Abstract
Although there were many consumer behavior studies, their focus was on traditional brands. Despite that, their conclusions and recommendations can serve as a model for private label research. This paper aims to find out the influence of packaging on consumer purchasing decisions in the yoghurt segment. Attention was drawn to Slovak consumers under the age of 25 years. To achieve the aim, survey, structured questionnaire (549 randomly chosen respondents) and blind test (20 respondents) methods were used. For a deeper analysis, four hypotheses were set out and tested using statistical methods of Pearsons’ Chi-Square Test, Friedman test, Mantel-Haenszel Chi-Square Test, Phi Coefficient, Cramer’s V Coefficient and correspondence analysis. The results proved that almost 58% of respondents bought private labels sporadically, over 20% of respondents bought them multiple times a week, and over 18% of respondents bought them once a week. In terms of perceived quality, it can be said that quality of private label products is perceived as good and adequate, they evoke impression of adequate quality at a reasonable price, the decisive factor for their purchase is a combination of reasonable price and quality, and the reasons not to buy are high price, low quality and lack of information about the producer. Regarding the impact of packaging on respondents’ purchasing decisions, it is found that less than 34% of respondents believe that packaging of private label products is unattractive, and up to 33% of respondents think that packaging does not affect them. AcknowledgementThe paper was supported by the research project GA SUA No. 8/2019 “Private labels as the alternative to purchase”, which is solved at the Department of Marketing and Trade, Faculty of Economics and Management, Slovak University of Agriculture in Nitra.
Highlights
The current retail revolution, which, as the 2018 Nielsen Report says, has a significant impact on the food industry worldwide, is mainly characterized by the development of one global phenomenon called private labels (Herstein & Gamliel, 2004; Smith & Bashaw, 2009; Kakkos, Trivellas, & Sdrolias, 2015)
Regarding the impact of packaging on respondents’ purchasing decisions, it is found that less than 34% of respondents believe that packaging of private label products is unattractive, and up to 33% of respondents think that packaging does not affect them
This paper focuses on consumer preferences in the context of loyalty to the brand of selected food products in the yoghurt segment (as several studies have shown that private labels are purchased primarily in the categories of milk and dairy products), with the focus on respondents under the age of 25 because, according to several surveys (e.g., Polakevičová and Uhríková, 2015; Bulanda, Džupina, & Franková, 2018a; Bulanda, Viteková, Koprda, & Blahová, 2018b; Šedík, Horská, Skowron-Grabowska, & Illés, 2018a; Šedík, Kňazovická, Horská, & Kačániová, 2018b), they represent potential customers, who may eventually become loyal buyers who prefer the brand
Summary
Customers are surrounded by a large number of different brands. If consumers think. The aim of foreign as well as domestic business companies is to reach all customer groups, which means that they want to satisfy those price-sensitive customers and those who prefer buying high-quality products All these requirements are to be met by private label products, whose share in Europe, and especially in Slovakia, is continuously growing (Košičiarová, Holienčinová, & Nagyová, 2014). H1: It is assumed that there is a relationship be- capita/year, that, despite the non-compliance with tween buying private labels and the gender of the recommended dose of dairy products, shows respondents. H6: It is assumed there is a link between what the packaging affects the purchasing decision of discourages respondents from buying private consumers under the age of 25 in the yoghurt seglabels and their gender.
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