Application of emprical upon the retailer's brand image and brand image

There has occurred rapid transformations in the business management and therefore in the marketing policies, in this age of transformation and development. The preferences of consumers also change rapidly in paralel to the technological developments and globalization. The retail sellers have to strengthen themselves for the wild competition in the market since the competition is not only in national scale but in international scale as well. The retail brands, in the consumer markets - specially in Europe, have become a tool for the retail sellers to create discrimination in the competitive marketing conditions. The retail brands which are named as private brands, private labelled brands or store brands in Turkiye, are the products which are marketed with the label of the retail seller or with the a completely different name. For the retail sellers, their own brands help to increase the marketing traffic and to create honesty in the consumers, also. The general image of the retail brands, which have been widespread specially after the year 2000, have been analysed in this thesis work. The demographic and socio-cultural characteristics of the consumers, the familiarity of the the retail brands, the reasons of the consumers to prefer or not to prefer these products have been studied and the consumer buying behaviours have been attempeted to be identified. In the field study of this thesis work, it has been revealed that the customers who buy the retail branded products perceive that those products are of good quality and cheap, whereas the customers who don?t buy the retail branded products perceive that those products are cheap but of bad quality.