Store own brands popular: survey
Almost half of people classed as middle-income earners choose supermarket own-brands when doing their shopping, a new survey has reported.
The MyVoucherCodes.co.uk poll found that 48% of consumers paid salaries of between £25,000 and £50,000 would always purchase a supermarket label - generally considered a budget option - whenever they can.
Just over a third (37%) of middle-income earners told the study for the discount code website that they shop in a store said to be "socially reputable", with Sainsbury's and Waitrose proving the most popular. Of this group, 62% admit they do so as they fear being judged financially on their choice of supermarket.
For low-income workers, distance (42%) and quality of produce (29%) are the most important factor in where they shop. Only 16% consider reputability as the main reason for their choice.
More than a quarter (26%) of low-income earners purchase own-brand labels on a regular basis. A total of 41% of the group say they do so for reasons of taste preference while 28% say saving money is their primary motive.
Copyright © Press Association 2010
All articles are copyright The Press Association 2010. News articles provided by The Press Association for Family Investments. Whilst every care it taken to ensure accuracy of editorial content, Family Investments takes no responsibility for any errors or omissions. The views expressed in these articles are not necessarily those of Family Investments.