The analysis of affecting factors consumer attitudes and purchase intention for private label products

This study examines the factors affecting consumer attitudes and purchase intention toward private label products in retail sector in Turkey. The applications of private brand is one o the prominent applications in the modern retail sector. Private brands were initially defined as cheaper and less quality products. But with the passing of control in the distribution channel store retailers, the quality has been increased and they have become rivals to national brands. There search was conducted within the scope of consumers in thecity of Kutahya. The factors affecting consumer attitude and purchasing behavior are divided into two classes as internal and external factors.Intrinsic factors include perceivedquality, perceived risk, and perceived value dimensions. External factors include perceived price, packaging, advertising and store image. Consumer attitudes are three dimensions: trust, familiarity and perceived economicsituation. The structured survey method was used to obtain the research data. Sampling method is a convenience sampling. The sample size of the study was determined as 400 units according to the confidence interval formula. Univariate and multivariate statistic alanalysis methods were used to analyze there search data. As a result of this study, it was determined that while the store image did not affect the consumer attitude, instrinsic factors which consist of perceived price, packaging and advertising and external factors which consist of the perceived quality, the perceived risk and the perceived value affected the consumer attitude and purchasing intention.