The Balance between Price and Non-Price Benefits in Low Price Brands' Communication

The present study focuses on the way the low-price brands build communication strategies. According to the most popular marketing theories, the research illustrates main disadvantages of the brand position based on low price only and how non-price benefits influence decision-making. The central purpose of the study is to elaborate whether the presence of product and image components in the communication of low-price brands affects the decision-making process and the attitude of consumers towards them. The series of interviews and the poll was chosen as data collection methods. The interview allowed to identify the main patterns of purchasing behavior in different categories of goods, to find out the attitude of consumers to the segment of goods at a low price (including private labels), and to highlight the main drivers and barriers during purchasing such goods. The poll allowed to identify buying intent for products with a particular set of characteristics, as well as to understand what role each type of benefits plays in making a purchase decision. The collected data were analyzed by conjoint analysis. Key words: brand, brand position, consumer behavior, decision-making process, marketing, marketing communications.