Private brand – differentiating concept and source of stimulation of the Romanian retail trade
Recent studies show the importance of the private brand in the stimulation of retail sales. This paper has three main scopes: to evaluate the consumers’ attitude towards the retailers’ private brand according to the satisfaction and loyalty levels; to show the role of private brands in the consumers...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
General Association of Economists from Romania
2018-09-01
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| Series: | Theoretical and Applied Economics |
| Subjects: | |
| Online Access: |
http://store.ectap.ro/articole/1343.pdf
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| Summary: | Recent studies show the importance of the private brand in the stimulation of retail
sales. This paper has three main scopes: to evaluate the consumers’ attitude towards the retailers’
private brand according to the satisfaction and loyalty levels; to show the role of private brands in
the consumers’ preferences; and to identify the key factors of success in private brands commerce.
The authors have selected the descriptive method, the questionnaire, by performing a survey
among the loyal customers of four Metro Cash and Carry stores, which represent a representative
sample. The final conclusion is that the private brand is the cornerstone completing the puzzle
game on a strongly competitive consumer market. |
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| ISSN: | 1841-8678 1844-0029 |