Il comportmento del consumatore e l’acquisto dei prodotti a marca commerciale: una ricerca empirica
The brand represents a fundamental resource for the company, which is able to to vehiculate and sometimes to embody content and values deemed rewarding in social terms, and expression of the personality of a certain population. In this context, big retail has developed its own brand products (private label) which involves the assumption of obligations, responsibilities, and precautions to secure the entire chain value. The weight of private label has steadily increased in all the commercially developed countries as a result of market share growth in the covered areas. Hence the goals of this work are to analyse the main factors that motivating the purchase of private label, to understand the attitudes and expectations that the consumers manifest in relation to retailing brand also in the light of their convenience for the final consumer, and to identify the benefits that they seek in comparison to other brands. The study is also supported by an empirical research conducted on some of the main retailers in order to understand the attitude and propensity of the consumers of private label. of such research, carried on the period March-September 2008 is based on the administration of a questionnaire to about 756 consumers outside of four hypermarkets of big retail located in Umbria, Tuscany and Lazio, after their "shopping". In particular, information weas collected concerning (i) the motivations that lead consumers to buy or not private label, (ii) the main categories in which the use of private label has is widespred (iii) the role of the price in the choise between private label and national brands, (iv) the role of packaging in the identification of the product and the ability to provide information about its quality.