| Titre : |
What are the factors that influence the behaviour of consumers towards “best” private label brands of consumer products? |
| Type de document : |
Mémoire |
| Auteurs : |
Elise DELORD, Auteur |
| Année de publication : |
2021 |
| Importance : |
28 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMPORTEMENT DU CONSOMMATEUR ; LABEL DE QUALITE ; MARQUE
|
| Résumé : |
Private labels have been a major change in the retail world and have come to compete with national brands. These private labels have evolved over the years and can now be divided into three levels: economy, standard and premium, or "good, better, best". The growth of premium private labels is the latest trend and has been particularly strong and rapid, which is why this study focuses on them. The aim is to find out what factors influence consumer behaviour towards “best” store brands, to understand the success factors and to be able to make managerial recommendations. To conduct this study, a qualitative and therefore exploratory research was conducted, using a semistructured interview with ten consumers. The results of this study show that the factors relating to the product are those that most consciously influence consumers. These include the appearance and appeal of the product, including packaging, origin and claims, but also price and quality. Finally, beyond the product, it is the product category that can lead to the purchase or not of best store brands. Some aspects related to the store also have an impact, in an unconscious way, such as its
category and image, its branding strategy or the fact that its premium retailer brand is known. On the other hand, socio-demographic factors do not really have an influence, or the sample in this study was too small to see this point. |
| Programme : |
PGE-Rouen |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538283 |
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What are the factors that influence the behaviour of consumers towards “best” private label brands of consumer products? / 2021 
