Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories

Buob, Camille LU and Franzén, Sebastian LU (2023) BUSN39 20231
Department of Business Administration
Abstract (Swedish)
Title: The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories
Date of the Seminar: 2nd June 2023
Course: BUSN39 – Degree in Global Marketing – Master Lever
Authors: Camille Buob and Sebastian Franzén
Supervisor: Burak Tunca
Keywords: Product Category, Brand Type, Private Labels, National Brands, Consumer Perceptions
Thesis Purpose: The aims of the thesis were (1) to investigate the effect of product categories on the perceptions of relative price, quality, risk, and value and (2) to test a moderation effect of brand types (Private Label or National Brand) on the relationships between the product category and the different perceptions.
Methodology: A study was... (More)
Title: The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories
Date of the Seminar: 2nd June 2023
Course: BUSN39 – Degree in Global Marketing – Master Lever
Authors: Camille Buob and Sebastian Franzén
Supervisor: Burak Tunca
Keywords: Product Category, Brand Type, Private Labels, National Brands, Consumer Perceptions
Thesis Purpose: The aims of the thesis were (1) to investigate the effect of product categories on the perceptions of relative price, quality, risk, and value and (2) to test a moderation effect of brand types (Private Label or National Brand) on the relationships between the product category and the different perceptions.
Methodology: A study was conducted with four different products that were representative of two different product categories - food and household, and within each product category different types of brands were selected - private label and national brand.
Theoretical perspective: The study draws on the literature streams of private label and
national brand products and product categories. The Theory of Reasoned Action, further developed as Theory of Planned Behavior and the Cue utilization theories were also applied.
Empirical Data: The data was collected through a web-based survey (Qualtrics).
123 responses were collected from the platform Prolific.
Conclusion: Consumers' perceptions of price, and value are significantly
impacted by the product category but not in the hypothesised direction. The impact of the product category on perceived quality was inconclusive. The evidence showed that brand type moderates the relationship between product category and consumer perception, but again not in the hypothesised direction.
Practical implications: Brands should focus on external factors like packaging and
branding to influence consumer perceptions of quality, price, and value. A focus on brand equity is also important for companies to stay competitive. (Less)
Please use this url to cite or link to this publication:
author
Buob, Camille LU and Franzén, Sebastian LU
supervisor
organization
course
BUSN39 20231
year
type
H1 - Master's Degree (One Year)
subject
language
English
id
9128207
date added to LUP
2023-06-28 15:55:38
date last changed
2023-06-28 15:55:38
@misc{9128207,
  abstract     = {{Title: The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories
Date of the Seminar: 2nd June 2023
Course: BUSN39 – Degree in Global Marketing – Master Lever 
Authors: Camille Buob and Sebastian Franzén
Supervisor: Burak Tunca
Keywords: Product Category, Brand Type, Private Labels, National Brands, Consumer Perceptions
Thesis Purpose: The aims of the thesis were (1) to investigate the effect of product categories on the perceptions of relative price, quality, risk, and value and (2) to test a moderation effect of brand types (Private Label or National Brand) on the relationships between the product category and the different perceptions.
Methodology: A study was conducted with four different products that were representative of two different product categories - food and household, and within each product category different types of brands were selected - private label and national brand.
Theoretical perspective: The study draws on the literature streams of private label and
national brand products and product categories. The Theory of Reasoned Action, further developed as Theory of Planned Behavior and the Cue utilization theories were also applied.
Empirical Data: The data was collected through a web-based survey (Qualtrics).
123 responses were collected from the platform Prolific.
Conclusion: Consumers' perceptions of price, and value are significantly
impacted by the product category but not in the hypothesised direction. The impact of the product category on perceived quality was inconclusive. The evidence showed that brand type moderates the relationship between product category and consumer perception, but again not in the hypothesised direction.
Practical implications: Brands should focus on external factors like packaging and
branding to influence consumer perceptions of quality, price, and value. A focus on brand equity is also important for companies to stay competitive.}},
  author       = {{Buob, Camille and Franzén, Sebastian}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories}},
  year         = {{2023}},
}