lack the full power contact for which Taekwondo matches were renowned.