THE EFFECTS OF MARKET BRANDED PRODUCTS ON STORE LOYALTY: A RESEARCH ON DISCOUNT MARKETS

Abstract

In the retail sector where there is intense competition in Turkey and in the World, it has become a strategic necessity for chain markets to create and develop their store brand portfolio. The main purpose of this study is to determine how the quality of store-branded products and consumers' risk perceptions of store-branded products affect the store image and store-branded product buying intentions and also how the effect of store image and purchase intent on store loyalty. To this purpose, in order to test on the relationship between quality, perceived risk, store image, purchase intention and store loyalty hypotheses, the data collected through a structured survey of 204 participants were analyzed and results reported by using AMOS 18 and SPSS 20 package programs. According to the results of the hypothesis test that; 2 out of 6 hypotheses are unsupported but as expected the presumed relationships stated in remaning 4 hypotheses were significant. As a result of this research, firstly there is a positive relationship between quality and store image, purchasing intention, secondly the hypotheses established between perceived risk and store image, purchasing intention were not supported. In addition to these, there is a positive relationship between store loyalty and store image, purchasing intention