The consumer behavior of young Slovak consumers (under the age of 25) in the private label market

Ingrida Košičiarová () and Zdenka Kádeková ()
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Ingrida Košičiarová: Slovak University of Agriculture in Nitra, Nitra, Slovak Republic
Zdenka Kádeková: Slovak University of Agriculture in Nitra, Nitra, Slovak Republic

Marketing Science & Inspirations, 2020, vol. 15, issue 1, 37-48

Abstract: Consumer behavior, factors affecting the purchasing process of consumers, the process of consumer decision-making, etc. have been the subject of matter of several research projects, papers and studies, but in the field of private labels, this issue has been quite recent. The aim of the present paper was to find out how respondents under 25 years perceive private labels, whether they buy them, are their final users, etc., while we focused mainly on the segment of milk and dairy products. An anonymous questionnaire survey was chosen as the main research method, which was attended by a total of 549 respondents aged under 25 years across Slovakia, which was subsequently supplemented by statistical verification of the formulated hypotheses (a total of twelve hypotheses). Statistical tests such as Pearson Chi-square test, Phi coefficient, Kruskal-Wallis test and Cramer´s V coefficient were used for this verification and they were calculated in the statistical programs of XL Stat and SAS Enterprise Guide. At the end of the paper, there are presented both – the key findings of our research and possible recommendations for the practice.

Keywords: private labels; respondents under 25 years; milk and dairy products (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:15:y:2020:i:1:p:37-48

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