Private Label (Consumer Goods) towards Customer Loyalty

Nowadays, the marketing strategy is always required to track the trend of the changing time. A changing time will result in an era of globalization, advance in science and technology. This trend has prompted the emergence of the marketing environment to move dynamically, practical and also reactive in following the changes and developments. An emerging trend that is in line with the changing of time is an inflation, which is categorized as a negative trend. Because of that economic downturn, there is a disproportion between income level and living cost that will result to a changing in customer s shopping behavior and make them become more sensitive toward the price. The growth of the living cost will also escalate the demand of low cost goods or products; and due to that declining of the economic condition, the "value-conscious shopper is more visible than ever before. Since the customers become more selective in purchasing an adequate quality with the best price product, the need of private label product seems to get higher. And how the trend of private label brand will be related to customer loyalty? Since all brands seek for a continuously relationship with its customer.

Autorentext

Yohanes W Kisto Lestanto S.E., B.Ba. was born in Jakarta. He studied at Swiss German University where he successfully completed his double degrees. His Dissertation was successfully defended in July 16th 2014 entitled: "THE STUDY OF PRIVATE LABEL (CONSUMER GOODS) TOWARDS CUSTOMER LOYALTY: A CASE STUDY OF BRAND (X) PRIVATE LABEL CONSUMER GOODS.