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Impact of Tesco's Private Label brands on buying behaviour of Millennials in terms of brand preference in Irish market

Samdani, Tanveer (2020) Impact of Tesco's Private Label brands on buying behaviour of Millennials in terms of brand preference in Irish market. Masters thesis, Dublin, National College of Ireland.

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The growth of private label brands (PLBs) also known as store brands has inversely negative impact on the revenue of manufacturer or national brands, yet share of PLBs are growing and it has many markets to conquer in many countries. In current scenario, businesses are more competitive in nature than they were 20 years back, many supermarkets and grocery stores start manufacturing their own private brands for greater profit share and extended margin and to tap consumers of various demographics, age group and locations, the prominent of which are targeting Millennials. Many organisations have made quality of their products, customer satisfaction and reasonable pricing as crucial factor in private labels to grow and succeed for their customers.

The purpose of this dissertation paper is to investigate the brand preference of Millennials on TESCO’s private label brands in Irish market. The results obtained using primary and secondary data demonstrated brand preference of millennials in terms of price, quality, satisfaction, packaging, economical value and perception as a substitute product over national products in choosing Tesco’s own brands.

To collect the data, mix method methodology including qualitative and quantitative research method adopted followed by online questionnaire in which 88 respondents participated of various age group (23-36) targeting millennials with 20 questions related to the various factors which influence brand preference in terms of pricing, quality, packaging, quantity, economical value, satisfaction level and substitute product were included to measure in depth analysis of the sample. The other method was Focus group interview in which two focus group of 5 and 10 individuals participated to counter same question for detailed and robust analysis. All samples collected were based in Dublin to get better understanding of Irish market.

An interpretivist, inductive approach was used in this study, in an effort to capture a true reflection of brand preference of Millennials. Those views were interpreted using thematic coding in focus group. Although the online survey was based as a tool to collect quantitative data for more robust understanding of the sample. The basis of the methodology used is Saunders “Research Onion”.

The results shows that majority of the millennials were satisfied with the Tesco’s private brand in terms of price, quality, display and economical value, although there were some difference of opinions in terms of considering Tesco brands as low quality products due to change in perception with the range of different products in categories like gorceries, beauty and personal care products.

Keyword used: Private Label Brands (PLs or PLBs), National Label Brands (NBs or NLBs)

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 16:46
Last Modified: 08 Feb 2021 16:46

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