Private label packing in Turkey and consumer preferences

This study was carried out to investigate the packing strategies that retailers apply to private label products and to examine the effect of these packing strategies on consumer preference. For this purpose, the packaging strategies of the private label products using qualitative data collection technıque and the effect of these packages on the consumer's preference are determined by quantitative data collection technıque. In this study, it is explained the basic concepts of retailing, branding and packing, is given necessary information about private labels and consumer preference and covering subject matter is researched. It was found that there were differences between the private label product packages and the packaging of other brands in the survey and the private label product packaging was influential on the consumer's preference.