Consumer behavior towards private labels : the case of Lebanon and Monoprix

Abstract

It was approximately a decade ago that private labels emerged, and have proved to be increasingly popular since then. Although there was a decline and a few failures along the way, one can confidently state that private labels have become a worldwide phenomenon. This projects aims to investigate their occurrence in Lebanon, particularly their existence in ADMICs Monoprix. The study also wishes to observe the extent to which consumers perceive private labels in Lebanon and their behavior towards such products. The project analyzed questionnaires that were filled out by supermarket shoppers, and conducted experiments to determine whether the private label products were worth purchasing. The results demonstrated that private labels are of equal or better quality than national brands and are, additionally, less expensive. However, consumers are hesitant to buy these products since they are uncertain of their quality and price, and because the national brands have acquired a grip or foothold in their mindset which is extremely difficult to eradicate.