Private Label vs National Brands: a Comparative Study

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Table of contents
Executive Summary……………………………………..………………………………………08 Section I
Introduction to Private Labels………………………………………………………………09 •Background: Evolution and Emergence of Private Label………..…………….11 •Review of Literature…………………………………………………………………………….13 Section II
Research Methodology………………………………………………………………………..18 i.Objectives of Research……………………………………………………………….18 ii.Research Problem……………………………………………………….…………….18 iii.Research Question……………………………………………………….……………19 iv.Research Hypothesis………………………………………………………………….19 v.Research Method………………………………………………………………………20 vi.Limitations…………………………………………………………………………………20 Section III

Data Analysis……………………………………………………………………………………….21 i.Demographics……………………………………………………………………………21 ii.Awareness………………………………………………………………………….……..23 iii.Importance of Factors influencing Purchase………………………………25 iv.Consumer Attitude……………………………………………………………….……27 •Private Label Vs National Brand: Brand Strategy………………………………….36 •Findings of Research………………………………………………………………………..….40 Section VI

Implications for Retailers……………………………………………………………………..41 •Suggestions ………………………………………………………………………………………...42 •Conclusion……………………………………………………………………………………………43 Bibliography………………………………………………………………………………………………..44 Appendix: Questionnaire……………………………………………………………………………….46 Contents of tables

1.Determinants of Success of Private Labels……………………………………………16 2.Descriptive Statistics 1…………………………………………………………………………26 3.Descriptive Statistics 2……………………………………………………….………………..31 4.Correlation Matrix…………………………………………………………………..…………..33 5.Communalities…………………………………………………………………………………….34 6.Component Score coefficient Matrix…………………………………………….……..35 7.Private Label Strategy………………………………………………………………………….36 8.Segmentation Strategy………………………………………………………………….…….37 9.Product Vs Store Branding……………………………………………………………..……37 10.Key Differences………………………………………………………………………………..….39


Content of figures
1.Determinants of Success of Private Labels……………………………………………17 2.Age………………………………………………………………………………………………………21 3.Profession…………………………………………………………………………………….……..21 4.Annual Income…………………………………………………………………………………….22 5.Education…………………………………………………………………………………….………22 6.Stores Visited…………………………………………………………………………….…………23 7.Private Label Purchased…………………………………………………………….…………24 8.What are Private Labels……………………………………………………………..………..24 9.Importance of Attributes………………………………………………………….………….25 10. Mean Score………………………………………………………………………….……………..26 11. Quality vs. Price……………………………………………………………………..……………27 12. Convenience……………………………………………………………………………………….28 13. Perception-Behaviour…………………………………………………………………………29 14. Awareness……………………………………………………………………….………………….30 15. Packaging……………………………………………………………………………………………30


EXECUTIVE SUMMARY
Private labels are the products that are made exclusively for a particular food retailer are referred to as own brands, store brands, retailers’ brands, private label, etc. There is currently a $65 Billion market for private label products. The main objectives of the research were to study the dynamics of the branding strategy of retailers (for private labels) and the manufacturers (for brands) and to compare and contrast the consumer perceptions toward private labels and the national brands The secondary research included an exhaustive study of the books, journals, research papers and articles related to the emergence of the private labels, the reactive strategy of national brands and the strategy of the retailers to differentiate themselves as a store as well as brand. Unlike national brands, private labels are exclusively available through a specific retailer which can draw shoppers into one specific retail chain over another. However the muscle power of the national brands in term of creating premium imagery in the minds of the consumer through advertisement still pose a challenge to the retailers The primary research included a self administered questionnaire which laid focus on two...
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