Abstract:

Purpose: "Private brand products" are products that retailers produce on their own behalf and only sell in their own markets. Retailers are also the only decision-makers in matters such as pricing, advertising and distribution regarding these products.  The increased preference of special-branded products day by day causes the researchers’ interest to focus on consumers who buy special-branded products. The aim of this study is to determine the impact of socioeconomic variables on the frequency of purchase of special brand products, as well as to evaluate consumer ideas on the quality, price and marketing of special brand products. Method: In this study, the data was collected through the survey in order to obtain consumers’ socio-economic qualities and their ideas on quality, price and marketing strategies of specific brand products. The data collected to see the impact of these factors on the "frequency of preference of special brand products" has been applied a sequential logistical regression analysis. Results: The analysis found that consumers over 60 years of age prefer special brand products more often than consumers between 30-39 and 50-59 years of age. Similarly, men prefer special brand products more often than women. Nevertheless, freelancers, workers and officials prefer private brand products less than students. As the income level increases, the frequency of purchasing special-branded products decreases.  Some variables related to the quality, life of use and marketing strategies of specific brand products are also observed as statistically significant variables in the purchasing frequency.

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