engleski

Perception of private brands among student population in Croatia

Private brands are synonym for brands which are not managed by manufacturer but rather by retailer or distributor who is guaranteeing for the product and is responsible for its market placement. In the first phase of their historical development, low price of private brand products was accompanied by their low quality but, for some time now, constant trend of increased quality in private brand products is evident in the market. Nevertheless, even if the functional quality of private brand labeled product is the same or even higher than manufacturer brand product, market category i.e. experienced or perceived quality also has to be considered. And in that category consumers are still favoring renowned manufacturer brands. This paper is providing theoretical overview of private brand concept, its historical development and current situation with special attention to Croatian market which is still legging behind considering private brands market share, especially compared to West European countries. Research, which was conducted for the purpose of this paper, indicates the degree of private brand acceptance among student population, as one of the most price sensitive market segment, as well as their perception related to price-quality ratio of private brands in Croatian market.

private brands; quality; price; student population

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