Factors Affect?ng Reta?le Purchase Dec?s?ons for Reta?ler Products Women Consumers, A F?eld Study in Turkey

This study aims to determine whether the purchasing behavior and attitudes of customers in the study differ according to their demographic characteristics. At the same time, consumers' demographics, market sensibilities, quality and quality of trust have been tried to determine the effect of their emotions on attitudes towards retailer branded products. The study was conducted with 385 female consumers by using the face-to-face survey method in Kilis city center. The results were given in tabular form and tested by Chaid analysis to see whether the various variables are independent of each other. Consumers prefer retailer-branded products in this study, which aims to support the strategies that retailers need to develop about this issue by showing that some of the demographics and perceptual dimensions of consumer attitudes towards private label products are influential and the attitudes of consumers towards retailer branded products and the factors that can affect these attitudes price, quality, reliability and recognition are important. Factors that could affect consumers' attitudes towards retailer branded products are price, quality, reliability and recognition. Retailers 'involvement of these important elements in their strategies will affect consumers' preferences. This research was carried out on a pavilion which has not been investigated before.