Sustainable Consumption: Analysis of Consumers’ Perceptions about Using Private Brands in Food Retail
| Autor: | Adrian Laurentiu Ariciu, Dan Boboc, Raluca Andreea Ion |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2015 |
| Předmět: |
Secondary education
media_common.quotation_subject lcsh:TJ807-830 Geography Planning and Development lcsh:Renewable energy sources Management Monitoring Policy and Law private brands food retail survey consumers’ trust jel:Q Perception Sustainable consumption Quality (business) Marketing Research question lcsh:Environmental sciences ComputingMilieux_MISCELLANEOUS media_common lcsh:GE1-350 Renewable Energy Sustainability and the Environment lcsh:Environmental effects of industries and plants jel:Q0 Advertising jel:Q2 jel:Q3 Research findings jel:Q5 lcsh:TD194-195 Trust level jel:O13 Order (business) ComputerApplications_GENERAL Business jel:Q56 |
| Zdroj: | Sustainability Volume 7 Issue 7 Pages 9293-9309 Sustainability, Vol 7, Iss 7, Pp 9293-9309 (2015) |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su7079293 |
| Popis: | Private brands are representing an important vector for retailers, helping them to build sustainable relationships with their customers. Usually, private brands are perceived as products differentiated by lower prices. The purpose of this research is to identify consumers’ trust level in private brands used in food retail and their perceptions about the quality of retailers’ own products. The research question is: What are consumers’ perceptions about using private brands in food retail? Pursuing this question, a survey based on a questionnaire was carried out. Research findings showed that the main reason why people buy private brands’ products is lower price rather than high quality. The interviews showed that the typical private brand user is male, aged between 45 and 65 years old, with middle-level income, and employees with secondary education. These results are useful for retailers in their efforts to decide strategies for their private brands and for building consumers’ trust. The findings are useful for food producers as well, because they should reconsider their marketing strategies in order to adapt themselves to the continuous growth of retailers’ private brands. |
| Databáze: | OpenAIRE |
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