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

Yıl 2017, Cilt: 6 Sayı: 5, 160 - 171, 22.12.2017

Mehmet Zahid Ecevit , Ulun Akturan

Öz

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.

Anahtar Kelimeler

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

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