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Full Length Research Paper
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Consumer perceptions of
private label brands within the retail grocery sector of
South Africa
Justin Beneke
School of
Management Studies, Faculty of Commerce, University of Cape
Town, South Africa. E-mail:
Justin.Beneke@uct.ac.za. Tel: 021 650 4392. Fax: 021 689
7570.
Accepted 16
November, 2009 |
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Abstract |
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This
exploratory study serves to investigate the perceptions of fast
moving private label brands in the South African grocery food
sector. Successful positioning of these brands has been achieved
globally, most notably in developed markets. However, in a South
African context this does not appear to be the case. To this
end, research has been undertaken in order to better understand
the current position these brands occupy in the minds of South
African consumers. Included in the study is the consideration of
critical branding elements such as trust, availability, pricing,
packaging, etc. The knowledge gained through this research
should ideally facilitate the process of advancing private label
brand research in an academic context and improving brand
positioning, increasing market share and optimizing profit
extracted from private label brands in a managerial context.
Key words:
Private label, store brand, own label, supermarket, grocery,
perceptions, South Africa. |
