THE INVESTIGATION OF THE CHARACTERISTICS, DETERMINING THE CHOICE OF PRIVATE LABELS: ACADEMIC AND PRACTICAL ASPECTS

Abstract

As the popularity of private label is constantly growing, it becomes more important for the retailers to get acquainted with the buyers of those private label marks as well as characteristics describing their behavior. The knowledge about the buyers and meeting with their requirements provide the possibility for the retailers to acquire advance above the competitors as well as to compete with the well known producers’ trade marks for the preference of the buyers.
The article seeks to determine the main characteristics of the buyers and the product which influence the choice of private labels as well as to fulfill the empire investigation, which should help to check the operation of those characteristics in practice. The authors of the article also would like to supplement the theoretical model of the choice of the private labels.

DOI: http://dx.doi.org/10.5755/j01.em.17.3.2126