Özet:

The proliferation of private brands of grocery products reflects a major shift in the product mix offered by retailers Store brands provide consumers with a competitive alternative to manufacturer brands Store brands offer lower prices owing to their lower manufacturing costs inexpensive packaging minimal advertising and lower overhead costs This article reports the results of an empirical study measuring consumers’ perceptions of the manufacturer brands and store brands Profiles of cleaning products were constructed using semantic differential responses from consumers Survey method was used in collecting data and it was administered to the customers of hypermarkets in Adana city Profile differences are analyzed statistically and implications discussed

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