This dissertation was written as part of the MSc in Strategic Product Design at the
International Hellenic University.
In this thesis was studied the private label products. The study examined the reasons
why private labels become so successful these days, and how consumers perceive the
private label in terms of behaviour and attitude especially in Greece.
Firstly, it wa
s determined what is private label products, categories of private labels and
the evolution of these products. Moreover, the competitive strategies that can be
followed by brand manufacturers, so as to respond to the power of the private label
products. Fu
rthermore, it was mentioned many research studies focusing on consumer
attitudes about private label products and factors that influence the purchase decision
for these. Finally, the position of these products in Greek consumers' mind were
examined.
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