Forbes.com article probes private brand growth

An article posted July 28 on Forbes.com explores the rise of private brands, emphasizing that the growth can be attributed more to the positive experience and trust associated with certain retailers than to low prices.

 Titled “Growth in Store Brands and Private Label: It’s Not About Price but Experience,” the article points out that retailers with strong store brands such as Costco, Aldi, Lidl and Trader Joe’s give customers fewer products to choose from and, as a result, solve the “paradox of choice,” the paralysis that some consumers feel when confronted with a plethora of options.

“It isn’t only or even mostly because of cheaper prices that consumers are flocking to private label and generic options,” states Pamela N. Danziger, the author of the article and a regular contributor to Forbes.com. “It is because retailers that offer high-quality store brand products have helped take decision-making out of the purchase equation.”

For an alternative perspective on too many choices, read this blog.