Private labels play an increasingly important role in the current food retail sector and the growth is driven partially by self-interest from retailers who sees private labels as a strong contributor to the profitability and return on sales. On many of the stores' private labels it does’nt show who the underlying provider is, it only says that the product is made for the store. This leads to the aim of the essay, which is examining whether the grocery stores' customers are aware or not aware of who produces the stores' private labels, if it matters to customers who it is, and if the potential unaware customers choose manufacturer brands in front of private labels and if so, why. Essay problem is: Are grocery stores customers aware of that the stores' private labels have underlying suppliers? If there is a lack of awareness on the issue, will the customers' trust and loyalty to the store and its products change if they become aware? Do the potential unaware customers choose manufacturer brands in front of private labels and if so, why? The authors have used theories in the field of marketing, especially theories of consumer behavior and relationship marketing. The study is based on a quantitative method with a digital questionnaire survey tool to collect data. The survey is based on a convenience sample. The study shows that there is a lack of awareness among the respondents about who produce stores' private labels. The majority of the respondents who were unaware has not change their view on the product or the brands after becoming aware, and they will not change brand. However, more than a fifth of the respondents will vary more, and one-tenth do not know what their choices in the future will look like. This shows that the underlying providers can have a significant role for some, but the majority will stand by its election of manufacturer brands or private labels.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-28154 |
| Date | January 2015 |
| Creators | Lundqvist, Anna, Svensson, Julia |
| Publisher | Södertörns högskola, Institutionen för samhällsvetenskaper, Södertörns högskola, Institutionen för samhällsvetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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