Tüketici algılamalarının market markalı ürün tercihlerindeki etkisinin belirlenmesi : Niğde ilinde bir uygulama

Bu çalışmanın temel amacı, market markalı ürünlere karşı geliştirilen algılamaların bu ürünleri satın alma ya da tercih etme üzerinde etkili olup-olmadığını test etmektir. Bu amaca ulaşmak için, Harcar vd.‟nin (2006) market markalı ürünlerin algılanan değerini ve tercih yapısını ölçmede kullandıkları ölçekten yararlanılmıştır. Modelde algılamalar kalite algısı, fiyat algısı ve algılanan risk olarak yer almıştır. Araştırmada Niğde ilinde faaliyet gösteren iki ulusal gıda perakendecisinin 347 müşterisinden toplanan veriler analiz edilmiştir. Çalışma bulguları, market markalı ürünlerin tercihinde, algılanan risk değişkeninin negatif yönde ve orta düzeyde, fiyat değişkeninin pozitif yönde ve zayıf düzeyde bir etkiye sahip olduğu, kalite değişkenin ise hiçbir etkisinin olmadığını göstermektedir.

The influence ofconsumers' perceptions on preference of store brands : A research in Niğde province

The main purpose of this study is to test whether consumers‟ perceptions of store brands influence on store brand purchasing, or not. To this end, a measure proposed by Harcar et al. (2006) has been used. In the model, the perceptions used are quality perception, price perception and perceived risk. In the research, the data collected from 347 consumers of two national supermarkets in Niğde have been analyzed. The research findings show that perceived risk has a negative and medium effect; price perceptions have a positive and weak effect; and quality perception does not have any effect on store brand preference.

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