Retailers Own Brand

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This project work is to be analyzed or explore of customer buying behaviour for detergents. This study will cover consumer perceptions regarding manufacturer brand and retailers own brand. I have used two specific terminologies throughout the report one which is retailers own brand (ROB); usually retailers used their own labels but not manufactured by retailers. While manufacturer brands (MB) refers which are supplied by manufacturers directly.

Usually customer's perception influencing MB against ROB like to mean “High quality: High Price” and “Low quality: Low Price”. From the consumer buying behaviour model is described to explain key factors like individuals as well as external factors like friend, family and society.

With this topic reflects an assumption that consumers choose MB against ROB, whether it is correct or further requires research and analysis. In this project work report will be covered with background studies, methodologies, and way of analysis, surveying market with various criteria, analysis report, theoretical explanation and decision against data. Basically background study and objectives, literature review, detergent market overview, analysis plan and data analysis will be identical chapter to complete this project work. Each of the section will be covered elaborately to get accurate view of consumer's perception.

Aims and Objectives of Analysis:

The aims and objective of this research is based on consumer perception on brand items in the UK market. There are different aspects have been considered includes consumer behaviour, reason for brand addiction, price, product quality, buying environment and promotion. This analysis also includes different categories of consumers such as men and women, person working or not working, adults or amateurs and especially perception about detergent available in the market. This research clearly focuses on to show a clear understanding of clothes washing detergents uses in the UK from the consumer perspective.

The following objectives will be covered during analysis in this project work:

Consumer's behaviour or issues on Retailers Own Brand (ROB) in comparison Manufacturer Brand (MB).
Find out the issues involve about perception on Retailers Own Brand and Manufacturer Brand from consumer perspective.
How company change the behaviour of the customers and results impact in the market
Discussing design analysis, plan and theories to get clear understanding about consumer's addiction on brand items.
The success and failure of different brand market campaigns
Critically analysis the brand marketing techniques
Understand the importance of brand market to achieve sales growth of detergents.
Comparing results, statistics and recommendation for Manufacturer Brand and Retailers Own Brand.

Literature Review:

Literature review gives an opportunity to explore the research material, area of interest and critical analysis. It enables the researcher to explore all important variables. The purpose of this project work is to study the buying behaviours of branded Detergents in the UK markets while non branded or retailers own brands are exists. Though these are low price and quality same in comparison. We live in a global environment where a lot of products are available for customers to adopt. Each and every company influencing customers to play pull and push game that does mean customer will pull the product from the shelf and thus creates a push effect for this product.

Brand Product can be classified into followings:

According to American marketing association brand is either a single factor or a combination of different factors like name, term, sign, symbol or design to identify as well as differentiate the goods or service of sellers from those of competitors. (Kotler, 2004)

Grimaldi states a brand in terms of the attributes communicated through a name or a symbol that creates a perception in the mind of an audience in terms of value. (Grimaldi, 2003)

To become a brand items it takes normally long time to grow up. This process involves constant monitoring of attributes like values, positioning as well as perception by customers, every time customer come in contact with the brand combined with tracking of competitor activity. (Temporal, 2002)

How brand product effect to customers:

Brand marketing operates with the aids of advertising and house promotions. The advertising can be local at store, regional as well as international. Quite every day customers receives attention from advertising about brand products through print media, bill board, electronic, radio, magazine as well as brochures. Kotler explains the importance of advertising in terms of establishing a strong brand position or in short. Advertising is an important fact for branding. Advertising aids branding in different ways like building brand awareness, efficiency in reminding consumers and generation of leads. (Kotler, 2003)

Brand in short is a representation in terms of a product or a service, enabling the customer to identify as well as differentiate in terms of requirements, expectations and performance. In this case customer loyalty is most important considerable factor. According to Giddens brand loyalty is the commitment of a customer to continue purchasing the product as well as loosing old ones. (Giddens & Hofmann, 2002)

