THE CONSUMER ATTITUDES TOWARDS PRIVATE LABEL AND NATIONAL BRANDS
نویسندگان
چکیده
Gelişen teknolojinin hızıyla beraber pazarda oluşan yoğun rekabet ortamından faydalanmak isteyen perakendeciler üretici markaların yanında piyasada market markalı ürünlere de yer vermeye başlamışlardır. Market ürünler fiyat avantajı sağlamak amacıyla bulunurken ilerleyen zamanlarda bunun kalite olgusunun da eklendiği söylenebilir. Bunun neticesinde ürünlerin karşı ciddi bir rakip durumuna gelmiştir. 
 Çalışmanın amacı İstanbul ilinde üç ayrı sosyo-ekonomik özelliğe sahip Levent, Bahçelievler ve Beylikdüzü ilçelerinde ikamet eden 18 yaş üzeri tüketicilerin satın alma işlemini gerçekleştirecek olan bu markalara oluşturdukları tutumları belirlemek yapılmıştır. markası yönelik tüketici tutumlarını üzere bazı demografik özellikler paralelinde (cinsiyet, yaş, eğitim durumu, medeni durum, meslek, aylık aile geliri edilen ilçe) etkileri araştırılmıştır. Anket yönetimiyle yapılan araştırma 600 örnekleme uygulanmıştır. Daha sonrasında SPSS programıyla analiz anketlerin sonuçlarına verilmiştir.
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ژورنال
عنوان ژورنال: Anadolu U?niversitesi I?ktisadi ve I?dari Bilimler Faku?ltesi dergisi
سال: 2021
ISSN: ['2687-184X']
DOI: https://doi.org/10.53443/anadoluibfd.947134