RÓŻNICE POMIĘDZY DEKLARACJAMI DOTYCZĄCYMI ZAKUPU PRODUKTÓW MAREK WŁASNYCH SIECI HANDLOWYCH A FAKTYCZNYMI DECYZJAMI ZAKUPOWYMI MŁODYCH NABYWCÓW
DIFFERENCES BETWEEN PURCHASE DECLARATIONS OF SHOPPING CHAINS PRIVATE LABELS VS. REAL BUYING BEHAVIOUR OF YOUNG CONSUMERS

Summary/Abstract: The epistemic goal of this paper is to show the problem of the inconsistencies between declarationsand the exact purchase of private label products. In order to identyfy the potential differences, the comparative analysis of photographs was conducted. The selection of this segment is important due to the fact that 23% of Polish population constist of people at the age of 20-34. Sweets, dairy and powdery are the most founded products among young consumers. Respondents do not purchase beauty products and are not willing to test them. The research reveals that 85% of opinions made by the buyers were different from the state of their private label products possession. The main discrepancy was between the respondents’ claim that they do not acquire private labels products, but they were present at provided pictures or in declaring only small percentage of that kind of purchases while most of presented consumables were signed by the distributive network.

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