Effects of private labels on consumer attitudes in consumer buying behavior

Globalization concept has brought about some changes and developments in retailing sector like in all sectors. One of the developments having great importance for retailing sector is private label products brought on market by retailers with their own labels. Retailers follow the policy of private label products in order to provide awareness in global market and at the same time to meet consumer needs and expectations through more convenient methods. The private label products with the retailers? labels produced by them or by other manufacturers and put up for sale in those retail stores gain importance gradually for both producers, consumers and also for retailers.Retailers can stop the superiority of manufacturers and can control marketing activities more easily by using their own labels. Moreover an increase in store traffic of retailers through private labels can be provided. Retailers can also strengthen the relations with consumers by improving the firm?s image on consumers? mind through the private label products. From the consumers? point of view, several advantages of private label products can be stated. The main advantage provided by private labels is the low price advantage. Beside this, consumers prefer to use private label products produced with the retailers? own brands they know and recognize rather than using the products of small sized and risky manufacturers they do not know before.In this study it is aimed to examine consumer attitudes related to private label product which is although a new concept but spreading rapidly. In this context in the first chapter of this study consumer concept and consumer buying behavior have been mentioned. And in the second chapter after the literature review on brand concept, the concept of private label has been examined comprehensively. In the application chapter findings gained by evaluating the data of the survey carried out in order to examine the attitudes of consumers toward private label products has been explained and some suggestions have been presented.