IDEAS home Printed from
   My bibliography  Save this article

Marketing Strategies Of Private Label Products And A Field Research On Retail Food Enterprises In Bursa


  • Serkan Kılıc

    () (Uludag University)


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.

Suggested Citation

  • Serkan Kılıc, 2009. "Marketing Strategies Of Private Label Products And A Field Research On Retail Food Enterprises In Bursa," Anadolu University Journal of Social Sciences, Anadolu University, vol. 9(2), pages 49-82, December.
  • Handle: RePEc:and:journl:v:9:y:2009:i:2:p:49-82

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    Brand; retailing; private label; store brand; marketing strategies.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:and:journl:v:9:y:2009:i:2:p:49-82. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Social Sciences Institute). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.