Behind the label Investigating SPAR Magyarország Kereskedelmi Kft.'s private label products and consumer behaviour
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| Format: | Thesis |
| Kulcsszavak: | brands consumer behaviour fogyasztói magatartás Private label Retail Sector saját márkás termék SPAR Hungary Spar Magyarország Kereskedelmi Kft. |
| Online Access: | http://dolgozattar.uni-bge.hu/56918 |
| Abstract: | This thesis investigates the development and growth of private label products in the Hungarian retail market, with a special focus on SPAR Magyarország Kereskedelmi Kft. The research explores the key factors contributing to the success of private label products and their strategic importance. The research uses a mixed-methods approach, combining an online survey with 162 respondents and an in-depth interview with the Head of Food Industry at SPAR Hungary, to provide valuable insights into the topic. The results show that affordability, large-scale production and comprehensive marketing activities are the drivers of success for store brands. However, alongside affordability, the increasing demand for quality has also shaped the market, with retailers such as SPAR putting quality at the forefront of their private label offerings. The research also shows that consumer preference for SPAR private label products is influenced by price sensitivity, brand loyalty and perceived quality. While price-sensitive consumers prefer private label products, in particular the S-BUDGET range, national brands remain attractive in certain categories, highlighting the diversity of consumer behaviour in the retail sector. |
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