Analýza postojov spotrebiteľov k privátnym značkám

Abstract

This master’s thesis is focused on the clarification of consumers’ attitudes to private brands. The main objective is to analyze the consumers’ attitudes to private brands and to find out if a customer perceives a difference between a private brand and a producer brand. The thesis is divided into 4 parts. The theoretical part is focused on the consumers’ behaviour and attitudes and on the clarification of the term private brand. The second part depicts the situation on the retail market in the Slovak Republic and on the private brand market. The next chapter describes the methodology of my research and the fourth chapter contains the research results. Private brands have been on the market for a rather long time now. This research has shown that the consumers consider private brand products to be cheap and of high quality, and that the most important factor for consumers when buying their food is the price.