Abstract
Private label brands are a significant portion of the food retail industry within South Africa, because they indicate a global shift within the retail market. This study focused on the increasing private label brands relevance and perception by consumers in South Africa, with the objective that it would be useful to retailers, marketers, and scholars studying consumer behaviour in similar markets. Therefore, the research examined and identified the factors that enhance the acceptance of private label brands among consumers in South Africa.
As 47% of the respondents are full-time employed and 17.4% are self-employed, the firm has a financially active audience. Offering complimentary exclusive PLB deals on the retailer’s loyalty platforms is where retailers can leverage their programs, including Checkers extra savings and PnP shopper cards, to provide additional loyalty deals for the specific PLBs to the consumer. Convenience and saving are the fundamental value propositions. In this way, the consumer can experiment with the retailer’s PLB and build more working relationships with Checkers. Various measurements were utilised to determine the relationships between these factors. Key statistic methods were applied to determine significant trends in the data. The results indicated that factors including private label brands’ low prices, increased perceived quality, and increased consumer trust influence acceptance of private label brands. Private label brand familiarity confirmed consumers’ awareness; thus, the more familiar consumers are with private label brands, the higher the chances of them purchasing such products. Consequently, the existing functional, financial, and social risks are considered by consumers when making decisions about private label brands, which pointed to the fact that there was a complex evaluation process consumers still followed when deciding whether or not to purchase private label brands.