Consumer Behaviour towards Own Label: monitoring the Greek experience
In Greece, the traditional perceptions of private label were once of low quality, unbranded alternatives, attracting the most cost-conscious consumers. In todayâ€™s private label market, however, a different level of products has emerged â€“ the premium â€œbrandedâ€ private label product. Based on a consumer survey conducted in Greece, the current study discusses consumerâ€™s attitude and satisfaction with respect to private label products. Frequency of purchase and consumer characteristics are also discussed in light of empirical evidence.
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