Next Article in Journal
Hydrogen Production from Water by Photolysis, Sonolysis and Sonophotolysis with Solid Solutions of Rare Earth, Gallium and Indium Oxides as Heterogeneous Catalysts
Next Article in Special Issue
Analysis of Factors that Influence the Willingness to Pay for Irrigation Water in the Kurdistan Regional Government, Iraq
Previous Article in Journal
Prioritizing Climate Change Adaptations in Canadian Arctic Communities
Previous Article in Special Issue
Employment Policies for a Green Economy at the European Union Level
Article Menu

Export Article

Open AccessArticle
Sustainability 2015, 7(7), 9293-9309; doi:10.3390/su7079293

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

Department of Agro-food and Environmental Economy, The Bucharest University of Economic Studies, 6 Piata Romana, Bucharest 010374, Romania
These authors contributed equally to this work.
*
Author to whom correspondence should be addressed.
Academic Editor: Andrei Jean Vasile
Received: 13 May 2015 / Revised: 29 June 2015 / Accepted: 30 June 2015 / Published: 16 July 2015
View Full-Text   |   Download PDF [678 KB, uploaded 16 July 2015]   |  

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. View Full-Text
Keywords: private brands; food retail; survey; consumers’ trust private brands; food retail; survey; consumers’ trust
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

Scifeed alert for new publications

Never miss any articles matching your research from any publisher
  • Get alerts for new papers matching your research
  • Find out the new papers from selected authors
  • Updated daily for 49'000+ journals and 6000+ publishers
  • Define your Scifeed now

SciFeed Share & Cite This Article

MDPI and ACS Style

Boboc, D.; Ariciu, A.L.; Ion, R.A. Sustainable Consumption: Analysis of Consumers’ Perceptions about Using Private Brands in Food Retail. Sustainability 2015, 7, 9293-9309.

Show more citation formats Show less citations formats

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top