Analýza chování spotřebitele na trhu privátních značek

Abstract

The aim of marketing research is consumer behavior analysis on the private labels market. Research is focused on private labels by leading companies in retail sales. Analyzed are also the perception of premium private label Tesco Finest of Tesco Stores, purchase of private label products, and its frequency. Based on the study of shopping habits and preferences of Tesco customers and customers of other detail chains, is performed segmentation of consumers resulting from the common socio-economic characteristics. Shopping habits of consumers are personaly interviewed in selected supermarkets and hypermarkets in Ostrava. Research indicates that consumers do not trust private labels too, but realize that global brand of the product or its price does no reflect its quality. Private brands on the Czech market are known and their popularity is growing.