THE EVALUATION OF MARKETING STRATEGIES OF PRIVATE LABEL MILK PRODUCTS FROM THE CONSUMERS’ PERSPECTIVE: THE CASE OF KOCAELI PROVINCE

In the intensely competitive retail sector, businesses prefer to market either own produced products in their markets or manufactured private label products. The purpose of this study is to understand the marketing strategies of businesses which produce private label products and determine consumer behaviour towards those products. In the scope of this study, a survey has been conducted in Turkey (Kocaeli) among 374 randomly selected households with face to face interviews. The gained data has been evaluated with multidimensional scaling analysis (MDS), PCA and MANOVA analysis using PASW 18.0 Package Program. Results indicate that 56.4% of respondents purchase private label milk, 43.6% of them do not. The main reasons for not purchasing are the perception that it is inferior in quality compared to the manufacturers' brand, routine purchase, and consumers' reluctance to "risk" changing brands, while price is the main reason for purchase. In conclusion, especially three criteria have a positive effect on consumer behaviour towards private label milk products.

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