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Year 2015, Volume: 2 Issue: 3, 0 - 0, 29.09.2015

Yasemin Oraman , Cigden Yorgancilar

Abstract

References

  • AAker A. D. (1996), Building Strong Brands, New York, the Free Press,
  • 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.
  • Ashley, S.R. (1998), How to effectively compete against private-label brands, Journal of Advertising Research, Vol. 38 No. 1, pp. 75-82.
  • Baltas G, Argouslidis PC (2007), Consumer characteristics and demand for store brands, International Journal of
  • 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.
  • 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
  • Dick, A., Jain A., and Richardson, P. (1997), How Consumers Evaluate Store Brands. Pricing Strategy and Practice, Vol.5, No.1, pp. 18-24.
  • Doğan, İ. (2003), Kuzularda büyümenin çok boyutlu ölçekleme yöntemi ile değerlendirilmesi, Uludağ Üniversitesi Dergisi, 22 (1-2-3), 33-37.
  • Filiz Z., Çemrek F. (2005), Avrupa Birliği'ne üye ülkeler ile Türkiye'nin karşılaştırılması, 7. Ulusal Ekonometri ve İstatistik Sempozyumu, İstanbul.
  • Giguere, G. (2006), Collecting and analyzing data in multidimensional scaling experiments: A guide for psychologists using SPSS, Quantitative Methods for Pschology, 2 (1), 27-38.
  • Gomez, M. And Rubio, N. (2008), “Shelf Management of Store Brands: An Analysis of Manufacturers’ perceptions,” International Journal of Retail & Distribution Management, 36/1:pp. 50-70.
  • Hair J.F.. Rolph Jr. E.A. Ronald L.T. William, C.B. (1992), Multivariate Data Analysis. Macmillan Publishing
  • Company, a division of Macmillan, Inc. Third Edition. Newyork, U.S.A. Hartman Group, the. (2006), Pulse report: Private label from a consumer perspective.
  • Hsu, H.C. Lai, C.S. (2008), Examination of factors moderating the success of private label brands: A study of the packaged food market in China, Journal of Food Products Marketing, Taylor & Francis http://www.gfk.com.tr, 16.03.2015
  • Kılıç, S. and Altıntaş, H. (2009), Strategic Using of Private Labels From Retailers’ Perspective in Turkey, AÜ. SBF Dergisi 64-4.
  • Kırdar, Y. (2003), Marka Stratejilerinin Oluşturulması; Coca-Cola Örneği, Review of Social, Economic & Business Studies, Vol.3/4, pp.233-250
  • Korkmaz, Sezer (Eylül-Ekim 2000), “Marka Oluşturma Sürecinde Hipermarket (Dağıtıcı) Markaları ve Bu
  • Markaların Tanınmışlık Düzeylerini İçeren Bir Araştırma,” Pazarlama Dünyası Dergisi, 14/83, pp.27-34. Krishnan, T .V and Soni, H. (1997), Guaranteed profit margins. A demonstration of Retail Power. International
  • Journal of Re-search in Marketing Research. Vol.14, No.1, pp. 35-56. Kurtuluş, S. (2001), “Perakendeci Markası ve Üretici Markası Satın Alanların Tutumları Arasında Farklılık var mı?,”
  • Pazarlama Dünyası Dergisi, 15/89: pp.8-15. Nakip, M. (2003), Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar, Seçkin Yayıncılık, 1. Baskı, Ankara
  • Nandan, S., and Dickinson, R., (1994), Private brands: major brand perspective. Journal of Consumer Marketing, Vol. 11, No. 4, pp. 18-28.
  • Newbold P (2007). İşletme ve İktisat için İstatistik. Literatür Yayınları, İstanbul
  • Nishikawa, C. Perrin, J. (2005), “Private Label Grows Global,” Consumer Insight: pp.20-24. 21: pp. 33-(

