In this study, the prevailing product features such as price, quality, food safety and brand awareness in store branded and manufacturer branded food product preference of and purchasing behaviours against store branded food products of consumers living in Central Towns of Izmir Province are examined. The main material of this study is original data that obtained from the face to face interviews with 650 consumers. Analytic hierarchy process and descriptivestatistics were used analysis of the data. It is seen that the consumers participated in queries have rather preferred manufacturer branded food products (0.68) than store branded food products (0.32) and it is determined that the most efficient product quality in the preference of the consumers is the food safety. Along with such results, it is determined that the 65% of the consumers have consumed store branded food products and that the most preferred store branded food products are rice, legumes, milk, yoghurt and pasta respectively. It is concluded that it will be important that retailers go into differentiation in the weights of their store branded products and attract the attention of the consumers to the information on the producing company in increasing the demand for the store branded food products.