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This study strived to explore consumer’s perceptiveness and the anticipated end results of store brand utilization within supermarkets of Kenya. The objectives of the study are to determine the ultimate consumer’s perceptiveness towards store labels branding by retailers in Kenyan supermarkets and to ascertain the buying process of store label brands practised by retailers in Kenyan supermarkets. This study, therefore, concentrated on the dominant five supermarkets in the Nairobi region. The convenience sampling technique was used to sample subjects and locations. The study adopted a descriptive research design with a target population of 155 customers and a sample of 92 respondents was selected guided by the inclusion criteria. Data were analyzed to obtain descriptive statistics more especially central tendencies; mean and standard deviation. The study indicated that the most significant variable in consumers’ perceptions of purchasing store label brands was ‘perceived value’, followed by price, packaging, advertisement, and perceived quality. The study also demonstrated that differentiation is the anticipated result of store label branding. The study concludes that the title of the supermarket influences customers to cultivate a preference for store label brands, as is product data on the package and complementary products on the racks being key determinants for a customer purchase choice. This study suggests that supermarkets ought to consider enlarging the product classifications of store label products and capitalize on them as a way of distinction against the competition by venturing in consumer drivers of quality, utility, price, presentation, and real product ingredients.

Consumers’ perceptiveness towards store brands within supermarkets