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Private Label from a Consumer Perspective
Hartman Group, The, July 2006, Pages: 89
One of the most important features of the future of private label brands is only recently coming to the attention of forward-thinking marketers. Over the past several years our ethnographic research has identified a clear trend occurring at the intersection of retail and private label whereby critical components of the retail and brand experience (in this case, we're speaking of the retail brand) appear to be working synergistically to create a highly differentiated private label brand worthy of premium brand status-and beyond.
In the case of Trader Joe's, for example, highly specialized components of the retail experience-authenticity, community, knowledge and so forth-all contribute to heightened perceptions of the associated private label products that go far, far beyond simply what is in the package. Moreover, in the case of Trader Joe's the noted absence of competing premium branded products in many categories even serves to further enhance the quality perception and perceived value of private label selections. If they only have Trader Joe's black beans, the thinking goes, then that means they don't believe a better option exists anywhere.
While private label offerings by the likes of Trader Joe's, Central Market, Wegmans, Wild Oats and other retailers with a noted brand halo do not yet command the same market attention as conventional private label selections by the likes of Costco, Wal-Mart, Albertsons, Safeway and the like, we believe that the future of private label can be found in these retailers. Indeed, we believe that the private label success stories of tomorrow will be found in those retailers who are able to stage the most compelling experiences in food retail.
This latest Pulse Report presents timely insights on the evolving world of private label. While the private label movement is rapidly changing - as evidenced by a greater offering of unique and higher quality products - shoppers still cling to old-fashioned notions of comparing store brands to name brands. At the same time, significant opportunities exist in a broad array of channels to create new and compelling private label experiences for the large segment of Americans that shop store brands.
Report Overview
Private Label from a Consumer Perspective documents how far retailer brands have come in the eyes of consumers and examines in-depth store brand awareness and perceptions of store brand quality. With over 45 figures and tables, this report looks beyond category sales dollars and market share percentages as reported in other studies to reveal underlying consumer attitudes and motivations driving the rising strength of store brands and the simultaneous erosion of name-brand stature.
Key insights include discussion of:
-Opportunities for private label manufacturers and retailers to create 'relevant' product experiences and the methods by which these brands can be translated into compelling retail experiences for a very large and receptive consumer base.
-The shopper evolution away from what are viewed as 'cheap' private label goods in a quest for value and ever-greater quality.
-Shopper associations between quality and a wide range of channels/store types.
-Opportunities in private label by channel/store type, gender and wellness segment.
-Opportunities in private label marketing and promotion as voiced by shoppers.
Methodology: The quantitative findings in this report are based on the results of a survey fielded in March 2006, with a sample size of 1,048. Qualitative findings are based on contextual language analysis, which examines themes in hundreds of statements made by shoppers about private label.
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