Abstract
This goal of this study was to assess attitude towards store brands, trust in store brands, and brand loyalty among Generation Y individuals towards store brands, focussing on supermarket store food brands. A total of 489 usable questionnaires were analysed to study this relationship. The variables attitude and trust showed significance, which meant that both influenced the variable loyalty. No significant difference between the data from female and male Generation Y individuals was found. As such, it was concluded that female and male Generation Y individuals held the same beliefs regarding store brands. It is recommended that store brands focus on improving their image in order to promote a positive attitude and trust to garner a higher degree of loyalty. Moreover, for stores who do not simply want to market their products as ‘cheaper’, can make use of this study to build brand loyalty.