UNRAVELING THE ASCENDING PREFERENCE FOR PRIVATE LABEL BRANDS (PLB) IN THE FMCG SECTOR: A CONSUMER-CENTRIC ANALYSIS

Yıl 2024, Cilt: 4 Sayı: 2, 110 - 132, 31.07.2024

Arzu Kazaz , Burçe Akcan

Öz

Private label brands involve branding and selling products manufactured by a producer with a name determined by the retailer. This strategy benefits retailers by avoiding production costs and producers from marketing expenses, positively impacting the value chain and providing consumers with price advantages. Initially, limited production quality could compromise product competitiveness, but today, private label products compete with national brands. Price is a key determinant of private label demand, especially in adverse economic conditions. Since 2021, high inflation and devaluation have propelled the private label market's rapid growth, capturing a significant share of household grocery expenditures. This study examines Turkey's private label market in the FMCG (Fast Moving Consumer Goods) category from a consumer-centric perspective, aiming to understand rather than generalize due to limited literature. Qualitative research with 23 participants via in-depth interviews revealed determinants of private label consumption, including income dependency, price sensitivity, information sources, and consumer positioning compared to national brands.

Anahtar Kelimeler

Marketing, Private Label Brands, Grocery Shopping

ÖZEL MARKALI ÜRÜNLERE (PLB) YÖNELİK ARTAN TALEBİ FMCG SEKTÖRÜ ÜZERİNDEN ANLAMAK TÜKETİCİ PERSPEKTİFİNDEN BİR DEĞERLENDİRME

Öz

Özel markalı ürünler, üretici tarafından üretilen ürünlerin perakendeci marka adıyla satılmasını içeren bir stratejidir. Bu sayede perakendeciler üretim maliyetinden etkilenmezken üreticiler de pazarlama maliyetlerinden muaf olmaktadır. Bu süreç, değer zincirinde maliyet üzerinde olumlu etkiler yaparken satış fiyatını aşağı yönlü etkileyebilmekte ve böylelikle tüketicilere fiyat avantajı sağlamaktadır. Geçmişte özel markalı ürünlerin üretim kalitesinin sınırlı tutulması ürünlerin niteliksel rekabetçiliğine zarar verebilirken bugün ulusal markalı ürünlerle rekabet edebilir hale gelmiştir. Özel markalı ürünlere yönelik talebin en önemli belirleyicilerinden biri şüphesiz fiyat faktörüdür ve özellikle olumsuz ekonomik koşullarda daha da önem kazanmaktadır. 2021 yılından bu yana deneyimlenen yüksek enflasyon ve devalüasyon, özel markalı ürünler pazarı hızla büyütmüş ve hane içi market harcamalarındaki payını ¼’e yükseltmiştir. Bu ekonomik koşullar altında özel markalı ürünler pazarı incelenmeye değerdir. Bu çalışma, Türkiye'deki özel markalı ürünler pazarının FMCG (Fast Moving Consumer Goods) kategorisinden tüketici merkezli şekilde incelenmesini amaçlamaktadır. Alanyazında az sayıda çalışma ve veri olduğundan, araştırma genelleme amaçlı değil, anlama odaklı olarak nitel bir çerçevede tasarlanmıştır. Bu bağlamda, 23 katılımcıyla derinlemesine görüşmeler gerçekleştirilerek veri toplanmıştır. Çalışma sonucunda, FMCG sektöründe özel markalı ürün tüketiminin belirleyici unsurları, tüketimin gelir bağımlılığı ve fiyat duyarlılığı, bilgi kaynakları ve muadil ulusal markalarla kıyaslandığı özel markalı ürünlerin tüketici konumlandırmasına dair bir çerçeve ortaya konmuştur.

Anahtar Kelimeler

Pazarlama, Özel Markalı Ürünler, Market Alışverişi

Kaynakça

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