Remember Me
Or use your Academic/Social account:


Or use your Academic/Social account:


You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.


Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message


Verify Password:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Boboc, Dan; Ariciu, Adrian; Ion, Raluca (2015)
Publisher: Multidisciplinary Digital Publishing Institute
Journal: Sustainability
Languages: English
Types: Article
Subjects: private brands; food retail; survey; consumers’ trust, private brands, consumers’ trust, TD194-195, Renewable energy sources, food retail, TJ807-830, GE1-350, survey, Environmental sciences, Environmental effects of industries and plants
jel: jel:Q2, jel:Q3, jel:Q0, jel:Q, jel:Q5, jel:Q56, jel:O13

Classified by OpenAIRE into

ACM Ref: ComputingMilieux_MISCELLANEOUS, ComputerApplications_GENERAL
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.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • 1. Andrei, D.R.; Gogonea R.M.; Zaharia M.; Andrei J.V. Is Romanian Rural Tourism Sustainable? Revealing Particularities. Sustainability 2014, 6, 8876-8888.
    • 2. Anderson, S.P.; de Palma, A.; Thisse, J.F. Discrete Choice Theory of product Differentiation; MIT Press: Cambridge, UK, 1992.
    • 3. Bontems, P.; Dilhan, M.; Requillart, V. Strategic Effects of Private Labels. European Rev. Ag. Econ. 1999, 26, 147-165.
    • 4. Ward, M.; Shimshack, J.; Perloff, J.; Harris, M. Effects of the Private-Label Invasion in Food Industries. Available online: http://are.berkeley.edu/~jperloff/PDF/privlab.pdf (accessed on 3 March 2015).
    • 5. Ion, R.A.; Popescu, G.C. Food Security: Changes and Trends on World Agricultural Markets. In Proceedings of Competitiveness of Agro-food and Environmental Economy, Bucharest, Romania, 7-8 November 2013; ASE: Bucharest, Romania, 2013.
    • 6. Sales of Private Label Products on Upward Trend to Nearly 12% of Market in 2013. Available online: http://www.newsromania.com/business/gfk-sales-of-private-label-products-on-upward-trendto-nearly-12-of-market-in-2013-2 (accessed on 1 April 2015).
    • 7. Craciun, E. Sales of Private Label Products Make Up 14% Of Romania's Retail Market. Available online: http://www.zfenglish.com/companies/retail-consumer/gfk-sales-of-private-label-productsmake-up-14-of-romania-s-retail-market-13495522 (accessed on 1 April 2015).
    • 8. Beckett, J. Grocers Revamp Brands: Food Chains Improve Look of Private Labels; San Francisco Chronicle: San Francisco, CA, USA, 1992.
    • 9. Jonquieres, G.; Tait, N. A Trolley Full of Troubles. Financial Times, 6 May 1993, p. 17.
    • 10. Batra, R.; Sinha, I. Consumer-level factors moderating the success of private label brands. J. Retail. 2000, 76, 175-191.
    • 11. Bettman, J. Relationship of information-processing attitude structures to private brand purchasing behavior. J. Appl. Psychol. 1974, 59, 79-83.
    • 12. Fei, L.; Dan, C. A Summary of Research on Retailers' Private Brand Theory in the West. Available online: http://en.cnki.com.cn/Article_en/CJFDTotal-BJSB200601001.htm (accessed on 1 April 2015).
    • 13. Istudor N.; Ion R.A.; Turek A. Consumers' Perceptions about Ethics in Agro-Food Products' Marketing. Amfiteatru Econ. 2008, 23, 92-97.
    • 14. Istudor, N.; Ion R.A.; Petrescu, I.E. Research on consumers' self-protection through a healthy diet. Amfiteatru Econ. 2010, 28, 436-443.
    • 15. Kwon, K.N.; Lee, M.H.; Kwon, Y.J. The effect of perceived product characteristics on private brand purchases. J. Consum. Market. 2008, 25, 105-114.
    • 16. Garretson, J.; Fisher, D.; Burton, S. Antecedents of private label attitude and national brand promotion attitude: similarities and differences. J. Retail. 2002, 78, 91-99.
    • 17. Choi, C.; Coughlan, A. Private label positioning: Quality versus feature differentiation from the national brand. J. Retail. 2006, 82, 79-93.
    • 18. Dobre, I. Research on the performance of farms' management in French agriculture. Quality-Access to Success 2013, 14, 338-343.
    • 19. Manole, V.; Stoian, M.; Ion, R.A. Marketing; ASE: Bucharest, Romania, 2011.
    • 20. Manole, V.; Stoian, M.; Ion, R.A. Agromarketing; ASE: Bucharest, Romania, 2003.
    • 21. Statistical Yearbook of Romania. National Institute of Statistic: Bucharest, Romania, 2012; p. 154. Available online: http://www.insse.ro/cms/ro/content/anuarul-statistic-2012 (accessed on 8 April 2015).
    • 22. Statistical Yearbook of Romania. National Institute of Statistic: Bucharest, Romania, 2013; p. 154. Available online: http://www.insse.ro/cms/ro/content/anuarul-statistic-2013 (accessed on 8 April 2015).
    • 23. The Nielsen Company. The state of private label around the world. Available online: http://www.nielsen.com/content/dam/nielsenglobal/kr/docs/global-report/2014/Nielsen%20Global% 20Private%20Label%20Report%20November%202014.pdf (accessed on 15 April 2015).
    • 24. Berger, R. Winning the private label end-game, Private Label Congress 2014. Available online: http://www.distrifood.nl/PageFiles/45520/Private%20labels%20vanuit%20strategisch%20perspec tief%20-%20Alexander%20Belderok.pdf (accessed on 25 March 2015).
    • 25. Shopper Trends 2012/2013 Romania. Available online: http://www.wall-street.ro/files/147257- 430.pdf (accessed on 15 April 2015).
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article