  Exploring
Differences In Consumer Perception Between Branded And Private-Label
Goods (2008) As
the
top retailers become more powerful, so too does their scope and vision
in terms of their brands‟ image and intention. Retailers are now using
their own brands to create loyalty and match the quality and image
perceptions that manufacturer brands have historically. This study
analyses consumer perception of retailer brands today, compared with
manufacturer brands. The study also focuses on what affects these
views, and how open they are to change. Primary research for
this
study is in the form of semi-structured interviews. Respondents in
these interviews were asked questions relating to their buying habits
and opinions. Respondents gave views as to what brands they prefer and
why, with particular reference to three different pre-selected product
categories. Branded and private label products were compared by the
respondents to ascertain any differences in views and what causes
these. Research finds that, with particular regard to premium private
label brands, respondents rarely notice a huge difference between
brands and private labels when looking and leaving their perceptions
behind. Brands however are seen as of higher quality though when
consumers are asked to choose. A number of factors affect this choice,
including the fact that brands are seen as specialists, as well as the
fact that they are trusted due to advertising and family experiences.
Consumers do state that, if quality or image isn‟t important in a
category, private label brands are often preferred. This suggests that
private labels are perceived as being substandard where perceptions are
concerned. It was found though, that consumers are getting wiser in
terms of knowing that what they believe may not be true. They are also
aware of the merits of shopping in different places for different
products, depending on situations. Consumers are becoming wiser and
more meticulous.
1. Introduction 2. Literature Review Branding – The Basics Retailer Power and Size What are Retailer Brands? Evolution of Retailer Brands Consumer Perceptions What manufacturers can do 3. Methodology Research Objectives Secondary Research Primary Research Sampling Interviews Testing Analysis Ethics 4. Research Findings and Analysis Pre-interview Store Loyalty and Consumer Power Behaviour Factors affecting Brand Choice Why brands or private labels? Category Dependence 5. Conclusion Gain an understanding of the level of which consumer‟s perceptions towards brands and private labels are changing Gain an understanding of consumer behaviour and confidence Identify factors affecting a consumer‟s brand choice, and what change is evident across categories Limitations Areas for future research References Bibliography Appendices How To Order 1. Select reference number market0047 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |
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