Consumer proneness towards Private Labels: an empirical analysis

The aim of this work is to analyse the consumer proneness towards Private Label food products. Private label is experiencing a marked growth all over the world and, due to this success, retailers are expanding their offer developing product lines with different positioning to meet the different needs of consumers. Of particular interest in recent years is the demand for products that are sustainable, healthy and respectful of the environment and animal wellbeing. To meet the demand, retailers expanded their private label offer including vegan brand lines. Therefore, the object of this thesis is to analyse consumer proneness towards private label, focusing in particular on vegan food products. To do so, an empirical analysis is done through the administration of a questionnaire to consumers.