PERCEPTION AND INTENTION FOR BUYING PRIVATE LABEL IN PARTICULAR PRODUCT CATEGORIES AMONG MACEDONIAN CONSUMERS

Sa？etak Private labels are usually perceived as cheap substitutes compared to national brands. Though, in recent years private labels are becoming widely prevalent and successful in more product categories. An empirical research was conducted in order to investigate consumers’ perceptions on private labels and their intentions to purchase private labels in various product categories. Additional to descriptive statistics, Kruskal Wallis test was applied for analyzing the differences in consumers’ perceptions and intentions on private labels, regarding their demographic characteristics, i.e. gender, education and income level. The perceptions and the shopping attitudes of the consumer in the Republic of Macedonia about private labels versus national brands have insignificant influence on buying decision making. Therefore, the paper provides relevant information for marketing professionals, retailers and scholars regarding the factors influencing perceptions and buying intentions of the private labels in different product categories