COMPARISON OF PERCEPTION OF PRIVATE LABELS BETWEEN STUDENTS STUDYING IN THEIR PLACE OF RESIDENCE AND STUDENTS STUDYING OUTSIDE THEIR PLACE OF RESIDENCE

Abstract

In order to be more successful and achieve higher profits, supermarket chains have recognized and used the possibility of creating their own brands. Creating private labels, modeled after manufacturer's products, enables differentiation from competitors, market competition, sales growth by accumulating new buyers and gaining their loyalty. In recent years, the trend of private label consumption in the Republic of Croatia has grown and positive perception has been created. Apart from lower price, which has been the most significant advantage, buyers’ perception has lately been focused on the benefit with regard to their investment. As the private label is bought by various consumer categories, this paper focuses on the segment of students. The aim of this paper is to research how a place of study in relation to the place of residence of students has an impact on the perception of private labels. The primary research was conducted on two groups, namely students studying outside their place of residence and students studying in their place of residence aged from 18 to 26. Furthermore, the study analyzes  students’  shopping habits, the influence of other individuals on students in the final decision on buying as well as preferences of the respondents to a particular private label.

Keywords: Private label, students, buying habits, making the final purchase decision