Consumer perception of private label brands in the Czech Republic

• Authors: Věra Mulačová , Petr Mulač
• Languages of publication: EN

Abstracts

EN

The very tough fight for customers in the retail trade is reflected by the strong growth in the number of products sold under private labels that are currently becoming an important factor in business competitiveness. These are brands that are produced and offered by retailers under their own name or brand. The range of retail brands is very extensive. While in the past, they were offered primarily as a low cost alternative to national and international brands, nowadays, these products have been competing with them at a higher price level as a so-called standard or premium private label. The aim of this paper is to analyze and discuss the relationship of Czech consumers to these private brands.

Keywords

EN

private labels; retail; consumer; economic; standard and; premium private labels; knowledge and awareness of private brands

Discipline

• ECONOMICS: ECONOMICS

• Publisher: The Institute of Technology and Business in České Budějovice, Czech Republic
• Journal: Littera Scripta
• Year: 2011
• Volume: 2
• Pages: 43-52

Dates

published

2011-12-22

Contributors

author

Věra Mulačová

• Vysoká škola technická a ekonomická v Českých Budějovicích

author

Petr Mulač

• Vysoká škola technická a ekonomická v Českých Budějovicích

• [e-mail], Redakce Littera Scripta, VŠTE, Okružní 10, České Budějovice 37001, Czech Republic