Multi-tier National Brands vs. Private Labels: What do consumers prefer, and why?

In the highly competitive retail sector, retailers are faced with the challenge of optimising their product range in order to attract and retain customers. This project investigates how consumers react to different quality levels of national brands and private labels and which factors influence their purchasing decisions.

Through an extensive experimental study, we shed light on consumers' preferences for economy, standard and premium brands and offer insights into how brand, price and quality awareness, for example, shape these preferences. Our findings provide valuable insights for retailers and brand manufacturers to optimise their brand positioning and product portfolio management strategies.