THE ATTITUDE OF CONSUMERS TOWARDS PRIVATE LABELS AND THEIR LOYALTY
DOI:
https://doi.org/10.46793/GlasnikDN18.1.197NKeywords:
consumers, private label, consumer loyalty, retail chains, loyalty programs, effectsAbstract
Consumer loyalty is one of the basic elements on which the success of retail chains in modern markets is based. Brands are one of the ways that retail companies use to strengthen customer loyalty. The subject of the research carried out is the analysis of the relationship that consumers of different ages have with private labels and the use of this relationship to create and strengthen their loyalty towards given retail chains. Emphasis in the research is placed on the role that consumers' age has on their attitude towards private labels. The research aims to demonstrate the extent to which private labels can represent a source of loyalty among different consumer groups towards retail chains. The results of the research, which was conducted on a sample of 311 respondents, indicate that the attitude consumers have towards private labels has a significant impact on their loyalty towards the retail chains that own them. Respondents aged 46 to 65 have the most positive attitude towards private labels. The highest level of loyalty towards retail chains, based on the relationship people have with their private labels, is expressed by those over 65 years old.
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