| Abstract [eng] |
The main goal of this master thesis is to determine the influence of personality traits of customers on the perceived quality of private label and intention to buy. The thesis consists of three main parts: review of literature, research and its results, conclusions and suggestions. The conception and types of a private brand, perceived quality of private labels, factors that affect the perceived quality, influence of the perceived quality on the intention to buy private brands, trust of consumers in a private label and personality traits that condition the perceived quality are reviewed in the review of literature. After the review of literature, the author researched the influence of personality traits of consumers on the perceived quality of private brands ,,Meltez Royaller“ and ,,Favorit“ as well as intention to buy. The obtained results of the research were compared with other similar researches. The results of the research were processed statistically by using the SPSS Statistics software packet. The Cronbach’s Alpha reliability coefficient of Likert scales was determined. It was always higher than 0,9. It means all the scales are reliable. The correlative analysis was used for the checking of hypotheses and Pearson coefficient of correlation was also used. The performed research revealed that the higher the perceived quality of private labels by consumers was, the more the consumers were likely to buy the goods marked with a private label. The more individualistic and materialistic personality traits consumers have, the lower the perceived quality of private labels is. The lower the need for cognition by consumers is, the lower the perceived quality of private labels is. The higher the trust of consumers in private labels is, the higher the perceived quality of private labels is. The conceptions of the main review of literature and the results of the research are summed up in the conclusions and suggestions. The author thinks the knowledge of retailers about the personal characteristics of customers are often limited. Every consumer has different personal characteristics. Retailers should consider them when applying the strategy of private labels and developing new private labels. |
