Eureka! Institutional Repository

Consumer reactions to national brands and private labels are constantly changing in favour of the latter by a number of factors such as consumers’ value consciousness and the element of price-quality association. Therefore, the main purpose of this paper is to investigate consumer's attitude and satisfaction with respect to private label products (PLPs). Particularly, the objectives of this study are to a) identify Greek consumers’ behavior before and during recession towards PLPs b) classify which factors have a greater impact on consumer satisfaction on PLPs c) determine consumers’ preferences in terms of the private label supplier and d) link consumer personal characteristics with PLPs consumption. In order to address the multiple purposes of this study, a self-administered questionnaire survey of total 1025 questionnaires has been conducted in the East commercial zone of Thessaloniki, Greece between 1/10/2001 and 20/12/2012. Data are represented using SPSS data analysis software. Findings reveal a tendency to consume more PLPs during the recession whereas consumer satisfaction is influenced not only from inherent factors such as price and quality but also from the availability, packaging and promotional activities.