The effect of tetra pak product packaging on consumer attitudes in private labeled dairy products: The case of Burdur province

In the last years, brands have been more decisive in consumer preferences. Retailers who want to respond to the demands and expectations of consumers and to acquire a strong place in the market, have begun to offer their products with special brands. The private brand is the brand that retailers offer on the market by using their own company or by means of its own name or the retailer's own trademark. In today's conditions, where the concept of a private brand is increasing, there are some elements that lead to the reasons of preference for consumers. Packaging, which is one of the factors that direct consumer preferences, plays an active role in consumer preferences and attitudes. For this reason, special brands have become important in terms of both consumers and retailers. The main purpose of research is to expose the effect of product packaging to consumer attitudes in private branded products. In the first part of the research, brand concept, brand types, consumer attitudes, private brand concept definition and scope, packaging is examined in private branded products. The second part includes information on the type, problem, importance, purpose, method, research universe, limitations and supposition of research, sampling, research hypothesis, data collection method and questionnaire preparation. In the third part, the data obtained by the survey method is analyzed through statistical methods. In this study, the effect of private branded milk packaging on consumer attitudes was investigated. The sample of the study consists of consumers in Burdur province. The relationship between packaging components and attitudes was examined. As a result of the research; The relationship between the private brand packaging and attitudes has been found. Then, the relationship between the perception of the private brand milk packaging properties and the relationship between them. Private branded milk is perceived differently according to the packaging component properties Key Words: Privat Brand, Milk Packaging, Consumer Attitudes, Food Packaging, Packing Component