Greener Journal of Business and Management Studies

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Greener Journal of  Business and Management Studies  Vol. 3 (5), pp. 224-230, July 2013

 ISSN: 2276-7827  

Research Paper

Manuscript Number: 051313607


Determinants of Perception towards Private Label Brands in Zimbabwe: The Role of Familiarity, Store Image, Demographic Factors and Consumer Characteristics


Sarah Nyengerai1*, Divaries Jaravaza1, Paul Mukucha1,

Ranganai Chirimubwe1 and Evans Manjoro2


[1]Department of Marketing, Bindura University of Science Education, P/Bag


1020, Bindura, Zimbabwe.

2Department of Statistics, University of Zimbabwe, P.O Box MP 167 Mount Pleasant Harare Zimbabwe.


*Corresponding Author’s Email: snyengerai @ gmail. com; Tel: +263 271 6345


A survey was conducted in Harare, Bulawayo and Bindura to quantify the effect of selected variables on private label brand perception. The following variables were tested; familiarity, store image perception, selected demographic factors (age and income) and consumer characteristics (intolerance of ambiguity, price consciousness, the level at which an individual believes brand names reflect product quality and social status). Data was analysed using stepwise multiple linear regression. The factors that were found to have a significant and positive effect on private label brand perception were familiarity (p<0.01) and store image perception (p<0.05). The authors concluded that there is scope to increase growth of the private label brand market share in the grocery sector of Zimbabwe. The authors recommended that retailers should embark on marketing strategies that focus on increasing the familiarity of private label brands such the use of in-store tastes. Recommendations were also made for retailers to focus on the improvement of store appearance and environment as this affects private label brand perception.

Keywords: Private label, brand familiarity, store image, consumer characteristics.

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