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Pulse Report: Private Label from a Consumer Perspective

Hartman Group
August 1, 2006
89 Pages - SKU: HAR1469847

Abstract Table of Contents Search inside this report Related Reports

Private Label from a Consumer Perspective documents how far retailer brands have come in the eyes of consumers and examines in-depth store brand awareness and perceptions of store brand quality. With over 45 figures and tables, this report looks beyond category sales dollars and market share percentages as reported in other studies to reveal underlying consumer attitudes and motivations driving the rising strength of store brands and the simultaneous erosion of name-brand stature.

Key insights include discussion of:

Opportunities for private label manufacturers and retailers to create ""relevant"" product experiences and the methods by which these brands can be translated into compelling retail experiences for a very large and receptive consumer base.

The shopper evolution away from what are viewed as ""cheap"" private label goods in a quest for value and ever-greater quality.

Shopper associations between quality and a wide range of channels/store types.

Opportunities in private label by channel/store type, gender and wellness segment.

Opportunities in private label marketing and promotion as voiced by shoppers.

Preface
Introduction: Shelf Tension and the Battle for Brand Parity
Chapter I. Key Findings: Ten Key Findings
Chapter II. Store Brands: How Far Have They Come?: The Retailer Advantage; Consumer Expectations for Private Label
Chapter III. Store Brand Familiarity & Awareness: Shopper Associations Between Channels and Store Brands; Shopper Awareness for Retailers That Sell Private Label; Store Brand Familiarity as a Determinant of Purchase Intent
Chapter IV. Perceptions of Store Brand Quality: Private Label Quality Overall; The Language of Quality
Chapter V. The Price/Value Factor: The Language of Value
Chapter VI. Satisfaction, Recommendation & Repurchase: Consumer Satisfaction with Private Label Products
Chapter VII. Shopping Occasions & Purchase Behavior: Reasons for Purchasing Private Label
Chapter VIII. Consumer Interest in Private Label Variety
Chapter IX. Conclusion
Appendix I . The Hartman Model
Appendix II . Methodology: Quantitative Methodology; Qualitative Methodology; Language Analysis
List of Figures & Tables: Figure 1. How Similar Store Brands Are to National Name Brands (All Respondents); Figure 2. Aware of Any Stores Only Selling Their Own Store Brand Products (All Respondents); Figure 3. What Consumers Would Expect of Retail Chains That Changed Over to Selling ONLY Store Brand Products; Figure 4. Importance of Having a “Name Brand” or “National Brand” Product to Compare Store Brand Products Against (All Respondents); Figure 5. Which of the following types of stores do you associate with selling private label or store brand products? (By Gender); Figure 6. Which of the following types of stores do you associate with selling private label or store brand products? (by Wellness Segment); Figure 7. When you hear the phrase, "private label" what stores or store chains do you think of first? (By Write-In); Figure 8. Which one store has the private label product you are most likely to purchase?; Figure 9. What is the private label product you are most likely to purchase?; Figure 10. In the past two years, compared to other brands, the overall quality of private label or store brand products has… (by Gender); Figure 11. In the past two years, compared to other brands, the overall quality of private label or store brand products has… (by Wellness Segment); Figure 12. Language Map: Consumer Perceptions on How Private Label Products Are Made; Figure 13. Which of the following types of stores do you associate with selling the Highest and the Lowest Quality Private Label Products?; Figure 14. Which of the following types of stores do you associate with selling the highest quality private label or store brand products? (By Gender); Figure 15. Which of the following types of stores do you associate with selling the highest quality private label or store brand products? (By Wellness Segments); Figure 16. Reasons for Not Purchasing Store Brands Within Past 3 Months (By Gender); Figure 17. Language Map: Consumer Perceptions on How Private Label Products Are Sold; Figure 18. How satisfied are you with store brands compared to national brands (taking into account price, quality, availability, etc.); Figure 19. How likely are you to recommend a store brand over a national brand to friends, family or others?; Figure 20. In the near future, say in the next 2 to 3 months, how likely is it that you will purchase store brands again?; Figure 21. Summary Chart of Relation Between Satisfaction, Referral, and Intent to Repurchase Private Label; Figure 22. Have you bought any private label or store brand products in the past three months?; Figure 23. In the past 3 months, where have you purchased any private label or store brand products? (By Gender); Figure 24. In the past three months, where have you purchased any private label or store brand products? (By Wellness Segments); Figure 25. Why would you say you purchase a store’s private label products rather than products that are not store brands?; Figure 26. Language Map: Consumer Perceptions on Why They Buy Private Label; Figure 27. Reasons for Not Purchasing Store Brands Within Past 3 Months (By Gender); Figure 28. Why haven't you bought any private label or store brand products in the past three months?; Figure 29. How often do you decide to shop at a particular retailer because you want to buy its private label or store brand? (By Gender); Figure 30. How often do you decide to shop at a particular retailer because you want to buy its private label or store brand? (By Wellness Segment); Figure 31. How many of the private label or store brand products you buy are selected because you like or trust the store that sells them? (By Gender); Figure 32. How many of the private label or store brand products you buy are selected because you like or trust the store that sells them? (By Wellness Segment); Figure 33. How often would you say you purchase private label or store brand products when shopping for the following?; Figure 34. How often would you say you purchase private label or store brand products when: “Shopping for food that’s mainly for my family” (By Gender); Figure 35. How often would you say you purchase private label or store brand products when: “Shopping for clothes” (By Gender); Figure 36. How often would you say you purchase private label or store brand products when: “Shopping for organic products”?; Figure 37. Which of the following product categories do you wish had more choices in private label or store brand products? (By Gender); Figure 38. Which of the following product categories do you wish had more choices in private label or store brand products? (By Wellness Segment); Table 1. Which of the following types of stores do you associate with selling private label or store brand products? (By region); Table 2. Factors That Contribute to Initial Trial of Store Brand Products; Table 3. Factors That Contribute to Continual Repurchase of Store Brand Products; Table 4. How important are each of the following factors to you when deciding to try for the first time a private label or store brand product?; Table 5. How important are each of the following factors for you to keep buying a private label or store brand product; Table 6. Desire for Greater Private Label Variety: Product Categories by Groups; Table 7. Private label products consumers are most likely to purchase (Open-ended responses)

Pulse Report: Private Label from a Consumer Perspective

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