Evaluating the success of the economic and premium private labels in retailers positioned at the opposite ends of the price-quality axis

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dc.contributor.authorKethüda, Önder
dc.date.accessioned2020-04-30T13:32:26Z
dc.date.available2020-04-30T13:32:26Z
dc.date.issued2019
dc.departmentDÜ, Orman Fakültesi, Yaban Hayatı Ekolojisi ve Yönetimi Bölümüen_US
dc.description.abstractThe aim of this chapter is to evaluate the success of private labels positioned as economic and premium from the customer perspective in the retailers that have different positioning strategies. For this aim, two retailers that positioned themselves at the opposite ends on the price and service quality axes and a product category were identified along with a national brand. The research used between-subjects design and data were collected from customers of both retailers via a questionnaire. The success rates of economic and premium private labels were compared between the two retailers. The results indicate that both economic and premium private labels are more credible and favorable in retailers with superior service quality. On the other hand, the customers of the retailer positioned at low price have more tendencies to purchase economic private labels than the customers of the other store, whereas the customers of the retailer positioned at superior service quality have higher tendency to purchase premium private labels than the customers of the other store. © 2020, IGI Global. All rights reserved.en_US
dc.identifier.doi10.4018/978-1-7998-0257-0.ch005en_US
dc.identifier.endpage109en_US
dc.identifier.isbn9781799802594; 1799802574; 9781799802570
dc.identifier.startpage83en_US
dc.identifier.urihttps://dx.doi.org/10.4018/978-1-7998-0257-0.ch005
dc.identifier.urihttps://hdl.handle.net/20.500.12684/293
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofImproving Marketing Strategies for Private Label Productsen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleEvaluating the success of the economic and premium private labels in retailers positioned at the opposite ends of the price-quality axisen_US
dc.typeBook Chapteren_US

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