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==1 Title, abstract and keywords<!-- Your document should start with a concise and informative title. Titles are often used in information-retrieval systems. Avoid abbreviations and formulae where possible. Capitalize the first word of the title.
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==Abstract==
  
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Provide a maximum of 6 keywords, and avoiding general and plural terms and multiple concepts (avoid, for example, 'and', 'of'). Be sparing with abbreviations: only abbreviations firmly established in the field should be used. These keywords will be used for indexing purposes.
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The strong growth in the share of own brands in Catalan supermarket shelves and the decline in manufacturers' brands requires a historical review of the reasons that have led to this situation following the respective business models; and at the same time, to a comparative analysis of the values that consumers give to each other.
  
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An abstract is required for every document; it should succinctly summarize the reason for the work, the main findings, and the conclusions of the study. Abstract is often presented separately from the article, so it must be able to stand alone. For this reason, references and hyperlinks should be avoided. If references are essential, then cite the author(s) and year(s). Also, non-standard or uncommon abbreviations should be avoided, but if essential they must be defined at their first mention in the abstract itself. -->==
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To develop the study, a survey is carried out on a representative sample of Catalans to find out the perception of the values they assign to their own brands and those of manufacturers. The following aspects are taken into account: quality, innovation, variety, safety, trust and guarantee, healthy and healthy components, care for the environment, association with humanitarian causes, identification on the shelf, stable price, cheap, adaptation to customer tastes, stay ahead of demands, creativity by providing services, product advertising; all these values shape the brand environment. Along with the field work, they carry out group dynamics with manufacturers and distributors to grasp the vision they have of the business from a strategic and future perspective.
  
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The communication that will be presented will show: 1) the historical evolution of the relationship between own brands and manufacturer brands; 2) the state of the current competition and compared business model; 3) the perception of Catalan consumers of the values of certain brands, based on the change in habits experienced; 4) collaboration experiences and cases between own brands and manufacturers' brands; and 5) the conclusions about the future scenario.
  
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==Resum==
  
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Justificació del seu interès: El fort creixement de la quota de les marques pròpies als lineals dels supermercats catalans  i la baixada de les marques dels fabricants obliga a una revisió històrica de les raons que han conduit a aquesta situació seguint els models de negoci respectius; i a la vegada, a una anàlisi comparativa dels valors que atorguen els consumidors a unes i altres. En el passat, s’han produït enfrontaments entre una visió i altra, malgrat el qual apareixen ara intents de col·laboració mútua que poden redundar en benefici dels consumidors. El sector agroalimentari català representa a prop el 17% del PIB català i les exportacions, el 26,5% del total espanyol.
  
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Objectius: Per desenvolupar l’estudi es realitza una enquesta a una mostra representativa de catalans per esbrinar la percepció dels valors que concedeixen a les marques pròpies i a les de fabricants. Es tenen en compta els següents aspectes: qualitat, innovació, varietat, seguretat, confiança i garantia, components sans i saludables, cura del medi ambient, associació a causes humanitàries, identificació al lineal, preu estable, barat, adaptació als gustos dels clients, avançar-se a les demandes, creativitat aportant serveis, publicitat dels productes; tots aquests valors configuren l’entorn de marca.
  
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Most of the documents in Scipedia are written in English (write your manuscript in American or British English, but not a mixture of these). Anyhow, specific publications in other languages can be published in Scipedia. In any case, the documents published in other languages must have an abstract written in English.
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Junt al treball de camp, és realitzen unes dinàmiques de grup amb fabricants i amb distribuïdors per copsar la visió que tenen del negoci des de la perspectiva estratègica i e futur.
  
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Resultats i conclusions assolides: La comunicació que es presentarà  mostrarà: 1) l’evolució històrica de la relació entre marques pròpies i marques de fabricant; 2) estat de la competència actual i model de negoci comparats; 3) percepció dels consumidors catalans dels valors de unes i altres marques, a partir del canvi d’hàbits sofert; 4) experiències de col·laboració i casos entre marques pròpies i marques de fabricants; i 5) conclusions sobre l’escenari futur.
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Latest revision as of 11:40, 7 June 2024

Abstract

The strong growth in the share of own brands in Catalan supermarket shelves and the decline in manufacturers' brands requires a historical review of the reasons that have led to this situation following the respective business models; and at the same time, to a comparative analysis of the values that consumers give to each other.

To develop the study, a survey is carried out on a representative sample of Catalans to find out the perception of the values they assign to their own brands and those of manufacturers. The following aspects are taken into account: quality, innovation, variety, safety, trust and guarantee, healthy and healthy components, care for the environment, association with humanitarian causes, identification on the shelf, stable price, cheap, adaptation to customer tastes, stay ahead of demands, creativity by providing services, product advertising; all these values shape the brand environment. Along with the field work, they carry out group dynamics with manufacturers and distributors to grasp the vision they have of the business from a strategic and future perspective.

The communication that will be presented will show: 1) the historical evolution of the relationship between own brands and manufacturer brands; 2) the state of the current competition and compared business model; 3) the perception of Catalan consumers of the values of certain brands, based on the change in habits experienced; 4) collaboration experiences and cases between own brands and manufacturers' brands; and 5) the conclusions about the future scenario.

Resum

Justificació del seu interès: El fort creixement de la quota de les marques pròpies als lineals dels supermercats catalans i la baixada de les marques dels fabricants obliga a una revisió històrica de les raons que han conduit a aquesta situació seguint els models de negoci respectius; i a la vegada, a una anàlisi comparativa dels valors que atorguen els consumidors a unes i altres. En el passat, s’han produït enfrontaments entre una visió i altra, malgrat el qual apareixen ara intents de col·laboració mútua que poden redundar en benefici dels consumidors. El sector agroalimentari català representa a prop el 17% del PIB català i les exportacions, el 26,5% del total espanyol.

Objectius: Per desenvolupar l’estudi es realitza una enquesta a una mostra representativa de catalans per esbrinar la percepció dels valors que concedeixen a les marques pròpies i a les de fabricants. Es tenen en compta els següents aspectes: qualitat, innovació, varietat, seguretat, confiança i garantia, components sans i saludables, cura del medi ambient, associació a causes humanitàries, identificació al lineal, preu estable, barat, adaptació als gustos dels clients, avançar-se a les demandes, creativitat aportant serveis, publicitat dels productes; tots aquests valors configuren l’entorn de marca.

Junt al treball de camp, és realitzen unes dinàmiques de grup amb fabricants i amb distribuïdors per copsar la visió que tenen del negoci des de la perspectiva estratègica i e futur.

Resultats i conclusions assolides: La comunicació que es presentarà mostrarà: 1) l’evolució històrica de la relació entre marques pròpies i marques de fabricant; 2) estat de la competència actual i model de negoci comparats; 3) percepció dels consumidors catalans dels valors de unes i altres marques, a partir del canvi d’hàbits sofert; 4) experiències de col·laboració i casos entre marques pròpies i marques de fabricants; i 5) conclusions sobre l’escenari futur.

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Published on 07/06/24
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