A STRUCTURAL MODEL PROPOSAL FOR ATTITUDES OF TURKISH CONSUMERS’ TOWARDS DISCOUNT STORES’ PRIVATE LABELS

Abstract

The purpose of this study is to construct a structural model of consumers' attitudes towards private labels of discount stores and testing this model. Accordingly, three stores, which have operated in discount retailing and largest store number in Turkey, were included in the study. Based on the Turkish Statistical Institute Provincial Life Index report, the data were obtained from 14 provinces and 14 districts of these provinces, randomly determined from the provinces where all three stores were located in the city center and at least one district. The data obtained from 1230 respondents with a face-to-face survey and tested with the Structural Equation Modeling (SEM) method using the AMOS statistical program. In the result of the study, it was found that store atmosphere is the most influential variable to consumers’ perceived quality. On the other hand, price has the highest effect on private labeled products of the discount stores. Moreover, the model fit indexes result show that the use of the theoretical model of the study is suitable for discount stores.