Araştırma Makalesi
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UNRAVELING THE ASCENDING PREFERENCE FOR PRIVATE LABEL BRANDS (PLB) IN THE FMCG SECTOR: A CONSUMER-CENTRIC ANALYSIS

Yıl 2024, Cilt: 4 Sayı: 2, 110 - 132, 31.07.2024

Öz

Private label brands involve branding and selling products manufactured by a producer with a name determined by the retailer. This strategy benefits retailers by avoiding production costs and producers from marketing expenses, positively impacting the value chain and providing consumers with price advantages. Initially, limited production quality could compromise product competitiveness, but today, private label products compete with national brands. Price is a key determinant of private label demand, especially in adverse economic conditions. Since 2021, high inflation and devaluation have propelled the private label market's rapid growth, capturing a significant share of household grocery expenditures. This study examines Turkey's private label market in the FMCG (Fast Moving Consumer Goods) category from a consumer-centric perspective, aiming to understand rather than generalize due to limited literature. Qualitative research with 23 participants via in-depth interviews revealed determinants of private label consumption, including income dependency, price sensitivity, information sources, and consumer positioning compared to national brands.

Kaynakça

  • Bergès-Sennou, F., Bontems, P., & Réquillart, V. (2004). Economics of private labels: A survey of literature. Journal of Agricultural & Food Industrial Organization, 2(1), 1-25. https://doi.org/10.2202/1542-0485.1037
  • Boyle, P. J., Kim, H. ve Lathrop, E. S. (2018). The relationship between price and quality in durable product categories with private label brands. Journal of Product & Brand Management, 27(6), 647-660. doi:10.1108/JPBM-09-2017-1590
  • Burton, S., Lichtenstein, D. R., Netemeyer, R. G. ve Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26, 293-306.
  • Chakraborty, S. (2013). Private-label brands – A literature review. SIT Journal of Management, 3, 75-88.
  • Chimhundu, R. (2011). Private Label Marketing Performance: An Analysis of Historical Trends Using Theories of Cumulative Change and Punctuated Equilibrium. International Journal of Business and Management, 6(8), p58. https://doi.org/10.5539/ijbm.v6n8p58
  • Chopra, K. (2017). Study of consumer motives for buying private labels in India. International Journal of Applied Business and Economic Research, 16, 1-12.
  • Çınar, Z. (2016). Market markaları (private label) [Araştırma Raporu]. Kargem. https://www.kargem.com.tr/dosyalar/2016/04/Arastirma-Yazisi-1-Market-Markalari.pdf
  • Desai, D. (2009). Role of Relationship Management and Value Co-Creation in Social Marketing. Social Marketing Quarterly, 15(4), 112-125. doi:10.1080/15245000903304619
  • Harvard Business Review. (1996). Brands versus private labels: Fighting to win. Ocak-Şubat. https://hbr.org/1996/01/brands-versus-private-labels-fighting-to-win
  • Hota, M., & Bartsch, F. (2019). Consumer socialization in childhood and adolescence: Impact of psychological development and family structure. Journal of Business Research, 105, 11-20. https://doi.org/10.1016/j.jbusres.2019.07.035
