Purpose: This study aims to classify the subjective perceptions of Private Brand (PB) products among the MZ generation and to provide both theoretical and practical implications for developing generation-specific PB strategies. Using Q methodology, the study identifies distinct perception types and explores the diverse consumption values and evaluation criteria that underlie their purchasing behavior. Furthermore, it seeks to uncover generational differences within this cohort and offer insights into how retailers can more effectively tailor their PB offerings. The findings contribute to a deeper understanding of consumer segmentation and value-driven marketing in the evolving retail landscape.Research design, data, and methodology: The analysis was conducted using the Ken-Q Ana lysis softwa re program. A tota l of 26 MZ genera tion consumers with actual purchase experience participated in the Q-sorting process. To comprehensively capture consumer perceptions of PB products, 23 statements were developed through an integrated analysis of diverse data sources.Results: The Q-factor analysis identified four distinct types. Based on the characteristics of each type, Type 1 was labeled as “Trust-Based and Image-Oriented,” Type 2 as “Emotion-Oriented and Social Value-Seeking,” Type 3 as “Rational and Experience-Oriented,” and Type 4 as “Self-Oriented and Quality-Focused”.Implications: This study seeks to identify how the MZ generation perceives PB products in terms of value criteria and consumption attitudes, how these perceptions can be classified into distinct types, what the core statements of each type are, and what consumption values each type represents. By doing so, the study aims to provide insights that will help retailers develop PB brand strategies aligned with the expectations and values of the MZ generation, who are emerging as key future consumers.
Yu et al. (Mon,) studied this question.