Determinants Influencing Young Polish Consumers’ Purchases of Private Labels Products
Determinants Influencing Young Polish Consumers’ Purchases of Private Labels Products

Summary/Abstract: Nowadays, private labels (PLs) are an important part in grocery retailing and are gaining popularity in other product categories. This work intends to give anoverview of the factors affecting private label products and the probable purchase decisions of young Polish consumers. In an experimental study, five focus group interviews (FGI) were conducted. The article presents young buyers’ feelings and attitudestoward PL products, including their thoughts on design improvement. After putting under scrutiny the private label image, the research results concerning the food and cosmetics packaging evaluation and retailers’ marketing communication activities are shown. An additional purpose of the work is to gather not only the declaredbut also latent associations with private labels. The adoption of the projection techniques enabled raising the issue of the PLs buyer profile. The paper concludes with practical recommendations for future private label development.

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