ISSN 2736-1721
Global Journal of Business Management ISSN 6731-4538 Vol. 4 (12), pp. 001-014, December, 2010. © International Scholars Journals
Full Length Research Paper
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: [email protected]. Tel: 021 650 4392. Fax: 021 689 7570.
Accepted 16 November, 2010
Abstract
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.