PRIVATE LABEL PRODUCTS MARKETING EFFECT OF PROMOTION STRATEGIES
Nowadays, due to the developments in technology and increasing of the methods and speed in communications; products which can’t be differentiated from one another and which could be easily duplicated has been taken the competition to a higher and more fundamental level. And the perpetuation of exist...
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| Autores principales: | , |
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
| Publicado: |
Fırat University
2021
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/74a326a92e004dcb8c4275d64a04432b |
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| Sumario: | Nowadays, due to the developments in technology and increasing of the methods and speed in communications; products which can’t be differentiated from one another and which could be easily duplicated has been taken the competition to a higher and more fundamental level. And the perpetuation of existences of companies can be maintained only by creating right Branding strategies and by positioning theirselves to a right place in consumers minds. Paralel to these developments in the World inevitably retailing approaches are changing by developing too. And strong effects on consumer behaviers and distribution channels can be seen by the outgrowing of the retailers throughout the world additional by mergering actions. Therefore, the firms have to develop new strategies in the profound competitive environments. In order to make a difference in the ways using and in the methods of marketing, they have developed their own products. These products which are produced for substituting the national brands are handled as private label. Private label products are the products on which the solely sovereignty related to pricing, distribution, promotion and branding to sell is over the retailer. The aim of this dissertation is to investigate the promotion strategies of the globally operating firms and to learn the buying behaviors the customers with the help of identifying the factors affecting the customers’ buying process of the private label products. With this purpose, in addition to the effects of demographic and socio-economic characteristics of consumers; the effects of their perceptional behaviors of risk averseness, price consciousness, store image, store loyalty and promotion strategies on private label attitude is tried to be determined. In this study it is aimed to examine promotion strategies related to private label product which is although a new concept but spreading rapidly. A self administrated questionnaire was applied to sample of 1220 grocery shoppers. For doing the analysis a survey was conducted through in Trabzon, Giresun and Ordu centers. |
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