The Sustainability of Own Labeled Food Products - Dissertation Example

Purpose of Research: 34 3.4. Research Approach: 35 3.5. Research Strategy: 35 3.6. Research Method: 36 3.7. Choice of Research Design: 36 3.8. Construction of Method: 36 3.9. Sample: 37 3.10. Data Collection: 37 3.11. Data Analysis: 37 3.12. Ethical Considerations: 38 3.13. Limitations: 38 3.14. Summary: 38 4. ANALYSIS: 40 4.1. Introduction 40 4.2. Overview of the Consumer Behaviour towards Own Label Products: 40 4.3. An overview of the UK Retail Industry with a special focus on Own labelled food products 41 4.4. Impact of Recession on the sales of Own Label Brands 44 4.5. Overview of the German Market 45 4.6. Quality of own label products 46 4.7. Consumer Response on the increasing sales of own label products 46 4.8. Future of Own Label food products 47 4.9. Reasons for Growth of Own Labelled Products 47 4.10. Analysing the perception of Buyers and Non-Buyers of Own Labelled Products 48 4.10.1.

Reasons for not purchasing own label products 48 4.10.2. Reasons for purchasing own label products 50 4.10.3. Preferred Own Labelled Product Categories 51 4.10.4. Level of Interest in Own label supplier 52 4.10.5. Suggested improvements - Buyers of the own label products 54 4.10.6. Suggested improvements – Non-Buyers of the own label products 55 4.10. Summary 56 5. CONCLUSION: 57 5.1. Summary of the Findings: 57 5.2. Limitations of the research study 58 5.3. Recommendations 59 5.4. Recommendations for Future Research: 61 References 62 1.

INTRODUCTION: 1.1. Overview: With the passage of time own labels have been able to grab additional attention from the consumers (Gamliel and Herstein, 2007). The own labels or retailers brands are being perceived as one of the most important and successful strategies being undertaken by the retailers. There has been increasing. In this research report the researcher has tried to analyse the brand image of the own label food products. For this purpose, the researcher has focused on the consumers perception about the quality of the own label food products and has compared the level of quality of branded food products with the own label food products.

This in turn has allowed the researcher to identify any change in consumer perception and consumer buying behaviour in own label food products. With the passage of time own labels have been able to grab additional attention from the consumers. The own labels or retailers brands are being perceived as one of the most important and successful strategies being undertaken by the retailers. There has been increasing globalisation and competition in the industry. As a result, different retail organisations are coming up with several competitive and surviving strategies in order to create competitive edge in the market.

The creation of the own labels is also one of these competitive strategies of the retail organisations. These retail organisations are able to offer the own labels at relatively lower prices because they incur low cost while manufacturing these products according to the needs and demands of the customers and market it to them. The own labels provide the retailers with high profit margins along with more control over the shelf space. Also, these own labels allow the retailers more flexibility and bargaining power in the distribution channel.