Reasons for consumers to choose retail brand cleaning products: An application in Eskisehir province

Retailer branded products known as private label brands are preferred by consumers for different reasons. Consumers react differently to the ever-changing economic environment. Marketers also have to develop specific strategies in specific product groups and adapt to the changing economic environment. In this study, the reasons why consumers preferred the cleaning products in the retailer brand group were investigated. The research data were obtained from a survey conducted with 322 consumers residing in Eskişehir. The data obtained from the study were analyzed with SPSS. Keywords: Private label brand, Retailer brand, National brand