RESEARCH OF BUYING HABITS OF PRIVATE LABEL GOODS IN THE FMCG MARKET
Changes in private label purchasing behavior in the FMCG market can be tracked domestically. The literature review and secondary research was carried out by comparative analysis of related publications of domestic and foreign authors. As primary research, we used observations as descriptive research, focus group interviews as qualitative research, and online questionnaires as quantitative research. Qualitative research shows that women and larger households purchase more private label products. Based on our quantitative research, there is no evidence that women and men differ in their preferences for retail or manufacturer brands. We only found significant gender differences in perceptions of the importance of private label product packaging. Households with larger household sizes spend only slightly more on private label goods. Based on the primary research, we can in no way claim that private label products are of inferior quality to manufacturer brand products.
2023. SPECIAL ISSUE 2 14-19
DOI: 10.24387/CI.2023.SPECIAL ISSUE 2.3
