Is a "Premium" Private Label Brand For a Marketer Seen As a "Premium" By a Consumer? the Perceptual Categorization of Private Labels Tiers

Magda Nenycz-Thiel, Ehrenberg-Bass Institute for Marketing Science, Australia
Jenni Romaniuk, University of South Australia, Australia
This study looks at how consumers see different tiers of private label brands in three food categories from the UK. We use binary logistic regression to examine the informational cues consumers use to categorize private labels into premium and value private labels. Results suggest that premium private labels do form a subgroup in consumers’ memory with good quality, taste good (positive) and good value and down to earth (negative) as the main drivers of this categorization.
[ to cite ]:
Magda Nenycz-Thiel and Jenni Romaniuk (2010) ,"Is a "Premium" Private Label Brand For a Marketer Seen As a "Premium" By a Consumer? the Perceptual Categorization of Private Labels Tiers", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 870-871 .