The impact of retailer branded products on the attitude and loyalty of customers

This study is conducted to determine the factors that influence the retailer branded product preference and to investigate the impact of these factors on brand loyalty. The data is collected through 402 questionnaires that are applied to consumers who prefer the retailer branded products and analyzed with SPSS package program. In this study, the attitude of consumers who prefer retailer branded products towards factors of perceived risk, perceived quality, perceived price and store image is examined and it is attempted to determine whether this attitude constitutes a loyalty to retailer brand. Furthermore, it is attempted to answer the question of whether there exists a significant difference in sexes, marital status, income status, occupation, educational status and age of consumers. In the analysis of data, the perception of price and store image among consumers who prefer retailer branded products significantly affects the attitude towards retailer brand; but the perception of quality and risk does not have a significant effect on the attitude towards retailer brand. However, the attitute towards retailer brand has a significant effect on brand loyalty. In addition, it is observed that there are significant differences among consumers who prefer retailer branded products with respect to their demographic condition.