Consumer's preference to public versus private label

Consumer's preference to public versus private label

1. Assumptions and theories

   • Private label
     • Used by distributors
     • Lower product cost
     • Rapidly increasing use
     • "Modern" appearance
       • Either copying public label design or use of "Luxe for less"
     • Main task: fitting in with the whole shop environment and image
   • Public label
     • Used by manufactures
     • Familiar to and recognized by customers
       • Brand equity
       • Emotions
       • Values attached
     • Catchy design and colors
     • Assumed to be more preferred

2. Outcomes and Analysis

   • Insignificant outcomes
     • Average Fixation
     • Time-to-first-Fixation
   • Significant outcomes
     • Higher crossover visit count for public
     • Higher total fixation time for public
     • Higher number of total fixations for public
   • Takeaways
     • Neither label has a attention-grabbing advantage
     • More time spent on public
     • Public observed more often
     • Due to familarity with public, higher number of re-visits

3. The experiment

   • Participants
     • 21-50 years
     • 57 usable participants
   • Design
     • Neutral environment
       • University Lab
         • Neutral shopping list
     • Two cereal boxes with the same price
     • Eyetracking
   • Future outlook
     • Experiments with price as factor
     • Apply more realistic settings