  • Indeed Editorial Team. (2023, 4 Şubat). Private labeling vs. white labeling: What’s the difference? Indeed. 26 Şubat 2023 tarihinde Private Labeling vs. White Labeling: What’s the Difference? adresinden erişildi.
  • IPSOS. (2023). 100 TL’lik harcamanın yaklaşık 54 TL’si markalı ürünlere ayrılıyor. https://www.ipsos.com/tr-tr/100-tllik-harcamanin-yaklasik-54-tlsi-markali-urunlere-ayriliyor adresinden erişildi.
  • İpek, İ. ve Yılmaz, C. (2022). Antecedents of private-label brand purchase intention: An experimental analysis. Journal of International Consumer Marketing, 34(4), 435-449. doi:10.1080/08961530.2021.1978030
  • Karaoğlan, S., & Durukan, T. (2022). A replication study of consumers’ private label purchase intentions. Journal of Empirical Generalisations in Marketing Science, 22(4).
  • Kiss, M., Czine, P., Balogh, P. ve Szakály, Z. (2022). The connection between manufacturer and private label brands and brand loyalty in chocolate bar buying decisions – A hybrid choice approach. Appetite, 177, 106145. doi:10.1016/j.appet.2022.106145
  • Kumar, N., & Steenkamp, J.-B. (2007). Private label strategy: How to meet the store brand challenge. Harvard Business Review Press.
  • Kumar, S., Prakash, G., Gupta, B. ve Cappiello, G. (2023). How e-WOM influences consumers’ purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) and ELM (Elaboration Likelihood Model) Models. Technological Forecasting and Social Change, 187, 122199. doi:10.1016/j.techfore.2022.122199
  • Kurt, D., & Gino, F. (2022). Income inequality and consumer preference for private labels versus national brands. Journal of the Academy of Marketing Science, 51, 463-479. https://doi.org/10.1007/s11747-022-00890-7
  • Lamey, L., Deleersnyder, B., Dekimpe, M. G. ve Steenkamp, J.-B. E. M. (2007). How Business Cycles Contribute to Private-Label Success: Evidence from the United States and Europe. Journal of Marketing, 71(1), 1-15. doi:10.1509/jmkg.71.1.001
  • Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234. https://doi.org/10.2307/3172830
  • Lincoln, K. ve Thomassen, L. (2008). Private label: Turning the retail brand threat into your biggest opportunity. Londra: Kogan Page.
  • Long, T. (2022). History shows how private labels and self-preferencing help consumers. Information Technology & Innovation Foundation.
  • Narasimhan, C. ve Wilcox, R. T. (1998). Private labels and the channel relationship: A cross-category analysis. The Journal of Business, 71(4), 573-500.
  • Ndlovu, S G ve Heeralal, S. (2021). The perceptions of customers towards private label brands ın the grocery retail sector: A case of ethekwini municipality. The Retail and Marketing Review, 17(1), 33-42.
  • Ndlovu, Sbonelo Gift ve Heeralal, S. (2023). Exploring the Perceptions of Grocery Retail Managers on Private Label Brands in South Africa. Academic Journal of Interdisciplinary Studies, 12(1), 93. doi:10.36941/ajis-2023-0008
  • Nielsen. (2022). Private label Türkiye trendleri [Sektörel Araştırma Raporu]. https://plturkey.org/wp-content/uploads/2022/06/PLAT_Nielsen_2022YTDNisan.pdf
  • NielsenIQ. (2022). Private label Türkiye trendleri.
  • Paine, L. (2010, 2 Mart). The evolution of private labels at retail. Retail Customer Experience. https://www.retailcustomerexperience.com/articles/the-evolution-of-private-labels-at-retail/ adresinden erişildi.
  • Parasuraman, B., Suresh, M., Ashok, K. R. ve Dhandapani, M. (2019). Consumers’ perception of private label brand. Madras Agricultural Journal, (106).
