Appendix 1: Questionnaire25
Appendix 2: Consent27
Appendix 3: Research diary28
Understanding the consumers’ shopping habits is the perpetual goal for the supermarket chains. This research aims to investigate and analyze the customers’ attitudes and perceptions towards the supermarkets’ store brands in UK supermarkets, to help the supermarkets successfully brand and market their own products. In order to achieve this purpose, 46 questionnaires were given to GU and GIC students by face to face and via email. More specifically, the questions inquire the consumers’ attitudes towards supermarket store brands products’ price and quality, store image, through a series of different pattern of questions. The findings based on the research are separated into several categories. Firstly, product quality is the main reason for consumers purchasing supermarket store brands’ products. Secondly, in terms of price and quality, the consumers perceive the store brands products to be of same quality and lower price than the national brands products. Finally, products determine the consumer’s perception of store brands’ image. In addition, the supermarkets names have the least impact on supermarket image. The findings, recommend supermarkets to pay more attention to their products’ quality, thus building a good image for the brand.
In the current economy with the development of production technology, competition between supermarkets is fierce. The emerging supermarket store brand has exacerbated this competition: On the one hand through the constant expansion in variety and number of products, on the other hand through continued threat suffered by the national brands. In the UK, one of the most advanced store brands markets in the world, the supermarket store brands account for more than 50% of market share in 2008 (Dolekoglu, 2008:110). In this competitive environment, supermarket chains need to understand the motivation behind the shopping habits of their customer base in order to successfully brand and market their products. In this research the store brands are also known as the “private labels” which can be defined as “the products owned and branded by the retailing or own supermarket whose main objective is sales rather than production (Semeijn et al., 2004). Store image is defined by Bolemer et al. (1998:500) as a series of characteristics perceive by the consumers. More recently, literature review has discovered contradictory findings about store brands’ quality and price compared with national brands. These theories are based on statistics which have not been updated to suit current circumstances. So far, however, there has been little discussion over what is the attitude for the consumer towards supermarket store brands price and quality; how well store image is perceived by the consumers and whether the store name was impact on the purchasing process. Therefore, the aim of this paper is to examine the consumers’ attitudes and perception towards supermarket store brands price, quality and store image. There are three main objectives of this research:
1. To identify the main reason consumers choose to buy supermarket store brands products. 2. To examine the consumers’ attitude towards supermarket store brands’ quality and price. 3. To investigate the main factor which for builds supermarket store image. The main questions addressed in this paper are:
1. What are the main reasons customers choose to buy store brand products (store brand image, quality, price, Trust or Loyalty)? 2. In terms of price and quality, how do consumers perceive store brands when compare with national brands? 3. What are the main factors which determine a good store image? The findings of this research are valuable to the supermarket...