1. www.evolution-insights.com
Shopper Perceptions of
Brand Equity 2014
Sample Extract
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com

2. Disclaimer
Please note
No part of this publication may be reproduced, stored in a
retrieval system or transmitted in any form by any
means, electronic, mechanical, photocopying, recording or
otherwise, without the prior written consent of Evolution
Insights Ltd.
The content of this report is based on information gathered in
good faith from both primary and secondary sources and is
believed to be correct at the time of publication. Evolution
Insights can however provide no guarantee regarding the
accuracy of this content and therefore accepts no liability
whatsoever for any actions taken that subsequently prove
incorrect.
© Evolution Insights Ltd 2014
www.evolution-insights.com

3. About Evolution Insights
Evolution offer a range of products &
services for clients in the field of shopper
research:
Off-the-shelf research
Evolution’s off the shelf research
publications deliver affordable insight into
shopper motivation and behaviours in UK
food, drink and grocery
Insight Plus
Insight Plus offers your business the
opportunity to engage in any of our regular
shopper research projects in advance of
publication, tailoring the scope to suit your
needs
Bespoke Consulting
As publishers of research, we are able to
draw upon a wealth of existing proprietary
data for consulting projects – helping to
better inform and shape any further
research requirements
Our research and analysis helps clients develop targeted
shopper marketing initiatives designed to influence
shoppers at the point of purchase.
We use a range of research methodologies to discover
genuine insights. Our research incorporates a broad
spectrum of robust qualitative and quantitative research
techniques.
As a leading publisher of shopper research, we are ideally
placed to offer your business actionable shopper insight.
Evolution is a leading research consultancy
specialising in shopper motivation and
behaviour. We deliver off-the-shelf, tailored
and bespoke research for manufacturers,
retailers and agencies.
Sign up for Shopper Trend Report, our free monthly newsletter
offering analysis and commentary on topical shopper issues.
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4. Definitions
Brand Equity
Brand Loyalty
Brand Repertoire
Brand
Primary Research
Proxy Categories & Sizes
Key Findings
Shopper Perceptions – Categories Regularly on Offer
Shoppers & Price Promotion
Shopper Perceptions – Promotion Price & RRP
Brand Equity – Measuring it Within this Report
Benchmark Prices
Deodorant
Brand Repertoire
Brand Awareness
Favourite Brands
Price Perception by Favourite Brand
Equity
Bread
Brand Repertoire
Brand Awareness
Favourite Brands
Price Perception by Favourite Brand
Equity
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
Contents
www.evolution-insights.com
Butter & Spreads
Brand Repertoire
Brand Awareness
Favourite Brands
Price Perception by Favourite Brand
Equity
Carbonated Drinks
Brand Repertoire
Brand Awareness
Favourite Brands
Price Perception by Favourite Brand
Equity
Chocolate Bar
Brand Repertoire
Brand Awareness
Favourite Brands
Price Perception by Favourite Brand
Equity
Crisps
Brand Repertoire
Brand Awareness
Favourite Brands
Price Perception by Favourite Brand
Equity
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55

5. Instant Coffee
Brand Repertoire
Brand Awareness
Favourite Brands
Price Perception by Favourite Brand
Equity
Premium Ice Cream Tubs
Brand Repertoire
Brand Awareness
Favourite Brands
Price Perception by Favourite Brand
Equity
Tea Bags
Brand Repertoire
Brand Awareness
Favourite Brands
Price Perception by Favourite Brand
Equity
Washing Powder/Liquid
Brand Repertoire
Brand Awareness
Favourite Brands
Price Perception by Favourite Brand
Equity
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
Contents
www.evolution-insights.com
Summary of Findings
Overall Summary of Findings
Categories Regularly on Offer
Special Offer Price Vs. Normal Selling Price
Favourites Repertoire
Full Repertoire
Brand Equity
Methodology
80
81
82
83
84
85
86
87

6. Brand Equity
www.evolution-insights.com
Brand
Awareness
Perceived
Quality
Brand
Association
Brand Loyalty
Brand
Equity
Brand equity is made up of
the following components...
Shopper recognition of
the existence and
availability of a
company’s product (or
service). This is
explored throughout
this research.
The perceived quality
strongly influences
brand associations, it
may not be
representative of a
products actual quality.
The feelings, beliefs
and knowledge
shoppers have about
brands.
Shoppers’ commitment
to a brand and making
repeat purchases. This
is explored throughout
this research with
reference to
‘favourites’.

7. Brand Loyalty
www.evolution-insights.com
Effect:
Commitment despite
alternatives
Action:
Repeat purchasing
Word of mouth
endorsement
Satisfaction /
experience
to date
Perceived
value of
relative
quality
Perceived
value of
reliability /
consistency
Heritage /
growing up
with brands
/ nostalgia
Trust in
credibility of
company
Perception
of image by
association
Brand loyalty is the measure of a consumer or shopper’s commitment (or not) to repeatedly purchase
a particular brand, despite the efforts of competing brands to influence their behaviour otherwise.
In addition to repeat purchasing
behaviour, brand loyalty is also
often demonstrated by the
consumer or shopper endorsing
the brand to friends and family
through word of mouth.
True brand loyalty can enable
brands to command a premium
over their competitors, in some
cases even where there are
alternatives of equal or even
higher quality available at a
lower price.
Brand loyalty is driven by a
number of different complex
factors, ranging from heritage,
perceived quality and
consistency; to trust, image and
satisfaction to date.

