期刊名称：Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
印刷版ISSN：1301-3688
电子版ISSN：2630-6409
出版年度：2011
期号：38
页码：79-100
语种：English
出版社：Erciyes University
摘要：While consumer perceptions towards private label brands in Turkey have been studied to a certain extent,research about different consumer segments’ perceptions of private label brands is fairly limited.In this research,factors that identify female consumers’ supermarket preferences and their perceptions of private label brands in the city of Giresun were studied.Research results show that comparable low prices and merchandise quality perceptions are the two driving factors of female consumers’ store preferences.Similarly,merhandise quality perceptions,positive attitudes toward local brands,promotions,ease of locating the merhandise in the store and attractiveness of merchandise presentations are the main factors for selecting private label brands from local stores for female consumers.
其他摘要：Türkiye’de mağaza markalarına yönelik tüketici tercih ve tutumlarına ilişkin araştırmalar olmasına karşın farklı tüketici gruplarının mağaza markası kullanımına yönelik tutumları ile ilgili araştırmalar oldukça kısıtlıdır.Bu çalışmada,Giresun il merkezind
