Consumer Perception of Tesco Private Labels in the Czech Republic

This master’s thesis studies consumer perception of Tesco private labels in the Czech Republic. It verifies statistically significant relationships between selected variables: Tesco brand image, number of purchased Tesco private labels per month, value for money of Tesco own brands, consumer’s age, income, gender and satisfaction level. After an investigation of theoretical concepts, a market overview and an analysis of purchasing behavior of Czech consumers, 5 hypotheses have been formulated. In order to test them, the author has conducted a primary research in the form of a questionnaire. 61 responses have been collected and examined through descriptive statistics, correlation model and regression analyses. The key findings of this master’s thesis are determined factors which influence consumer perception of Tesco private labels. Research results have served as a basis for providing recommendations to Tesco company on how to further improve private label strategy with regard to its own brand categories, marketing communications, and product attributes.