The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories

Sammanfattning: Title: The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories Date of the Seminar: 2nd June 2023 Course: BUSN39 – Degree in Global Marketing – Master Lever Authors: Camille Buob and Sebastian Franzén Supervisor: Burak Tunca Keywords: Product Category, Brand Type, Private Labels, National Brands, Consumer Perceptions Thesis Purpose: The aims of the thesis were (1) to investigate the effect of product categories on the perceptions of relative price, quality, risk, and value and (2) to test a moderation effect of brand types (Private Label or National Brand) on the relationships between the product category and the different perceptions. Methodology: A study was conducted with four different products that were representative of two different product categories - food and household, and within each product category different types of brands were selected - private label and national brand. Theoretical perspective: The study draws on the literature streams of private label and national brand products and product categories. The Theory of Reasoned Action, further developed as Theory of Planned Behavior and the Cue utilization theories were also applied. Empirical Data: The data was collected through a web-based survey (Qualtrics). 123 responses were collected from the platform Prolific. Conclusion: Consumers' perceptions of price, and value are significantly impacted by the product category but not in the hypothesised direction. The impact of the product category on perceived quality was inconclusive. The evidence showed that brand type moderates the relationship between product category and consumer perception, but again not in the hypothesised direction. Practical implications: Brands should focus on external factors like packaging and branding to influence consumer perceptions of quality, price, and value. A focus on brand equity is also important for companies to stay competitive.