  • Pasirayi, S., & Richards, T. J. (2023). Assessing the impact of manufacturer power on private label market share in an equilibrium framework. Journal of Business Research, 154, 113302. https://doi.org/10.1016/j.jbusres.2022.113302
  • Pérez-Santamaría, S., Martos-Partal, M. ve Garrido-Morgado, Á. (2019). Identifying a private-label supplier on national brand. Journal of Product & Brand Management, 28(3), 432-443. doi:10.1108/JPBM-06-2018-1908
  • Poinski, M. (2023). Nearly three in four consumers plan to keep buying private label when the economy settles, survey says. Food Dive. https://www.fooddive.com/news/consumers-will-keep-buying-private-label-attest/643565/
  • Richardson, P. S., Dick, A. S. ve Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28. doi:10.2307/1251914
  • Savaşçı, İ. (2003). Perakendecilikte yeni eğilimler: Perakendeci markaların gelişimi ve Türkiye’deki uygulamaları. Yönetim ve Ekonomi, 10(1), 85-102.
  • Shannon, R. ve Mandhachitara, R. (2005). Private-label grocery shopping attitude and behaviour: A cross-cultural study. Journal of Brand Management, 12(6), 461-474. doi:10.1057/palgrave.bm.2540240
  • Shopify. (2022, 12 Kasım). What is a private label? How private labeling works. Shopify Blog. 9 Şubat 2023 tarihinde https://www.shopify.com/blog/what-is-private-label adresinden erişildi.
  • Shopova, R. (2023). Private labels in marketplaces. International Journal of Industrial Organization, 89, 102949. https://doi.org/10.1016/j.ijindorg.2023.102949
  • Spinelli, P. B., Giraldi, J. D. M. E., & Campomar, M. C. (2006). Retail private label’s strategies: A case study in a large Brazilian supermarket chain. RAM. Revista de Administração Mackenzie, 7(4), 121-141. https://doi.org/10.1590/1678-69712006/administracao.v7n4p121-141
  • Starr, R. (2022, 7 Nisan). White label vs. private label products: What’s the difference? Small Business Trends. 26 Şubat 2023 tarihinde https://smallbiztrends.com/2019/10/white-label-vs-private-label.html adresinden erişildi.
  • Statista. (2023). Private label in Europe - statistics & facts. https://www.statista.com/topics/7952/private-label-in-europe/#topicOverview adresinden erişildi.
  • Steenkamp, J.-B. E. M., van Heerde, H. J. ve Geyskens, I. (2010). What makes consumers willing to pay a price premium for national brands over private labels? Journal of Marketing Research, 47(6), 1011-1024.
  • The Private Label Manufacturers Association. (2023). Private label today. https://www.plmainternational.com/industry-news/private-label-today adresinden erişildi.
  • Türk Gıda Kodeksi Etiketleme ve Tüketicileri Bilgilendirme Yönetmeliği (2017, 26 Ocak). Resmi Gazete (Sayı: 29960). Erişim Adresi: https://www.resmigazete.gov.tr/eskiler/2017/01/20170126M1-6.htm
  • Türk Gıda Kodeksi Etiketleme Yönetmeliği (2011, 29 Aralık). Resmi Gazete (Sayı: 28157). Erişim Adresi: https://www.resmigazete.gov.tr/eskiler/2011/12/20111229M3-7.htm
  • Valaskova, K., Kliestikova, J., & Krizanova, A. (2018). Consumer perceptions of private label products: An empirical study. Journal of Competitiveness, 10(3), 149-163. https://doi.org/10.7441/joc.2018.03.10
  • Vorotkinov, V. (2022, Mayıs). Private label brands: Enjoy rising popularity in Eastern Europe. Tea & Coffee Trade Journal, 36-39.

