The effect of factors affecting consumers attitudes towards private label products on the repurchase intention: A research in Bilecik province fro personal care products during the pandemic

In the past, private label products were perceived as poor quality products at the first entry into both the international and national markets. Subsequently, investments in distribution channels have been made competitive with manufacturer brands by increasing their quality through improvements in brand identity and image. This study examines the factors affecting consumers' attitudes towards private label personal care products and their impact on repurchase intention in Bilecik. Located in the private label market in Turkey within the scope of the research is discussed personal care products. In the research, firstly, the concept of brand was explained and private branded products were included in the sub-brand branches. At the same time, the development in the world market with the development of private label products market in Turkey was discussed. In this context, the concept of attitude is explained in the second section, the basic components that make up the attitudes and the characteristics of attitudes are examined. Factors affecting the attitudes of consumers towards private label products; price awareness, value awareness, price - quality perception, perceived risk, image of the retailer and degree of susceptibility to promotions were examined under six titles. At the same time, within the scope of the study, consumers' intention to repurchase and risk factors perceived during purchasing were examined. In the third part of the research, field research related to private label personal care products is included. Within the scope of the research, data were collected from 27 May to 11 June 2020 with convenience sampling method from consumers who purchase and use private label personal care products in Bilecik province. SPSS program was used to test research hypotheses and research questions. While price awareness, value awareness, price - quality perception, retailer image, and tendency to promotions in private label personal care products were effective on the intention to repurchase for private label personal care products, the perceived risk could not have an impact on private brand personal care products. Key Words: Brand, Private Label, Consumer Attitudes, Re-purchase Intention, Perceived Risk