Determinants of Perception towards Private Label Brands in Zimbabwe: The Role of Familiarity, Store Image, Demographic Factors and Consumer Characteristics

Abstract

A survey was conducted in Harare, Bulawayo and Bindura to quantify the effect of selected variables on private label brand perception. The following variables were tested; familiarity, store image perception, selected demographic factors (age and income) and consumer characteristics (intolerance of ambiguity, price consciousness, the level at which an individual believes brand names reflect product quality and social status). Data was analysed using stepwise multiple linear regression. The factors that were found to have a significant and positive effect on private label brand perception were familiarity (p<0.01) and store image perception (p<0.05). The authors concluded that there is scope to increase growth of the private label brand market share in the grocery sector of Zimbabwe. The authors recommended that retailers should embark on marketing strategies that focus on increasing the familiarity of private label brands such the use of in-store tastes. Recommendations were also made for retailers to focus on the improvement of store appearance and environment as this affects private label brand perception.