Consumers` perception of private labels of the Russian largest retail chains
Methods of the research
1. Qualitative research of private labels consumers. Depth interviews with private labels consumers. Sampling – 50 respondents. The goals of the interviews were the following:
* reveal characteristic features of perception of chain private labels by consumers;
* reveal characteristic features of consumers’ attitude to chain private labels;
* reveal characteristic features of consumers’ attitude to the most popular private labels and degree of satisfaction by products represented under these labels.
2. Quantitative research. Standardized interviews with private labels consumers (representational sampling in Moscow, 800 respondents). We pursued the following objects in this work:
* find perception maps of the most popular private labels in the Moscow retail chains market. Perception maps for 8 most popular marks in Moscow were drawn up;
* evaluate quantitative parameter of consumers’ perception of private labels and attitude to them.
For the quantitative technique the Moscow market was chosen as the most mature market of retail chains with private labels.
As for other regions of Russia, production under private labels is offered quite scanty and it is impossible to obtain a complete picture of consumers’ perception of private labels at the federal level.
Abstract
The subject of investigation is characteristic features of consumers’ perception of private labels which have been estimated by means of the qualitative and quantitative research methods. Perception maps of 8 most popular private labels by consumers are represented in the report.
1. Qualitative research of private labels consumers. Depth interviews with private labels consumers. Sampling – 50 respondents. The goals of the interviews were the following:
* reveal characteristic features of perception of chain private labels by consumers;
* reveal characteristic features of consumers’ attitude to chain private labels;
* reveal characteristic features of consumers’ attitude to the most popular private labels and degree of satisfaction by products represented under these labels.
2. Quantitative research. Standardized interviews with private labels consumers (representational sampling in Moscow, 800 respondents). We pursued the following objects in this work:
* find perception maps of the most popular private labels in the Moscow retail chains market. Perception maps for 8 most popular marks in Moscow were drawn up;
* evaluate quantitative parameter of consumers’ perception of private labels and attitude to them.
For the quantitative technique the Moscow market was chosen as the most mature market of retail chains with private labels.
As for other regions of Russia, production under private labels is offered quite scanty and it is impossible to obtain a complete picture of consumers’ perception of private labels at the federal level.
Abstract
The subject of investigation is characteristic features of consumers’ perception of private labels which have been estimated by means of the qualitative and quantitative research methods. Perception maps of 8 most popular private labels by consumers are represented in the report.
Introduction
Part 1. Tendencies in development of the private labels segment in the Russian retail
I. Private labels in the world
II. Private labels in Europe
III. Private labels in Russia
IV. Private labels in the Ukraine
Part 2. Perception of private labels by buyers
I. Perception of private label products by consumers
1. Private label is a product of a small farm (own subsidiary or farmer’s one)
2. Private label is a product of a small workshop, which has been organized somewhere at the shop or is a department of the shop
3. Private label is production of well-known companies which is produced for the retail chain
4. Private label is a product which is produced for sale in retail chain and is sold in this retail chain only
II. Associations with a private label
1. «This production allows saving money»
2. «It’s for people without great pretensions»
3. Instable quality – «expecting a dirty trick»
4. «Inexpensive, but its quality is not worse than those of some famous products»
III. Perception of private labels in the premium segment
1. No, because a private label isn’t a prestigious product
2. No, because I’m not sure in the quality of the product which was produced by a little known company
3. No, because a retail chain isn’t specialized in production and that is why it cannot produce high-quality items, one needs specialization to make it
Part 3. Quantitative estimation of consumers` perception of private labels
I. Ideas, which consumers have about private labels
II. Product categories, in which consumers have confidence in private labels
III. Knowledge which consumers possess about the most popular private labels and consumption of these items
IV. Estimation of the most popular private labels by consumers by key consumer properties
1. Reliability
2. Freshness
3. Naturalness
4. Taste properties
5. Economy
6. Prestige
Supplement 1. Perception maps of the most popular private labels
1. Nash Produkt (Our Product)
2. Perekriostok
3. Ramstore
4. Piatiorochka
5. Paterson
6. Kvartal
7. Aro
8. Romashkino
List of charts
Chart 1. Variation in prices between private labels and brands of manufacturers by different commodity groups.
Chart 2. Ideas of private labels by consumers (the definitions which are most often mentioned).
Chart 3. Commodity groups, in which consumers have confidence in private labels.
Chart 4. Commodity groups, in which consumers have no confidence in private labels.
Chart 5. Knowledge which consumers possess about the most popular private labels and consumption of these items in Moscow.
Chart 6. Consumers` estimation of the most popular private labels by the criterion «reliability».
Chart 7. Consumers` estimation of the most popular private labels by the criterion «freshness».
Chart 8. Consumers` estimation of the most popular private labels by the criterion «naturalness».
Chart 9. Consumers` estimation of the most popular private labels by the criterion «taste properties».
Chart 10. Consumers` estimation of the most popular private labels by the criterion «economy».
