Abstract:

Private branded products, which have gained importance due to introduce of discount stores in our lives, have been in a position to compete with national brands in recent years. Private label retailer trust, rising prices of national brands, increasing in quality and variety of private label products and promotional activities directed towards such brands lead consumers to buy private label products. But sometimes the private branded product purchased does not meet the expectation of the consumers and the consumer is feeling regret. This study aims to determine the effect of impulse buying on post-purchase regret by determining the opinions of end consumers who buy private branded products. For this purpose, the existence of a meaningful relationship between the model variables will be investigated by using the survey results of the models consisting of impulse buying and post-purchase regret variables. In the next step, regression analysis and difference analysis will be applied in order to determine the relationship between variables.

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