Consumer Attitudes Towards Manufacturer Brands and Own Label Brands – The Case of the Chocolate Market in Poland (Postawy konsumentow wobec marek producentow i marek wlasnych detalistow na rynku czekolady w Polsce)

Teresa Taranko ()
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Teresa Taranko: Szkola Glowna Handlowa, Katedra Rynku, Marketingu i Jakosci

Problemy Zarzadzania, 2016, vol. 14, issue 57, 119-137

Abstract: The subject of the article is an analysis of consumer attitudes towards brands. It is a research article that includes the results of empirical research on consumer attitudes in Poland to chocolate brands belonging to producers and brands belonging to distributors. The practical implications of the results of the survey: the possibilities of effective use of a brand as an instrument to compete on the market depend on the reaction of consumers and their attitudes towards the brand. One of the challenges for modern marketing is actively shaping the desired consumer attitudes to brands. Such measures are actively pursued by commercial networks.

Keywords: attitudes towards the brand; elements (components) of attitude; private labels; consumer preferences. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:pzwzuw:v:14:i:57:y:2016:p:119-137

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