According to a new study, brand names would be successful if they cost the same as white label brands
Posted: Thu Dec 12, 2024 8:21 am
Four out of five Spaniards would choose branded products from manufacturers over those from retailers when filling their shopping basket if they had the same price, according to a study carried out by Focus Estrategias de Comunicación .
This survey, in which IESE marketing professor José Luis Nueno participated, states that consumers, all things being equal, prefer manufacturer brands "for their quality, flavour and naturalness."
The consultancy firm has carried out this study at a time when distribution brands are advancing "more and more" and its intention is to find out if this corresponds to a "smart" purchase or a "low-cost one, which does not take quality into account."
To do this, three items were selected that were "fundamental" in the shopping basket (milk, oil and tuna) and were placed on shelves where all the products had the same price and, in some cases, "more space was given to distribution brands or white labels."
The study concludes that 88.1% of buyers list of telegram users in brazil prefer manufacturer brands for milk, 78.4% for oil and 79.7% for tuna.
According to Focus, the choice patterns of Spaniards "are quite homogeneous" when it comes to choosing branded products over white label ones. The study highlights that not all branded products are the same, although the reasons for choosing them are usually the same in all cases: "quality without qualifications and the attributes of the product."
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The company says that the reason for the "high" sales rate of white label products is price, and it says that consumers of this type of products "are not concerned about quality and are satisfied with sufficient quality."
The preferred brands
Another aspect highlighted by the study is that the brands preferred by Spaniards for milk, oil and tuna are Central Lechera Asturiana, Carbonell and Calvo, respectively.
Furthermore, the survey concludes that 63.7% of buyers who chose a manufacturer's brand did so for all three products, while 4.4% of those who opted for distribution brands did so in all cases.
For José Luis Nueno, price is the "most important" individual element when choosing one product or another, although he has pointed out that presence is also important, "because there are distributors that give space to some brands and not to others, and that influences the choice.
This survey, in which IESE marketing professor José Luis Nueno participated, states that consumers, all things being equal, prefer manufacturer brands "for their quality, flavour and naturalness."
The consultancy firm has carried out this study at a time when distribution brands are advancing "more and more" and its intention is to find out if this corresponds to a "smart" purchase or a "low-cost one, which does not take quality into account."
To do this, three items were selected that were "fundamental" in the shopping basket (milk, oil and tuna) and were placed on shelves where all the products had the same price and, in some cases, "more space was given to distribution brands or white labels."
The study concludes that 88.1% of buyers list of telegram users in brazil prefer manufacturer brands for milk, 78.4% for oil and 79.7% for tuna.
According to Focus, the choice patterns of Spaniards "are quite homogeneous" when it comes to choosing branded products over white label ones. The study highlights that not all branded products are the same, although the reasons for choosing them are usually the same in all cases: "quality without qualifications and the attributes of the product."
You may also be interested in: Discover how to apply marketing to the toy sector to obtain better results
The company says that the reason for the "high" sales rate of white label products is price, and it says that consumers of this type of products "are not concerned about quality and are satisfied with sufficient quality."
The preferred brands
Another aspect highlighted by the study is that the brands preferred by Spaniards for milk, oil and tuna are Central Lechera Asturiana, Carbonell and Calvo, respectively.
Furthermore, the survey concludes that 63.7% of buyers who chose a manufacturer's brand did so for all three products, while 4.4% of those who opted for distribution brands did so in all cases.
For José Luis Nueno, price is the "most important" individual element when choosing one product or another, although he has pointed out that presence is also important, "because there are distributors that give space to some brands and not to others, and that influences the choice.