The consumer attitudes towards private label and national brands

Retailers who want to benefit from the intense competitive environment that develops in the market together with the speed of developing technology have started to include private label products in the market alongside the national brands. It can be said that while the private label products are on the market in order to provide price advantage, later on besides this, the quality factor is also added. As a result, private label products have become a serious competitor to the national brand products on the market. The aim of the study was to determine the attitudes of consumers who make purchases from private label and national brand products, 18 or over years old and live in Levent, Bahçelievler and Beylikdüzü districts with three different socio-economic characteristics in the city of Istanbul. In the first part of the study, consumer behaviors and attitudes which are influential in product preferences and what they pay attention to during purchasing are discussed. In the second part, the concept of brand is explained and the concepts of private label and national brand concepts developed parallel to this are included. At the global and national level, the advantages and disadvantages of private label and national brands for producers, retailers and consumers with the developments of these products are indicated. In the third part of the study, the effects were investigated in parallel with some demographic characteristics characteristics (gender, age, educational status, marital status, occupation, monthly family income and resident district) to determine the attitudes of consumers towards private label and national brands. This survey was conducted by questionnaire management applied 600 samples. Afterwards, the results of the surveys analyzed by the SPSS program were included.