The perception of retailers' own brands by consumers

The products with the private labels were produced as the first time in 1863 in United States. These products are put on the global markets widely since 50 years, and widely on the markets in Turkey since the last decade. These products with the private labels which have low production costs, cheap packages and the lower advertisement costs; are the cheap alternatives for consumers. Especially after the economical recessions, as the buying abilities of the consumers are decreasing, the consumers change their traditional shooping habits. After the economical recessions, the consumers tend to go to shop less than before, or they tend to search the cheaper products. It is the basic aim of this thesis to expose how the consumers comprehend the private labels. While searching how the private labels are comprehended, no specific product group was selected because the main point in this search is not only comprehension of the consumers against a group of products but also it is related to type of comprehension of the consumers against all of the products with private labels, and type of the image of the products with the private labels formed in their mind. As a better interpretation of the results of the research; the concepts such as brand, comprehnsion and attitude are explained. Furthermore, the current conditions of the products with the private labels at domestic and foreign markets sold, were searched during this study. In this research, experimentals were chosen among the customers who go to chain markets and grand stores for shopping in Kadıköy region of stanbul, and the data has been collected via using of face to face techniques with carrying out of the public survey. Also negotiations were made with the authorities of the markets, and the detail information related to products with the private labels were collected. The aim of negotiating with the authorities of the markets; is looking on the products with the private labels from a different point of view beside the point of view of the consumers. Looking at the products with the private labels in terms of the market authorities, may help to detect better the positive and negative reasons of the consumers related to comprehension of the products with the private labels. In this respect of the above stated information collected; some