CONSUMER PREFERENCES FOR AGRI-FOOD PRODUCTS SOLD UNDER RETAIL PRIVATE LABEL

The purpose of this study is to examine consumer behavior regarding private-label agri-food products in a
context marked by inflationary pressures, a diversifying product range, and the dynamics of large retail chains. For
this study, a survey method was used, developing a questionnaire to analyze the factors that determine the consumers’
purchasing and consumption decisions regarding private-label agri-food products. The research focuses on aspects
such as consumption frequency, preferred retailers as a source of product purchase, monthly spending on these
products, preferred product categories, and the identification of product ranges associated with major retailers that
sell private-label agri-food products. The questionnaire collected responses from various respondent samples, while
also examining the influence of demographic data on purchasing and consumption trends. The research results
highlight a growing trend in the consumption of these products, with an increasingly sophisticated consumer profile,
where the most important purchasing criteria are product quality and price, while consumption is most influenced by
taste and freshness, and secondly, by the quality of these products. The main conclusion is that “store brands” serve as
a strategic tool for differentiation and for strengthening competitiveness in the Romanian agri-food retail sector, where
the market is maturing and increasingly demanding high-quality products, seeking an optimal quality-to-price ratio.