Factors affecting the success of private label Bread brands of large supermarkets in Nairobi, Kenya

Abstract

This study investigated the factors that affected the success of private label bread brands in the large supermarkets in Nairobi. A census of the large supermarkets in Tier one and two according to Neven and Reardon (2004) was studied. The factors studied included perceived quality, perceived value, perceived price, perceived risk and perceived intention to purchase bread. The findings show that quality, value and price are significant factors that have led to success of private label bread brand in large supermarkets. This is significant in that supermarkets will be able to identify the key factors that are valued by consumers of bread and therefore be in a position to restrategize how to expand their market share and remain competitive. This study recommends that in order to have successful bread brands supermarkets should ensure that they offer reasonable priced bread that is of high quality in terms of freshness, hygiene and packaging.