Dissertation (MBus) -- AUT University, 2009. / Includes bibliographical references. Also held in print (viii, 92 leaves ; 30 cm.) in the Archive at the City Campus (T 658.827 FRA)

This research provides insight into consumer perceptions of multiple private label brands being simultaneously offered by an individual retailer. The primary purpose of this study is to investigate the current consumer perceptions of the three private label brands at Pick n Pay Stores, a South African retailer. Consumers are no longer being presented with a single private label brand, but individual grocery retailers offer multiple private label brands under one retailer. Pick n Pay Store’s current private label brands co-exist as PnP no name, PnP and PnP Finest, and are synonymous with the generic, classic, and premium private label brand concepts, respectively. The question can thus be posed whether consumers perceive private label brands differently and whether they will eventually purchase the private label brand. The research explores the subject of brand, and the nature and success factors of private label brands in retail. This was done by reviewing the literature that traced the rapid changes in the retail sector because of the increasing influence of private label brands on conventional retail practices and consumer behaviour. A conceptual framework was developed showing the constructs that may have relationships with the three private label brands of Pick n Pay Stores. Information regarding the different private label brand concepts was obtained from primary as well as secondary research. An empirical study of a quantitative nature in the form of a paper-based and online-based questionnaire was undertaken. Altogether 375 usable questionnaires were collected. The results of the empirical study indicated positive relationships of perceptions between all three of the Pick n Pay private label brands and their respective intention to purchase. Furthermore, there was a statistically positive relationship between the brand perceptions of Pick n Pay private label brands. The proposed framework is intended to shed light onto the interactions between the private label concepts to allow for meaningful strategic branding decisions to be made at senior business levels.

Private label brands have been examined in the literature for more than forty years (Narasimhan and Wilcox, 1998). Due to the rapid growth of private-label market share, researchers have looked into different influential factors in attempting to find out the reasons behind the success of these store products. As consumers reflect the demand side of fast-moving goods, their perceptions critically affect decisions on brand selection, and therefore the performance of the brands.Although the topic of private labels has long been studied, the volume of private-label research is less than that of national-brand studies. Findings from the extant studies of private labels have provided valuable consumer insights for marketing scholars and practitioners to better develop branding theory and strategies. However, issues still exist in the literature, in particular, concerning category-level influences of consumer factors such as perceived risk and attitude. Risk perception and attitude are important explanatory constructs for consumer proneness towards buying private labels. Moreover, category-level differences are stated as the most critical source that can explain the variations in the performance of private labels (Batra and Sinha, 2000; Dhar and Hoch, 1997).This research replicates Batra and Sinha's (2000) study which examined the categorylevel effects of different determinants of perceived risk on consumer preferences for buying private labels. The purpose of this research is to re-examine their hypotheses and to investigate other attitude determinants which Batra and Sinha did not study. In addition, this study also investigates the impact of demographics on the purchase of private labels.A mall-intercept survey was conducted to test the hypotheses. The results indicate that perceived risk and attitude determinants such as quality variability, price consciousness, price-quality association and brand loyalty influence significantly consumers' propensities to buy private labels. Furthermore, these private-label propensities vary across product categories due to category-level variations in perceptions and attitudes. Consumers are more likely to buy private labels in categories where they perceive lower quality variability across brands, where they have higher price consciousness, where they believe weaker price-quality association, and where they have less brand loyalty. Moreover, education and income are also identified as significant indicators of private label buyers.Findings from this study suggest that category-level analysis of consumer factors could more effectively answer the question why private label success varies across different categories. A better way for national-brand manufacturers and retailers to compete against each other is the product quality improvement. Manufacturers should try to keep the quality level of national brands as far above that of private labels as possible, whereas retailers should attempt to reduce the quality gap for their private label brands.

Private label brands have been examined in the literature for more than forty years (Narasimhan and Wilcox, 1998). Due to the rapid growth of private-label market share, researchers have looked into different influential factors in attempting to find out the reasons behind the success of these store products. As consumers reflect the demand side of fast-moving goods, their perceptions critically affect decisions on brand selection, and therefore the performance of the brands.Although the topic of private labels has long been studied, the volume of private-label research is less than that of national-brand studies. Findings from the extant studies of private labels have provided valuable consumer insights for marketing scholars and practitioners to better develop branding theory and strategies. However, issues still exist in the literature, in particular, concerning category-level influences of consumer factors such as perceived risk and attitude. Risk perception and attitude are important explanatory constructs for consumer proneness towards buying private labels. Moreover, category-level differences are stated as the most critical source that can explain the variations in the performance of private labels (Batra and Sinha, 2000; Dhar and Hoch, 1997).This research replicates Batra and Sinha's (2000) study which examined the categorylevel effects of different determinants of perceived risk on consumer preferences for buying private labels. The purpose of this research is to re-examine their hypotheses and to investigate other attitude determinants which Batra and Sinha did not study. In addition, this study also investigates the impact of demographics on the purchase of private labels.A mall-intercept survey was conducted to test the hypotheses. The results indicate that perceived risk and attitude determinants such as quality variability, price consciousness, price-quality association and brand loyalty influence significantly consumers' propensities to buy private labels. Furthermore, these private-label propensities vary across product categories due to category-level variations in perceptions and attitudes. Consumers are more likely to buy private labels in categories where they perceive lower quality variability across brands, where they have higher price consciousness, where they believe weaker price-quality association, and where they have less brand loyalty. Moreover, education and income are also identified as significant indicators of private label buyers.Findings from this study suggest that category-level analysis of consumer factors could more effectively answer the question why private label success varies across different categories. A better way for national-brand manufacturers and retailers to compete against each other is the product quality improvement. Manufacturers should try to keep the quality level of national brands as far above that of private labels as possible, whereas retailers should attempt to reduce the quality gap for their private label brands.

