Main goals of this research include the exploration of consumer attitudes towards private labels, the influence of private labels on the consumer behaviour, as well as the insights into the popularity of private labels compared to national brands. Factors which influence consumer behaviour are also described in the thesis along with the history of private labels origin, their development on a global scale and in Croatia. Research was conducted on a sample of sixty consumers of the Republic of Croatia using an online survey. Research results have shown that consumers consider private labels to be of good quality and acceptable price. Consumers also consider that private labels offer a good ratio of value for money. Furthermore, results have shown that sales of private labels are increasing and consumer perception about such products is improving, thus products become more desirable. Additionally, there is room for improvement in terms of the packaging design. Also, marketing experts should work on consumer perception, on changing consumer attitudes about private label products being intended for people of low income. Research conclusions are presented at the end.