DEVELOPMENT OF THE OWN TRADE MARKS AT THE RUSSIAN MARKET OF BUILDING MATERIALS

The perception and ensuring the demand for the own trade marks (private labels, PL) is relevant for modern retail. Not only large federal but also small regional retail chains are seriously engaged in the formation and development of their own brands, regarding this process as a full‑fledged brand management in the long term. This is due to the fact that private labels act not only as a tool to increase business profitability, but also as a factor in creating and maintaining consumer loyalty to the retailer’s brand. However, the more own brands the retailer launches, the more difficult it is to control these processes and the greater is the responsibility for decisions for these brands, as there is a risk of loss the consumer loyalty to the retailer’s brand itself. Despite the sufficiently large interest from retail chains in their own brands, most of research in this area is limited to the FMCG field. This article introduces readers to the study of the specifics of the private labels promotion and development on the Russian market of building materials, in particular, using the example of the group of companies Stroitelny Dvor (Tyumen). The study was conducted using the methods of content analysis and questioning. The obtained results allowed the authors to identify the main reasons for purchasing the privately labelled products and the factors influencing the development efficiency of private labels, as well as to determine the preferred ways to promote their own trademarks in the group of companies Stroitelny Dvor (Tyumen).

retail, retailer, private label, PL, national brand, market of construction materials, promotion, factors of purchasing PL, development of PL, merchandising of PL.

Shumilova Yu. A., Sharapova T. V., Kuzyukova A. A. Development of the own trade marks at the russian market of building materials. Business. Education. Law, 2019, no. 4, pp. 102–109. DOI: 10.25683/VOLBI.2019.49.405.