Download or read book Consumer Attitudes Towards Private Label Products written by Dionysis Kasotakis and published by . This book was released on 2015 with total page 9 pages. Available in PDF, EPUB and Kindle. Book excerpt: During the last decades, private label products evolution has radically changed the retail industry in manifold ways. Nowadays, private label products are constantly gaining market shares and penetrate in new product categories. Numerous studies have identified several factors affecting consumers' attitudes towards private label products. This paper examines consumers' perception on private label products, as compared with the branded products, under the spectrum of five basic dimensions: (a) quality, (b) price, (c) packaging, (d) status and (e) innovation. Moreover, it attempts to identify changes in Greek consumers' attitudes towards private label products within the last three years, and thus investigate the impact of the current economic recession. Finally, differences in consumers' attitudes across specific private label product categories (ie. food, home care and personal care) are examined. Primary empirical research was conducted, focusing on Greek consumers shopping attitudes. The findings of the research, confirmed the existence of differences in consumers' evaluations between private label and branded products under all dimensions examined. Branded products were favoured as far as it concerns their quality, packaging, status and innovation. On the other hand, as it was expected, private label products were favoured for their price. In addition, statistically significant differences were found in consumers' attitudes towards private label products within the last three years. It seems that consumers have become more price sensitive, thus their attitudes towards private label products has changed in a positive way compared with three years ago. Finally, differences were also found in consumers' attitudes towards private label products across the three product categories examined. Specifically, it was found that consumers, as regards private label products, tend to have a positive attitude towards home care products and negative attitude towards food and especially personal care products. Several managerial implications for marketers were also identified.