Czynniki warunkujące kształtowanie postaw konsumenckich wobec marek własnych oraz ich wpływ na budowanie kapitału marki i wartości dla przedsiębiorstwa
Factors determining consumer attitudes to private labels and their impact on building brand equity

Summary/Abstract: Issues of customers behaviours mentioned in this case study, seem to be essential for marketing’s conceptions which are during implementation, where most important places belong to conceptions related with managing own brand, which at the end increase the value of company. Distanced factors which are forming customers attitudes are presented in order to present from one side description of the customer approach, and at the other side definition of emotionally-mental approach to his expectations. Properly defining of such factors and their deep analysis leads to proper preparation of own brand offer, for the companies which are taking a part in commercial sale. Implantation of own brand conception leads to form added value to total value of company. This summary, includes just a very little part of topic related with customers behaviour, and it’s just the introduction to the further deep analysis.

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