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Enhancing Customer Loyalty with Private Label Brands – Factors Influencing Success in the Health and Beauty Retail Industry

Autor práce: Segebarth, Charlotte
Typ práce: Diplomová práce
Vedoucí práce: Král, Petr
Osoba oponující práci: Lhotáková, Markéta

Informace o vysokoškolské kvalifikační práci

Název práce: Enhancing Customer Loyalty with Private Label Brands – Factors Influencing Success in the Health and Beauty Retail Industry
Typ práce: Master thesis
Jazyk práce: English
Abstrakt: The purpose of this thesis is to give advice on how to develop Private Label Brand strategies that will create and enhance customer loyalty in the Health and Beauty Retail industry. The primary research was conducted by a combination of quantitative and qualitative research methods. In order to give the reader an overall impression of the topic and to support the findings, desk research was conducted by using different secondary sources, such as economic journals, books and industry reports. By analyzing the data from the survey that was distributed via several channels to 186 participants, different hypotheses were tested. Firstly, it was discovered, that there are significant differences between product categories in the likelihood of customers to purchase a Private Label product. Moreover, gender-related differences in customer loyalty were tested, leading to the result that men are more Health & Beauty brand loyal then women whereas women are slightly more loyal towards a certain Health & Beauty retailer than men. Furthermore, it can be concluded that people who are loyal to a retailer are more likely to buy Private Label products and vice versa, people who are frequently buying Private Label products, are more loyal towards a certain Health & Beauty retailer. Concerning the demographic variable of age, the results show that there is no correlation in the willingness to purchase Private Labels in the Health & Beauty section between different age groups. Additionally, the effect of income on Private Label purchasing behavior was tested and the test led to the conclusion that there is no significant difference between income groups. In general, women are more likely to purchase Health & Beauty Private Labels than men and men are less able to differentiate Private Labels from national brands. Moreover, an important finding is that people who are mainly purchasing national brands do so because it is their habit, not because they perceive the quality or image of Private Label products to be bad. The last new insight which was gained through the primary research is that the amount of monthly spending on Health & Beauty products in general, is not correlated to the fact whether a person is buying Private Labels or not.
Klíčová slova: Health and Beauty Indsutry; Brand Loyalty; Private Labels

Informace o studiu

Studijní program a Studijní obor: Ekonomika a management/International Management
Typ studijního programu: Magisterský navazující studijní program
Jméno přidělované hodnosti: Ing.
Instituce přidělující hodnost: University of Economics, Prague
Název fakulty: Faculty of International Relations
Název katedry: Department of International Trade
Instituce archivující a zpřístupňující VŠKP: University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce: 15. 12. 2014
Datum podání práce: 25. 8. 2015
Datum obhajoby: 10.09.2015
Výsledek obhajoby: Závěrečná práce byla úspěšně obhájena

Soubory ke stažení

Hlavní práce50643_xsegc00.pdf [1,06 MB]
Veřejná příloha12230_xsegc00.pdf [593,15 kB]
Oponentura44374_lhom01.pdf [428,76 kB]
Hodnocení vedoucího50643_kralp.pdf [55,57 kB]

Údaje ze systému InSIS

Identifikátor https://insis.vse.cz/zp/50643/podrobnosti