STRATEGİC USİNG OF PRİVATE LABELS FROM RETAILERS PERSPECTİVE IN TURKEY

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.