Private label brand market penetration is estimated at less than 8% in Southern Africa. Retailers need to develop strategies that will drive growth of the industry. A survey was conducted to quantify the effect of two store image dimensions on general private label brand perception as well as the effect of the store image dimensions on perceived risk and quality of private label brands. Data collected was analysed using simple linear regression. Results illustrated that perceived store general image as well as store layout and services had a significant (p < 0.05) and positive effect on general private label brand perception. A higher perception of store image dimensions reduced the perceived risk of purchasing private label brands and the effect was significant (p < 0.05). Store image dimensions did not have a significant effect on perceived quality of private label brands. The authors concluded that there is scope to improve PLB perception among consumers in Zimbabwe through improvements in store image dimensions. They recommended that retailers hone on store image through measures such as selling a wide selection of good quality products; the creation of a good store atmosphere and investment in the training of staff in customers care.
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