Examining Purchase Shares of Private Label-Brands and Consumer Demographics: A study in the United States and Turkey

Document Type

Conference Proceeding

Publication Date



This study examines the level of consumer acceptance of private labels, the relationships between consumer demographic characteristics and different levels of private label purchases, and the association between different purchase levels and consumer perceptions towards private-label brands in different cultures, specifically those of the United States and Turkey. The results of this study provide new perspectives about consumer purchase behaviors of private-label brands from different cultural points of view. While the private-label phenomena can be found across a wide variety of product categories and types of retail establishments, this study focuses on grocery and household goods.


Presented at the 2017 Association of Marketing Theory and Practice (AMTP) Conference (Referred Competitive Track), March 23-25, Myrtle Beach, SC.