Özet:

The increasing competition over the day and the disagreement between products have made the development of new marketing strategies inevitable. Especially the number of retailers increasing every day is becoming more and more difficult to differentiate from the competitors. In an intense competitive environment, retailer’s functions have also begun to change in order to respond to the changing consumer demands and increase its profitability, and retailer’s new marketing techniques have begun to be developed. In addition to applications such as applied instant, weekly or monthly discounts or current product applications, one of the competitive weapons used by retailers is special-branded products. The retail trademarks in which the retailer assumes the full responsibility from the product development, the storage and marketing of the product, are defined as consumer goods produced or produced by the retailer, sold on the retailer’s points of sale on his own name or on his own mark. From the point of view of retailers, special-branded products offer new opportunities and, on the other hand, offer many advantages to consumers. This study aims to identify consumers living in Ankara’s views on retail brands, their attitudes towards retail brands, which product category they prefer retail brands and why they prefer retail brands. For this purpose, an survey of 200 people living in the center of the province of Ankara was implemented and the results were analyzed and interpreted with the SPSS statistical package program. Research findings keep light on the point where modern retail develops in today’s conditions, showing the views of retail brands, the reasons why they prefer retail brands, and the impact of retail brands on consumers’ preference of that retail, according to consumers’ varied preferences and tastes.

Özet:

The fact that competition is increasing day by day and the differences between the products have begun to disappear, has made it inevitable to develop new marketing strategies. Especially in terms of retailers whose numbers are increasing day by day, it becomes increasingly difficult to differentiate from their competitors. In order to respond to variable consumer demands and increase profitability in a highly competitive environment, the functions of retailing have also begun to change and retailers have begun to develop new marketing techniques. In addition to applications such as instant, weekly or monthly discounts or actual product applications, one of the competitive weapons used by retailers is private label products. Private brands, which the retailer takes full responsibility from product development to storage and marketing of the product, are defined as consumer goods produced by retailers, sold at the retailer's points of sale or sold under their own brand. For retailers, private label products offer new opportunities and on the other hand provide consumers with many advantages. In this study, it is aimed to determine the consumers' viewpoints on the retailer brands, their attitudes towards the retailer brands, the products in which they prefer the retailer branded products and the reasons they prefer retailer branded products. For this purpose, a questionnaire was applied to 200 people living in the city center of Ankara and the results were analyzed and interpreted by SPSS statistical package program. Research findings shed light to the point where modern retailing develops in today's conditions, and in line with the changing preferences and tastes of consumers, the reasons for choosing retailer brands and the effect of retailer brands on the consumer's choice of retailer.

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