Özet:

Today, the importance of organized retail is increasing. Retailers must make significant efforts to be able to operate successfully in an intense competitive environment. They must also develop new marketing techniques to respond to the changes in consumer needs and increase profitability. One of the new marketing strategies that are increasingly important in the retail sector in recent years is special-branded products. In an intense competitive environment, the retailer, on the one hand, has to pay attention to the store and on the other hand, to market the brands it produces. The detailed store characteristics and the dealing of retail brands together and the identification of the possible relationships between them in Turkey is not an academically yet sufficiently studied topic. In this study, in order to supplement this deficiency, hypotheses were developed to identify the effects of the factors that could be effective in consumers’ choice of stores on retailers’ brand preferences. The research was applied to consumers who shop Migros, Carrefour, Real, Kiler and Adese from five hypermarkets operating in the center of Ankara. The data was collected with the help of the survey face to face. The Structural Equality Model YEM used in Cause Analysis research to test the hypotheses of the study. The study found that three of the five store features influenced the price, atmosphere, establishment and retail brand preference. Also, the price factor has appeared as the most effective factor on the retail brand preference.

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