PERAKENDECİ MARKA SADAKATİNİ ETKİLEYEN FAKTÖRLERİN BELİRLENMESİ
DETERMİNİNG FACTORS AFFECTİNG RETAİLER BRAND LOYALTY

Summary/Abstract: This study is conducted to determine the factors that influence the retailer branded product preference and to investigate the impact of these factors on brand loyalty. The data is collected through 402 questionnaires that are applied to consumers who prefer the retailer branded products and analyzed with SPSS package program. In this study, the attitude of consumers who prefer retailer branded products towards factors of perceived risk, perceived quality, perceived price and store image is examined and it is attempted to determine whether this attitude constitutes a loyalty to retailer brand. Furthermore, it is attempted to answer the question of whether there exists a significant difference in sexes, marital status, income status, occupation, educational status and age of consumers. In the analysis of data, it is observed that consumers who prefer retailer branded products adopt a positive attitude towards retailer brand in perceived price and store image factors; but they do not adopt a positive attitude in perceived quality and perceived risk factors. In addition, it is observed that there are significant differences among consumers who prefer retailer branded products with respect to their demographic condition.

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