Διερεύνηση της στάσης των καταναλωτών απέναντι στα προϊόντα ιδιωτικής ετικέτας

Μουζακίτης, Κωνσταντίνος

Exploring the consumer attitude toward private label products in supermarket sector

Master Thesis

Author

Μουζακίτης, Κωνσταντίνος

Date

2015-10

Abstract

This project was carried out in period from May 2015 to October 2015 in partial fulfillment of the requirements for the degree of Master of Arts in Economic and Business Strategy at University of Piraeus. The purpose of the study is to investigate the consumer attitudes about private label products in supermarkets. For this purpose, a survey was conducted with the method of the questionnaire and filled out by residents of Athens. Initially, it presents a literature review on the concept of private label as well as the effects of private label products to producers, consumers and retailers. Also, a comprehensive report about the determinants of consumer attitudes towards private label products is mentioned. Then, it presents some data of the supermarket sector about the turnovers of private label products and the shares across the categories. The last two chapters contains research results on how the interviewees perceive private label products, what kind of private label products they buy, why they buy and other findings and perspectives arising from the analysis of data.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/9033

Collections

Τμήμα Οικονομικής Επιστήμης

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