Yndicio 8

99 Abstract Is it consistent to relate a contingency theory to a program of own brands? All this is related to the preference of a custo- mer to buy their own brand products in cleaning and disposable categories compared to the categories of personal care and food. The categories of cleaning and disposable products in brand programs are of a positive preference because the products are rela- ted to the variable price and the use that is given to them as a factor of influence in the decision making. In contrast to the categories of personal care and food in which the price factor does not influence the decision making for the reason that the customer va- lues the use and consumption of the product and the favor buy products from leading brands and that are positioned in the market. This means that the market planning for private label programs must be different and changing in all product categories and in their processes a contemporary contingency model that provides the necessary flexibility in the personal care and food product categories. That develops mecha- nisms to make known to customers the benefits and advantages of using the products with the aim of be- ing able to remove that negative positioning related to the prejudices and perceptions towards the generic or own products of the organizations. Keywords: Own brands, product categories, purchasing preferences, contingencies.