Own Label or National Brands?: Essential Shopper Insight TOC

Key findings and executive summary

Key findings and summary

• Summary of strength and weaknesses for own label

Retailer overview

• Tesco
• Asda
• Sainsbury’s
• Morrisons
• The Co-operative
• Waitrose
• Marks and Spencer

What is own label

• What is own label: the shopper’s perspective
• What is own label: the shopper’s perspective
• What would make shoppers buy more brands?
• What do shoppers perceive to be the strengths and weakness of private label?

The private label shopper: current adoption and changing behaviour

• Who buys private label?
• Awareness and purchasing behaviour, category examples
• Private label awareness
• How are shoppers adapting their private label purchasing behaviour?
• What is the impact of recession and economic uncertainty of private label?
• What would you do if the economic climate improved?
• Why do shoppers buy either brands or private label
• Perceptions of private labels versus national brands
• How do shoppers perceive the quality of private label
• Why do/don’t shoppers perceive parity of quality?
• Do shoppers perceive that private label quality is changing?
• How do shoppers perceive the healthiness of private label?
• How do shoppers perceive the price of private label
• Why do/don’t shoppers perceive parity of price?
• How do shoppers perceive the image of private label
• How do shoppers perceive the image of private label, category examples
• Why do/don’t shoppers perceive parity of image?
• Why do/don’t shoppers perceive parity of image? Category examples
• Do shoppers perceive that private label image is changing?

Price architecture

• What is the role of price architecture in private label?

Methodology

Glossary

Methodology

• Quantitative research - survey
• Qualitative research – focus groups

Glossary

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