An empirical study of international private label branding in the food sector in Hungary

摘要

Private label branding strategies differ to that of the manufacturer. The studyudaims to identify optimal private label branding strategies for (a) utilitarian products andud(b) hedonistic products, considering the special factors reflected in consumer behaviorudrelated to private labels in Hungary. The issue of House of Brands and Branded House strategies are discussed and evaluated in the light of retail business models. Focus group interviews and factor analysis of the survey found differences in branding strategies preferred by consumers for the two product categories. The study also outlines a strong trend in possible private label development based on consumer’s changing attitude in favor of national products.