MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ

Süpermarket zincirleri, sağladığı yüksek karlılık dolayısıyla bütün ürün kategorilerinde ulusal markalara alternatif olarak kendi özel markalı ürünlerini sunmaktadır. Özel markalı ürünlerin payını daha da artırmak isteyen süpermarket zincirleri, ekonomik olanların yanında premium özel markalı ürünleri sunmaya başlamıştır. Premium özel markalı ürünler perakendecilik alanındaki en güncel konulardan bir tanesidir. Bu çalışmanın amacı, mağaza imaj bileşenlerinin müşterilerin premium özel markalı ürünlere ilişkin kalite algısına ve satın alma niyetine etkisini ortaya koymaktır. Bu amaçla birisi her gün düşük fiyat üzerine farklılaşan ve diğeri, üstün hizmet ile farklılaşan iki süpermarket müşterilerinden kolayda örneklem yöntemi ile veriler toplanmıştır. Veriler, yapısal eşitlik modellemesi ve Bağımsız Örneklem t Testi ile analiz edilmiştir. Araştırma sonucuna göre, üstün hizmet ile farklılaşan mağazalarda premium özel markalı ürünler daha kaliteli olarak algılanmakta ve bu mağazaların müşterilerinin bu ürünleri satın alma olasılıkları daha yüksek çıkmaktadır. Ayrıca, hem üstün hizmet hem de düşük fiyat müşterilerin premium özel markalı ürünlere ilişkin kalite algısını etkilemektedir. Buna karşın, sadece üstün hizmet müşterilerin premium özel markalı ürün satın alma niyetini doğrudan etkilemektedir.

THE EFFECT OF STORE IMAGE ATTRIBUTES ON CUSTOMERS’PERCEIVED QUALITY AND PURCHASE INTENTION OF PREMIUM PRIVATE LABELS

Retailers offer their private labels as alternatives to national brands in all product categories due to the high profitability they provide. Retailers, which aim to increase the share of private labels, have started to offer premium private labels in addition to economic ones. Premium private label is one of the hottest topics in retailing. This paper aims to evaluate the influence of store image attributes on customers’ perceived quality and purchase intention of premium private labels. To this aim, data were gathered by the convenience sampling method from the customers of two retailers, one with the low price attribute and the other with the superior service attribute. The data were analyzed by structural equation modeling and independent sample t-test. Results indicate that premium private labels are perceived as higher quality when offered on retailers with superior service quality and customers of those stores are more likely to purchase those products. In addition, both attributes, superior service, and low price affect customers’ perceived quality related to premium private labels. However, only superior service has a direct influence on customers’ intention to purchase premium private labels. Based on the results, some suggestions have been made for retailers.

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