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I have a personal blog website, the address is http://minibus.wordpress
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spanishperson | Why are supermarkets' own products inferior to branded versions? |
I'm suspicious. When I buy products that a supermarket makes (or purports to make) they are invariably inferior to branded versions of the same thing. Why, for example, are the disposable razors I buy in my local UK supermarket not of the same standard as Gillette's; why is the supermarket's own washing powder not as good a Persil or Ariel; why do supermarket-made batteries last substantially less time than branded ones? I suspect that some supermarkets deliberately make awful own-brand products in order to teach customers that the branded (expensive) ones are much better. I suspect that it's all a ploy to get customers to buy products that have a much higher profit margin. Surely, anyone can make good washing powder and good disposable razors and make them at fraction of the branded price but I suspect that the supermarkets choose not to because to do so would dent their profits. Any thoughts? |
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Trevor
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A supermarket's own brand is just a branded name in different packaging. It wouldn't be practical for every supermarket to have theor own factories making their own razors, washing powders etc. Generally they'll go for something 'middle of the range' so Tesco's own beans are nore likely to be made by Cross and Blackwell as opposed to Heinz and their razors are perhaps made by Bic as opposed to Gillette.
I wouldn't worry about washing powders as this is one of the biggest cons going - just about every packet of washing poweder on sale in the UK is made by one of just 2 companies (Proctor and Gamble or Lever Brothers) and the only thing of note in them (the surfactants) is the same across almost every brand. |
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Rob
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Depending on the product, usually quality is very similar. For example, Coca Cola is a secret formula that cannot be duplicated. A product like liquid soap, you will pay more for Dial or Softsoap because they spend millions on advertising. Therefore, they need to charge a higher price since their cost of production (cost to make product + advertising) is higher than if a supermarket sells their own label. Product will be very similar, but you are paying a higher price for better package and the fact that the brand is recognized and dependable. |
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redunicorn
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I never thought about it, but you may indeed be correct. |
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Karen
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Sometimes the store's brand is just as good as the national brand. But of course, that all depends on what the item may be. Kroger for example has their own label, Private Selection. They do not have a warehouse where they produce these items. They are actually produced by another manufacturer and then they put their own label on the product. This happens many times in alot of the supermarket chains. |
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sandy
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Brand Equity is the term that one has to look into to answer this question. it is so obvious that the branded items have a greater brand equity compared to stores brand equity. inspite of the stores comparable qulaity to that of a branded item, still the branded item elicits more positive reponse as they had built trust, and positive asociation of consumers over a long time. the awreness of branded item is much more that stores products. thus the brand equity being far less for store items they are inferior or PERCEIVED to be inferior to the branded versions |
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jackson
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Most of the market brands are just as good. You just need to try them and find the ones you like. That's it! Most time the market ones are just as good and are made by the same people, |
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Alison
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The national brands get a lot of revenue from advertising, customer loyalty and brand recognition. They gain more sales from using fancy packaging/labels and by advertising both on television and print. Therefore, since they can afford to invest more into their products, they can afford to offer a better product. |
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