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Sustainability 2015, 7(7), 9293-9309;

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
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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

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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.

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