African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4079

Full Length Research Paper

Consumer perceptions of private label brands within the retail grocery sector of South Africa

  Justin Beneke       
School of Management Studies, Faculty of Commerce, University of Cape Town, South Africa.
Email: [email protected]

  • Article Number - 6E7735721262
  • Vol.4(2), pp. 203-220 , February 2010
  •  Accepted: 16 November 2009
  •  Published: 28 February 2010



This exploratory study serves to investigate the perceptions of fast moving private label brands in the South African grocery food sector. Successful positioning of these brands has been achieved globally, most notably in developed markets. However, in a South African context this does not appear to be the case. To this end, research has been undertaken in order to better understand the current position these brands occupy in the minds of South African consumers. Included in the study is the consideration of critical branding elements such as trust, availability, pricing, packaging, etc. The knowledge gained through this research should ideally facilitate the process of advancing private label brand research in an academic context and improving brand positioning, increasing market share and optimizing profit extracted from private label brands in a managerial context.


Key words: Private label, store brand, own label, supermarket, grocery, perceptions, South Africa.