Although there were many consumer behavior studies, their focus was on traditional brands. Despite that, their conclusions and recommendations can serve as a model for private label research. This paper aims to find out the influence of packaging on consumer purchasing decisions in the yoghurt segment. Attention was drawn to Slovak consumers under the age of 25 years. To achieve the aim, survey, structured questionnaire (549 randomly chosen respondents) and blind test (20 respondents) methods were used. For a deeper analysis, four hypotheses were set out and tested using statistical methods of Pearsons’ Chi-Square Test, Friedman test, Mantel-Haenszel Chi-Square Test, Phi Coefficient, Cramer’s V Coefficient and correspondence analysis. The results proved that almost 58% of respondents bought private labels sporadically, over 20% of respondents bought them multiple times a week, and over 18% of respondents bought them once a week. In terms of perceived quality, it can be said that quality of private label products is perceived as good and adequate, they evoke impression of adequate quality at a reasonable price, the decisive factor for their purchase is a combination of reasonable price and quality, and the reasons not to buy are high price, low quality and lack of information about the producer. Regarding the impact of packaging on respondents’ purchasing decisions, it is found that less than 34% of respondents believe that packaging of private label products is unattractive, and up to 33% of respondents think that packaging does not affect them. AcknowledgementThe paper was supported by the research project GA SUA No. 8/2019 “Private labels as the alternative to purchase”, which is solved at the Department of Marketing and Trade, Faculty of Economics and Management, Slovak University of Agriculture in Nitra.
Rational and irrational consumer behavior has already been the subject of several studies. Although their attention was mostly focused on traditional brands, these studies and their conclusions may also serve as a model for private label research, which is now increasingly coming to the forefront. Private labels are gradually becoming an adequate purchase alternative to traditional brands. The aim of the paper was to find out the influence of packaging and chosen marketing communication tools, on consumer purchasing decisions in the dairy segment. An anonymous questionnaire survey was chosen as the main research method, where participated 1,116 respondents from all over Slovakia; which was subsequently supplemented by the blind test involving 20 respondents under the age of up to 25 years. Seven chocolate-flavored yogurt samples were examined in the blind test; while the samples were such traditional brands by traditional producers as well as private labels. Interestingly, identical products were investigated ”“ products from the traditional producer, both under its brand and under the retailer's private label. The results of our research proved some interesting findings ”“ more than 28% of respondents buy private label products regularly and more than 53% buy them sporadically; whereas respondents do not buy private labels, mainly because of their lack of interest to try something new, assuming poor product quality and inadequate price; they buy them mainly because of lower prices compared to traditional product brands, comparable quality to traditional brands and good experience; respondents perceive private labels as good products of adequate quality and private labels evoke that products are adequate quality at a reasonable price. Although most respondents have no opinion on the packaging of private label products, more than 31% of them consider their packaging as unattractive and almost 36% think that their packaging does not affect them, but the results of the blind test partially refused this opinion.
The present paper is focused on the issues of private labels, their establishment, perception and preference by selected groups of respondents, namely consumers under the age of 25 and also inhabitants of selected V4 countries (Slovakia, Hungary and Czech Republic). An anonymous questionnaire survey was chosen as the main research method. A total of 3038 respondents aged under 25 participated—1064 respondents were from Slovakia, 973 from Hungary and 1001 from Czech Republic. This research method was subsequently supplemented with selected statistical methods evaluated in the XL Stat statistical program, SAS Enterprise Guide 7.1 and SAS 9.4, where hypotheses were examined by Pearson’s Chi-Square Test, Mantel–Haenszel Chi-square test, Cramer’s V contingency coefficient, Pearson’s correlation coefficient, Friedman’s test, Kruskal–Wallis test, Correspondence analysis and Phi Coefficient. The results of the survey can be perceived more than positively as most of the respondents declared that they knew the concept of private labels; more than 80% of respondents buy them either regularly or sporadically; just over 32% of respondents explicitly prefer them in their purchases and in terms of the perception of the quality, almost 75% of respondents think the quality of private label products is comparable to that of traditional brands.
The article focuses on analysis of online communication of pharmaceutical companies in the field of CSR. It is based on the fact that there are specific segments in the economy, which are called sensitive sectors. Even though they are often perceived as irresponsible in their nature, there are effective communication tools, which can used to increase positive corporate image. The present study is a part of a larger research that we conducted in the segment of pharmaceutical industry. We used information about companies available on their websites as a research material. We reviewed their availability on websites, but we also reviewed the content on which companies usually focus in terms of social engagement. Our research was supposed to prove that there are considerable differences among companies in our sample. We analyzed (qualitative content analysis) collected data (basic corporate documents like mission, vision and corporate values) using statistical procedures. These documents are crucial to corporate strategies, and often deal with responsibility issues which are then transformed into business strategies, tactics and programs. According to the nature of the research the generalization of the information provided is relatively limited.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.