A study of perception and attitudes towards TESCO own brands in Ireland

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Betancourt Padilla, Jorge Alejandro
Issue Date
MA of Business Administration
Dublin Business School
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In many countries, the growth of private label brands (PLBs) also known as store brands is negatively affecting manufacturer brands’ shares, though PLBs have yet to take hold in other markets. Nowadays’ businesses are more complicated than they were 20 years ago, many competitors have been added up to the party and they are all seeking to produce an impact which lead them to become more and more competitive against each other, in fact, in many businesses product quality and customer satisfaction have become extremely important for organizations in order to be more attractive to their audiences, to grow, and therefore to succeed. Due to all that mentioned before this study seeks to evaluate or examine attitudes and perceptions towards private labels specifically TESCO own private label. The results using primary and secondary methods research demonstrate that these attitudes are driven by differences in psychographics and store image. Attitude toward national brands is characterised by positive store image, smart shopper self-perception, need for affiliation, and money attitude regarding power-prestige and anxiety. Private label attitude is characterised by more positive store image, and money attitude regarding retention and distrust. To collect all the data required 120 questionnaires were handled personally by the researcher to TESCO store Rathmines Dublin 6; only 104 were answered properly and those were the ones used to the investigation itself determining the size of the sample. The analysis of the data gathered was made using Microsoft Excel 2011. The results show that generally speaking a high percentage of the customer surveyed that day would definitely use and recommend TESCO brands which means they are satisfied with the range of products offered by them. The findings also show that most of them do not consider TESCO private label as a low-quality brand and some of the aspects that may influence them to buy those. Author keywords: Private label attitude, consumer behaviour, smart shopper self-perception, motivational needs, TESCO own brands, consumers perceptions