Market markalı ürünler ve tüketici tercihleri: Bursa ili örneği
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Date
2019-10-11
Authors
Çelebi, Önder
Journal Title
Journal ISSN
Volume Title
Publisher
Bursa Uludağ Üniversitesi
Abstract
Günümüzde giderek büyüyen ve önem kazanan perakende sektörü son yıllarda market markalı ürünlerin pazardaki gücünün artması nedeniyle daha fazla gündeme gelmeye başlamıştır. Tez çalışmasının amacı, market markalı ürünler ve bu ürünlerin gelişim sürecini incelemek ve Bursa ilindeki süpermarketten alışveriş yapan tüketicilerin market markalı ürünler hakkındaki görüş ve tercihlerini belirlemektir. Çalışmada 2018 yılında Bursa ili merkez ilçede yaşayan 148 tüketiciye hanehalkı anketi uygulanmıştır. Anket sonuçlarına göre market markalı ürün satın alan tüketicilerin oranı %86’dır. Market markalı ürün satın almayan tüketicilerin oranı %14 olup, söz konusu tüketicilerin bu ürünleri almama nedeni “kalitesiz” olarak değerlendirmeleridir. Tüketicilerin market markalı ürün alma nedenlerinin başında fiyatının diğer ürünlerden daha uygun olması gelmektedir (%43). Bu ürünlerin hem ekonomik hem de kaliteli olduğunu düşünen tüketicilerin oranı ise %23’dür. Market markalı ürünlerde %52 oranı ile en fazla gıda ürünleri ve %40 oranı ile temizlik maddeleri tercih edilmektedir. Tüketicilerin market markalı ürünler alırken dikkat ettikleri kriterler ürün kategorilerine göre değişiklik göstermektedir. Gıda ve kozmetik ürünlerinde kalite ön plana çıkarken, tekstil ve temizlik ürünlerinde fiyat ilk sırada gelen faktördür. Tüketicilerin demografik özelliklerinin market markalı ürün aldıkları yere göre değiştiği de tespit edilmiştir ve bu verilerden hareketle, tüketicilerin en fazla market markalı ürün satın aldığı marketlere göre tüketici profilleri çıkartılmıştır. Günümüzde market markalı ürünlerin hızlı gelişimi, tüketiciler açısından fiyat – kalite algısı dengeli olduğu sürece avantaj teşkil etmekle birlikte, ulusal markalara zarar vermesi ve satıcı tekeli yaratması açısından riskli görülmektedir.
Retail sector is growing and becoming more important nowadays and it has started to come to the agenda due to the increase in the market power of private label products in recent years. The aim of the thesis is to examine the development process of private label products and to determine the opinions and preferences about these products of consumers who shop from supermarkets in Bursa. In this study, household questionnaire was applied to 148 consumers who are living in central district of Bursa in 2018. According to the results of the survey, 86% of consumers purchased private label products. The percentage of consumers who do not purchase private label products is 14% and these consumers consider these products to be “poor quality". One of the main reasons why consumers buy private label products is that their price is more favourable than other products (43%). The rate of consumers who think that these products are both economical and high quality is 23%. Food products with a rate of 52% and cleaning agents with a rate of 40% are preferred in market branded products. The criteria that consumers take into consideration when buying private label products vary according to product categories. While quality is very important for food and cosmetic products, price is the leading factor in textiles and cleaning products. It has been determined that the demographic characteristics of consumers vary according to the place where they buy private label products. Based on these data, consumer profiles are extracted according to the markets where consumers buy the most private label products. Today, the rapid development of private label products is an advantage for consumers as long as the price - quality perception is balanced, but it is seen as risky for damaging national brands and creating seller monopoly.
Retail sector is growing and becoming more important nowadays and it has started to come to the agenda due to the increase in the market power of private label products in recent years. The aim of the thesis is to examine the development process of private label products and to determine the opinions and preferences about these products of consumers who shop from supermarkets in Bursa. In this study, household questionnaire was applied to 148 consumers who are living in central district of Bursa in 2018. According to the results of the survey, 86% of consumers purchased private label products. The percentage of consumers who do not purchase private label products is 14% and these consumers consider these products to be “poor quality". One of the main reasons why consumers buy private label products is that their price is more favourable than other products (43%). The rate of consumers who think that these products are both economical and high quality is 23%. Food products with a rate of 52% and cleaning agents with a rate of 40% are preferred in market branded products. The criteria that consumers take into consideration when buying private label products vary according to product categories. While quality is very important for food and cosmetic products, price is the leading factor in textiles and cleaning products. It has been determined that the demographic characteristics of consumers vary according to the place where they buy private label products. Based on these data, consumer profiles are extracted according to the markets where consumers buy the most private label products. Today, the rapid development of private label products is an advantage for consumers as long as the price - quality perception is balanced, but it is seen as risky for damaging national brands and creating seller monopoly.
Description
Keywords
Market markalı ürünler, Private label products, Özel marka, Own brand, Retailer brand, Distributor brand, Perakendeci markası, Dağıtımcı markası
Citation
Çelebi, Ö. (2019). Market markalı ürünler ve tüketici tercihleri: Bursa ili örneği. Yayınlanmamış yüksek lisans tezi. Bursa Uludağ Üniversitesi Fen Bilimleri Enstitüsü.