Abstract:

The study aims to investigate the potential of ,,Own Brands” in major hypermarkets, in Romania. In the current situation of economical crisis, ,,Own Brand” may be a tool to increase performance, both from the point of view of producers and from the point of view of retailers, which is why partnerships between the two actors in the market must expand representing a viable and essential solution for future development.

From the point of view of the producer, the main advantages of such a partnership are to ensure a sufficient level of production sold and a constant maintenance of revenues, and support in the market. From the retailer’s perspective, the advantages of ,,Own brand” products derives mainly from increased sales in certain segments of products that consumers perceive with a favorable quality / price ratio for them, close and even draw to the high ,,brands ".