Chart 11. Consumers` estimation of the most popular private labels by the criterion «prestige».
Chart 12. Consumers` estimation of the private label Nash Produkt by key consumer properties (by 5-point scale).
Chart 13. Consumers` estimation of the private label Perekriostok by key consumer properties (by 5-point scale).
Chart 14. Consumers` estimation of the private label Ramstore by key consumer properties (by 5-point scale).
Chart 15. Consumers` estimation of the private label Piatiorochka by key consumer properties (by 5-point scale).
Chart 16. Consumers` estimation of the private label Paterson by key consumer properties (by 5-point scale).
Chart 17. Consumers` estimation of the private label Kvartal by key consumer properties (by 5-point scale).
Chart 18. Consumers` estimation of the private label Aro by key consumer properties (by 5-point scale).
Chart 19. Consumers` estimation of the private label Romashkino by key consumer properties (by 5-point scale).
List of tables
Table 1. Shares of sales and rate of growth of private labels by commodity groups, in value.
Table 2. Relation between the concentration level of retail trade and the share of private labels in retail trade.
Table 3. Share of sales of the goods under private labels in the turnover structure of the largest Russian retail chains. Estimation by representatives of the companies.
Part 1. Tendencies in development of the private labels segment in the Russian retail
I. Private labels in the world
II. Private labels in Europe
III. Private labels in Russia
IV. Private labels in the Ukraine
Part 2. Perception of private labels by buyers
I. Perception of private label products by consumers
1. Private label is a product of a small farm (own subsidiary or farmer’s one)
2. Private label is a product of a small workshop, which has been organized somewhere at the shop or is a department of the shop
3. Private label is production of well-known companies which is produced for the retail chain
4. Private label is a product which is produced for sale in retail chain and is sold in this retail chain only
II. Associations with a private label
1. «This production allows saving money»
2. «It’s for people without great pretensions»
3. Instable quality – «expecting a dirty trick»
4. «Inexpensive, but its quality is not worse than those of some famous products»
III. Perception of private labels in the premium segment
1. No, because a private label isn’t a prestigious product
2. No, because I’m not sure in the quality of the product which was produced by a little known company
3. No, because a retail chain isn’t specialized in production and that is why it cannot produce high-quality items, one needs specialization to make it
Part 3. Quantitative estimation of consumers` perception of private labels
I. Ideas, which consumers have about private labels
II. Product categories, in which consumers have confidence in private labels
III. Knowledge which consumers possess about the most popular private labels and consumption of these items
IV. Estimation of the most popular private labels by consumers by key consumer properties
1. Reliability
2. Freshness
3. Naturalness
4. Taste properties
5. Economy
6. Prestige
Supplement 1. Perception maps of the most popular private labels
1. Nash Produkt (Our Product)
2. Perekriostok
3. Ramstore
4. Piatiorochka
5. Paterson
6. Kvartal
7. Aro
8. Romashkino
List of charts
Chart 1. Variation in prices between private labels and brands of manufacturers by different commodity groups.
Chart 2. Ideas of private labels by consumers (the definitions which are most often mentioned).
Chart 3. Commodity groups, in which consumers have confidence in private labels.
Chart 4. Commodity groups, in which consumers have no confidence in private labels.
Chart 5. Knowledge which consumers possess about the most popular private labels and consumption of these items in Moscow.
Chart 6. Consumers` estimation of the most popular private labels by the criterion «reliability».
Chart 7. Consumers` estimation of the most popular private labels by the criterion «freshness».
Chart 8. Consumers` estimation of the most popular private labels by the criterion «naturalness».
Chart 9. Consumers` estimation of the most popular private labels by the criterion «taste properties».
Chart 10. Consumers` estimation of the most popular private labels by the criterion «economy».
Chart 11. Consumers` estimation of the most popular private labels by the criterion «prestige».
Chart 12. Consumers` estimation of the private label Nash Produkt by key consumer properties (by 5-point scale).
Chart 13. Consumers` estimation of the private label Perekriostok by key consumer properties (by 5-point scale).
Chart 14. Consumers` estimation of the private label Ramstore by key consumer properties (by 5-point scale).
Chart 15. Consumers` estimation of the private label Piatiorochka by key consumer properties (by 5-point scale).
Chart 16. Consumers` estimation of the private label Paterson by key consumer properties (by 5-point scale).
Chart 17. Consumers` estimation of the private label Kvartal by key consumer properties (by 5-point scale).
Chart 18. Consumers` estimation of the private label Aro by key consumer properties (by 5-point scale).
Chart 19. Consumers` estimation of the private label Romashkino by key consumer properties (by 5-point scale).
List of tables
Table 1. Shares of sales and rate of growth of private labels by commodity groups, in value.
Table 2. Relation between the concentration level of retail trade and the share of private labels in retail trade.
Table 3. Share of sales of the goods under private labels in the turnover structure of the largest Russian retail chains. Estimation by representatives of the companies.
