Delilampou, Eleni

2018-05-08T00:00:19Z

https://repository.ihu.edu.gr//xmlui/handle/11544/29099

Private Label

Product label and consumer perception especially in Greece with economic crisis.

Consumer behavior--Research

Consumer behavior--Psychological aspects

Consumer behavior--Economic aspects

Branding (Marketing)--Management

Brand choice--Greece

Brand name products--Greece

Brand name products--Planning

Brand name products--Social aspects

free

School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design

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.

Charisios, Achillas

IHU

Greece