Consumers are not skilled enough to determine the best available alternatives on the basis of alternatives. As we know manufacturer brands are higher in price than the retailers own brand. Due to the low cost strategy of own brands, retailers spends less money on advertising on the other hand brand product have market leader status with a focus on high quality production, rigorous advertising and promotion strategies for their own brands. (Aaker 1996 retrieved from Mieres et at 2006). Brand items can be classified into three main groups such as:

a). Brand Manufacturers (e.g. Aerial, Bold, Persil)

b). Non Brand Manufacturers (e.g. China, Hong Kong and Taiwan products)

c). Retailers Own Brand (e.g. Tesco, Sainsbury's, Asda products)


The following significant lessons ensure career growth in future endeavours. Those may be achieved:

ü To learn the research and methodologists techniques

ü Problem solving techniques from the resourced data

ü Consumer perception against MB and ROB

ü To learn consumer buying behaviour on certain well sold items

ü Brand product advertising strategy and their significant impact in the market

ü Effective utilization of marketing as well as promotions techniques

ü Quality and quantity versus reputations

Key terms:

This analysis will focus on the following key words where each of them has significant impact to discuss about my project title. These will be covered in this analysis and result will be represented in the report.

Consumer buying behaviour
Marketing efforts and individual influences
Psychological factors and purchase decision
Brand, price, quantity and quality issues
Price discounts and coupons
Influence of media advertising

Sources of Data:

It's important to make a good plan to gathering healthy and reliable source of information for analysis anything. For that reason I have chosen different form or technique to gathering information some of them are follows:

Approaching to the management at different retail super store in London such as TESCO, SAINSBURYS, ASDA, and MORRISON. The management will be faced with interview questions and will be ask to provide relevant information those may help me out to carry out the analysis.
Conducting customer survey with questionnaire, factors of age, quality of customer even sex and location will be considered to receive a balance response.
Care will be taken to select staff over at least one year working experience in retail industry. These staff will be selected on different age, sex, location, nationality, working area in order to get a mixed response as well as a balanced view.
Questionnaire will be asked with multiple choices of answers and some of them for comments to rating selection of detergents items.
Large scale information will be gathered from recently published journals, books, articles and internet.

For this project work data will be collected considering carefully free of prejudice as well as unrecognized authors.

Way of analysis:

In this project work analysis will be covered on the basis of qualitative and quantitative data. Due to market strategies on brand detergent material come with qualitative as well as quantitative data. The reason behind the success and failure of brand market strategies will be analyzed quantitatively as well as qualitatively. Some data will be gathered from interview session during visit the super market considering different age of people, level of people. Different analysis view will be displayed with the aid of graphs, charts and data flow diagram. By (Saunders Et all 2007) the method of analysis will be followed as below:

Ø Gather as well as manage data collection

Ø Different sources data will be merged correspondingly

Ø For further exploration parameters need to be redefined from collection of data

Ø Design a test hypothesis on resultant patterns as well as relationships

Ø Verify the conclusion from the achieved results

(Saunders Et all 2007)

Tentative Time Management:

The complete project module presented here; each of them will be developed within a tight schedule. Some module will be implemented among with others due to it depends on another. This project work will be completed as following time scale but it may takes bit longer if any inconvenience occur during the period of time.


Week 1



Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Week 9

Week 10

Review of Literature

Research Design

Research Methodology

Sources of Data

Collection of Data

Data Analysis

Draft Completion


Final Report

Document Binding

Table: Time Management Chart


[1].Kotler P. (2004) Marketing management, Prentice hall-India. Pg.444-459.

[2].Grimaldi, V (2003) The Fundamentals of Branding, 3rd Nov. 2003, N.Y., USA.

[3].Temporal, P (2002) Advanced Brand Management, Wiley, Singapore. Pg.1-5, 79-85

[4].Arnold, D. (1992) The Handbook of Brand Management, The Economist Books, USA. Pg.6-8,14-17,31-35

[5]. Giddens, N & Hofmann, A (2002) Brand Loyalty, file C5-54, August 2002, IOWA State University, Ames, Iowa, USA.

[6]. Mintel (2007) Clothes washing detergents, January 2007, UK., Mintel International Group Ltd, London EC1A 9PL [email protected] +44 (0)20 7606 4533

[7]. Kotler P. (2003) Marketing management, Prentice hall-India

[8]. Aaker 1996 retrieved from Mieres et at 2006.

[9]. Saunders et all (2007) Research methods for business students, Prentice hall, UK. Pg. 10,12,40,132,422-443


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