Türkiye’de faaliyet gösteren havayolu şirketlerinin marka kişiliklerini belirlemeye yönelik bir araştırma

Kişilik ve satın alma davranışı arasındaki ilişki göz önüne alındığında, tüketicilerin daha çok kendi kişiliklerini yansıtan ürün ve markaları satın almayı tercih ettikleri bilinmektedir. Bu durum pazarlamada “marka kişiliği” kav ramının önemini arttırmaktadır. Bu çalışmanın temel amacı, beş farklı havayolu şirketinin tüketiciler tarafından hangi marka kişilikleri ile algılandığını ortaya koymaktır. Araştırma kapsamında, katılımcıların havayolu tercihle ri ve havayolu şirketlerinin marka kişiliklerine yönelik algılamalarını belirlemeye yönelik soruları ve demografik bilgileri içeren bir anket düzenlenmiştir. Elde edilen sonuçlara göre, katılımcıların seyahatlerinde en çok tercih ettikleri havayolu şirketi 1. havayolu markasıdır. Katılımcıların büyük bir kısmı bir yıl içinde 6-10 kez havayolu ile seyahat etmektedir. Havayolu şirketini tercih ederken dikkat ettikleri en önemli üç unsur ise; güvenilirlik, hizmet kalitesi ve ucuzluktur. Marka kişilikleri bakımından yapılan değerlendirmelere göre; tüketiciler tarafından 1. hava yolu markası “samimiyet, heyecan, yetkinlik, sofistike ve sertlik”, 2. havayolu markası “samimiyet”, 3. havayolu markası “samimiyet ve yetkinlik”, 4. havayolu markası “heyecan” ve 5. havayolu markası ise “yetkinlik” özellikleri ile algılanmaktadırlar.

A study on brand personality traits of airlines companies in Turkey

Given the relationship between personality and purchasing behavior; consumers generally prefer to buy products and brands that reflect their personalities. This situation increases the importance of “brand personality” concept in marketing. The aim of this research is to analyse perspectives of the consumers to brand personality of five different airline companies. For this research, we prepared a survey including questions to measure consumers’ perceptions about the brand personalities of airline companies, airline perceptions and demographic informations. According to the results, the most preferred airline brand by participants is the first airline brand. The majority of participants reported that they travelled by air within a year 6-10 times. Also, the three most important factors when choosing the airline brand are reliability, service quality and low price. According to brand personality evalu- ations, first airlines company is perceived with “sincerity, excitement, competence, sophistication and ruggedness” brand personality traits by consumers. While second airline company is perceived with “sincerity” trait, “sincerity and competence” traits of third airline company stand out. Moreover, fourth airline company is perceived with “excitement” brand personality trait and fifth airline brand is perceived with “competence” brand personality trait by consumers.

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