What is Recession

It is important for retailers to be prepared for these difficult times because economic recession periods can cause serious changes in consumer behavior. Private label product strategy is one of these strategies, since the price sensitivity of consumers is increasing during bad economic times. Therefore, retailers have to give more importance to private label products in order to both pull through these difficult times with minimum casualty and increase their market share after these periods. The main purpose of this study is to investigate the marketing strategies of retailers with private label products during an economic recession. In order to reach this aim, several research questions were asked, and the related literature and practices were examined to answer these questions. It is expected that this study will provide a different perspective by contributing to the academicians and practitioners working in this field.