In the food retail sector determination of the factors that affect the private label products to the store loyalty: Example of discount stores

It is an organized structure that affects many areas such as retail sector, economy and logistics. The retail sector, which meets and covers a significant part of consumer needs, has seen as the sector that is constantly open to change and development and is most affected by economic crises. Increasing competition in the retail industry day by day, new players entering the sector have made customer loyalty important for companies. It has been observed that companies that provide and increase customer loyalty gain advantages over competitors. Increasing market shares of private-label products has been an important factor in differentiating the companies with private-label products from competitors and providing competitive advantage. In this study, in the food retail sector, within the framework of discount stores, the properties of private label products affecting loyalty to private label products and the effects of economic factors on store loyalty, and the effect of loyalty on private label products on store loyalty were examined. In the study, data were collected from 420 people, 170 of which were women and 250 were men, on a voluntary basis, by using the online survey method. Analysis of the data obtained in the study was done with the SPSS program. As a result of the analysis; It has been found that economic factors positively affect store loyalty and private-label product features have a positive effect on private label product loyalty and have a positive effect on store loyalty in loyalty to private label products.