OWN BRANDS: DETERMINING FACTORS FOR CONSUMER PURCHASE DECISION

Abstract

The intense competition in the supermarket sector makes the emergence of differentiation strategies for its products, the creation and expansion of own brands stands out. The objective of the study was to identify the factors that determine the consumption of private label products over traditional brand products and, as specific objectives, to identify the reasons why consumers are not willing to consume such products, in addition to identifying the reasons that led consumers of own brand products to no longer consume them. This is a quantitative survey with interval scale measurement, whose primary data were collected using a questionnaire applied to a non-probabilistic sample of consumers from the cities that make up the ABC region of São Paulo. The research is relevant when relating the concepts of brands and decision of purchase of the consumer to products of own brands. The results from 145 questionnaires, whose analysis was based on the use of frequency statistical methods and multivariate factor analysis, showed that the main factors of the consumption of own brand products are the satisfaction of needs and perceived quality. Consumers who are not willing to consume have chosen to ignore the brand as a reason for doing so. Those who consumed and failed to do so highlight the poor quality of the product. From the data obtained supermarket chains can adopt strategies to consolidate the consumption of such products, in addition to the subsidies that the research may bring to academic research in other locations.