Private label brands in Romania : a study focused on soft drinks and savoury snacks

• Autor(a) principal: Nunes, José Maria Fernandes de Almeida
• 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/10400.14/29701
• topic: Private label; Retail; Culture; Modern retailers; Romania; Emerging market; Soft drinks; Savoury snacks; Marca própria; Retalho; Cultura; Retalho moderno; Roménia; Mercado emergente; Snacks salgados; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Private Label Brands in developed countries have become a strong competitor to the manufacture brands, however in developing countries private labels are still not performing as well. The present study explores the different drivers that impact the performance of the Soft Drinks and Savoury Snacks from Private Labels Brands in the Romanian market. The study focuses in the Retail and Consumer dimensions that impact the Private Label performance. Romania Soft Drinks and Savoury Snack market is expected to grow as well as the modern retailers present in Romania, and thus PLB’s will grow as well. However, consumers have trust issues towards private labels, because of the low-quality products that the retailers distribute from Soft Drinks and Savoury Snacks. Romanian culture manifest high levels of power distance, uncertainty avoidance and individualist traits which hinders the performance of Private Label Brands. PLB’s in Romania are still not mature as well as the modern retail, additionally the initial strategy of low-quality products still affects the performance of PLB’s.