EXAMINATION OF RETAILER BRANDS WITH CONSUMERS’ AND RETAILERS’ PERSPECTIVE: A THEORETICAL FRAMEWORK

Abstract

Objectives:  This study aims to put forward the development of retailing brands, the summarize the importance of those brands for retailers, and identify the factors affecting their consumption from a holistic point of view.

Methods:  Retailing brand literature was reviewed, and the findings were summarized in terms of both consumers and retailers.

Results: Literature shows that the quality perception is as important as the price in the retailer brand (RB) purchase decision but the difference of subjective quality perception between the producer and retailer brands is still high. The social risk perception does not adversely affect the RB preference contrary to the expectation. The preference of RB differs according to the consumer characteristics, and it increases as the experience and awareness of consumers increase. There is an opportunity for RBs to be successful in different product categories. On the other hand, it has been determined that retailers should pay attention to store image, social responsibility activities and balance of shelf allocation for RB success.

Keywords

• Private Label,Store Brand,Retailer Brand,Manufacturer Brand,Literature Review

PERAKENDECİLER VE TÜKETİCİLER AÇISINDAN PERAKENDECİ MARKALAR: KAVRAMSAL BİR ÇERÇEVE

Öz

Amaç: Bu çalışma, perakendeci markaların gelişimini irdelemek ve bu markaların tüketimini etkileyen faktörleri bütüncül bir bakış açısı ile ortaya koymak  ve bu markaların perakendeci için yarattığı faydaları saptamak amacını gütmektedir.

Yöntem: Perakendeci markalara ilişkin bir literatür taraması yapılmış ve buna istinaden literatürde perakendeci markalarına ilişkin bulgular hem tüketici hem perakendeci açısından özetlenmiştir.

Bulgular: Kalite algısı perakende markaların (PM) tercihinde fiyat kadar önemlidir. Ancak perakendeci ve üretici markaları ile arasındaki sübjektif kalite algısı farkı hala yüksektir. Sosyal risk algısının beklenenin aksine PM tercihini olumsuz etkilememektedir. PM tercihi tüketici özelliklerine göre farklılık göstermekte, bununla birlikte tüketicinin deneyimi ve aşinalığı arttığında PM tercihi artmaktadır. PM için kategori genişleme fırsatı vardır. Ancak perakendecilerin kendi markalarının tercihi için mağaza imajına, sosyal sorumluluk faaliyetlerine, raf tahsisindeki dengeye önem vermeleri gerekmektedir.

Anahtar Kelimeler

• Özel Marka,Mağaza Markası,Perakendeci Markası,Üretici Markası,Literatür Taraması

Kaynakça

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