Motywy stosowania marek detalisty z perspektywy sieci detalicznych działających w Polsce

• Autorzy: Witek-Hajduk M. K.

Warianty tytułu

EN

Motives of using private labels from the perspective of retail chains’ operating in Poland

• Języki publikacji: PL

Abstrakty

PL

Celem artykułu jest odpowiedź na następujące pytanie badawcze: które motywy stosowania przez działające w Polsce sieci detaliczne marek detalisty są dla nich najważniejsze? W celu odpowiedzi na to pytanie zrealizowano badania ilościowe metodą ankietową w formie wywiadu telefonicznego z zastosowaniem techniki CATI na próbie143 losowo wybranych sieci detalicznych działających w Polsce. W wyniku badań empirycznych stwierdzono, że badane sieci detaliczne działające na polskim rynku kierują się różnorodnymi motywami przy wprowadzaniu marek detalisty, w tym zarówno motywami wizerunkowymi, ekonomicznymi, rynkowymi, relacyjnymi, jak i konkurencyjnymi, ale najważniejsze są motywy wizerunkowe.

EN

The aim of this paper is to answer the following research question: which motives of using private labels are the most important for retail chains operating in Poland? CATI technology methods were employed to collect data and 143 telephone interviews with respondents from retail chains operating in Poland were completed. Studies have confirmed a variety of motives of using private labels by retail chains operating in the Polish market, including image, market, relational, and competitive motives, but the most important are image motives.

Słowa kluczowe

PL

marki detalistów; motywy stosowania marek detalistów; sieci detaliczne; Polska

EN

retail labels; motives of using private labels; retail chains; Poland

• Wydawca: Polskie Wydawnictwo Ekonomiczne SA
• Czasopismo: Gospodarka Materiałowa i Logistyka
• Rocznik: 2015
• Tom: nr 12
• Strony: 12--19
• Opis fizyczny: Bibliogr. 62 poz., tab.

Twórcy

autor

Witek-Hajduk M. K.

• Szkoła Główna Handlowa, Instytut Międzynarodowego Zarządzania i Marketingu

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