Preference and Perception of Private Label Products and Yoghurts - A Case Study of Slovak Consumers with the Age up to 30 years

There is no doubt that private labels represent a new way how the retailer can build new and loyal customers. What must be mentioned connected with them, is the fact, that many potential customers still doubt about their quality. The market of dairy products and especially of yoghurts is not an exception. The present paper deals with the issue of private labels, their quality and preference from the side of Slovak consumers with the age under 30 years. The aim of the present paper was to determine the preferences of products and yoghurts labelled by the private labels, as well as the perception of their quality from the side of Slovak consumers' with the age under 30 years. As the research methods there were used the methods of survey, structured questionnaire (the total number of respondents was 1,264 randomly selected respondents with the age up to 30 years) and blind test. For a deeper analysis of the obtained results, there were set out six assumptions and nine hypotheses, which were tested with the use of Pearson’s chi-square test, Fisher’s exact test, Cramer’s contingency coefficient and Phi coefficient. The results of the research show, that the situation with the preference and perception of the products and yoghurts labelled by the private label from the side of Slovak consumers with the age under 30 years is very good – 38 % of respondents buy the products labelled by the private label daily, over https://doi.org/10.15414/isd2018.s2-1.08 PREFERENCE AND PERCEPTION OF PRIVATE LABEL PRODUCTS AND YOGHURTS ... 373 42 % of respondents prefer in their purchase products labelled by the private label, more than 79 % of respondents see the quality of products labelled by the private label as adequate to the price, more than 74 % of respondents buy the yoghurts labelled by the private label, more than 58 % of respondents exactly prefer them before the yoghurts labelled with the traditional brand and over 80 % of respondents think that the quality of yoghurts labelled by the private label is very high and high.

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