A Research On Gray Marketing And Parallel Import

The concepts of grey marketing and parallel imports are extensively studied concepts by both businesses that have been producing branded products and consumers who want to buy the same product at a lower cost. These concepts become prominent on the markets where price differences exist, and they are getting deeper in many ways compared to consumer needs and expectations. While products brought from abroad through import as gray marketing and parallel imports seem to be an obstacle in front of the products sold in the domestic market, nowadays, they are encouraged by many distributors and are increasingly preferred by consumers. In this study, the concepts of gray marketing, parallel import and re-import are discussed and various strategies that address the benefits and harms of personal expectations about these concepts are addressed through the studies on the subject. In the scope of the study, price differences of mobile phones are determined by means of case study analysis and the reasons of preference for gray products and parallel products are explained. As a result of the study, it is revealed that gray marketing and parallel imports affect the market share of the products offered to the domestic market, it is profitable for the consumer but it has a profit reducing structure in terms of distributor