Brand influence on consumer evaluations in private label food products

Abstract

Starting the existing studies about the evaluation of the sensory quality in food products, when comparing the manufacturer brand (MB) with the store brand (SB), this research has studied the consumer’s sensory respond towards two different products of three different private labels. To this end, the used methodology has been a sensory analysis. By means of a blind taste test and an informed taste test it has been observed the influence of the brand’s product, when talking about store brands, in its sensory evaluation. As the main result, it has been demonstrated that there are important differences in the perception of the sensory quality of the store brands, which generates more knowledge about the brand’s value of the private label brands in the food market.