Akademik Veri Yönetim Sistemi
Tarım Ekonomisi Dergisi, cilt.13, sa.1, ss.7-17, 2007 (Hakemli Dergi)
In the food product market, individual customer-based researches and private-brand
strategies of the retailers have made them an important competitor for the manufacturers.
Retailers obtain the data from individual customer database regarding the product, brand and
markets in the buying model. Then, they analyze socio-economical, demographical, cultural
and psychological behaviors of individual customers, and based on the results, they use
various types of private brands. On the other hand, since manufacturer brands analyze mass
markets as a whole, they cannot form homogenous consumer masses and implement private
strategies to these mass groups. Retailers aware of this have marketing tactics and strategies
reached target customers via market cell, brand or niche segmentation. Retailers who include
private customer demands in the supply chain gain the market share of manufacturer brands
and increase their growth trends in the market. The producers of the private products, only
used the price advantage over manufacturer brands at first, but then they have added several
more qualitative factors such as quality, food and hygienic safety to have more competitive
advantage over manufacturer brands. Retailers can create a positive motivation on
consumers, producers and other parties by integrated marketing approach which covers the
effective usage of quality, price, promotion and marketing chain. In addition, they can make a
positive effect on national economy by both increasing propensity to productivity and saving
in supply and demand side.