8. Brand Repertoire
www.evolution-insights.com
This research examines 10 proxy categories (SEE PAGE 13), looking at the different aspects of brand
equity.
By looking at brand repertoire we are able to identify both the conscious and sub conscious
consideration set, as well as both brand loyalty and awareness.
Not Aware
Aware But Would Not Buy
Would Buy If Favourite(s) Not Available
Favourites
Food and grocery shoppers are very rarely entirely loyal to a single brand. Their brand
consideration set instead typically encompasses a number of brands they are familiar with and
would consider buying. This ‘repertoire’ often serves as an effective means to edit choice quickly
for shoppers. The challenge for brands is get into shopper’s awareness set, then into
the repertoire and finally to be the preferred choice.
FULL
REPERTOIRE

9. Brand
www.evolution-insights.com
A brand is a way of differentiating a product or service from others in the market, by using a brand
name, symbol, logo etc. Powerful brand names have gained positive brand equity by resonating in the
shopper’s mind, being associated with good quality and credibility.
Each year the top brands are listed by Interbrand (and others such as Forbes), incorporating both macro
and micro environmental aspects; such as the wider market and financial data.
This research focuses solely on shoppers, however it is interesting to see the best performing global
brands:
Interbrand’s Best Global Brands 2013

10. Proxy Categories & Sizes
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Carbonated Drinks
(2 Litre Bottle)
Butters & Spreads (500g)
Premium Ice Cream Tubs (500ml)
e.g. Ben & Jerry’s
Deodorant (250ml)
Chocolate Bar (Single)
Crisps (Individual bag)
Washing Powder/ Liquid (Laundry,
875ml )
Tea Bags (Breakfast Tea, 80 Bags)
Sliced White Bread (Medium Sliced
Loaf)
Instant coffee (Small Jar)

11. Shopper Perceptions – Categories Regularly on Offer
www.evolution-insights.com
The percentage of shoppers that think the following categories are REGULARLY ON OFFER:
61% of shoppers think
that carbonated drinks are regularly on offer
46% 43% 40% 42%
41% 40% 40% 39% 37%
Washing Powder/
Liquid
Antiperspirant Crisps Butter & Spreads
Tea Bags Sliced White Bread Instant Coffee Premium Ice Cream
Tubs
Chocolate Bar

12. Shoppers & Price Promotion
www.evolution-insights.com
The higher the perceived regularity of the offer, the higher the
chance that shoppers will buy the product when on offer.
Some shoppers will wait for the product to be on offer before they
purchase it, and in some cases believe the special offer price to be
the normal selling price.

13. Brand Equity – How We Are Measuring It Within This Report
www.evolution-insights.com
This research determines brand equity by comparing how much shoppers think branded
goods cost in comparison to own label goods (apart from chocolate single bars).
Brand equity is a product of shopper perceptions and attitudes, thus giving added value
to a product. The following example shows how this research quantifies brand equity
using price perception.
68p15p
EXAMPLE
If shoppers think that own label baked beans cost 15p
and Heinz baked beans cost 68p, then Heinz has a brand
equity of 53p.
Therefore to calculate the brand equity we have
taken the difference of the perceived product costs,
so the product is 22% of the cost, and the brand
equity is 78% for Heinz Baked Beans against the
own label version.
Brand Equity = 53p

14. £2.00
Benchmark Prices
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Benchmark Price
For each of the 10 proxy categories
in this research we have taken the
most popular brand (by sales) and
used the most common price as the
benchmark.
The purpose of setting the
benchmark is so that we can
evaluate shopper price perceptions
in comparison to the leading brand.
This is in order to gauge a good
understanding of brand equity, using
both the benchmark price, and the
perceived own label price.
£0.80
£3.25
£4.00
£0.60
£2.00
£4.00
£2.50
£1.15
£4.00

15. Methodology
www.evolution-insights.com

16. Secondary and desk
research
Preliminary
quantitative survey
Main quantitative
survey
Insights
• Evolution carries out a preliminary survey of around
100 shoppers, to test questions for the main survey.
• Detailed secondary and desk research is conducted to
define the topic area, macro drivers and trends, scope
and examples of within the research topic.
• Initial insights gained are used to help further design
the main survey.
• A main survey is completed by at least 1,000 UK
adults who are the primary household shopper for
food & grocery.
• Comprehensive and detailed assessment of all the
data received was then used to discover insights.
• Throughout this process, primary research was
supported by secondary research drawing on
Evolution’s proprietary databases, national statistics,
news and industry resources.
Methodology
Source: Evolution Insights
Evolution’s methodology
www.evolution-insights.com

17. Contact us
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Telephone: 0113 336 6035
e-mail: craig.bradley@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom
www.evolution-insights.com