The proliferation of private brands of grocery products reflects a major shift in the product mix offered by retailers Store brands provide consumers with a competitive alternative to manufacturer brands Store brands offer lower prices owing to their lower manufacturing costs inexpensive packaging minimal advertising and lower overhead costs This article reports the results of an empirical study measuring consumers’ perceptions of the manufacturer brands and store brands Profiles of cleaning products were constructed using semantic differential responses from consumers Survey method was used in collecting data and it was administered to the customers of hypermarkets in Adana city Profile differences are analyzed statistically and implications discussed
📌 3 Key Takeaways
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Objective & Hypothesis:The proliferation of private brands of grocery products reflects a major shift in the product mix offered by retailers Store brands provide consumers with a competitive alternative to manufacturer brands Store brands offer lower prices owing to their lower manufacturing costs inexpensive packaging minimal advertising and lower overhead costs This article reports the results of an empirical study measuring consumers’ perceptions of the manufacturer brands and store brands Profiles of cleaning products were constructed using semantic differential responses from consumers Survey method was used in collecting data and it was administered to the customers of hypermarkets in Adana city Profile differences are analyzed statistically and implications discussed
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Key Findings & Data:The proliferation of private brands of grocery products reflects a major shift in the product mix offered by retailers Store brands provide consumers with a competitive alternative to manufacturer brands Store brands offer lower prices owing to their lower manufacturing costs inexpensive packaging minimal advertising and lower overhead costs This article reports the results of an empirical study measuring consumers’ perceptions of the manufacturer brands and store brands Profiles of cleaning products were constructed using semantic differential responses from consumers Survey method was used in collecting data and it was administered to the customers of hypermarkets in Adana city Profile differences are analyzed statistically and implications discussed
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Conclusion & Impact:The proliferation of private brands of grocery products reflects a major shift in the product mix offered by retailers Store brands provide consumers with a competitive alternative to manufacturer brands Store brands offer lower prices owing to their lower manufacturing costs inexpensive packaging minimal advertising and lower overhead costs This article reports the results of an empirical study measuring consumers’ perceptions of the manufacturer brands and store brands Profiles of cleaning products were constructed using semantic differential responses from consumers Survey method was used in collecting data and it was administered to the customers of hypermarkets in Adana city Profile differences are analyzed statistically and implications discussed
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters
Abstract
The proliferation of private brands of grocery products reflects a major shift in the product mix offered by retailers Store brands provide consumers with a competitive alternative to manufacturer brands Store brands offer lower prices owing to their lower manufacturing costs inexpensive packaging minimal advertising and lower overhead costs This article reports the results of an empirical study measuring consumers’ perceptions of the manufacturer brands and store brands Profiles of cleaning products were constructed using semantic differential responses from consumers Survey method was used in collecting data and it was administered to the customers of hypermarkets in Adana city Profile differences are analyzed statistically and implications discussed
Özet
Perakendecilerin satışa sunduğu ürün grupları içinde özellikle bakkaliye ürünlerinde market markalarına doğru bir tüketici eğilimi olduğu görülmektedir Market markaları tüketiciler için yeni bir alternatiftir ve düşük üretim maliyetleri ucuz ambalajları minimum reklam giderleri sayesinde üretici markalarına kıyasla daha uygun fiyatlarla tüketicilere sunulmaktadır Tüketicilerin market markalı ve üretici markalı temizlik ürünlerine yönelik algılamalarının mukayeseli olarak belirlenmesi çalışmanın temel amacıdır Ürün grupları içinden temizlik ürünlerinin seçilme nedeni market markaları içinde en fazla satılan ürün gruplarından birisi olmasıdır Ürün özellikleri ile ilgili sıfat ya da cümlecikler anlamsal farklılık skalası ile ölçülmüştür Araştırma Adana il merkezinde hipermarketlerden alışveriş yapan müşterilere yönelik olarak yapılmış ve veriler anket yardımıyla yüzyüze görüşme tekniği kullanılarak toplanmıştır Tüketicilerin market markaları ve üretici markalarına yönelik algılamalarını gösteren profiller SPSS’de hesaplanan ortalamalar kullanılarak açıklanmış ve tüketici algılarındaki farklılıklar ortaya konulmaya çalışılmıştır
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Cite This Article
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