The perceptions of customers and grocery retail managers towards private label brands in the grocery retail sector within the eThekwini municipality

The introduction of private label brands brought various opportunities and challenges for grocery retailers, however, over the years, these private label brands have often been greeted with mixed perceptions from customers; accompanied by certain skepticisms. This study aimed at identifying the current perceptions of customers and retail managers towards private label brands, with a specific focus on the eThekwini municipality. As a method of investigation, the convergent parallel mixed research methodology was employed, using both quantitative and qualitative research methods. Approximately 389 customers were systematically selected as a source of data. Meanwhile for the qualitative aspect, grocery retail managers were selected as a unit of analysis. SPSS version 25 was used to analyze quantitative data and content analysis for qualitative data. The findings suggest that customers are aware of private label brands and their existence in the South African grocery retail sector. They repeatedly purchase these brands though unable to trust them. Customers are still skeptical about the quality of private label brands when compared with manufacturer brands. The findings of this study suggest that South African grocery retailers need to pay attention to communicating with their customers regarding the private label brands that they offer. Also, they need to produce customer-centric private label products that will be better received and accepted by consumers.

Grantor dc:publisher.institution

University of Zululand

Year dc:date.issued

2021

Author dc:creator

• Ndlovu, Sbonelo Gift

• Private Label Brands
• Manufacturer Brands
• Perceptions
• Grocery retailers

Licence

• https://devspace.unizulu.ac.za/bitstreams/172b98a2-1f1a-4f81-bb56-b58728cc7d27/download