{"id":876,"date":"2011-01-14T14:48:07","date_gmt":"2011-01-14T19:48:07","guid":{"rendered":"http:\/\/www.berjournal.com\/?p=876"},"modified":"2011-05-18T16:01:03","modified_gmt":"2011-05-18T21:01:03","slug":"gida-perakendecilerinin-ozel-markali-urunleri-gelistirme-amaclari-ve-ozel-markali-urunlere-bakis-acilari","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/gida-perakendecilerinin-ozel-markali-urunleri-gelistirme-amaclari-ve-ozel-markali-urunlere-bakis-acilari","title":{"rendered":"G\u0131da Perakendecilerinin \u00d6zel Markal\u0131 \u00dcr\u00fcnleri Geli\u015ftirme Ama\u00e7lar\u0131 ve \u00d6zel Markal\u0131 \u00dcr\u00fcnlere Bak\u0131\u015f A\u00e7\u0131lar\u0131"},"content":{"rendered":"\n\n<\/col>\n<\/colgroup>\n\n\n\n\n\n\n\n\n\n\n\n
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Makale Bilgileri<\/strong><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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Dergi: <\/strong><\/span>\u0130\u015fletme ve Ekonomi Ara\u015ft\u0131rmalar\u0131 Dergisi<\/span><\/span><\/p>\n

Makalenin Ba\u015fl\u0131\u011f\u0131: <\/strong><\/span>G\u0131da Perakendecilerinin \u00d6zel Markal\u0131 \u00dcr\u00fcnleri Geli\u015ftirme Ama\u00e7lar\u0131 ve \u00d6zel Markal\u0131 \u00dcr\u00fcnlere Bak\u0131\u015f A\u00e7\u0131lar\u0131
\n<\/span><\/span>[<\/span>Food Retailers\u2019 Objectives of Developing Private Label Products and Their Perspectives to Private Label Products<\/span><\/span>]<\/span><\/span><\/span><\/span><\/p>\n

Yazar(lar): <\/strong><\/span>Serkan K\u0131l\u0131\u00e7<\/span><\/span><\/p>\n

Cilt: <\/strong><\/span>2<\/span><\/span><\/p>\n

Say\u0131: <\/strong><\/span>1<\/span><\/span><\/p>\n

Y\u0131l: <\/strong><\/span>2011<\/span><\/span><\/p>\n

Sayfa:<\/strong><\/span> 173 – 188<\/span><\/span><\/p>\n

ISSN: <\/strong><\/span>1309-2448<\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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\u00d6zet<\/strong><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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Yo\u011fun rekabet ortam\u0131nda perakendeciler, rakiplerine g\u00f6re farkl\u0131l\u0131k yaratmak ve pazar pay\u0131 kazanmak \u00fczere kendilerine ait olan markal\u0131 \u00fcr\u00fcnleri (\u00f6zel markal\u0131 \u00fcr\u00fcnler) geli\u015ftirmeye y\u00f6nelmektedirler. Di\u011fer yandan perakendeciler, \u00f6zel markal\u0131 \u00fcr\u00fcnleri geli\u015ftirmede baz\u0131 ama\u00e7lara sahiptirler. Bu noktada bu \u00e7al\u0131\u015fma, \u00fclkemizdeki g\u0131da perakendecilerinin baz\u0131 \u00f6zellikleri ile \u00f6zel markal\u0131 \u00fcr\u00fcnleri geli\u015ftirme ama\u00e7lar\u0131 aras\u0131ndaki farkl\u0131l\u0131klar\u0131 ortaya koymakta ve \u00f6zel markal\u0131 \u00fcr\u00fcnlere y\u00f6nelik beklenti ve e\u011filimleri ara\u015ft\u0131rmaktad\u0131r. A<\/span>ra\u015ft\u0131rma sonu\u00e7lar\u0131, g\u0131da perakendecilerinin <\/span>\u00f6zel marka sahipli\u011fine g\u00f6re \u00f6zel markal\u0131 \u00fcr\u00fcnleri geli\u015ftirme ama\u00e7lar\u0131nda farkl\u0131l\u0131k bulunmad\u0131\u011f\u0131n\u0131 ortaya koymaktad\u0131r. Buna kar\u015f\u0131n, g\u0131da perakendecilerinin faaliyet d\u00fczeyi, \u015fube say\u0131s\u0131 ve \u00f6l\u00e7e\u011fine g\u00f6re \u00f6zel markal\u0131 \u00fcr\u00fcnleri geli\u015ftirme ama\u00e7lar\u0131nda baz\u0131 farkl\u0131l\u0131klar\u0131n oldu\u011fu bulunmu\u015ftur. \u00c7al\u0131\u015fmada ayr\u0131ca g\u0131da perakendecilerinin<\/span>\u00f6n\u00fcm\u00fczdeki d\u00f6nemlerde \u00f6zel markalara y\u00f6nelik talepte bir art\u0131\u015f bekledikleri ve \u00f6zel markalar\u0131 geli\u015ftirmeye daha fazla y\u00f6neldikleri ortaya konulmu\u015ftur<\/span>. <\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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Anahtar Kelimeler:<\/strong><\/span> Perakendecilik, <\/span>G\u0131da perakendecili\u011fi, Marka, \u00d6zel marka<\/span><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/strong><\/span> L66, L81, M31<\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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Abstract<\/strong><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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In the intensive competitive environment, retailers incline to develop their own branded products (private label products) to make a differentiation over their rivals and to gain a market share. On the other side, retailers\u2019 have some objectives in developing private label products. At this point, this study put forwards the differences between retailers\u2019 some characteristics and objectives of developing private label products and investigates the tendencies and expectations towards private label products. The results of the research<\/span><\/span> present that there are no differences in the <\/span><\/span>objectives of developing private label products<\/span><\/span> according to the food retailers\u2019 ownership of private label. However, it is found that there are some differences in the <\/span><\/span>objectives of developing private label products<\/span><\/span> according to the food retailers\u2019 level of activity, number of branches and scale. In the study, it is also put forward that food retailers expect an increase in the demand of private label products at nearly terms and inclining to develop private labels more than before<\/span><\/span>.<\/span><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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Keywords: <\/strong><\/span><\/span>Retailing, Food retailing, Brand, Private label<\/span><\/span><\/span><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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JEL Classification:<\/strong><\/span><\/span> <\/span><\/span>L66, L81, M31<\/span><\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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Makale Bilgileri Dergi: \u0130\u015fletme ve Ekonomi Ara\u015ft\u0131rmalar\u0131 Dergisi Makalenin Ba\u015fl\u0131\u011f\u0131: G\u0131da Perakendecilerinin \u00d6zel Markal\u0131 \u00dcr\u00fcnleri Geli\u015ftirme Ama\u00e7lar\u0131 ve \u00d6zel Markal\u0131 \u00dcr\u00fcnlere Bak\u0131\u015f A\u00e7\u0131lar\u0131 [Food Retailers\u2019 Objectives of Developing Private Label Products and Their Perspectives to Private Label Products] Yazar(lar): Serkan K\u0131l\u0131\u00e7 Cilt: 2 Say\u0131: 1 Y\u0131l: 2011 Sayfa: 173 – 188 ISSN: 1309-2448 \u00d6zet Yo\u011fun […]<\/p>\n

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