Risk perception towards private brands in retail sector: An application in Izmi̇r

Today's changing consumer needs and economic conditions direct retailers to use new strategies to create competitive advantage. Private-label strategies are the beginning of retailers to produce products of their own brands to sell in their own stores. The risks perceived by consumers towards private label products affect private brand attitudes and hence buying behaviors. In this study, analyzes that measure the effect of perceived risk factor on private brand attitudes of consumers are included. It was seen that the image of the retailer affected private brand attitudes due to the fact that it was associated with perceived risk. According to the findings of the study, perceived risk and retailer image affect the private brand attitudes of consumers. Developing strong image-oriented strategies by retailers will positively affect consumers' private brand attitudes. The importance of the study is that consumers analyze private brand attitudes with the perceived risks and the effect of retailer image. This study, which examines the attitudes of consumers towards private label products, is important in terms of being carried out in İzmir, a region where competition conditions are intense and consumers can choose among many supermarket alternatives.