The effect of store characteristic to the retailer branded store choice: Kastamonu sample

The competition in the retail sector, changes in consumer expectations are increasing more day by day due to globalization and technological developments. For this reason, retailer branded stores have emerged to provide cheap and quality products especially in countries that are free from advertısing and media costs during periods at economic crisis. Thus they aimed to increase their market shares and to stand stronger aganist their competitors. But it is thought that fair prices and good quality are not enough for consumers' preferences with the retail branded stores. For this reason, it is decided that this study should be done with the thought that the store characteristics may have an effect on the preferences of the retailer branded stores. The purpose of this study is to determine vvheter the store characteristics factors has an effect on constumers' preferences by the retailer branded stores like the consumer in the city of Kastamonu. It has also been tried to determine wheter the factors that make up the store characteristics and the preferences of the retailer branded stores differ according to the demographics of the consumers. A face-to-face questionnaire was applied to 450 participants who were selected by non-probable sampling method in the city of Kastamonu and 44 of these questionnaires were considered invalid and 406 questionnaires were accepted. By using the valid 406 questionnaire form and the data collected from that and using SPSS 22 in order to investigate the demographic characteristics of the participants with descriptive analysis, with the aim of determining the effect of store characteristics on retailer branded store preferences and with the aim of determining logictic regression analysis, store characteristics factors and retailer branded store preferences differed according to the demographic characteristics of the consumers T-test and one way ANOVA test were conducted. As a result of the analysis, it was determined that store characteristics and retailer branded store preferences differ due to the demographic characteristics of consumers. At the same time, other store characteristics factors, except location of the store, are influential in the choice of retailer branded store. Key Words: Brand, Retailer, Retailer Branded Store, Store Characteristics