Retailers' multitier private brand strategy and consumers' perceptions of private brand quality

by Wade, Hayes L., Iii, D.B.A., CAPELLA UNIVERSITY, 2015, 108 pages; 3687665


Historically in the United States, national brands make up the majority of sales related to consumer packaged goods whereas brands owned by retailers, known as private brands, continue to grow in both sales and importance to the U.S. consumer. For many years, private brands in the United States consisted only of the standard private brand, which is often a national brand equivalent in quality and equal to or lower than the national brand in price. Recently in the United States, retailers have begun to adopt a strategy used by retailers in the United Kingdom in which private brands are offered in multiple quality tiers that can include a premium private brand and/or an economy private brand. This study focused on understanding if consumers perceive quality differently between a retailer's private brand offerings and between two competing retailers' private brands. The results of the study were that consumers did perceive quality to be different between the standard and economy private brand offerings of one retailer but did not perceive quality to be different between the standard and economy private brand offerings of the other retailer. In addition, the study results indicated consumers did not perceive a quality difference between each retailer's standard and economy private brands.

AdvisersPerry Haan; Ervin Caraballo
Source TypeDissertation
SubjectsMarketing; Management
Publication Number3687665

About ProQuest Dissertations & Theses
With nearly 4 million records, the ProQuest Dissertations & Theses (PQDT) Global database is the most comprehensive collection of dissertations and theses in the world. It is the database of record for graduate research.

PQDT Global combines content from a range of the world's premier universities - from the Ivy League to the Russell Group. Of the nearly 4 million graduate works included in the database, ProQuest offers more than 2.5 million in full text formats. Of those, over 1.7 million are available in PDF format. More than 90,000 dissertations and theses are added to the database each year.

If you have questions, please feel free to visit the ProQuest Web site - - or contact ProQuest Support.