In South Africa, Store brands are sold throughout retailers in the country and categories are widespread - from beverages (milk, coffee, water, etc); including most confectionary categories; most household and toiletry categories; and from premium brands, to the more cost effective. Compared to the U.S and Europe, the South African market for store brands is not well developed; however, there are still mega opportunities in the own brand category, as the market is far from being saturated. Even though South African retailers are utilizing own brands as a means of differentiation, some studies are also indicating the lack of well tuned major store brand strategies and own brands were not perceived as of value by consumers as well. Therefore, this study is undertaken to establish a greater insight into consumer perceptions toward The No Name Brand food items by investigating the influence of selected economic, psychosocial and demographic variables. Without a solid understanding of the consumer, the available growth opportunities in the store brand category are likely to be missed.For retailers to take advantage of the opportunities in the store brand category a greater understanding of consumer behaviour is required. For that purpose, relevant theories and concepts of consumer behaviour are included in the literature review for the study. / Thesis (MBA)- University of KwaZulu-Natal, 2004.

Submitted in accordance with the requirements for the degree of Doctor of Philosophy in Communication Science at the University of Zululand, 2011. / This study explores how new technologies are being adapted to advance and retain their market segment.

As consumers walk through the grocery store they encounter a vast range of products. In this setting information printed on food packages play a role in consumer decision making. One way of influencing consumer behaviour is by using package panels where detailed communication claims can be placed. This study investigates the effect of package communication claims on propensity to switch brand through quantitative research design. Variations among consumer of private label brands versus consumers of name brands are also investigated. Results show that package communication claims have an effect on consumer propensity to switch brand, however there are differences depending on type of claims. Environmental packaging claims have a negative effect on propensity to switch while nutritional claims do not have a significant effect. Production process claims and product origin claims both have a positive effect on consumer propensity to switch and is thus more favourable for brands to use. Furthermore, package communication claims have a larger positive effect on propensity to switch among consumers of private label brands than among consumers of name brands. Since there is a lack of research in the area of package communication this thesis contribute by proving that packages have an effect on consumer behaviour and argues for further research in this area.