CHAPTER 6: RESULTS
6.1. FREQUENCY ANALYSIS AND ITS RESULTS
This sections of details the shopping behaviour of the consumer with reference to the Private Label Brands.
6.1.1. QUES. NO. 1: DO YOU KNOW ABOUT PRIVATE LABEL BRANDS
The first question that was put to the respondents was to determine whether they are purchasers of private label brands. A majority of respondents (91%) replied positively.
FIGURE 6.1a: Awareness of private label brand
6.1.2. QUES. NO. 2: RANK THE FOLLOWING STORE AS PER YOUR PREFERENCE (1 TO MOST PREFERRED AND 9 TO LEAST PREFERRED)?
Shopper’s Stop led by Rahejas was the first one to enter Indian soil with organized retail stores. They boast of one of the best chains of huge stores in India. They stock apparels for all ages
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Men, however, seem to be indifferent in terms of private label brands and national brands. Here again we see that women have an inclination for private label brands in terms of innovation whereas for national brands both the genders are having a neutral opinion on innovation.
6.3.4. OTHER FACTORS
A brand has its attributes. These attributes are carried to the person who is wearing it. So a person wearing a particular brand is personifying that brand. A brand also has some status implications for the person who is wearing it. National brand no doubt stands for high status of the wearer.
STATEMENT 1: PRIVATE LABEL BRAND STANDS FOR HIGH STATUS
Table 6.38: Gender analysis for status implication of private label brands. MEAN SD T VALUE
MALE 4.02 .92 1.18**
FEMALE 4.11 .84
** (NS) Not Significant at any
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Only 10% of Dick’s revenues are attributable to their sales through private brands (Dick’s Annual Report, 5). While that is a relatively low percetange of revenues, Dick’s makes a much larger margin on their private brands than they do on selling the products of other companies, despite charging lower prices than Nike, Under Armour and LuluLemon. Pursuing further development within the private label sphere, Dick’s could reduce the dependence on national brands and establish a stable revenue stream for long term profitability. The private label brands could also gain more control over other products especially in terms of size, package design, and distribution. Moreover, with fast trend cycles and changes in customer preferences, it is easier to adjust product assortment to these cycles when dealing with private
Due to the good establishment of the business, it has huge market national. The company has therefore opened many retail shops and stores all over the country to ensure that their products are accessible to the customers. The entity provides a favorable environment, and many clients view the place as a fun shopping place to be. The retailer has targeted a big pool of customer because of the variety of products it sells. The stores products vary from kitchen goods, jewelry, and electronics clothes to hardware
Another benefit of private labels is one not offered by brand manufacturers. If a fashionable garment sells out fast in any particular season, ...
(2). The personalizing category: has identified that local merchant; they are friendly with customers. Despite, price in smaller stores are relatively higher, but if you trade among local store, you might get the better chance as a good consumer or you could be bargain the products from them. Moreover, shopping in the local stores mostly offers you for better service, because they know you; they, thus, try to please you and make more interesting in you due to as a human
Biel, 1993; Aaker, J., 1997; Karnde et al., 1997). Researchers have found that brand personality plays a significant role in brand selection. Aaker, J. (1999) found that consumers are more likely to choose a brand with the brand personality similar to their personality. For example, a wealthy person is more willing to purchase a classic branded product that can represent his taste. Besides, brand personality is also closely correlated to brand perceived quality which can influence consumer brand selection (Beldona and Wysong,
Consumers with brand loyalty are indifferent with too many choices in shopping as they tend to ignore other brands and chooses product from their preferred brand.
The purpose of this study is to examine the influence of perceived quality, social influence and consumer traits
Developing a global brand largely depends on the brands’ ability to explore fresh avenues and to sustain its competitive advantages in terms of economies of scale and productivity. A global brand is one which is perceived to reflect the same set of values around the world. A global brand removes the national barriers and linguistic blocks while marketing internationally.
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
Many people associate a branded anything with a widely-exposed, big company or product commanding a premium price, compared to an unbranded or private-label offering at a lesser cost (Post, Gitomer & Tchong, 2004.) Brands may not, however, be equally important in all categories. For example, some consumers are content with generic laundry detergent or paper towels, but would not consider purchasing or using a generic hair product. Brands play an important role to consumers. Without them, people are unable to distinguish one company’s offerings from another’s. Brands impact culture, create lasting memories and serve as needed fuel for thriving economies everywhere. Consumers generally stick with brands they are familiar with, usually patronized by family and friends. Brands are not just a logo or some catchy tagline anymore. They are an expectation. The expectation that the product they have purchased is supe...
Mohammad, Alamgir; Tasnuba, Nasir; Mohammad, Shamsuddoha; Alexandru, Nedelea. (2010). Influence of brand name on consumer decision making process- An empirical study on car buyers. Annals of Stefan cel Mare University of Suceava,
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model.
Marquardt et al. (1965) investigated how much the customers emphasized on brand and carried out a survey
Dommer, Sara, Vanitha Swaminithan, and Rohini Ahluwalia. "Using Differentiated Brands To Deflect Exclusion And Protect Inclusion: The Moderating Role Of Self-Esteem On Attachment To Differentiated Brands." Journal of Consumer Research 40.4 (2013): 657-675. Web. 01 Dec. 2013