Consumer perception of private labels: A case study of the Czech Republic

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Výsledek na webu

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DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.15240/tul/001/2025-4-013" target="_blank" >10.15240/tul/001/2025-4-013</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Consumer perception of private labels: A case study of the Czech Republic

Popis výsledku v původním jazyce

Private brands are currently relatively well accepted by consumers and are generally considered to be of high quality, yet they face various challenges that can threaten their sustainability. This has been confirmed by several authors looking at consumer perceptions of private labels across different countries. The aim of the study was to assess consumers? attitudes and relationships towards private brands and to identify factors that may influence their purchasing decisions. To achieve the objectives, a questionnaire survey was used, where the research sample consisted of 239 people shopping in retail food stores in the Czech Republic, of different gender, age, level of education, and monthly income. It was found that consumers perceive private brands positively in most cases. Using the Friedman test, it was found that consumers care most about low price and quality when buying private brands, while they attach the least importance to the appearance of the packaging. Based on the decision tree, it was revealed that private brands are mostly purchased by women who are employed, students or those on maternity leave, those who have lower incomes and who are under 25 years of age. The results of the logistic regression confirmed that lower price and reasonable quality increase the chance of buying private labels. These findings, such as consumer perception of private brands, and frequency of purchase, are very important to determine appropriate marketing strategy. Based on an effective strategy, retailers can then aim to increase the number of products sold and customer loyalty.

Název v anglickém jazyce

Consumer perception of private labels: A case study of the Czech Republic

Popis výsledku anglicky

Private brands are currently relatively well accepted by consumers and are generally considered to be of high quality, yet they face various challenges that can threaten their sustainability. This has been confirmed by several authors looking at consumer perceptions of private labels across different countries. The aim of the study was to assess consumers? attitudes and relationships towards private brands and to identify factors that may influence their purchasing decisions. To achieve the objectives, a questionnaire survey was used, where the research sample consisted of 239 people shopping in retail food stores in the Czech Republic, of different gender, age, level of education, and monthly income. It was found that consumers perceive private brands positively in most cases. Using the Friedman test, it was found that consumers care most about low price and quality when buying private brands, while they attach the least importance to the appearance of the packaging. Based on the decision tree, it was revealed that private brands are mostly purchased by women who are employed, students or those on maternity leave, those who have lower incomes and who are under 25 years of age. The results of the logistic regression confirmed that lower price and reasonable quality increase the chance of buying private labels. These findings, such as consumer perception of private brands, and frequency of purchase, are very important to determine appropriate marketing strategy. Based on an effective strategy, retailers can then aim to increase the number of products sold and customer loyalty.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

E+M. Ekonomie a Management

ISSN

1212-3609

e-ISSN

2336-5064

Svazek periodika

28

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

13

Strana od-do

198-210

Kód UT WoS článku

001638287400013

EID výsledku v databázi Scopus

2-s2.0-105026179845