The perceptions of customers and grocery retail managers towards private label brands in the grocery retail sector within the eThekwini municipality

Simple item page
dc.contributor.authorNdlovu, Sbonelo Gift
dc.date.accessioned2023-03-14T09:32:48Z
dc.date.available2023-03-14T09:32:48Z
dc.date.issued2021
dc.descriptionA dissertation submitted in fulfilment of the requirement for the Degree of Master of Commerce in the Department of Business Management, Faculty of Commerce, Administration and Law, at the University of Zululand, 2021.en_US
dc.description.abstractThe introduction of private label brands brought various opportunities and challenges for grocery retailers, however, over the years, these private label brands have often been greeted with mixed perceptions from customers; accompanied by certain skepticisms. This study aimed at identifying the current perceptions of customers and retail managers towards private label brands, with a specific focus on the eThekwini municipality. As a method of investigation, the convergent parallel mixed research methodology was employed, using both quantitative and qualitative research methods. Approximately 389 customers were systematically selected as a source of data. Meanwhile for the qualitative aspect, grocery retail managers were selected as a unit of analysis. SPSS version 25 was used to analyze quantitative data and content analysis for qualitative data. The findings suggest that customers are aware of private label brands and their existence in the South African grocery retail sector. They repeatedly purchase these brands though unable to trust them. Customers are still skeptical about the quality of private label brands when compared with manufacturer brands. The findings of this study suggest that South African grocery retailers need to pay attention to communicating with their customers regarding the private label brands that they offer. Also, they need to produce customer-centric private label products that will be better received and accepted by consumers.en_US
dc.description.sponsorshipNational Research Foundationen_US
dc.identifier.urihttps://hdl.handle.net/10530/2123
dc.language.isoenen_US
dc.publisherUniversity of Zululanden_US
dc.subjectPrivate Label Brandsen_US
dc.subjectManufacturer Brandsen_US
dc.subjectPerceptionsen_US
dc.subjectGrocery retailersen_US
dc.titleThe perceptions of customers and grocery retail managers towards private label brands in the grocery retail sector within the eThekwini municipalityen_US
dc.typeThesisen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
The perceptions of customers and grocery retail managers towards private label brands in the grocery retail sector within the eThekwini municipality.pdf
Size:
2.56 MB
Format:
Adobe Portable Document Format
Description:
The perceptions of customers and grocery retail managers towards private label brands in the grocery retail sector within the eThekwini municipality
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.83 KB
Format:
Plain Text
Description:
Download
Collections
Business Management