Private brand – differentiating concept and source of stimulation of the Romanian retail trade

Ion Anghel and Anca Maria Hristea
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Ion Anghel: The Bucharest University of Economic Studies, Romania
Anca Maria Hristea: The Bucharest University of Economic Studies, Romania

Theoretical and Applied Economics, 2018, vol. XXV, issue 3(616), Autumn, 5-24

Abstract: 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.

Keywords: private brand; retail; quality-price ratio; merchandizing; loyalty program. (search for similar items in EconPapers)
Date: 2018
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