MARKETING STRATEGIES OF PRIVATE LABEL PRODUCTS AND A FIELD RESEARCH ON RETAIL FOOD ENTERPRISES IN BURSA

Retailers that attempt to gain competitive advantage against the intensive competition and developments existing in the retailing sector, tend to develop their own branded products as a different strategy. The gradually increasing of the tendency to private labels by the retailers makes this subject a focus of interest especially in recent years in our country. Thus, retailers’ branded products which retailers own and sell only in their own stores are called “private label products†and these products are examined in the study. The purpose of this study is to make a guide for retailers which want to develop private label products in Turkey. For this reason, marketing process for retailers’ private label products is reviewed in detail and marketing strategies of private label products are presented in the first part of this paper. In the next part of the study, a field research was done on retail food enterprises which have private label products in Bursa.