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Consumer perception of private label brands in the Czech Republic

Author

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  • VÄ›ra MulaÄ ová
  • Petr MulaÄ

Abstract

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. Vnímání privátních znaÄ ek spotÅ™ebiteli v ÄŒeské republice

Suggested Citation

  • VÄ›ra MulaÄ ová & Petr MulaÄ, 2011. "Consumer perception of private label brands in the Czech Republic," Littera Scripta, VSTE, vol. 4(2), May.
    • Handle: RePEc:rsg:littra:2011-027
    DOI: 10.36708/LS.2011.I02.003
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