Özet:

Since there is a fierce competition in retail sector, the retailers try to provide a competitive advantage against their competitors with manufacturing their own branded products along the site of establishment, product range and service quality. The purpose of this study is to research the attitudes of Turkish consumers on private branded products and to guide retailers on factors that will be considered in terms of customer satisfaction while creating their own branded products. The survey on study is conducted to find out the attitudes of consumers, who life in Turkey, on private labelled products and the factors that affects these attitudes and taken by 475 people reside in Istanbul and after editing the survey, 415 surveys are analysed. The analysis showed that the price and value awareness of customers, the image of retailer and the affection of promotional product affect attitudes on private label products positively but the risk that participants perceive on private label products, has majorly negative effects on attitudes on private label products. However, the analysis show that gender, marital status and income factors on demographic factors affect the attitudes of customers on private label products

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