Date

2013

Author

Güngör, İlayda

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Private label applications have been one of the significant trend topics in retailing sector in recent years. Whereas in the past private labels had been positioned as low priced with low quality products, increase in the competition in retailing sector has led retailers to utilize private labels as a strategic marketing tool. Retailers aim to gain higher profit margins, to increase their store loyalty and store differentiation and to increase their bargaining power against manufacturers by means of private label applications. In addition, the investigations on private label applications have also been intensified due to consumers’ increasing attentions to private label products. Since consumers may react in a different way to companies that offer private label products in the same industry, understanding the needs and the expectations of consumers is essential for retailers to make their private labels a success. In order to serve this purpose, this study was conducted on the issue of investigating consumers’ purchasing intentions to private labels in Turkey. On the conceptual model, factors affecting consumers’ attitudes toward private label applications were separated into two (2) parts: individual factors and contextual factors. In the study, while individual factors were measured with respect to scales used in the questionnaires, the examination of contextual factors was based on experimental manipulation. Moreover, the hypotheses were tested by hierarchical regression analysis to shed light on what influences consumers’ purchasing intentions to private labels. All in all, discussion, managerial implications and limitations and suggestions for future research were made.

Subject Keywords

Retail trade., Consumer behavior., Purchasing.

URI

http://etd.lib.metu.edu.tr/upload/12616178/index.pdf
https://hdl.handle.net/11511/22757

Collections

Graduate School of Social Sciences, Thesis