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Theoretical and Applied Economics
No. 3 / 2018 (616), Autumn

Private brand – differentiating concept and source of stimulation of the Romanian retail trade

Ion ANGHEL
The Bucharest University of Economic Studies, Romania
Anca Maria HRISTEA
The Bucharest University of Economic Studies, Romania

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.

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The Economicity. The Epistemic Landscape, Marin Dinu, 2016

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