Investigating How Consumers Perceive Private Label And National Brand Food Products

Deepti Gupta ()
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Deepti Gupta: Ram Lal Anand College, University of Delhi

A chapter in Proceedings of the International Research Conference on Resilience for Sustainability: Management Practices and Strategies for the Future (IRC 2025), 2025, pp 22-41 from Springer

Abstract: Abstract Navigating through a shopping aisle is like finding the way through a vast forest, each path looks equally inviting. Nowadays, consumers have such a wide variety of choices available at the store that picking one brand from the haystack can be a battle against time. As a result, brands are becoming more competitive and consumers have become even more cautious. Predominantly, it has been seen that market choices play a significant role in shaping consumer attitudes and buying decisions. These attitudes are shaped by various factors, including personal experiences, cultural backgrounds, social influences, advertising, and word-of-mouth recommendations are instrumental in shaping consumer loyalty over time. It has been observed that national brands have historically enjoyed persistent loyalty from consumers due to their well-established legacy. In contrast, private label brands have begun to capture the market and gaining trust from a new found audience. While national brands are well-known for manufacturing and marketing products under their own brand name, private label products are those manufactured by one company and sold under a retailer’s brand name. Both types of brands compete to secure a significant share of the market and dominate the grocery aisle scene. Although retailers are now starting to replace the shelves with private labels, national brands continue to appeal to consumers who value quality and reliability above all. The decades spent on building credibility and goodwill allows the brand to retain most of their customers.

Keywords: Private Labels; National Brands; Consumer Attitude; Food products; Purchase decision (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-860-8_4

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