ABSTRACT

In recent years, increasing competition in the retailing sector forces the retailers to promote retailing chains and service quality, to get closer to the consumers and to hold the prices low. Lately, retailers who have targets such as gaining new customers as well as retaining current customers and capturing competitive advantage, started to use a diverse range of marketing methods such as presenting products under their own store brands, retailer credit cards, supermarket membership cards and shopping over the internet. In this study, a face to face questionnaire is implemented on 400 consumers in Edirne city center. The questions which are asked in the questionnaire are intended for revealing the consumers’ demand to the retailer brand products. Due to results of the research almost %69 of respondents are buying retailer brand products while %31 of them are not buying.