2011•Littera ScriptaOpen access
Consumer perception of private label brands in the Czech Republic
Věra Mulačová, Petr Mulač
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Abstract
Very tough fight for customers in retail trade is reflected by
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 retail under its own name or brand. 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. Aim of this paper is to
analyze and discuss the relationship of Czech consumers to
these private brands