Private brand usage in retail trade and its applications

The aim of this research, called ?Private Brand Usage in Retail Trade and its Applications", is to determine the evolution of the private label products and to study the preferences of the consumers, who buy the private brand products. Within the scope of the research, an answer is sought for the questions like who buys the private brand products, what are the demographic characteristics of the buyers, what kinds of products they purchase in general and what are the important criteria regarding to the comparison, purchasing decisions in the eye of the buyers related with the nationce and private brands.The theoretical part of the research is formulated by using local and foreign literature and references. Regarding the study topic, the necessary books and the articles were studied by making a literature review. At the implementation part, a field study is conducted for the usage of private brand products. A questionnaire study is conducted on the consumers and the view points of the consumers towards the usage of private brand products are obtained and evaluated.The research consists of three parts, excluding the introduction and conclusion parts. At the first part, some information was given on the retailing concept, the historical development of the retailing from past to present was analyzed and the retailing organizations are classified. At the second part, the private brand concept in the retailing sector was analyzed in detail. After explaining the development of the private brands in the world and Turkey, some information was given on the attitudes of the consumers towards the usage of private brands. At the third and the last part of the study, a questionnaire has been conducted on an adequate number of consumers. The evidences, which were obtained from the research was subjected to various tests.