The impact of private branding on customer perception of candles. A case study of OK pot ‟O" gold, TM supasaver and Spar savermore in Bindura.
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In the retail sector of Zimbabwe, private brands are viewed as lower priced and hence of inferior quality alternative to manufacturer brands leading to customers shying away from the brands. Therefore, the research wants to discover current consumer perceptions on quality of private brands candles. In doing so, the research will ascertain the significance difference between prices for private brands and manufacturer brands and the perceptual positioning of private brands versus manufacturer brands. The study utilized the descriptive study and data was collected using questionnaires and observation. A sample of 250 participants were chosen from a population of 750. A simple random technique was used to select customers from three supermarkets, OK, TM and Spar. Tables and graphs were used to present data and data was analysed using Statistical Package for Social Sciences version 20.0 (SPSS). From the analysis of the findings, the research noted that customers perceived manufacturer brands candles as of more superior quality to private brand candles. The findings also indicated that private brands are priced lower than manufacturer brands. Furthermore, it revealed that manufacturer brands are a distant away from private brands in terms of quality and price of the brands..
- Department of Marketing