How consumers react to different private-label brands?

• Autor(a) principal: Morcela, Catarina Alexandra Vieira
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/21415
• topic: Private-label brands; Manufacturers brands; Customer; Choice criteria; Buying decision; Continente; Marcas próprias; Marcas dos produtores; Consumidor -- Consumer; Critérios de escolha; Decisão de compra

Portuguese families choose Private-Label Brands, more frequently. However, this is a much-diversified market, due to the numerous Private-Label Brands that exist, either from different retailers or, within the retailer itself, the different range of Private-Label Brands. It is important to know the reason, whereby each consumer choose each Private- Label Brand. The present thesis is based on the analysis of Consumer behaviour, regarding the three Private-Label brands from Continente: é, Continente and Continente Seleção. With the goal of understanding, how each consumer sees each brand and, what make them choose it. Starting the analysis with the Literature Review, where the main theoretical components from this study were enunciate, namely, about the concepts of Brands and Consumer Behaviour, leading, posteriorly, to the definition of the study objectives of the methodological part. Continuing to the research part, through the quantitative analysis, concretely, through an online questionnaire, where were obtain 318 answers. After analysing the responses, with the tools provide from SPSS Software, it was possible to ascertain the results. The results obtained showed that most consumers consume Private-Label Brands, with Private-Label Brands from Continente being widely consumed. The choice of brands is, mostly, due to the quality and price of the products, with those with the best quality / price ratio prevailing. However, the Brand é is seen by consumers, as the brand with the lowest quality in the Continente chain and is also the least consumed.