| dc.description.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. | en |
