The impact of consumer perceptions of inflation and economic recession on house brand consumption : an exploratory study.

• Main Authors: Chong, Shimin., Lim, Angus Boon Kiat., Mok, Eugene Chong Wei.
• Other Authors: Benjamin Kartono
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/15293
• Institution: Nanyang Technological University

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.