Doctorat en sciences sociales, politiques et économiques / info:eu-repo/semantics/nonPublished

M.A. (Tourism and Hospitality Management) / The primary objective of this study was to determine the relationship between perceived value and the purchase intentions of consumers relating to Private Label Brands (PLBs) of wine within the retail sector in South Africa. Private Label Brands (PLBs), also referred to as store brands or house brands, are defined as products that the retailer owns, sells and distributes to consumers. Producer brands, which are also known as manufacturer or national brands, are made by a specific brand name company or producer. If retailers can successfully influence the perceived value of their PLB wines, it will allow them to influence consumers’ purchase intentions and increase their profits and market share. This study adds value to the limited research that is available on the perceived value of PLB wines in South Africa, and the effect that it has on consumers’ purchase intentions. The study provides valuable insight for Mass Grocery Retailers (MGRs) on how to effectively market their PLB wines in order to capture a larger market share, and gain a competitive edge over their brand name rivals. This study aimed to investigate the moderating role of perceived value on consumers’ purchase intentions of private label wine brands. Perceived relative price, perceived quality and perceived risk comprise the concept of perceived value, which affects consumers’ purchase intentions. These aspects in the wine purchasing decision have not been researched extensively in South Africa and in order for MGRs to take advantage of the unique growth opportunity that the PLB market has to offer, in-depth research needed to be conducted...

This research investigates the consumer perceptions of private label brands amongst the university aged consumers from selected Eastern Cape universities. The research also aimed to ascertain whether or not generation Y consumers are aware of the existence of private labels, whether price, quality, advertising, packaging, reference groups and demographic variables influenced generation Y purchasing behavior of private label brands. To achieve these objectives, the research made use of the simple random technique to gather the primary data via the use of an online structured questionnaire. The sample population selected where the students in the Eastern Cape Province Universities (Rhodes and Nelson Mandela Metropolitan Universities) who reside off-campus. The assumption was that students who reside off-campus are more aware of private labels as they carry out shopping more than those that reside on campus and generally would have more disposable income and the reason that two different universities have been chosen is to provide a broad base of student opinions, covering varying cultural and income backgrounds, thus allowing for unbiased, valuable research. After pre-tests were conducted the questionnaire was made available online to easy the distribution of the questionnaire and allow for a greater response rate. Descriptive and inferential statistics where used to analyze the results of the questionnaire. The results showed that consumers are generally aware of private label brands and have at least seen them being advertised. Furthermore, the results showed that consumers purchase groceries based on price, quality and convenience of location of the grocery stores .The results indicate that Generation Y consumers are indeed a significant part of the consumer population and that they represent a confident, self reliant, optimistic and positive generation and are verbally and visually more sophisticated, creating a whole new language through digital media and that Generation Y consumers are generally aware of the existence of private labels. The results also indicate that Generation Y consumers strongly agreed that they purchase groceries based on price and quality, meaning price and quality are very influential when purchasing groceries and that the packaging of, generally, all private label brands was not attractive hence a conclusion was made that packaging of private labeled products does not influence Generation Y’s purchasing behaviour of private labels.

M. Tech. (Marketing Management, Faculty of Management Sciences), Vaal University of Technology. / Supermarket store brands are affordable alternatives towards the customers’ intended brands. For many years, marketers and retailers of store brands have positioned this brand as a cheap or low-cost brand that could be afforded by most customers. This positioning has catapulted the popularity of store brands. However, on the downward side, most consumers associate cheap or low cost with low quality. The low-cost and low-quality association and perception has been a major impediment towards the real success of store brands. Store brands have long since moved from competing on price, to competing on quality. The shift of focus by marketers and retailers of store brands from price to quality puts store brands on an equal footing with national brands and, consequently, a fierce competitor. This study investigated the influence of consumer-based brand equity elements, namely brand awareness, brand association, brand loyalty and perceived quality on brand preference and purchase intention of store brands. This study restricted its scope to the food brands. Investigating store brands within a South African context is particularly important since store brands are produced and owned by local retailers as opposed to national brands. The literature suggests that store brands are more profitable to retailers compared to their counterparts and serve as a point of differentiation from one retailer to another. A quantitative research design was employed in this study and a non-probability convenience sampling technique was adopted. The target population comprised students from a tertiary institution within the Vaal triangle, namely Vaal University of Technology. A total of 400 questionnaires were distributed to the participants, of which 361 participated in the study. To ensure reliability of the scales, pre-testing and piloting of the questionnaire preceded the main survey. Results from correlation and regression analysis revealed that brand equity elements, namely brand awareness, brand association, brand loyalty and perceived quality explain 68.4 percent of the variance in brand preference. This result suggests that consumer-based brand equity elements significantly contribute towards building consumer brand preference towards the store brands. In addition, amongst all the variables, brand loyalty made the strongest contribution towards explaining brand preference (β= 0.342). Moreover, brand preference explains 65.3 percent of the variance in purchase intention. These results suggest that brand preference strongly contributes towards building purchase intention of store brands. Based on the results of this study, recommendations for retailers of store brands are provided as follows:  Retailers of store brands should implement greater awareness programmes for store brands and create positive word-of-mouth through superior product quality.  Retailers of store brands should strengthen store brands’ brand associations to improve the image of store brands.  Retailers of store brands should pay special attention to creating brand loyalty of store brands through implementing store brands’ loyalty programmes. Limitations, future research opportunities and contributions of this study are discussed in the study.