This work was developed to identify the consumer´s perception about Dia%´s private label food products at Rio Grande do Sul. To achieve this goal, it was necessary to apply a quantitative research into 104 respondents. Through this research, which was hold in May and June of 2013 using the statistical method, it has being possible to achieve this goal. Given the responses it was noticed that Dia%´s label is already well known and consumed by customers, with 79% of respondents claiming at acquiring more products from Dia%. It´s acceptance is also very positive with regards to price, quality and reliability. These factors are directly linked to the company´s strategic pillar and customer loyalty. It is possible to conclude that Dia% is showing consumers what it is up to, focusing mainly on price and quality, reaching classes C, D and E, according to research.
