Consumer Perception of Private Label Products: An Empirical Research
Katarina Valaskova, Jana Kliestikova, Anna Krizanova
consumer, competitive ability, private label product, attitude, retail trade
This article analyzes the attitudes of consumers towards the purchase of private label products, considering their needs and requirements, the type of purchased product, reasons for the purchase, as well as demographic characteristics of the respondents. The main aim of the research is to determine the factors and variables that significantly influence and shape the consumer’s perception and attitude towards the purchase of private label products. The perception of private label products by Slovak consumers was studied empirically, focused on three hypotheses: (1) if the type of purchased product affects the consumer’s attitude towards private label products; (2) if the consumer’s attitude is influenced by the reasons for the purchase; and (3) if the attitudes of consumers to private label products are determined by demographic determinants. The study of consumer preferences is of great importance in the context of the competitive ability of branding. The greatest contribution of the study is the determination of which types of private label products are purchased by consumers, considering their family status, and that the consumers’ perceptions of private label products are determined by the consumer’s age, income and family status, as well as by the reasons for their purchase. The research results can be used in the retail trade when planning strategies for private label products, focusing on the specific requirements and needs of individual consumer groups, accepting their demographic differences.
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Valaskova, K., Kliestikova, J., Krizanova, A. (2018). Consumer Perception of Private Label Products: An Empirical Research. Journal of Competitiveness, 10(3), 149-163. https://doi.org/10.7441/joc.2018.03.10