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.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:21021 |
| Date | January 2014 |
| Creators | Marriott, Andrew William |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Business and Economic Sciences |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MCom |
| Format | xviii, 184 leaves: color illustrations, pdf |
| Rights | Nelson Mandela Metropolitan University |
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