Strategic using of private labels from retailers' perspective in Turkey

Rakipleri karşısında rekabet avantajı sağlamaya çalışan perakendeci işletmeler kendi markalı ürünlerini de geliştirmeye yönelmektedirler. Her ülkede farklı kullanılmakla birlikte perakendecilerin markalan; özel marka, özgün marka, dağıtıcı markası ve mağaza markası olarak isimlendirilmektedir. Çalışmada perakende gıda sektöründe perakendecilerin markalı ürünleri, özel markalı ürünler olarak ele alınmakta ve perakendecilerin kendilerine ait olan ve sadece kendi mağazalarında satışa sundukları "özel markalı ürünler" incelenmektedir. Bu noktada, Türkiye'de perakendecilerin özel markalı ürünler geliştirmelerinin stratejik amaçlannın bilinmesi son derece önemlidir. Bu kapsamda çalışmada, Türkiye'de faaliyet gösteren "Perakende Bilgi Platformuna" kayıtlı ve "perakende.org" web sitesinde yer alan gıda perakendecileri ile anket uygulaması yapılmıştır. Sonuç olarak, perakendecilerin özel markalı ürünleri geliştirme amaçlarının temel boyutlarının ortaya konulması ve yerli-yabancı literatüre katkı sağlanması amaçlanmaktadır.

Türkiye'de perakendeciler açısından özel markaların stratejik kullanımı

Retailers that attempt to gain competitive advantages against their rivals are inclined to develop their own branded products. Although this strategy is differentially used in different countries, retailers’ brands are named such things as private label (PL), own brand, distributor’s brand and store brand. Retailers’ branded products, which retailers own and sell only in their own stores, are called “private label products,” and these products are examined in the food retailing sector in this study. At this point, it is very important to understand retailers’ strategic objectives for developing private label products in Turkey. Thus, in this study, a questionnaire was administered to food retailers registered in the “Retail Information Platform” and on the website “perakende.org” in Turkey. Hence, the main aim of this research is to show the primary dimensions of retailers’ objectives in developing private label products and to make contributions to the domestic-foreign literature.

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