COMPARISON OF PERCEPTION OF PRIVATE LABELS BETWEEN STUDENTS STUDYING IN THEIR PLACE OF RESIDENCE AND STUDENTS STUDYING OUTSIDE THEIR PLACE OF RESIDENCE

In order to be more successful and achieve higher profits, supermarket chains have recognized and used the possibility of creating their own brands. Creating private labels, modeled after manufacturer’s products, enables differentiation from competitors, market competition, sales growth by accumulat...

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Published inEkonomski vjesnik Vol. 28; no. 2; pp. 379 - 391
Main Authors Tolušić, Zdravko, Tolušić, Marija, Srb, Ivana
Format Journal Article
LanguageEnglish
Published Osijek Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku 01.01.2015
Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek
J.J. Strossmayer University of Osijek, Faculty of Economics
Faculty of Economics and Business in Osijek
Subjects
Business Ethics
buying habits
Comparative analysis
Consumer spending
Consumers
Consumption
House brands
Households
Human Resources in Economy
Hypotheses
making the final purchase decision
Marketing / Advertising
Perceptions
private label
Purchasing
Questionnaires
Recessions
Student behavior
Students
Studies
Trends
Croatia
students
Private label
buying habits
making the final purchase decision
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Summary:In order to be more successful and achieve higher profits, supermarket chains have recognized and used the possibility of creating their own brands. Creating private labels, modeled after manufacturer’s products, enables differentiation from competitors, market competition, sales growth by accumulating new buyers and gaining their loyalty. In recent years, the trend of private label consumption in the Republic of Croatia has grown and positive perception has been created. Apart from lower price, which has been the most significant advantage, buyers’ perception has lately been focused on the benefit with regard to their investment. As the private label is bought by various consumer categories, this paper focuses on the segment of students. The aim of this paper is to research how a place of study in relation to the place of residence of students has an impact on the perception of private labels. The primary research was conducted on two groups, namely students studying outside their place of residence and students studying in their place of residence aged from 18 to 26. Furthermore, the study analyzes students’ shopping habits, the influence of other individuals on students in the final decision on buying as well as preferences of the respondents to a particular private label.
ISSN:0353-359X
1847-2206