Consumers’ Perception and Loyalty to Private Labels: A Comparison of the German and Greek Market
Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesis
In a time during which the consumer has the choice of many similar products (Burnett, 2007), retailers seek business growth and competiveness, for example through the introduction of their own private label (Pepe, 2008). Thus the interest and relevance of private labels has increased in recent years (Nielsen, 2014; Gázquez-Abad et al., 2014). As studies have shown, the consumers’ perception and loyalty towards brands and private labels can vary across countries leading to the topic of the study, namely a comparison of the consumers’ loyalty and perception of private labels in Greece and Germany. Thus, the relationship between the cultures and the consumers’ behaviour is evaluated towards possible differences. Using the quantitative research approach, a self-completion questionnaire was answered by both 140 German and 140 Greek consumers. Through analysing the data, the validity of six hypotheses was measured. This way, the question regarding possible differences in consumers’ loyalty and perception of private labels in Greece and Germany could be answered. As a result to this question, the main differences refer to the Greeks’ high loyalty towards manufacturer brands and the low perceived quality of private labels in comparison with German consumers. Thus, most importantly, Greek consumers have to be convinced of the good quality of private labels in order to lower their perceived risk, try the products and be less loyal to manufacturer brands.
Place, publisher, year, edition, pages
Perception, Loyalty, Private Labels, Perceived Risk, Perceived Price, Germany, Greece
IdentifiersURN: urn:nbn:se:hh:diva-29001OAI: oai:DiVA.org:hh-29001DiVA: diva2:840081
Subject / course