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

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.



Citation:

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 .

Authors

Magda Nenycz-Thiel, Ehrenberg-Bass Institute for Marketing Science, Australia
Jenni Romaniuk, University of South Australia, Australia



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals

Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

H12. Does Economic Development Influence Consumer Innovativeness?

Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia

Read More

Featured

Situation Neglect Underlies Both Psychological Myopia and Psychological Hyperopia

Sarah Wei, University of Warwick
Christopher Hsee, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.