Comparative Product Testing for Own‐label Marketing

Abstract

Kwik‐Save′s decision to make its first ever own‐label food products (No Frills) is a clear evidence that own‐label products are more popular than at any time. Investigates consumer perceptions of national and own‐label grocery products. Reveals that consumers perceive many differences among the two brand types tested. To find the factors accounting for the perceived quality of food, typical consumer explanation for both quality and value for money is about the price and physical attributes of the food brands. Other factors such as store image and food ingredients are equally important. The appeal for own‐label groceries is based on price and consumer scepticism. Product quality is usually the major purchasing factor and the measure of value. The assessment of consumer thinking comes from the marketplace. Cola, lemonade, and orange juice were three product lines put to taste‐on‐test in an effort to assess consumer preferences. Concludes that differences exist in the shoppers′ price and quality perceptions, and brand preference across the product lines tested. Own‐label preference is based on price and value for money rather than quality.

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