Markalı Ürünleri Kullananları Kullanmayanlardan Ayıran Faktörler

Bu çalışmanın hedefi, markalı ürünleri tercih edenleri tercih etmeyenlerden ayırmak ve marka tercihinde önemli olan faktörleri belirleyip, deneklerin demografik vb. özelliklerinin bu faktörlere olan etkilerini ortaya koymaktır. 500 öğrenci ile yapılan anket sonucunda, marka tercihine etki eden faktörler fiziksel ve duygusal faktörler olarak iki grupta toplanmışlar, korelasyon analizi bünyesinde ise, anılan faktörlerle deneklerin özellikleri arasında ilişki kurulmuştur. Lojistik model analizi sonucunda ise markaya verilen önem, sadece fiziksel özellikler bazında etkin bir biçimde ortaya çıkmaktadır.

Anahtar Kelimeler:

Marka, demografik özellikler, marka tercihine etki eden faktörler

FACTORS WHICH SEPERATE THOSE PREFER BRAND NAME PRODUCTS FROM THE PEOPLE WHO PREFER NO NAME PRODUCTS

The aim of this study is to seperate people who prefer brand name from the people who prefer no name products and to determine the factors such as people s demographic characteristics affecting the people s choices on the brand name product. In a questionary survey applied on the 500 students, two group factors, physical and emotional are being examined. Additionally, the relations between these factors and people s characteristics are being examined by correlation analyses Finally, only in the physical factors, importance of brand name occurs effectively by logistic model

Keywords:

Brand, demographic characteristics, factors affecting the people s choices on the brand name,

PDF

___

AR, AYBEN Z AKDEN Z: Markaya Ki ilik Kazand ran Marka smi Yaratma Stratejisi , Pazarlama Dünyas , Eylül-Ekim, 2003, s. 18.

BAYKAL, CEVDET: Türk Mal ve Hizmet Kalitesinin Artt r lmas ve Marka Olu turulmas , D Ticarette Durum, 1999, Say : 42, s. 69

. BURNAZ, EBNEM: Marka Yayma Yoluyla Pazara Sunulan ESG N, N LGÜN Yeni Ürünlerin Tüketiciler Aç s ndan De erlendirilmesi , Pazarlama Dünyas , 2003, Eylül- Ekim, s. 29.

COLLINS, COLLEEN: Store Brands and Retail Differentiation: INDLEY,TARA The Influence of Store Image and Store Brand Attitude on Store Own Brand Perceptions , Journal of Retailing and Consumer Services, , ss. 2003, 349- 350.

COOPER, S.: Economy Line Foods From Your NELSON, M. Supermarkets and Brand Name Equivalents: A Comparison of Their Nutrient Contents and Costs , The British Dietetic Association Ltd, 2003, s. 346.

ERDEM, TÜL N: Brand Equity, Consumer Learning and Choice , Marketing Letters, Kluwer Academic Publishers , ss. 1999, 312-313.

SWAIT, JOFFRE

BRONIARCZYK, SUSAN

CHAKRAVARTI, DIPANKAR

KAPFERER, JEAN-NOEL

KEANE, MICHAEL

ROBERTS, JOHN

STEENKAMP, SAN-BENEDICT

ZETTELMEYER, FLORIAN

FIRLAR, F. BELMA GÜNER : Günümüzde Marka ve Konumunun GONTIJO, POSSIDONIA Belirlenmesi , Pazarlama Dünyas , 2000, May s-Haziran , s. 22.

HAYNES, ANDY: Comprehensive Brand Presentation:

LACKMAN, CONWAY Ensuring Consistent Brand Image , GUSKEY,

AUDREY Journal of Product and Brand Management, 1999, Vol. 8, No. 4, s. 295.

KAISER, H.F.: An Index of Factorial Simplicity , Psyhometrica,, 1974, s. 84.

KLEIN, N. No Logo: Küresel Markalar Hedef Tahtas nda, stanbul, Bilgi Yay nevi, 2002, s. 44.

KLINK, RICHARD R.: Creating Brand Names With Meaning: The Use of Sound Symbolism , Marketing Letters, Kluwer Academic Publishers, 2000, s. 17.

KORKMAZ, SEZER: Marka Olu turma Sürecinde Hipermarket (Da t c ) Markalar ve Bu Markalar n Tan nm l k Düzeylerini çeren Bir Ara t rma , Pazarlama Dünyas , 2000, Eylül- Ekim - 05, s. 32.

KUNDE, J: irket Dini, ,MediaCat Yay nlar , stanbul 2002, ss. 52- 63.

KURTULU , K: Pazarlama Ara t rmalar , Literatür Yay nlar , stanbul, 2004, s.192. LACHANCE, WARIE, J: Adolescents Brand Sensivity in

BEAUDOIN, PIERRE Apparel: Influence of Three ROBITAILLE, JEAN Socialization Agents , International Journal of Consumer Studies, 2003,s.51.

LAU, GEOK THENG: Consumers Trust in a Brand and the

LEE, SOOK HAN Link to Brand Loyalty , Journal of Market Focused Management, ss. 1999, 356-360.

MCCARTHY, MICHAEL S.: New Brands Versus Brand Extentions

HEATH, TIMOTHY, B. Attitudes Versus Choice: Experimental

MILBERG, SANDRA Evidence for Theory and Practice , J.Marketing Letters, Kluwer Academic Publishers,, 2001, s. 80.

MCCRAKEN, J. COLLEEN: The Role of Brand Names and Visual

MACKLIN, M. CAROLE Cues in Enchancing Memory for Consumer Packaged Goods , Marketing Letters, Kluwer Academic Publishers, 1998, s. 219.

MITCHELL, ALAN: Invited Presentation : Global Brands or Global Blands? , Consumer Studies and Home Economics,, 2000, s. 91.

ODABA I, YAVUZ Tüketici Davran , Mediacat BARI , GÜLF DAN Yay nlar , stanbul, 2002, ss.234-266.

RAYMAN, JANICE : How Brand Names are Special: Brands, ZHANG, SHI Words and Hemishperes , Brain and ZAIDEL, ERAN Language, 2002, s. 338.

STEVENS, S.: Measurement Psychophysics and Utility,John Wiley and Sons, Inc, New York, 1962, s.25. Th