ÖZEL MARKALI ÜRÜNLERE (PLB) YÖNELİK ARTAN TALEBİ FMCG SEKTÖRÜ ÜZERİNDEN ANLAMAK TÜKETİCİ PERSPEKTİFİNDEN BİR DEĞERLENDİRME

Yıl 2024, Cilt: 4 Sayı: 2, 110 - 132, 31.07.2024

Öz

Özel markalı ürünler, üretici tarafından üretilen ürünlerin perakendeci marka adıyla satılmasını içeren bir stratejidir. Bu sayede perakendeciler üretim maliyetinden etkilenmezken üreticiler de pazarlama maliyetlerinden muaf olmaktadır. Bu süreç, değer zincirinde maliyet üzerinde olumlu etkiler yaparken satış fiyatını aşağı yönlü etkileyebilmekte ve böylelikle tüketicilere fiyat avantajı sağlamaktadır. Geçmişte özel markalı ürünlerin üretim kalitesinin sınırlı tutulması ürünlerin niteliksel rekabetçiliğine zarar verebilirken bugün ulusal markalı ürünlerle rekabet edebilir hale gelmiştir. Özel markalı ürünlere yönelik talebin en önemli belirleyicilerinden biri şüphesiz fiyat faktörüdür ve özellikle olumsuz ekonomik koşullarda daha da önem kazanmaktadır. 2021 yılından bu yana deneyimlenen yüksek enflasyon ve devalüasyon, özel markalı ürünler pazarı hızla büyütmüş ve hane içi market harcamalarındaki payını ¼’e yükseltmiştir. Bu ekonomik koşullar altında özel markalı ürünler pazarı incelenmeye değerdir. Bu çalışma, Türkiye'deki özel markalı ürünler pazarının FMCG (Fast Moving Consumer Goods) kategorisinden tüketici merkezli şekilde incelenmesini amaçlamaktadır. Alanyazında az sayıda çalışma ve veri olduğundan, araştırma genelleme amaçlı değil, anlama odaklı olarak nitel bir çerçevede tasarlanmıştır. Bu bağlamda, 23 katılımcıyla derinlemesine görüşmeler gerçekleştirilerek veri toplanmıştır. Çalışma sonucunda, FMCG sektöründe özel markalı ürün tüketiminin belirleyici unsurları, tüketimin gelir bağımlılığı ve fiyat duyarlılığı, bilgi kaynakları ve muadil ulusal markalarla kıyaslandığı özel markalı ürünlerin tüketici konumlandırmasına dair bir çerçeve ortaya konmuştur.

