Marketers facing the food & drinks industry may soon find it harder to get individuals on a tight budget, such as students, to invest in their branded products.
That’s if a visiting money doctor’s lesson to Reading University, on how major brands significantly hike the cost of a supermarket trip, spreads beyond campus.
By carrying out a ‘shopping basket challenge,’ Cheryl Milne showed hefty cash savings are on offer to shoppers who resist big-name brand for own-brand alternatives.
The cost of her Tesco own-brand groceries was £3.89, while her basket of brand-name items cost £14.11, according to the Mail on Sunday, which obtained figures from the experiment.
Milne told the paper consumers can make similar savings by opting for supermarket pizza instead of one from a branded delivery service.
“The takeaway pepperoni is more than seven times as expensive as one from a shop,” she said, “yet I still see a queue of pizza delivery bikes outside student halls on Friday nights.”
The test shows that over the 39-week academic year, students who shop at supermarkets could save £400 by buying ‘own’ brand instead of ‘big name’ brand.
Jul 16, 2007
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