Consumers’ perceptiveness towards store brands within supermarkets

Abstract

This study strived to explore consumer’s perceptiveness and the anticipated end results of store brand utilization within supermarkets of Kenya. The objectives of the study are to determine the ultimate consumer’s perceptiveness towards store labels branding by retailers in Kenyan supermarkets and to ascertain the buying process of store label brands practised by retailers in Kenyan supermarkets. This study, therefore, concentrated on the dominant five supermarkets in the Nairobi region. The convenience sampling technique was used to sample subjects and locations. The study adopted a descriptive research design with a target population of 155 customers and a sample of 92 respondents was selected guided by the inclusion criteria. Data were analyzed to obtain descriptive statistics more especially central tendencies; mean and standard deviation. The study indicated that the most significant variable in consumers’ perceptions of purchasing store label brands was ‘perceived value’, followed by price, packaging, advertisement, and perceived quality. The study also demonstrated that differentiation is the anticipated result of store label branding. The study concludes that the title of the supermarket influences customers to cultivate a preference for store label brands, as is product data on the package and complementary products on the racks being key determinants for a customer purchase choice. This study suggests that supermarkets ought to consider enlarging the product classifications of store label products and capitalize on them as a way of distinction against the competition by venturing in consumer drivers of quality, utility, price, presentation, and real product ingredients.

Keywords:

• Store label brands
• consumer perceptiveness
• national brands

Acknowledgement

I express my heartfelt gratitude to my family, friends, and colleagues for their significant contribution, guidance, and criticism. I learned the virtues of patience and dignified humility. There is no research funding for this work.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Nickson Herbert Odongo

Nickson Herbert Odongo: 2015-2019: PhD (Enterprise Management), Donlinks School of Economics and Management, University of Science and Technology, Beijing, China; 2005-2008: Master of Business Administration (MBA) Finance Specialization, University of Nairobi, Kenya; 1995-1998: Bachelor of Arts Economics, Kurukshetra University, Haryana, India; 2012-2016: Certified Securities and Investment Analyst (CSIA), KASNED, Kenya; Research interests: Organization Development, Performance Management, Public Management, and Management Science; 2019 up to date: Principal Human Resource Officer, Teachers Service Commission, Kenya. Email: [email protected]

William Ogwagwa Motari

William Ogwagwa Motari: 2003-2007: Master of Business Administration (Operations Management), University of Nairobi, Kenya; 1992-1997: Bachelor of Arts (Economics & Statistics), Egerton University, Kenya; Research interests, Qualitative Research, Marketing Research, Entrepreneurship, Survey Research, Research and Project Management Consultant, July 2009 up to date: ZABLIM Consultancy Limited, Kenya (Strategic Management, Human Resources Management, Performance Contracting Areas, Specialist (Technical) Management Disciplines, Public Service Management Administration and Reforms, Management of HIV/AIDS & Alcohol, Drug and Substance Abuse Programmes, Research and Development (R & D) Workplace Policies and Baseline Surveys, Environmental and Social Impact Assessments (ESIAs). Email: [email protected]