The impact of consumer perceptions of inflation and economic recession on house brand consumption : an exploratory study.
This exploratory paper aims to examine consumers’ perceptions and behaviors relating to House Brand purchases in Singapore’s supermarkets during times of inflation and recession. An in-depth interview was carried out based on a sample of housewives and students. Both groups viewed price as the mo...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2009
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/15293 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | This exploratory paper aims to examine consumers’ perceptions and behaviors
relating to House Brand purchases in Singapore’s supermarkets during times of inflation
and recession. An in-depth interview was carried out based on a sample of housewives
and students. Both groups viewed price as the most attractive attribute for House Brands
and results indicated that consumers primarily purchase these due to the economical
pricings. However, respondents mentioned that quality is an important attribute too and
that significant differences exist between House Brands and National Brands. In order to
effectively compete with National Brands, retailers should positively convey the quality
of their House Brands to dissipate any perceived lack of quality. The results highlight that
consumers make more House Brand purchases during periods of recession as opposed to
times of inflation. |
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