Kaynakça

  • Bergès-Sennou, F., Bontems, P., & Réquillart, V. (2004). Economics of private labels: A survey of literature. Journal of Agricultural & Food Industrial Organization, 2(1), 1-25. https://doi.org/10.2202/1542-0485.1037
  • Boyle, P. J., Kim, H. ve Lathrop, E. S. (2018). The relationship between price and quality in durable product categories with private label brands. Journal of Product & Brand Management, 27(6), 647-660. doi:10.1108/JPBM-09-2017-1590
  • Burton, S., Lichtenstein, D. R., Netemeyer, R. G. ve Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26, 293-306.
  • Chakraborty, S. (2013). Private-label brands – A literature review. SIT Journal of Management, 3, 75-88.
  • Chimhundu, R. (2011). Private Label Marketing Performance: An Analysis of Historical Trends Using Theories of Cumulative Change and Punctuated Equilibrium. International Journal of Business and Management, 6(8), p58. https://doi.org/10.5539/ijbm.v6n8p58
  • Chopra, K. (2017). Study of consumer motives for buying private labels in India. International Journal of Applied Business and Economic Research, 16, 1-12.
  • Çınar, Z. (2016). Market markaları (private label) [Araştırma Raporu]. Kargem. https://www.kargem.com.tr/dosyalar/2016/04/Arastirma-Yazisi-1-Market-Markalari.pdf
  • Desai, D. (2009). Role of Relationship Management and Value Co-Creation in Social Marketing. Social Marketing Quarterly, 15(4), 112-125. doi:10.1080/15245000903304619
  • Harvard Business Review. (1996). Brands versus private labels: Fighting to win. Ocak-Şubat. https://hbr.org/1996/01/brands-versus-private-labels-fighting-to-win
  • Hota, M., & Bartsch, F. (2019). Consumer socialization in childhood and adolescence: Impact of psychological development and family structure. Journal of Business Research, 105, 11-20. https://doi.org/10.1016/j.jbusres.2019.07.035
  • Indeed Editorial Team. (2023, 4 Şubat). Private labeling vs. white labeling: What’s the difference? Indeed. 26 Şubat 2023 tarihinde Private Labeling vs. White Labeling: What’s the Difference? adresinden erişildi.
  • IPSOS. (2023). 100 TL’lik harcamanın yaklaşık 54 TL’si markalı ürünlere ayrılıyor. https://www.ipsos.com/tr-tr/100-tllik-harcamanin-yaklasik-54-tlsi-markali-urunlere-ayriliyor adresinden erişildi.
  • İpek, İ. ve Yılmaz, C. (2022). Antecedents of private-label brand purchase intention: An experimental analysis. Journal of International Consumer Marketing, 34(4), 435-449. doi:10.1080/08961530.2021.1978030
  • Karaoğlan, S., & Durukan, T. (2022). A replication study of consumers’ private label purchase intentions. Journal of Empirical Generalisations in Marketing Science, 22(4).
  • Kiss, M., Czine, P., Balogh, P. ve Szakály, Z. (2022). The connection between manufacturer and private label brands and brand loyalty in chocolate bar buying decisions – A hybrid choice approach. Appetite, 177, 106145. doi:10.1016/j.appet.2022.106145
  • Kumar, N., & Steenkamp, J.-B. (2007). Private label strategy: How to meet the store brand challenge. Harvard Business Review Press.
  • Kumar, S., Prakash, G., Gupta, B. ve Cappiello, G. (2023). How e-WOM influences consumers’ purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) and ELM (Elaboration Likelihood Model) Models. Technological Forecasting and Social Change, 187, 122199. doi:10.1016/j.techfore.2022.122199
  • Kurt, D., & Gino, F. (2022). Income inequality and consumer preference for private labels versus national brands. Journal of the Academy of Marketing Science, 51, 463-479. https://doi.org/10.1007/s11747-022-00890-7
  • Lamey, L., Deleersnyder, B., Dekimpe, M. G. ve Steenkamp, J.-B. E. M. (2007). How Business Cycles Contribute to Private-Label Success: Evidence from the United States and Europe. Journal of Marketing, 71(1), 1-15. doi:10.1509/jmkg.71.1.001
  • Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234. https://doi.org/10.2307/3172830
  • Lincoln, K. ve Thomassen, L. (2008). Private label: Turning the retail brand threat into your biggest opportunity. Londra: Kogan Page.
  • Long, T. (2022). History shows how private labels and self-preferencing help consumers. Information Technology & Innovation Foundation.
  • Narasimhan, C. ve Wilcox, R. T. (1998). Private labels and the channel relationship: A cross-category analysis. The Journal of Business, 71(4), 573-500.
  • Ndlovu, S G ve Heeralal, S. (2021). The perceptions of customers towards private label brands ın the grocery retail sector: A case of ethekwini municipality. The Retail and Marketing Review, 17(1), 33-42.
