The Effect of Product Familiarity in Perceptions and Preferences of Private Label and National Brands

Document Type

Conference Proceeding


Faculty of Business and Law


School of Marketing, Tourism and Leisure




Pham, T., Mizerski, K., Sadeque, S., & Mizerski, R. (2009). The effect of product familiarity in perceptions and preferences of private label and national brands. In Australian and New Zealand Marketing Academy Conference. Melbourne, Australia.


Private label (or store) brands have been rapidly gaining acceptance from the consumers partially because of the perceived quality and value of these brands (Quelch and Harding, 1996). Although academic studies on this phenomenon have been increasing, the findings regarding consumer’s perception of private labelled products remained unclear (Narasimhan and Wilcox, 1998; Steiner, 2004). The current study used ‘blind’ taste tests to compare heavy and light users perceptions of product attributes for private label vs. national brands, and their preference between the two brand types. Four different product categories were tested with more than 200 young adults. The outcomes suggest that consumption frequency was not a significant effect in participants’ ratings of the private and national brand attributes, nor in their preference for national or private brands. Several contributions and limitations of our study are discussed.

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