A Case Study: “Supermarket house brands are getting more popular. Ever wondered why they’re cheaper than other brands?”

Requirements: 

Read the Case Study “Supermarket house brands are getting more popular. Ever wondered why they’re cheaper than other brands?” Then, respond to the following question:

Supermarket house brands are getting more popular. Ever wondered why they’re cheaper than other brands?

This question is asking you to identify the key psychological factors that influence how consumers perceive prices. In that pursuit, answer the following:

According to the case study “house brands may not necessarily be the cheapest products on the shelves. This is because supermarkets have responded to changing customer needs and expanded their house brand range beyond the essentials. Some products cater for segments of shoppers with more specific or sophisticated tastes”.

Do you agree that house brands should keep prices low at all times? Discuss and support your position, by including researched evidence. All references should be cited using the APA format with the URLs provided.

What we score:

78%

Our Writer’s Comment 

This assignment is designed to assess students’ understanding of business practices.

To secure an A+ grade, adhere to these guidelines and make sure your work aligns with the grading criteria:

1. Understanding the Question

The key here is to focus on the psychological factors that influence consumer perceptions of pricing and how that ties into supermarket house brands. When you’re answering whether house brands should keep prices low at all times, it’s essential to balance customer expectations, pricing strategies, and market trends.

2. Defining the Key Concepts

Start by introducing some of the psychological principles behind consumer pricing perceptions. For example:

• Price-quality inference: Consumers often perceive higher-priced items as better quality. Explain how house brands could benefit from offering higher-quality (and higher-priced) products in certain segments, especially for more sophisticated shoppers.
• Loss aversion: People are more sensitive to losses than gains. This could influence their purchasing decisions if they feel they’re sacrificing quality by buying cheaper house brands.
• Anchoring effect: The first price a consumer sees influences their perception of other prices. If house brands are anchored as the low-cost option, consumers might perceive other brands as overpriced.

Link these concepts directly to the case study to show how supermarkets can use these principles when expanding their house brand range.

3. Crafting Your Argument

The question is asking whether house brands should always keep prices low. To score higher, your argument should be well-rounded:

• If you agree that house brands should keep prices low, you can discuss how lower prices contribute to the value-seeking behavior of many consumers, especially in tough economic conditions. Use research on price sensitivity to back this up.
• If you disagree or suggest a mixed approach, argue that house brands can diversify. Some house brands can cater to budget-conscious shoppers, while others cater to premium segments with higher quality products. This aligns with current market trends where supermarkets are offering premium house brands alongside their budget lines. Reference studies or industry reports on consumer behavior in different market segments to support this point.

4. Using Researched Evidence

To improve your score, make sure you’re citing high-quality sources. Use industry reports, studies on consumer behavior, and market trends to support your argument. For example, you could cite research that shows how consumers are increasingly willing to pay more for premium private labels if they perceive better quality or value.

Include some real-world examples of supermarkets that have successfully implemented a tiered pricing strategy with their house brands. For example, refer to how supermarkets like Woolworths in Australia or Tesco in the UK offer different levels of house brands (budget, mid-tier, premium).

5. Structure and Flow

Your essay should follow a clear structure:

• Introduction: Briefly state your position on whether house brands should keep prices low and mention the psychological factors you’ll discuss.
• Body: Develop your argument by discussing the psychological factors and supporting them with research. Make sure each paragraph addresses a key point.
• Conclusion: Summarize your main points and reinforce your argument, perhaps suggesting that supermarkets adopt a flexible pricing strategy that meets the needs of different consumer segments.

6. APA Referencing

To push your score higher, ensure your APA citations are perfect. Double-check that your in-text citations and reference list are correctly formatted. Providing URLs for online sources is important, so be sure to include these where required. Use a variety of high-quality, credible sources—this will strengthen your argument and show depth in your research.

Final Tips:

• Critical thinking: Show that you’ve thought about the question from multiple angles—don’t just stick to one side. Acknowledge the trade-offs between pricing low and offering premium products.
• Connect theory to practice: Apply the psychological concepts directly to how supermarkets manage their house brand strategies.
• Use current examples: Real-world examples add credibility to your argument and show that you understand the market dynamics.

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