THE STRATEGY OF MARKET BRANDED PRODUCT IN FOOD RETAILING

Yıl 2006, Cilt: 3 Sayı: 11, 204 - 218, 01.05.2006

Mevhibe Albayrak Celile Özçiçek Dölekoğlu

Öz

The main objective of this study is putting forward of creation of market branded products that access to an important market share in different product lines in developed countries and comparative analysis of various conceptual information and market branded food products development in the world and Turkey. Recently, while brand share of market branded products are changing with a percentage of 13-41 % in U.S.A and European Union, this percentage is only 3.2 % in Turkey. There is an important increase in the market share of food products that are used by retailers/chain stores in Turkey. It is also important that to create market branded products and to provide a place to them in the market. As a matter of fact, with this strategy structural changes and different benefit level for retailers, consumers and producers who are actors in marketing chain are required.

Anahtar Kelimeler

Food, brand, market bran

THE STRATEGY OF MARKET BRANDED PRODUCT IN FOOD RETAILING

Öz