Ist Geiz wirklich geil? Preis-Qualitäts-Relationen von Hersteller- und Handelsmarken im Lebensmittelmarkt
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Studies which analyze price-quality relations in the consumer goods
market are mainly more than ten years old and deal marginally with
food products. In this survey, the sceptical findings are confirmed
with a special focus on the food market. The results show that food
quality, risk avoidance and increase in quality benefits are not determined
by price levels. Furthermore, the findings demonstrate that
private labels in general – and the private labels of the discounter in
particular – have a better price-quality ratio than manufacturer brands
and private labels of supermarkets and hypermarkets.