Private label brands vs. national brands: the effect of taste on consumers´ emotions, perceived taste and willingness to buy

• Autor(a) principal: Omarji, Muhamad Sabbir Mussá
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/16623
• topic: Private label brands; National brands; Consumer neuroscience; Consumer goods; Marketing; Marca; Valor da marca; Comportamento do consumidor; Preferência do consumidor; Marca branca; Marca fabricante; Neurociência; Bens de consumo

Private Label Brands (PLB), which are sold under a retailers’ brand, demonstrate increasingly levels of quality and acceptance. National Brands (NB) are owned and advertised by a specific brand. Taste is one the most important factors of decision for consumers’ regarding food products. However, most research on this subject falls under the domain of traditional methods relying many times on inaccurate results, as it is not possible to fully measure and understand what consumers’ truly feel. The experience conducted for this dissertation (N=19) in an adequate laboratory with the use of Consumers Neuroscience methods, more specifically Electrodermal Activity, evaluated through blind and non-blind taste tests, the actual effect of taste on consumers’ Emotions (Arousal), Perceived Taste and Willingness to Buy. Valence was also measured through the Self-Assessment Manikin. Findings demonstrate that even though national brands are still perceived by consumers as superior, consumers’ willingness to buy will not necessarily be higher for national brands. The finding that consumers’ decision will not always be in favour for the product which is perceived of highest quality (i.e. NB), leads to the conclusion that the “quality gap” is fading and the two are increasingly equitable and is now crucial to tackle the “branding gap”.