Perceived Quality and Satisfaction Regarding Private Labels in Romanian Retail

This article addresses the perception of various customers regarding the private labels of retail companies. Therefore, the scope of this paper is to illustrate and determine whether specific factors such as the opinion, satisfaction and enjoyment of such labels, influence each other and also the perception of the customer, regardless if the customer is aware or not about it. Since these factors also influence the purchasing decision of potential customers, it is interesting to find out the current state of those, and identify any potential for improvement. This paper uses a statistic linear model, that is based on the inference statistic as well as the descriptive statistics. Therefore, tests like the Lagrange multiplier test, known also as the White test, the Durbin Watson test and the Jarque Bera test, were conducted to check the quality and the validity of the model. The results are interesting due to the fact that every time 2 factors were analysed, one test was failed. This does not necessarily mean that the model is unfounded or not valid. This signifies that there might be a better model that suits the behavior of the analysed factors and can possibly predict better their outcome.