The development of own brands is strategically important for the supermarket industry. On the one hand, private labels allow the chains to differentiate their products from those offered by the other supermarkets, thus attracting new customers or preventing their customers from moving to other supermarkets. Also, the lower costs are obtained with his own brand, will allow the company to increase their economic margins. That is why the present research's main objective is to determine the qualitative characteristics of preserved fish supermarket own brands, marketed in the city of Trujillo during the period February-March 2010. This paper titled "qualitative characteristics of Canned Fish Supermarket Own Brands, sells in the city of Trujillo. February-March 2010 ", is a study of basic type and description, in which analyzed 11 canned fish belonging to supermarket own brands, and from thei...