Mevhibe Albayrak* and Zekiye Aslan
The increasing competition in the global market has directed retailers to develop strategies both to continue operating and to obtain a greater share from the market. In this process until the present, private label brands have emerged alongside manufacturer brands in the retail market. The aim of this study is to compare the attitudes and preferences of consumers who purchase food products with manufacturer and private brands. In the study, 90% of the consumers in question are familiar with private brand food products. The quantity of purchased of private brand food products increases with household size. 75% of the consumers possess at least one shop card and a significant relationship between possession of a market card and age, gender, education level, income, household size, and occupation exists. The preferences of 55% of the consumers have been affected by brand loyalty. The percentage of consumers purchasing private brand food products is found to vary between 10 and 51% depending on the product. While the consumers who purchase manufacturer brand food products strongly agree with the idea that these are qualified products, they generally agree that private brand food products are cheap, not attractive and that their packaging is suitable. However, consumers who purchase private brand food products strongly agree that these are qualified, reliable, and cheap products. The consumers in both groups agree that manufacturer brand food products are more diverse, more attractively and carefully displayed, more familiar, more widely available, fresher and have a high brand image.
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