An exploratory study on consumer purchase drivers towards private label brands : a case of Nakumatt Supermarkets in Nairobi
Date
2015
Authors
Ng’aru, Martha Njeri
Journal Title
Journal ISSN
Volume Title
Publisher
Strathmore University
Abstract
Private label branding strategies are an emerging trend among retail supermarkets in
Kenya. Though previous studies on private label brands have been done in other
countries, none has been done in Kenya, hence the gap explored in this study. The
study sought consumer perceptions towards private label branded products by
examining their response to consumer purchase drivers of price, promotion, store
image, packaging and product quality. A descriptive survey design was used for the
study with a total of 166 respondents drawn from various Nakumatt stores in Nairobi.
Collected data was analysed using a quantitative approach. The results from the
regression analysis model showed that quality, price and store image were most
influential in consumers’ decision to purchase Nakumatt’s Blue Label branded
products. Further, using ANOVA test the study demonstrated that consumers do
perceive private label brands to be different from established national brands, with
regard to price and packaging. In view of the findings, to retailers offering private label
brands in Kenya, the study proposes differentiation and cost leadership strategies.
These strategies embedded on the most influential consumer purchase drivers, will
enable retailers effectively compete with established brands and gain a bigger market
share among retail supermarket shoppers in Kenya.
As the study focused on Nakumatt only, future studies may include other major retail
supermarkets in Kenya and compare the results on consumer perceptions towards
private label brand offering. Further studies may also be done to identify and include
other factors that may influence consumer purchase decisions.
Description
Submitted in partial fulfillment of the requirements for the Degree of Masters in
Business Administration
Keywords
Nakumatt Supermarket, Nairobi, Consumer purchase drivers, Marketing, private label brand