  • Ndlovu, Sbonelo Gift ve Heeralal, S. (2023). Exploring the Perceptions of Grocery Retail Managers on Private Label Brands in South Africa. Academic Journal of Interdisciplinary Studies, 12(1), 93. doi:10.36941/ajis-2023-0008
  • Nielsen. (2022). Private label Türkiye trendleri [Sektörel Araştırma Raporu]. https://plturkey.org/wp-content/uploads/2022/06/PLAT_Nielsen_2022YTDNisan.pdf
  • NielsenIQ. (2022). Private label Türkiye trendleri.
  • Paine, L. (2010, 2 Mart). The evolution of private labels at retail. Retail Customer Experience. https://www.retailcustomerexperience.com/articles/the-evolution-of-private-labels-at-retail/ adresinden erişildi.
  • Parasuraman, B., Suresh, M., Ashok, K. R. ve Dhandapani, M. (2019). Consumers’ perception of private label brand. Madras Agricultural Journal, (106).
  • Pasirayi, S., & Richards, T. J. (2023). Assessing the impact of manufacturer power on private label market share in an equilibrium framework. Journal of Business Research, 154, 113302. https://doi.org/10.1016/j.jbusres.2022.113302
  • Pérez-Santamaría, S., Martos-Partal, M. ve Garrido-Morgado, Á. (2019). Identifying a private-label supplier on national brand. Journal of Product & Brand Management, 28(3), 432-443. doi:10.1108/JPBM-06-2018-1908
  • Poinski, M. (2023). Nearly three in four consumers plan to keep buying private label when the economy settles, survey says. Food Dive. https://www.fooddive.com/news/consumers-will-keep-buying-private-label-attest/643565/
  • Richardson, P. S., Dick, A. S. ve Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28. doi:10.2307/1251914
  • Savaşçı, İ. (2003). Perakendecilikte yeni eğilimler: Perakendeci markaların gelişimi ve Türkiye’deki uygulamaları. Yönetim ve Ekonomi, 10(1), 85-102.
  • Shannon, R. ve Mandhachitara, R. (2005). Private-label grocery shopping attitude and behaviour: A cross-cultural study. Journal of Brand Management, 12(6), 461-474. doi:10.1057/palgrave.bm.2540240
  • Shopify. (2022, 12 Kasım). What is a private label? How private labeling works. Shopify Blog. 9 Şubat 2023 tarihinde https://www.shopify.com/blog/what-is-private-label adresinden erişildi.
  • Shopova, R. (2023). Private labels in marketplaces. International Journal of Industrial Organization, 89, 102949. https://doi.org/10.1016/j.ijindorg.2023.102949
  • Spinelli, P. B., Giraldi, J. D. M. E., & Campomar, M. C. (2006). Retail private label’s strategies: A case study in a large Brazilian supermarket chain. RAM. Revista de Administração Mackenzie, 7(4), 121-141. https://doi.org/10.1590/1678-69712006/administracao.v7n4p121-141
  • Starr, R. (2022, 7 Nisan). White label vs. private label products: What’s the difference? Small Business Trends. 26 Şubat 2023 tarihinde https://smallbiztrends.com/2019/10/white-label-vs-private-label.html adresinden erişildi.
  • Statista. (2023). Private label in Europe - statistics & facts. https://www.statista.com/topics/7952/private-label-in-europe/#topicOverview adresinden erişildi.
  • Steenkamp, J.-B. E. M., van Heerde, H. J. ve Geyskens, I. (2010). What makes consumers willing to pay a price premium for national brands over private labels? Journal of Marketing Research, 47(6), 1011-1024.
  • The Private Label Manufacturers Association. (2023). Private label today. https://www.plmainternational.com/industry-news/private-label-today adresinden erişildi.
  • Türk Gıda Kodeksi Etiketleme ve Tüketicileri Bilgilendirme Yönetmeliği (2017, 26 Ocak). Resmi Gazete (Sayı: 29960). Erişim Adresi: https://www.resmigazete.gov.tr/eskiler/2017/01/20170126M1-6.htm
  • Türk Gıda Kodeksi Etiketleme Yönetmeliği (2011, 29 Aralık). Resmi Gazete (Sayı: 28157). Erişim Adresi: https://www.resmigazete.gov.tr/eskiler/2011/12/20111229M3-7.htm
  • Valaskova, K., Kliestikova, J., & Krizanova, A. (2018). Consumer perceptions of private label products: An empirical study. Journal of Competitiveness, 10(3), 149-163. https://doi.org/10.7441/joc.2018.03.10
  • Vorotkinov, V. (2022, Mayıs). Private label brands: Enjoy rising popularity in Eastern Europe. Tea & Coffee Trade Journal, 36-39.
Toplam 46 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları (Diğer)
Bölüm Araştırma Makaleleri
Yazarlar

Arzu Kazaz 0000-0003-1076-4234

Burçe Akcan 0000-0003-0907-8229

Yayımlanma Tarihi 31 Temmuz 2024
Gönderilme Tarihi 19 Temmuz 2024
Kabul Tarihi 29 Temmuz 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 4 Sayı: 2

Kaynak Göster

APA Kazaz, A., & Akcan, B. (2024). ÖZEL MARKALI ÜRÜNLERE (PLB) YÖNELİK ARTAN TALEBİ FMCG SEKTÖRÜ ÜZERİNDEN ANLAMAK TÜKETİCİ PERSPEKTİFİNDEN BİR DEĞERLENDİRME. International Journal of Communication and Media Research, 4(2), 110-132.