An empirical study of international private label branding in the food sector in Hungary

Kelemen, Zita and Malota, Erzsébet (2011) An empirical study of international private label branding in the food sector in Hungary. In: Marketing Theory Challenges in Emerging Societies - Conference Proceedings. Alexandru Ioan Cuza University of Iasi, pp. 135-141. . ISBN 9789736406812

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Official URL: http://www.emac-regional.com/volum_ULTRA_FINAL.pdf

2nd EMAC Regional Conference Marketing Theory Challenges in Emerging Societies MTC 5 - September 21-23, 2011 Iasi, Romania - Organized by Alexandru Ioan Cuza University of Iasi

Abstract

Private label branding strategies differ to that of the manufacturer. The study aims to identify optimal private label branding strategies for (a) utilitarian products and (b) hedonistic products, considering the special factors reflected in consumer behavior related to private labels in Hungary. The issue of House of Brands and Branded House strategies are discussed and evaluated in the light of retail business models. Focus group interviews and factor analysis of the survey found differences in branding strategies preferred by consumers for the two product categories. The study also outlines a strong trend in possible private label development based on consumer’s changing attitude in favor of national products.

Item Type:

Book Section

Uncontrolled Keywords:

private label, store brands, branding, consumer behavior, Hungary

Divisions:

Faculty of Business Administration > Institute of Marketing and Media > Department of Marketing Research and Consumer Behaviour

Subjects:

Marketing

ID Code:

450

Deposited By:

Ádám Hoffmann