Attitudes towards private labels - example of a consumer sensory evaluation of food in Slovenia

Kuhar, Aleš (author), Tič, Tanja (author)

The study aims to extend the understanding of consumers´ perception of private labelled food products in Slovenia. Consumer sensory test of sour gherkins was conducted in two experimental conditions where the effect of brand information on hedonic judgment was examined. The difference between private label and producer label products was especially scrutinized. Results show that consumers in Slovenia perceive private labels as a lower price alternative of comparable quality to producer brands. Disposable income and family size proved to have significant effect on propensity to buy private label food. Study confirms that the information about brand significantly affect consumer sensory judgment. The effect of assimilation has been confirmed also in the case of private label.

• Language: English
• Keywords: živila, kisle kumarice, blagovne znamke, potrošniki, senzorična ocena
• Work type: Not categorized
• Typology: 1.01 - Original Scientific Article
• Organization: BF - Biotechnical Faculty
• Year: 2008
• Number of pages: Str. 379-390
• Numbering: Vol. 91, no. 2
• PID: 20.500.12556/RUL-284
• UDC: 641
• ISSN on article: 1581-9175
• COBISS.SI-ID: 2367880
• Publication date in RUL: 11.07.2014

Record is a part of a journal

• Title: Acta agriculturae Slovenica
• Shortened title: Acta agric. Slov.
• Publisher: Biotehniška fakulteta
• ISSN: 1581-9175
• COBISS.SI-ID: 213840640

Secondary language

• Language: Slovenian

Abstract

Raziskava poskuša poglobiti razumevanje percepcije trgovskih blagovnih znamk hrane pri slovenskih potrošnikih. Izvedeno je bilo senzorično vrednotenje vzorcev kislih kumaric pri dveh različnih vrstah eksperimentalnih razmer, kjer je bil ocenjevan učinek informacije o blagovni znamki na hedonično vrednotenje. Test je bil osredotočen na razlikovanje trgovskih blagovnih znamk in proizvajalčevih blagovnih znamk. Rezultati so pokazali, da slovenski potrošniki trgovske blagovne znamke vrednotijo kot cenovno ugodno alternativno izbiro primerljive kakovosti v primerjavi s proizvajalčevimi blagovnimi znamkami. Statistično značilni učinki nagnjenosti k izbiri trgovskih blagovnih znamk so bili potrjeni za dejavnike: razpoložljivi dohodek in velikost družine. Raziskava potrjuje hipotezo, da informacija o blagovni znamki statistično značilno vpliva na senzorično vrednotenje vzorcev pri potrošnikih. Učinek asimilacije je bil potrjen tudi pri trgovskih blagovnih znamkah.