National Brands versus Private Labels versus Niche Products: a graphical representation of consumers' perception

The more consumers’ needs evolve, the more food market’s stakeholders require information in order to make rational choices responding to consumption patterns’ changes. In the present research the perception of well-established and niche food products is discussed. Five macro-categories of food have been considered: national brands, private labels, organic products, Protected Denomination of Origin products and local food. After decades of diversification strategies, we analyze similarities and dissimilarities between products on the basis of their perceived quality. The survey was conducted in Milan (Italy) between May and July 2014, collecting information about 360 adult consumers. Perception of products have been evaluated asking to interviewees to pick from a list of attributes, which ones they attach to each products. Data are elaborated through simple correspondence analysis, obtaining a perceptual map, which provides a graphical representation of links between attributes and products. Results suggest that consumer perceive national brands and private labels as similar and organic and local food distinctively differentiated by other products for sale in food market, but do not provide a completely reliable interpretation for PDO products. National brands and private labels remain the most convenient food, organic food are perceived as healthy, environmental-friendly, expensive and respectful of animal welfare, while local food is represented as traditional, fair and flavorful. No differences have been found controlling for gender, while consumer who are used to direct-sale recognize to PDO products the same characteristics of local food.