Abstract. Recent studies show the importance of the private brand in the stimulation of retail sales. This paper has three main scopes: to evaluate the consumers’ attitude towards the retailers’ private brand according to the satisfaction and loyalty levels; to show the role of private brands in the consumers’ preferences; and to identify the key factors of success in private brands commerce. The authors have selected the descriptive method, the questionnaire, by performing a survey among the loyal customers of four Metro Cash and Carry stores, which represent a representative sample. The final conclusion is that the private brand is the cornerstone completing the puzzle game on a strongly competitive consumer market.

Keywords: private brand, retail, quality-price ratio, merchandizing, loyalty program.