Supermarket Pricing Model Impact on Private Label Brands Versus National Brands among Millennial Consumers

National Brands (NBs) and private label brands (PLBs) play a vital role in manufacturing and retailing strategies. Market share growth of PLBs over the past few decades continues to level the playing field; altering go-to-market strategies for both NB and PLB manufacturers and retailers. A quantitative examination compared purchase data between NB versus PLB using panel data from 100,000 households. Consumer metrics; trip conversion, buyer conversion, and dollar loyalty served as dependent variables interacting with a multivariate grouping of branding (NB vs. PLB), grocery pricing model (Hi-Lo vs. EDLP vs. Hybrid) and age-cohort (Millennial vs. Generation X). A MANOVA provided findings to support significance levels \u3c.001 in buyer conversion and dollar loyalty scores, when comparing NB vs. PLB across grocery pricing model. Results support previous studies aligning purchase propensity for NB at Hi-Lo retailers while PLB has higher mean scores for buyer conversion and dollar loyalty at EDLP retailers