ÜNİVERSİTE ÖĞRENCİLERİNİN HAZIR GİYİM SATINALMA KARARLARINDA REKLAMLARA YÖNELİK TUTUMLARI VE MARKA TERCİHLERİ
Günümüzde tüketicilerin hazır giyim ürünlerinde hangi reklam aracından etkilendikleri ve hangi markalarıtercih ettiklerinin belirlenmesi pazarlama açısından büyük önem arz etmektedir. Bu açıdan çalışma 2018 yılındaGümüşhane Üniversitesi ve Bayburt Üniversitesinde eğitim gören lisans ve önlisans öğrencisi toplam 612tüketiciye yüzyüze anket yöntemi uygulanarak gerçekleştirilmiştir. Çalışmada daha önce yapılan çalışmalardanfarklı olarak üniversite öğrencilerinin 11 farklı marka için (Mavi Jeans, Kinetix, Adidas, Nike, DeFacto, Lcw,Levi’s, Lacoste, Puma, Loft, Koton) 7 farklı reklam aracından (TV, İnternet, Gazete, Dergi, Radyo, AfişReklamları ve Çevremdeki Kişiler) hangilerini tercih ettiklerini, tüketicilerin reklamlara yönelik tutumları (TM)ile marka bilinirliği (MB), marka sadakati (MS), marka odaklılığı (MO) ve marka güvenilirliğinin (MG)satınalma kararları (SK) üzerindeki etkileri yorumlanmaya çalışılmıştır. Çalışmada gerçekleştirilen YapısalEşitlik Modeli’nin sonuçları değerlendirildiğinde bütün hipotezler kabul edilmiştir.
UNIVERSITY STUDENTS PURCHASES ATTITUDE TOWARD ADVERTISING AND BRAND PREFERENCES
Nowadays, it is important to determine which advertising media are affected by consumers and which brands they prefer in terms of marketing. In this respect, atotal of 612 students studying in Gumushane University and Bayburt University in 2018 were interviewed by using face-to-face survey method. Unlike previous studies in the study, 11 different brands of university students (Blue Jeans, Kinetix, Adidas, Nike, DeFacto, Lcw, Levi’s, Lacoste, Puma, Loft, Koton) from 7 different advertising tool (TV, Internet, Newspaper, Magazine, Radio, Banner Ads and People in the Circle) the effects of consumers attitudes toward advertisements (TM) brand awareness (MB), brand loyalty (MS), brand orientation (MO) and brand trust (MG) the effects on procurement decisions (SK) have been tried to be interpreted. When the result of the Sructural Equation Model were evaluated all hypotheses were accepted.
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