Economic factors can have a dramatic effect on consumer spending and buying behavior. Especially during the financial crises, consumers look for more value. Value marketing involves offering financially cautious buyers greater value— the right combination of quality and service at a fair price. Consumers’ interest on private labels increase on economically hard times. A private label product is manufactured by a contract or third-party manufacturer and sold under a retailer’s brand name. For example, customers shopping from Migros may prefer Migros brand instead of national brands since they are more affordable and offer a reasonable quality.