... industry structure can be broken up into four main areas: the major multiples, convenience stores, co-operatives and other retailing outlets (such as dis-counters), representing 60%, 20%, 5% and 15% of the market share consecutively. (Source: Institute of Grocery Distribution.) RATIONALE Branding is a key strategic tool, which is used by all types of business organisation's to build a strong, positive and powerful brand personality for a product or service in the minds of the consumers. (Rooney 1995.) Current research into branding acknowledges that British retailer's are at the forefront of own brand development, particularly within the food retail industry. The report author will attempt to identify the reasons behind customer motivation and interest in supermarket own brands. PURPOSE The main purpose of this study is to investigate, discuss and analyse the reasons behind consumer purchases of supermarket own-brand labels relative to manufacturer brands, in order, to gain a deeper understanding of consumer motivations ...

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