ABSTRACT

Private labelling which is a current trend in the retailing creates opportunities for retailers and be successful in terms of consumers because of their advantages. The aim of this study is to explore the reasons of private labelled products buying preferences of consumers living in Mersin. Because of this aim, a face to face survey was conducted to 405 consumers living in Mersin. The data were analyzed and by comparing thought of consumers’ about manufacturer and private brand products, it has been tried to detect the factors effective for the preference of private brand products.