Perakendecilikte rekabet silahi olarak perakendeci markasi ve Ankara ilinde bir uygulama
Retailer Brand as a Competitive Weapon in Retail and an Application in Ankara

Summary/Abstract: As the competition increases day by day and the differences between the products begin to disappear, it is inevitable to develop new marketing strategies. It is becoming more and more difficult to differentiate itself from its competitors, especially in terms of the increasing number of retailers. In order to meet variable consumer demands and increase profitability in an intense competitive environment, private label products offer new opportunities to businesses and provide many advantages to consumers. In this study, it is aimed to determine the perspectives of consumers living in Ankara towards retailer brands, their attitudes towards retailer brands, in which product category they prefer retailer branded products and the reasons why they prefer retailer branded products. For this purpose, a questionnaire was applied to 200 people living in Ankara city center and the results were analyzed and interpreted with SPSS statistical package program. Research findings support the widespread preference of retailer branded products. At the same time, the price advantage as well as the quality and confidence factors seem to have a significant impact. Also the quality factor creates the biggest effect.

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