Private labels and the purchasing behaviour of young Polish consumers in the market

Initially, private labels were associated with low quality and unknown composition. Due to product innovations, it is increasingly difficult to distinguish a private label of a retail chain from a so-called mass brand produced for the general population and available to every consumer. It is important to adapt the product to consumers’ expectations. The range of private label products includes products for everyday use, luxury items, diet or organic products. It should also be highlighted that private labels are an important part of trade today. The article attempts to provide some insight into the purchasing behaviour of young Polish consumers towards private labels and manufacturer brands. The first part synthetically explains the concept and essence of the private label, key factors influencing consumers’ attitudes towards brands and purchasing behaviour towards private labels. The next section focuses on the conceptualisation of the research and describes the research sample and its characteristics. Based on the conducted research, the final part of the article attempts to identify the purchasing behaviours of young Polish consumers towards private labels.