Consumer Ddd

Consumer Behaviour towards Retailer's Own Brands vs. National (or Private) Brands in Relation to UK Supermarkets

By

[Name of the Writer]

[Name of the Institution]

ABSTRACT

In this study, the researcher focuses to determine the consumer behaviour towards retailer's own brands vs. national (or private) brands in relation to UK Supermarkets. The main aim behind conducting this research is to highlight the most recent and current developments that have been taking place in the own label production and the consumer behaviour development in response to these development, particularly in United Kingdom. There have been mixed result shown by the conventional methods and techniques of segmenting the market, based over the demographic factors for differentiating those who are more vulnerable to engage into the purchases of products by own brands and those who are more likely to make a purchase of national brands. Taking into consideration the budding and rising convergence of human personality’s research on “BIG FIVE” dimensions, we keep the focus over the human personality potential as a technique for identification of various customer segments. This research took into account two kinds of own brands, those with an independent retailer’s name and the other with corporate name of the retailer. In order to accomplish the research aims and objective the researcher opted for quantitative methodology. Consumers who are falling into the category of “extroverts” have reported higher national brand purchases, whereas consumers in the category of “open to experiences” have reported higher corporately named brand purchases. Furthermore, the researcher critically analysed the findings of the research with the help of SPSS software and conclude the findings of the research.

TABLE OF CONTENTS

ABSTRACT ii

CHAPTER 01: INTRODUCTION 1

Background 1

Aim of the Study 2

Objectives of the Study 2

Rationale of the Study 2

Significance of the Study 3

Structure...