Pulse Report: Private Label from a Consumer Perspective

Published by: Hartman Group

Published: Aug. 1, 2006 - 89 Pages

Table of Contents

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)

Abstract

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