Marka Değeri Bileşeni Olarak Marka Bağımlılığı: Kolalı İçecekler Üzerine Bir Araştırma

Marka değeri; marka bağımlılığı, marka adının bilinirliği, algılanan kalite ve marka çağrışımları gibi çok sayıda etkenden etkilenmektedir. Bu etkenlerden marka bağımlılığı, marka değerinin önemli bir bileşenidir. Bu araştırmada, içecek sektöründe yer alan kolalı içecek tüketicilerinin marka tercihlerinde en fazla önem verdikleri etkenler, tüketicilerin marka bağımlılık düzeyleri ve marka bağımlılığını oluşturan ögeler incelenmiştir. Bu amaçla Dumlupınar Üniversitesi İİBF’de okuyan 4725 öğrenci arasından katmanlara göre örnekleme yöntemiyle seçilen 500 öğrenci üzerinde uygulama yapılmıştır. Çalışmada betimsel ve bağıntısal araştırma yöntemi kullanılmıştır. 31 sorudan oluşan anket yardımıyla toplanan veriler SPSS 10.0 programında analiz edilmiş ve ortaya çıkan bulgular frekans ve çapraz tablolarla birlikte sunulmuştur. Analiz sonucunda, pazara yeni giren ulusal bir markanın (Cola Turka) küresel kola markaları karşısında önemli bir performans gösterdiği ortaya çıkmıştır. Araştırmanın bulgu- larına göre, Cola Turka markasının marka bağımlılık düzeyi öbür markalardan (Coca Cola ve Pepsi Cola) daha yüksektir. Ulaşılan sonuçlar Cola Turka markasını tercih eden tüketicilerin marka seçimini etkileyen ana etkenin öbür markalardan farklı olduğunu göstermektedir. Ancak, pazara yeni giren bu mar- kanın zaman içerisindeki gelişimi gözlemlenerek, marka bağımlılık düzeyinin ölçülmesi gerekmektedir.

Brand Commitment as a Component of Brand Equity: A Research Concerning Coke

Brand equity is affected by many factors such as brand commitment, brand awareness, perceived quality and brand association. One of them brand royalty is important component of brand equity. In this research, it was investigated consumers’ brand preferences, brand royalty level and brand commitment factors on brands on coke product placed beverage sector. A survey carried out on 500 students at Dumlupinar University Economics and Administrative Sciences Faculty. The participants of this study were selected by stratified sampling from 4725 students. In this study, descriptive and correlational methods was used. Data were collected by a questionnaire including 31 items were analyzed at the SPSS 10.0 and the findings illustrated in frequency and cross tables. It is appeared that a national brand (Cola Turka) which introduced to the market recently shows important performance against the global coke brands (Coca Cola and Pepsi Coke). According to the findings, Cola Turka’s brand royalty level higher than the others. The results show that Cola Turka consumers’ main preference to choose brand is different from the others. However, it is required to be measured brand royalty level by observing development of this brand’s which introduced to the market recenlty

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