PERAKENDECİLER VE TÜKETİCİLER AÇISINDAN PERAKENDECİ MARKALAR: KAVRAMSAL BİR ÇERÇEVE

Amaç: Bu çalışma, perakendeci markaların gelişimini irdelemek ve bu markaların tüketimini etkileyen faktörleri bütüncül bir bakış açısı ile ortaya koymak ve bu markaların perakendeci için yarattığı faydaları saptamak amacını gütmektedir.Yöntem: Perakendeci markalara ilişkin bir literatür taraması yapılmış ve buna istinaden literatürde perakendeci markalarına ilişkin bulgular hem tüketici hem perakendeci açısından özetlenmiştir. Bulgular: Kalite algısı perakende markaların (PM) tercihinde fiyat kadar önemlidir. Ancak perakendeci ve üretici markaları ile arasındaki sübjektif kalite algısı farkı hala yüksektir. Sosyal risk algısının beklenenin aksine PM tercihini olumsuz etkilememektedir. PM tercihi tüketici özelliklerine göre farklılık göstermekte, bununla birlikte tüketicinin deneyimi ve aşinalığı arttığında PM tercihi artmaktadır. PM için kategori genişleme fırsatı vardır. Ancak perakendecilerin kendi markalarının tercihi için mağaza imajına, sosyal sorumluluk faaliyetlerine, raf tahsisindeki dengeye önem vermeleri gerekmektedir.

Anahtar Kelimeler:

Özel Marka, Mağaza Markası, Perakendeci Markası, Üretici Markası, Literatür Taraması

EXAMINATION OF RETAILER BRANDS WITH CONSUMERS’ AND RETAILERS’ PERSPECTIVE: A THEORETICAL FRAMEWORK

Objectives: This study aims to put forward the development of retailing brands, the summarize the importance of those brands for retailers, and identify the factors affecting their consumption from a holistic point of view. Methods: Retailing brand literature was reviewed, and the findings were summarized in terms of both consumers and retailers. Results: Literature shows that the quality perception is as important as the price in the retailer brand (RB) purchase decision but the difference of subjective quality perception between the producer and retailer brands is still high. The social risk perception does not adversely affect the RB preference contrary to the expectation. The preference of RB differs according to the consumer characteristics, and it increases as the experience and awareness of consumers increase. There is an opportunity for RBs to be successful in different product categories. On the other hand, it has been determined that retailers should pay attention to store image, social responsibility activities and balance of shelf allocation for RB success.

Keywords:

Private Label, Store Brand, Retailer Brand, Manufacturer Brand, Literature Review,

