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What is Hard-Discount Retail Store

Improving Marketing Strategies for Private Label Products
Stores that offer products at more affordable prices to consumers by reducing marketing and merchandising costs.
Published in Chapter:
The Relationship Between Sales Promotion Activities, Private Label Attitudes, and Purchase Intention
Ömer Sezai Aykaç (Sakarya University of Applied Sciences, Turkey) and Aykut Yilmaz (Sakarya University of Applied Sciences, Turkey)
Copyright: © 2020 |Pages: 22
DOI: 10.4018/978-1-7998-0257-0.ch014
This chapter examines the effect of sales promotion activities for PLs on consumers attitudes toward PLs and how these attitudes influence their purchase intentions. Regarding this objective, three hard-discount retail stores that have the highest number of branches around Turkey were included in the study. In addition to this, the PLs of dairy product category from each of the retail stores were examined, since is frequently consumed and dairy PLs have high market shares in most of the countries. In the scope of the study, 756 surveys were gathered and analyzed. Regarding the results, it was seen that the effect of sales promotion activities on consumers' attitudes toward PLs is 0.30. Moreover, the effect of consumers' attitudes toward PLs on their purchase intentions is 0.48, which means that if consumers' attitudes toward PLs can be developed in a positive way, it will increase their intention to purchase these products or brands by 48%. The findings of the study provide important implications to the practitioners and scholars in marketing and retailing fields.
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