Empirical results on consumer attitude for private labels on the FMCG market

Abstract

Dynamic growth of private labels and lack of related research results in Hungarian literature led to investigate consumer attitudes towards the phenomenon. After literature review I created a systematizing model that enables interdisciplinary examination of private labels.
A quantitative research was conducted to analyse consumer related factors of the model. One and multi-factor statistic methods were used. Aim of this paper is to show the results which validate the consumer factors influencing private label purchase, and four consumer segments which are well-characterised by their demographics, general shopping behaviour and private label proneness.