IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v7y2015i7p9293-9309d52660.html
   My bibliography  Save this article

Sustainable Consumption: Analysis of Consumers’ Perceptions about Using Private Brands in Food Retail

Author

Listed:
  • Dan Boboc

    (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.)

  • Adrian Laurentiu Ariciu

    (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.)

  • Raluca Andreea Ion

    (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.)

Abstract

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.

Suggested Citation

  • Dan Boboc & Adrian Laurentiu Ariciu & Raluca Andreea Ion, 2015. "Sustainable Consumption: Analysis of Consumers’ Perceptions about Using Private Brands in Food Retail," Sustainability, MDPI, vol. 7(7), pages 1-17, July.
  • Handle: RePEc:gam:jsusta:v:7:y:2015:i:7:p:9293-9309:d:52660
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/7/7/9293/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/7/7/9293/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Nicolae Istudor & Raluca Andreea Ion & Irina Elena Petrescu, 2010. "Research on Consumers’ Self-Protection through a Healthy Diet," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(28), pages 436-443, June.
    2. Michael B. Ward & Jay P. Shimshack & Jeffrey M. Perloff & J. Michael Harris, 2002. "Effects of the Private-Label Invasion in Food Industries," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 84(4), pages 961-973.
    3. Bontems, Philippe & Monier-Dilhan, Sylvette & Requillart, Vincent, 1999. "Strategic Effects of Private Labels," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 26(2), pages 147-165, June.
    4. Raluca Andreea Ion & George Cristian Popescu, 2013. "Food security: changes and trends on world agricultural markets," International Conference on Competitiveness of Agro-food and Environmental Economy Proceedings, The Bucharest University of Economic Studies, vol. 2, pages 96-103.
    5. Daniela Ruxandra Andrei & Rodica-Manuela Gogonea & Marian Zaharia & Jean-Vasile Andrei, 2014. "Is Romanian Rural Tourism Sustainable? Revealing Particularities," Sustainability, MDPI, vol. 6(12), pages 1-13, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Irina-Elena Petrescu & Mariarosaria Lombardi & Georgiana-Raluca Lădaru & Răzvan Aurelian Munteanu & Mihai Istudor & Georgiana Adriana Tărășilă, 2022. "Influence of the Total Consumption of Households on Municipal Waste Quantity in Romania," Sustainability, MDPI, vol. 14(14), pages 1-16, July.
    2. Hanna Górska-Warsewicz & Sylwia Żakowska-Biemans & Maksymilian Czeczotko & Monika Świątkowska & Dagmara Stangierska & Ewa Świstak & Agnieszka Bobola & Julita Szlachciuk & Karol Krajewski, 2018. "Organic Private Labels as Sources of Competitive Advantage—The Case of International Retailers Operating on the Polish Market," Sustainability, MDPI, vol. 10(7), pages 1-28, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Volpe III, Rickard James, 2014. "National Brands, Private Labels, and Food Price Inflation," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(4), pages 1-16, November.
    2. Volpe, Richard J., III, 2011. "Evaluating the Performance of U.S. Supermarkets: Pricing Strategies, Competition from Hypermarkets, and Private Labels," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 36(3), pages 1-16, December.
    3. Fabian Bergès & Zohra Bouamra-Mechemache, 2012. "Is producing a private label counterproductive for a branded manufacturer?," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 39(2), pages 213-239, April.
    4. Sckokai, Paolo & Soregaroli, Claudio, 2006. "Do consumers benefit from private label development?," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10068, European Association of Agricultural Economists.
    5. Bergès, Fabian & Monier-Dilhan, Sylvette, 2012. "Mass Retailers’ Advertising Strategies Faced with Different Competitor Store Formats: Commodity Stores or Hard Discounts," TSE Working Papers 12-277, Toulouse School of Economics (TSE).
    6. Bontemps, Christophe & Orozco, Valerie & Requillart, Vincent, 2005. "Confirming the Price Effects of Private Labels Development," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24735, European Association of Agricultural Economists.
    7. Steve McCorriston, 2002. "Why should imperfect competition matter to agricultural economists?," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 29(3), pages 349-371, July.
    8. Gabrielsen, Tommy Staahl & Sorgard, Lars, 2007. "Private labels, price rivalry, and public policy," European Economic Review, Elsevier, vol. 51(2), pages 403-424, February.
    9. Raj Sethuraman, 2009. "Assessing the External Validity of Analytical Results from National Brand and Store Brand Competition Models," Marketing Science, INFORMS, vol. 28(4), pages 759-781, 07-08.
    10. Johansen, Bjørn Olav, 2012. "Private Labels, Rent Shifting And Consumer Welfare," Working Papers in Economics 02/12, University of Bergen, Department of Economics.
    11. Sheldon, Ian M., 2017. "The Competitiveness Of Agricultural Product And Input Markets: A Review And Synthesis Of Recent Research," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 49(1), pages 1-44, February.
    12. Fabian Bergès & Philippe Bontems & Vincent Réquillart, 2009. "L'impact économique du développement des marques de distributeurs," Economie & Prévision, La Documentation Française, vol. 0(3), pages 41-56.
    13. Richards, Timothy J. & Hamilton, Stephen F. & Patterson, Paul M., 2010. "Spatial Competition and Private Labels," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 35(2), pages 1-26, August.
    14. Bonanno Alessandro & Lopez Rigoberto A., 2005. "Private Label Expansion and Supermarket Milk Prices," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 3(1), pages 1-18, February.
    15. Alessandro Bonanno & Rigoberto A. Lopez, 2004. "Private Labels, Retail Configuration, and Fluid Milk Prices," Food Marketing Policy Center Research Reports 082, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
    16. Venturini, Luciano, 2006. "Vertical competition between manufacturers and retailers and upstream incentives to innovate and differentiate," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10050, European Association of Agricultural Economists.
    17. Hasnas, Irina & Wey, Christian, 2015. "Full versus partial collusion among brands and private label producers," DICE Discussion Papers 190, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    18. José J. Sempere Monerris & Rafael Moner Colonques & Amparo Urbano, 2007. "Store Vs. National Brands: A Product Line Mix Puzzle," Working Papers. Serie AD 2007-10, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    19. Bergès, Fabian & Bontems, Philippe & Réquillart, Vincent, 2003. "A survey on the Economic Impact of the Development of Private Labels," IDEI Working Papers 236, Institut d'Économie Industrielle (IDEI), Toulouse.
    20. Zhuang, Yan & Dimitri, Carolyn & Jaenicke, Edward C., 2010. "Price Reactions And Organic Price Premiums For Private Label And Branded Milk," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116388, European Association of Agricultural Economists.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:7:y:2015:i:7:p:9293-9309:d:52660. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.