Woman college students supermarket brand preferen and supermarket brands effects of supermarket cho

ABSTRACTIn an increasingly competitive and changing retailing environment, supermarketmanagers, who aims to develop competitive advantages, have been implementing newmarketing strategies and tactics to gain a competitive edge.Retailer brands provide consumers with a competitive alternative to manufacturerbrands. Retailer brands offer lower prices owing to their lower manufacturing costs,inexpensive packaging, minimal advertising and lower overhead costs.In this study, woman college students supermarket brand preferences have beeninvestigated and supermarket brands effects of supermarket choices have been analyzed.This study consists of three sections. In the first section of the study, the definition ofretailer brands, the kinds of retailers brands, have been done. Retailer brandsdevelopment process, restriction on retailer brands in Turkey are explained in detail.In the second section, a comparision of retailer brands and manufacturer brands havebeen done. After the comparision, the reasons why consumer prefer retailer brands areinvestigated. Then purchase risk and retailer brands, advantages and problems of retailerbrands, manufacturer brands opposite to retailer brands and store loyalty and retailerbrands are explained in detail.At last in the third section, there is a questionnaire to determine supermarket brandpreferences of woman college students and effects of supermarket choices. Surveymethod was used in collecting data. Results of the questionnaire have been presented bydescriptive statistical data and the research has ended by the section of conclusion.