Sociodemographic Factors and the Relationship with the Acceptance of Consumers as to the Own Brands in the Supermarket Retail

Abstract

The private label adoption brings many benefits, especially for the retail supermarket, however, in the Brazilian market, this strategy also works in embryonic form when compared with the United Kingdom considered the first in private labels in this category. In this sense, through a descriptive research with quantitative approach the objective is to identify the private label regular consumer profile and the acceptance of ten categories of private labels that can be introduced in supermarkets from the perspective of the main socio-demographic variables. It was used the Likert scale applied to 167 individuals between April and May in 2016. Some studies evaluate the significance of the relationship between the acceptance of private label and sociodemographic variables such as age, gender, education and socioeconomic status, however, does not investigate by product categories. One result of this study refers to the fact that for the studied sample, the socioeconomic classes that most accept the private label in general are the those in the  borders, that is: A, B1, D and E, and intermediate classes had higher rejection.