PDF

___

Akbay C., Jones E., (2005), Food Consumption Behavior of Socioeconomic Groups for Private Labels and National Brands. Food Quality and Preference, 16, 621-631
Alan D. Jain A. Richardson P. (1996), How Consumers Evaluate Store Brands. Journal of Product and Brand Management, 5 (2), 19 - 28
Anselmsson J., Johansson U., Maranon A., Persson N., (2008), The penetration of retailer brands and the impact on consumer prices—A study based on household expenditures for 35 grocery categories, Journal of Retailing and Consumer Services, 15, 42-51
Bao Y., Sheng S., Bao Y., Stewart D., (2011), Assessing Quality Perception of Private Labels: Intransient Cues and Consumer Characteristics, Journal Of Consumer Marketing, 28 (6), 448-458
Bauer H.H., Heinrich D., Schäfer D. B., (2013), The Effects of Organic Labels on Global, Local, and Private Brands More Hype Than Substance?, Journal of Business Research, 66, 1035-1043
Beneke J., Flynn R., Greig T, Mukaiwa M., (2013), The Influence of Perceived Product Quality, Relative Price and Risk on Customer Value and Willingness to Buy: A Study Of Private Label Merchandise, Journal of Product and Brand Management, 22 (3), 218-228
Beneke J., Greene A., Lok I., Mallet K., (2012), The Influence of Perceived Risk on Purchase Intention – The Case of Premium Grocery Private Label Brands in South Africa, Journal of Product and Brand Management, 21 (1), 4-14
Beneke J., Zimmerman N., (2014), Beyond Private Label Panache: The Effect of Store İmage and Perceived Price on Brand Prestige, Journal of Consumer Marketing, 31 (4), 301 – 311
Benito O. G., Partal M. M., (2012), Role of Retailer Positioning and Product Category on the Relationship Between Store Brand Consumption and Store Loyalty, Journal of Retailing, 88 (2), 236-249
Boyle P. J., Lathrop E.S., (2013), The Value of Private Label Brands to U.S. Consumers: An Objective and Subjective Assessment, Journal of Retailing and Consumer Services, 20, 80-86
Braak A., Deleersnyder B., Geyskens I., Dekimpe M. G., (2013), Does Private-Label Production By National-Brand Manufacturers Create Discounter Goodwill? International Journal of Research in Marketing, 30, 343-357
Cho Y. S. C., Rha H, Burt S., (2015), The Impact of Customer Awareness of Manufacturer Name Disclosure on Retail Brand Attitudes and Loyalty in Korea, Journal of Retailing and Consumer Services, 22, 128-137
Choi S., Fredj K., (2013), Price Competition and Store Competition: Store Brands vs. National Brand, European Journal of Operational Research, 225, 166-178
Dawes J., Thiel M. N., (2013), Analyzing the Intensity of Private Label Competition Across Retailers, Journal of Business Research, 66, 60-66
Desmet P., (2014), How Retailer Money-Back Guarantees Influence Consumer Preferences for Retailer Versus National Brands, Journal of Business Research, 67, 1971-1978
Diallo M. F., (2012), Effects of Store Image and Store Brand Price-Image on Store Brand Purchase Intention: Application to an Emerging Market, Journal of Retailing and Consumer Services, 19, 360-367
Dursun İ., Kabadayı E. T., Alan A. K., Sezen B., (2011), Store Brand Purchase Intention: Effects of Risk, Quality, Familiarity and Store Brand Shelf Space, Procedia Social and Behavioral Sciences, 24, 1190-1200
Fen Y. S., May L. S., Ghee W. Y., (2012), Store Brand Proneness: Effects of Perceived Risks, Quality and Familiarity, Australasian Marketing Journal, 20, 48-58
Fornari E., Fornari D., Grandi S., Menegatti M., (2013), The Influence of Retailing-Mix Levers on Private Label Market Share: The Case of the Itaian FMCG Market, Journal of Retailing and Consumer Services, 20, 617-624
Jara M., Cliquet G., (2012), Retail Brand Equity: Conceptualization and Measurement, Journal of Retailing and Consumer Services, 19, 140-149
Liljander V., Polsa P., Riel A., (2009), Modelling Consumer Responses to an Apparel Store Brand: Store Image As a Risk Reducer, Journal of Retailing and Consumer Services, 16, 281-290
Manzur E., Olavarrieta S., Hidalgo P., Farías P., Uribe R., (2011), Store Brand and National Brand Promotion Attitudes Antecedents, Journal of Business Research, 64, 286-291
Mejri C. A., Bhatli D., (2014), CSR: Consumer Responses to The Social Quality of Private Labels, Journal of Retailing and Consumer Services, 21, 357-363
Mieres C. C., Martin A. M. D., Gutierrez J. A. T, (2006 / a), Influence of Perceived Risk on Store Brand Proneness, International Journal of Retail and Distribution Management, 34 (10), 761-772
Mieres C. C., Martin A. M. D., Gutierrez J. A. T, (2006 / b), Antecedents of The Difference in Perceived Risk Between Store Brands and National Brands, European Journal of Marketing, 40 (1/2), 61-82
Ngobo P. V., (2011), Private Label Share, Branding Strategy and Store loyalty, Journal of Retailing and Consumer Services, 18, 259-270
Olbrich R., Grewe G., (2013), Proliferation of Private Labels in The Groceries Sector: The İmpact on Category Performance, Journal of Retailing and Consumer Services, 20, 147-153
Olsen N. V., Menichelli E., Meyer C., Næs T., (2011), Consumers Liking of Private Labels. An Evaluation of Intrinsic and Extrinsic Orange Juice Cues, Appetite, 56, 770-777
Olson E. L., (2012), Supplier Inferences to Enhance Private Label Perceptions, Journal of Business Research, 65, 100-105
Porral C. C., Lang M. F., (2015), Private Labels. The Role of Manufacturer Identification, Brand Loyalty and Image on Purchase İntention, British Food Journal, 117 (82), 506 – 522
Porral C. C., Mangin J. P. L., (2014), Private Label Brands: Major Perspective of Two Customer-Based Brand Equity Models, The International Review of Retail, Distribution and Consumer Research, 24 (4), 431-452
Porral C. C., Martinez F., V. A., Juanatey B., O., Lévy M., J. P., (2013), What Matters to Store Brand Equity? An Approach to Spanish Large Retailing in a Downturn Context, Investigaciones Europeas de Dirección y Economía de la Empresa, 19 (3), 136-146
Romero M. J. M., Giner E. M. C., Sánchez C. A., (2014), Relationship Marketing Management: Its Importance in Private Label Extension, Journal of Business Research, 67, 667-672
Rubio N., Oubiña J., Villaseñor N., (2014), Brand Awareness–Brand Quality Inference and Consumer’s Risk Perception in Store Brands of Food Products, Food Quality and Preference, 32, 289-298
Sethuraman R., Gielens K., (2014), Determinants of Store Brand Share, Journal of Retailing, 90 (2), 141-153
Sinha I., Batra R., (1999), Price Consciousness on Private Label Purchase, International Journal of Research in Marketing, 16, 237-251
Thiel M. N., Romaniuk J., (2011), The Nature and İncidence of Private Label Rejection, Australasian Marketing Journal, 19, 93-99
Thiel M. N., Romaniuk J., (2012), Value-For-Money Perceptions of Supermarket and Private Labels, Australasian Marketing Journal, 20, 171-177
Thiel M. N., Sharp B., Dawes J., Romaniuk J., (2010), Competition for Memory Retrieval Between Private Label and National Brands, Journal of Business Research, 63, 1142-1147
Wu P. C.S., Yeh G. Y. Y., Hsiao C. R., (2011), The Effect of Store Image and Service Quality on Brand Image and Purchase Intention for Private Label Brands, Australasian Marketing Journal, 19, 30-39
Yang D., (2012), The Strategic Management of Store Brand Perceived Quality, Physics Procedia, 24, 1114-1119
Zippel C., Wilkinson J., Vogler T., (2013), The Influence of Private Labels on Retailer Cooperation, Australasian Marketing Journal, 21, 271-277