What can private label brands do to increase consumer perception of quality, in grocery retail

• Autor(a) principal: Pires, Fernando Manuel Bemposta
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/26765
• topic: Private label; Supermarket consumers; Marketing; Perception of quality; Retalhista -- Retailer; Marcas próprias; Consumidores de supermercados; Perceção de qualidade

Private Label brands are growing at a rapid pace in Portugal, but still a large number of supermarket consumers think these brands have lower quality than National Brands. In order to differentiate from the competitors, retailers should try to increase this perception of quality through different marketing strategies. Therefore, this dissertation aims to investigate whether various strategies positively increase the consumer perception of quality towards Private Label brands in grocery retail. Two main studies were carried out. First, detailed interviews with five marketing employees directly working in the Private Label departments of Portuguese grocery retail chains were made, with the objective of obtaining a professional perception and experience on this topic. Secondly, an online survey with 204 valid answers was conducted to gather the grocery shopping consumer opinions. After analyzing all the information gathered, it was possible to identify and conclude which strategies positively increase consumer perception of quality on Private Labels. The main strategies for retailers to follow were to increase the product quality, innovate, improve the communication, packaging, and have multi-tier Private Labels, to reach different customer segments. The two strategies that were rejected by this study and consequently shouldn’t be followed by retailers in order to increase this consumer perception of quality are to raise the prices, and to not use the retailers name on Private Labels.