CONSUMERS’ PREFERENCES AND ATTITUDES TOWARDS OWN-BRAND FOOD PRODUCTS

The paper presents the identified consumers’ preferences and attitudes towards own-brand food products, with the research being carried out specifically on Lidl’s own-brand food products, sold in Romania. Theoretical concepts relating to branding are presented, as well as consumers’ preferences and attitudes. This was followed by the development of the research methodology and the implementation of a survey-based study, on the basis of which the results were obtained together with the most relevant conclusions. Starting from an understanding of the main consumer preferences regarding Lidl’s own-brand food products— namely demand and purchase frequency—the key criteria influencing purchasing decisions were identified, as well as the level of satisfaction with respect to the organoleptic properties of the products. In addition, the degree of consumer satisfaction regarding shelf life, price discounts and loyalty rewards, preferences concerning payment methods, the average monthly expenditure allocated to such purchases, and the way in which consumers evaluate the prices of Lidl’s own-brand products were also analysed. Based on the research findings, conclusions and recommendations were formulated aimed at enhancing consumer loyalty, thereby contributing to a higher level of satisfaction, increased brand awareness, and a stronger market repositioning of these products within consumer perception.