ATTITUDES OF FEMALE CONSUMERS TOWARD PRIVATE LABEL BRANDS: A RESEARCH IN THE CITY OF GIRESUN

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While consumer perceptions towards private label brands in Turkey have been studied to a certain extent, research about different consumer segments’ perceptions of private label brands is fairly limited. In this research, factors that identify female consumers’ supermarket preferences and their perceptions of private label brands in the city of Giresun were studied. Research results show that comparable low prices and merchandise quality perceptions are the two driving factors of female consumers’ store preferences. Similarly, merhandise quality perceptions, positive attitudes toward local brands, promotions, ease of locating the merhandise in the store and attractiveness of merchandise presentations are the main factors for selecting private label brands from local stores for female consumers.

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Store brand , female consumers

Erciyes University Journal Of Economics an‎d Administrative Sciences

100

Erciyes University Journal Of Economics an‎d Administrative Sciences