Determinants of perception towards private label brands in Zimbabwe: The role of product category

A survey was conducted to quantify the effect of product category on private label brand perception. From 43 respondents, the perceived value, risk and quality for rice and tissue were scored. It was hypothesized that consumers may have a higher perception of basic commodities that do not require further processing after purchase. Data was analyzed using the one-way Analysis of Variance. It was found that product category significantly affects...