Consumers´ perception of private labels

The aim of the work is to introduce the offer of private labels of selected chain stores and analyse the consumers' perception of the labels with the aid of a questionnaire survey. A range with private label includes all products sold by a store under its own label. The packaging is furnished with the name and logo of the distributor, meaning this marked product won't be found in another kind of store. Originally, there used to be only groceries and dring sold under private labels. However, nowadays, there are also private label drugstore commodities, domestic appliances, sports equipments and other products available. Private labels offer advantages as well as disadvantages to producers, sellers as well as consumers. Acoording to the price and quality we can devide the private labels into three categories -- economical, standard and special. The most developed market with private labels can be found in Switzerland, its market share reaches 53 percent. In the Czech republic this share amounts to about 35 percent, with private label goods being included into all chain stores' assortment. The foremost position is held by the Tesco company. The results of my questionnaire survey have shown that private label goods are bought by 85 percent of the respondents, the most important criteria for their purchase being the lower price range. On the other hand, the buyers' scepticism and lower quality of the goods work in disfavour of the purchase.