THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE

Volume: 2 Number: 3 September 29, 2015
Journal of Management Marketing and Logistics Cover
Journal of Management Marketing and Logistics
PDF Download
EN

THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE

Abstract

In the intensely competitive retail sector, businesses prefer to market either own produced products in their markets or manufactured private label products. The purpose of this study is to understand the marketing strategies of businesses which produce private label products and determine consumer behaviour towards those products. In the scope of this study, a survey has been conducted in Turkey (Kocaeli) among 374 randomly selected households with face to face interviews. The gained data has been evaluated with multidimensional scaling analysis (MDS), PCA and MANOVA analysis using PASW 18.0 Package Program. Results indicate that 56.4% of respondents purchase private label milk, 43.6% of them do not. The main reasons for not purchasing are the perception that it is inferior in quality compared to the manufacturers' brand, routine purchase, and consumers' reluctance to "risk" changing brands, while price is the main reason for purchase. In conclusion, especially three criteria have a positive effect on consumer behaviour towards private label milk products.

References

  1. AAker A. D. (1996), Building Strong Brands, New York, the Free Press,
  2. Akbay, C. and Jones, E. (2005). Food consumption behaviour of socioeconomic groups for private labels and national brands. Food Quality and Preference, 16, 7, pp. 621-631.
  3. Ashley, S.R. (1998), How to effectively compete against private-label brands, Journal of Advertising Research, Vol. 38 No. 1, pp. 75-82.
  4. Baltas G, Argouslidis PC (2007), Consumer characteristics and demand for store brands, International Journal of
  5. Retail & Distribution Management; vol. 35/5 Baltas, G. (1997), Determinants of Store Brand Choice: A Behavioral Analysis. Journal of Product and Brand Mang. Vol. 6, No, pp.315-324.
  6. Bardakci, A. Sarıtas, H., Gözlükaya İ.(2003), Özel Marka Tercihinin Satın Alma Riskleri Açısından Değerlendirilmesi, Erciyes Bilimler http://iibf.erciyes.edu.tr/dergi/sayi21/ybardakci.pdf, 16.03.2015) İktisadi
  7. Dick, A., Jain A., and Richardson, P. (1997), How Consumers Evaluate Store Brands. Pricing Strategy and Practice, Vol.5, No.1, pp. 18-24.
  8. Doğan, İ. (2003), Kuzularda büyümenin çok boyutlu ölçekleme yöntemi ile değerlendirilmesi, Uludağ Üniversitesi Dergisi, 22 (1-2-3), 33-37.

Details

Primary Language

English

Subjects

-

Journal Section

-

Authors

Cigden Yorgancilar This is me

Publication Date

September 29, 2015

Submission Date

November 8, 2015

Acceptance Date

-

Published in Issue

Year 2015 Volume: 2 Number: 3

DOI

https://doi.org/10.17261/Pressacademia.2015312953

IZ

https://izlik.org/JA39UX63PE

Cite

RIS / Bibtex
APA
Oraman, Y., & Yorgancilar, C. (2015). THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE. Journal of Management Marketing and Logistics, 2(3). https://doi.org/10.17261/Pressacademia.2015312953
AMA
1.Oraman Y, Yorgancilar C. THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE. JMML. 2015;2(3). doi:10.17261/Pressacademia.2015312953
Chicago
Oraman, Yasemin, and Cigden Yorgancilar. 2015. “THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE”. Journal of Management Marketing and Logistics 2 (3). https://doi.org/10.17261/Pressacademia.2015312953.
EndNote
Oraman Y, Yorgancilar C (September 1, 2015) THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE. Journal of Management Marketing and Logistics 2 3
IEEE
[1]Y. Oraman and C. Yorgancilar, “THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE”, JMML, vol. 2, no. 3, Sept. 2015, doi: 10.17261/Pressacademia.2015312953.
ISNAD
Oraman, Yasemin - Yorgancilar, Cigden. “THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE”. Journal of Management Marketing and Logistics 2/3 (September 1, 2015). https://doi.org/10.17261/Pressacademia.2015312953.
JAMA
1.Oraman Y, Yorgancilar C. THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE. JMML. 2015;2. doi:10.17261/Pressacademia.2015312953.
MLA
Oraman, Yasemin, and Cigden Yorgancilar. “THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE”. Journal of Management Marketing and Logistics, vol. 2, no. 3, Sept. 2015, doi:10.17261/Pressacademia.2015312953.
Vancouver
1.Yasemin Oraman, Cigden Yorgancilar. THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE. JMML. 2015 Sep. 1;2(3). doi:10.17261/Pressacademia.2015312953

Journal of Management, Marketing and Logistics (JMML) is a scientific, academic, double blind peer-reviewed, semi-annual and open-access online journal. The journal publishes 2 issues a year. The issuing months are June and December. The publication languages of the Journal is English. JMML aims to provide a research source for all practitioners, policy makers, professionals and researchers working in the areas of management, marketing, logistics, supply chain management, international trade. The editor in chief of JMML invites all manuscripts that cover theoretical and/or applied researches on topics related to the interest areas of the Journal. JMML charges no submission or publication fee.


Ethics Policy - JMML applies the standards of Committee on Publication Ethics (COPE). JMML is committed to the academic community ensuring ethics and quality of manuscripts in publications. Plagiarism is strictly forbidden and the manuscripts found to be plagiarized will not be accepted or if published will be removed from the publication. Authors must certify that their manuscripts are their original work. Plagiarism, duplicate, data fabrication and redundant publications are forbidden. The manuscripts are subject to plagiarism check by iThenticate or similar. All manuscript submissions must provide a similarity report (up to 15% excluding quotes, bibliography, abstract).


Open Access - All research articles published in PressAcademia Journals are fully open access; immediately freely available to read, download and share. Articles are published under the terms of a Creative Commons license which permits use, distribution and reproduction in any medium, provided the original work is properly cited. Open access is a property of individual works, not necessarily journals or publishers. Community standards, rather than copyright law, will continue to provide the mechanism for enforcement of proper attribution and responsible use of the published work, as they do now.