CHANGES IN CUSTOMER BUYING BEHAVIOUR TOWARDS PRIVATE LABELS DURING COVID-19 PANDEMIC

The COVID-19 pandemic has brought several changes to society. It has severely affected the daily lives of each of us and the global economy. Many authors point to the fact that during COVID-19, there were changes in patterns of normal buying behaviour. During the COVID-19 pandemic, there were changes in customer preferences, purchased product categories, and price perceptions. This article focuses on the customer buying behaviour and changes in perception of private labels due to the COVID-19 pandemic. The author focuses mainly on the issue of perceiving the impact of the COVID-19 pandemic on private label purchases. The article will focus on changes in the preferences of private labels and generally branded and non-branded goods in various categories. Preferences for private labels and non-branded goods have increased for many products. Changes in private labels preferences in the main categories will be analyzed through a chi-square test concerning the essential demographic characteristics of the respondents.