White brands and its influence on the positioning of Trujillian supermarkets in the period 2013

Abstract

This research aims to determine the influence of the perception of private labels in supermarkets trujillanos positioning in the period 2013. The study used two techniques of investigation, the focus gruop and the survey, which were the main reasons for buying private label products such as the price and the guarantee that these products offer.In this study we can see that the top-selling supermarket brands is Plaza Vea white (34%), followed by Tottus (31%), Metro (22%) and Wong (15%). Plaza Vea and Tottus are the largest supermarkets in the city of Trujillo, being the best-selling private label products.