Abstract
Consumer Perception of Private Label Products: An Empirical Research
Highlights
A consumer considers a large number of brands to meet their needs, one of which are private label brands
They became a part of the Slovak consumer market with the arrival of foreign retail chains, and the name of most private label products is closely related to the name of the given retail chain (Poliačková, 2011)
As the results show the inequality between the level of significance α and the resulting p-value of the Pearsons chi-square test, we conclude that the attitudes of respondents towards the private label products are dependent on some demographic determinants – the respondent’s age, income and status
Summary
A consumer considers a large number of brands to meet their needs, one of which are private label brands. They became a part of the Slovak consumer market with the arrival of foreign retail chains, and the name of most private label products is closely related to the name of the given retail chain (Poliačková, 2011). The brand itself is one of the most important components of corporate intangible wealth; companies protect them and pay huge attention to forming them, mainly because it creates a barrier to competition. Despite the fact that price is an important factor in purchasing decisions, customers pay attention to other criteria; the brand name is one of the most important. ‘The ability of brands to facilitate organizations’ development, evolution and competitive advantage epitomizes the emerging role of brand strategy as an underlying resource that enables a firm to create, deliver and capture values faster than they can be competed away.’
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