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Private Labels and Personal Care: A Focus on Store Brand Package Design, Branding Design and Consumer Attitudes Towards Private Label Personal Care Products

King, Larrie Leon, Jr.
http://rave.ohiolink.edu/etdc/view?acc_num=kent1400330956

Abstract Details

2014, MFA, Kent State University, College of Communication and Information / School of Visual Communication Design.
National manufacturer brands generally outsell private label brands in most product areas. For instance, Hoyer and Brown found that when inexperienced buyers were asked to decide between two brands, they were more likely to choose the brand name with which they were most familiar. However, during periods of economic distress, consumers tend to purchase store brand products, as they are generally less expensive than those branded nationally. Private label brands (also referred to as store brands or in-house brands) usually refer to products branded and sold through a specific chain of stores. These brands are manufactured by a third party and are thus sold at lower prices. As a result of the recent economic downturn in the United States and abroad, private label brands have experienced a rapid increase in sales – one of over 40% in the past decade. Consumers trust national brands, but have also developed new trust in private label products. A survey conducted by DataMonitor in August of 2010 notes that 44% of Americans agree they are spending more on private label products than they were a year ago. In addition to this, the recent evolution in private label brand development has helped to increase sales of private labels in most products areas, regardless of the socio-economic condition of the consumer. There is a documented correlation between good package design and the perception of luxury or quality. Product packaging has an increasingly important role as a marketing communication vehicle for brand managers. Private label brands are beginning to utilize this data to their advantage and are winning over consumers who are otherwise loyal to national brands, greatly in part to increased appeal and product diversity. However, certain categories appear to be immune to the store-brand swap. Consumers have only slightly increased their purchases of private label personal products, such as hygiene, health, and beauty products. Secondary research suggests that consumers may have issues with trust, comfort, information availability, and other areas in regard to private label personal products. This study proposes that these issues can be addressed by introducing changes to private label product branding and package design. The goal of this thesis is to assess what differences (in quality, value perception, trust, and appeal) the consumer finds between nationally branded personal products and private label products in the same areas. Based on direct information gathered through interviews, surveys, and package demonstrations, this study intends to synthesize a branding and packaging profile that will inform private label brands of what consumers expect and need from the personal products they manufacture. This may in turn improve the total quality of the consumer experience and afford individuals the opportunity to access quality personal hygiene products regardless of their socio-economic condition.
David Middleton (Advisor)
Sanda Katila (Committee Member)
AnnMarie LeBlanc (Other)
81 p.
Communication; Design; Marketing; Packaging
Store Brand; National Brand; Brand; Package Design; Design; Consumer Attitude; Consumer; Visual branding; Marketing; Generic; Personal Care; Hygiene; Product; Dollar General; Target; Walgreens; Great Value; Recession; Store; Graphic Design;

Recommended Citations

Citations

  • King, Jr., L. L. (2014). Private Labels and Personal Care: A Focus on Store Brand Package Design, Branding Design and Consumer Attitudes Towards Private Label Personal Care Products [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1400330956

    APA Style (7th edition)

  • King, Jr., Larrie. Private Labels and Personal Care: A Focus on Store Brand Package Design, Branding Design and Consumer Attitudes Towards Private Label Personal Care Products. 2014. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1400330956.

    MLA Style (8th edition)

  • King, Jr., Larrie. "Private Labels and Personal Care: A Focus on Store Brand Package Design, Branding Design and Consumer Attitudes Towards Private Label Personal Care Products." Master's thesis, Kent State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=kent1400330956

    Chicago Manual of Style (17th edition)

kent1400330956
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© 2014, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.