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A FRAMEWORK TO INVESTIGATE PRIVATE LABEL BRANDS AT PICK N PAY STORES
15 ABSTRACT
This paper outlines useful theories to conceptualize a framework for investigating the three private label brands at Pick n Pay Stores, namely 'no name™'; 'Pick n Pay™'; and 'Finest™'. The intention of the research is to provide a framework that can be used to test and provide empirical information to marketers regarding consumer perceptions of multiple private label brands being held by grocery retailers. Private label brands represent a substantial and lucrative market segment for numerous grocery retailers and thus warrants further research. Furthermore, research focusing on consumer perceptions of multiple private label brands held by one retailer is limited. Even more specifically, research into the brand associations held by consumers amongst the three private label brand concepts (generations) is lacking. This paper develops a framework to investigate the three private label brands at Pick n Pay Stores. The framework is based on product related brand associations and non-product related brand associations.