Abstract
Our study aimed to analyze consumer behavior and perception towards private labels (PLs) in Tenerife as an autonomous community during COVID-19, with special attention given to sustainability aspects. The research was conducted on a sample of 500 adults purchasing PLs using quota selection and the CAWI method. We formulated four research questions related to factors of PL choice, the relationship between frequency of PL purchases, consumers’ age and income, perceived changes in PLs, and evaluation of PL products including sustainability. The latter research question referred to such product characteristics as local and environmentally friendly production, organic production, and production according to traditional technologies using only natural ingredients. For a detailed analysis of consumer behavior, we used Pearson’s chi-square test, the rho-Spearman correlation coefficient, and cluster analysis. The most important factors for purchasing PL products were lower prices compared to leading brands, attachment to a given chain, and the feeling of safety and trust in PL products. The frequency of purchase of PL food products, except for alcohol, significantly negatively correlates with age, which means that the purchase of PLs from the analyzed product categories decreases with age. The increased availability and improved image and quality of PLs were identified as the most important changes in PLs. PL food products were rated by consumers as fresh, minimally processed and with quality certificates. Environmentally friendly production methods, nutritional value, and origin from an area close to home were also indicated.
Highlights
IntroductionIntensive development of private labels (PLs) has been observed [1,2,3,4]
Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations.In recent years, intensive development of private labels (PLs) has been observed [1,2,3,4].Initially, they appeared only as the cheapest equivalents of basic food products [5,6,7]
Factors for purchasing PL products: wide product range lower prices compared to leading brands high product quality ability to buy the same products repeatedly availability of PL products in every store of a particular chain attachment to a given chain safety and trust feelings towards PL products recognizability of PLs among consumers
Summary
Intensive development of private labels (PLs) has been observed [1,2,3,4]. They appeared only as the cheapest equivalents of basic food products [5,6,7]. Assortment development in terms of differentiation and quality improvement has occurred, and PLs have become an important competitive advantage compared to producer brands [6,7]. The development of sustainable PLs is being observed [8,9]. Retail chains are implementing sustainability principles in production, packaging, product mix, and cooperation with suppliers [10]. Consumer behavior is changing, and low price is no longer the only purchase factor [11,12,13,14,15]
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