Factors Affecting Consumers' Choice between Manufacturer Brands and Retailer Own Labels

Abstract

Assesses consumers' choice and behaviour with regard to manufacturer brands and retailer own labels and the contributions of these different approaches. Presents the results also of an empirical study that throws additional light on brand‐choice decision. Gives tabular results of two studies, one by Myers and the other by Mintel, and examines the results of these in depth. Goes on to the results and methods used by one of the author's herein, which involved 100 housewives answering a number of questions about their brand choice decisions. Proposes that two, tentative, conclusions emerged: first, consumers can be classified as either manufacturer or retailer brand‐prone based on their needs; and second, the classification is only valid on a product‐by‐product basis — but some consumers had other reasons, such as personal budget, involved in their decisions. Accepts that, because of the study's limitations, more research is required.