Sustainable Consumption: Analysis of Consumers’ Perceptions about Using Private Brands in Food Retail

Dan Boboc, Adrian Laurentiu Ariciu and Raluca Andreea Ion
Additional contact information
Dan Boboc: Department of Agro-food and Environmental Economy, The Bucharest University of Economic Studies, 6 Piata Romana, Bucharest 010374, Romania
Adrian Laurentiu Ariciu: Department of Agro-food and Environmental Economy, The Bucharest University of Economic Studies, 6 Piata Romana, Bucharest 010374, Romania
Raluca Andreea Ion: Department of Agro-food and Environmental Economy, The Bucharest University of Economic Studies, 6 Piata Romana, Bucharest 010374, Romania

Sustainability, 2015, vol. 7, issue 7, 1-17

Abstract: 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.

Keywords: private brands; food retail; survey; consumers’ trust (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.mdpi.com/2071-1050/7/7/9293/pdf (application/pdf)
https://www.mdpi.com/2071-1050/7/7/9293/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:7:y:2015:i:7:p:9293-9309:d:52660

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().