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

Year 2015, Volume: 2 Issue: 3, 0 - 0, 29.09.2015

Yasemin Oraman , Cigden Yorgancilar

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

  • AAker A. D. (1996), Building Strong Brands, New York, the Free Press,
  • 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.
  • Ashley, S.R. (1998), How to effectively compete against private-label brands, Journal of Advertising Research, Vol. 38 No. 1, pp. 75-82.
  • Baltas G, Argouslidis PC (2007), Consumer characteristics and demand for store brands, International Journal of
  • 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.
  • 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
  • Dick, A., Jain A., and Richardson, P. (1997), How Consumers Evaluate Store Brands. Pricing Strategy and Practice, Vol.5, No.1, pp. 18-24.
  • Doğan, İ. (2003), Kuzularda büyümenin çok boyutlu ölçekleme yöntemi ile değerlendirilmesi, Uludağ Üniversitesi Dergisi, 22 (1-2-3), 33-37.
  • Filiz Z., Çemrek F. (2005), Avrupa Birliği'ne üye ülkeler ile Türkiye'nin karşılaştırılması, 7. Ulusal Ekonometri ve İstatistik Sempozyumu, İstanbul.
  • Giguere, G. (2006), Collecting and analyzing data in multidimensional scaling experiments: A guide for psychologists using SPSS, Quantitative Methods for Pschology, 2 (1), 27-38.
  • Gomez, M. And Rubio, N. (2008), “Shelf Management of Store Brands: An Analysis of Manufacturers’ perceptions,” International Journal of Retail & Distribution Management, 36/1:pp. 50-70.
  • Hair J.F.. Rolph Jr. E.A. Ronald L.T. William, C.B. (1992), Multivariate Data Analysis. Macmillan Publishing
  • Company, a division of Macmillan, Inc. Third Edition. Newyork, U.S.A. Hartman Group, the. (2006), Pulse report: Private label from a consumer perspective.
  • Hsu, H.C. Lai, C.S. (2008), Examination of factors moderating the success of private label brands: A study of the packaged food market in China, Journal of Food Products Marketing, Taylor & Francis http://www.gfk.com.tr, 16.03.2015
  • Kılıç, S. and Altıntaş, H. (2009), Strategic Using of Private Labels From Retailers’ Perspective in Turkey, AÜ. SBF Dergisi 64-4.
  • Kırdar, Y. (2003), Marka Stratejilerinin Oluşturulması; Coca-Cola Örneği, Review of Social, Economic & Business Studies, Vol.3/4, pp.233-250
  • Korkmaz, Sezer (Eylül-Ekim 2000), “Marka Oluşturma Sürecinde Hipermarket (Dağıtıcı) Markaları ve Bu
  • Markaların Tanınmışlık Düzeylerini İçeren Bir Araştırma,” Pazarlama Dünyası Dergisi, 14/83, pp.27-34. Krishnan, T .V and Soni, H. (1997), Guaranteed profit margins. A demonstration of Retail Power. International
  • Journal of Re-search in Marketing Research. Vol.14, No.1, pp. 35-56. Kurtuluş, S. (2001), “Perakendeci Markası ve Üretici Markası Satın Alanların Tutumları Arasında Farklılık var mı?,”
  • Pazarlama Dünyası Dergisi, 15/89: pp.8-15. Nakip, M. (2003), Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar, Seçkin Yayıncılık, 1. Baskı, Ankara
  • Nandan, S., and Dickinson, R., (1994), Private brands: major brand perspective. Journal of Consumer Marketing, Vol. 11, No. 4, pp. 18-28.
  • Newbold P (2007). İşletme ve İktisat için İstatistik. Literatür Yayınları, İstanbul
  • Nishikawa, C. Perrin, J. (2005), “Private Label Grows Global,” Consumer Insight: pp.20-24. 21: pp. 33-(
There are 23 citations in total.

Details

Journal Section Articles
Authors

Yasemin Oraman

Cigden Yorgancilar This is me

Publication Date September 29, 2015
Published in Issue Year 2015 Volume: 2 Issue: 3

Cite

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

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