Abstract:

Understanding consumer behaviour plays an important role at the competitive market. This article focus on the factors that influencing customer loyalty towards private labels. This article focus on the key factors influencing customer loyalty towards private labels and explores the relationships among crucial factors and main socio-demographic characteristic. Author stated several hypotheses and tested them through chi-squared test. The statistical tests proved that importance of price as a key factor for loyalty towards private labels depends on income at the 5% confidence level.