Mağaza Markalarına Yönelik Satın Alma Niyetini Etkileyen Faktörlerin Değerlendirilmesi: Sistematik Bir Literatür İncelemesi

Öz

Perakendecilerin pazarda güçlü rekabet konumları raflarında sundukları markaların çeşitliliğini de beraberinde getirmiştir. Özellikle sorumluluğunu üstlendikleri mağaza markaları tüketiciler tarafından gittikçe talep edilmektedir. Mağaza markalarının ulusal markalar ile rekabet edebilmesi için etkin bir mağaza markası stratejisi oluşturması önemlidir. Bu noktada tüketicilerin mağaza markalarını tercih ederken farklı faktörleri değerlendirebilmesinden dolayı perakendecilerin bu faktörleri belirlemesi gerekmektedir. Böylelikle mağaza markaları tüketicilere değer sunarak pazarda sürdürülebilirliklerini sağlayabilirler. Bu çalışmanın amacı, tüketicilerin perakende mağazalarında mağaza markası satın alma niyetini etkileyen unsurların sistematik literatür taraması aracılığı ile belirlenmesidir. Sistematik literatür taraması yapılırken pazarlama alanında ulusal ve uluslararası makaleleri bünyesinde bulunduran TR Dizin, Emerald veri tabanlarından yararlanılmış olup, 2012 ve 2022 yılları arasında yer alan makaleler incelenmiştir. PRISMA protokolünde belirtilen aşamalar izlenerek, makalelerin sistematik bir şekilde ele alınmıştır. PRISMA protokolünün makale teşhisi, seçimi, uygunluğu, dahil edilmesi olmak üzere dört aşamasını karşılayan 78 makale araştırmaya dahil edilmiştir. Makaleler yedi kategori altında incelenmiştir ve içerik analizi uygulanmıştır. Perakende mağazalarında mağaza markası satın alma niyetini etkileyen faktörler olarak algılanan kalite ve fiyat faktörlerinin ön plana çıktığı görülmektedir.

Anahtar Kelimeler

• Mağaza Markası
• Satın Alma Niyeti
• Sistematik İnceleme

Evaluation of Factors Affecting the Purchase Intention Towards Store Brands: A Systematic Literature Review

Öz

The strong competitive position of the retailers in the market has brought about the diversity of the brands they offer on their shelves. Especially the store brands that they take responsibility for are increasingly demanded by consumers. It is important for store brands to create an effective store brand strategy in order to compete with national brands. At this point, retailers need to determine the factors because consumers can evaluate different factors when choosing store brands. Thus, store brands can ensure their sustainability in the market by offering value to consumers. The aim of this study is to determine the factors affecting the consumers’ purchase intention to store brand in retail stores through a systematic literature review. During the systematic literature review, TR Index, Emerald, Proquest Central databases, which contain national and international articles in the field of marketing, were used, and the articles published between 2012 and 2022 were examined. By following the steps specified in the PRISMA protocol, the articles were handled in a systematic way. 78 articles were included in the research according to the four phases of the PRISMA protocol, including article identification, screening, eligibility and included. The articles were analyzed under seven categories. Content analysis was applied. It is seen that quality and price factors, which are perceived as factors affecting the purchase intention of consumers for the store brand, come to the fore in retail stores.

Anahtar Kelimeler

• Store Brand
• Purchase Intention
• Systematic Review

Kaynakça

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