Hasan Hüseyin CEYLAN, Bekir KÖSE, Serdar AYDIN

ÜNİVERSİTE VE ŞEHİR ÖZELLİKLERİNİN ÜNİVERSİTE TERCİHİNDEKİ ETKİSİNİN CİNSİYETE GÖRE DEĞERLENDİRİLMESİ: ŞEHİR PAZARLAMA YAKLAŞIMI

Üniversite tercihinde üniversite özellikleri yanında şehir özellikleri de dikkate alınmaktadır. Bu nedenle konunun şehir pazarlama bağlamında, bütüncül bir bakış açısıyla değerlendirilmesi önem taşımaktadır. Bu çalışmada aday öğrencilerin cinsiyetine göre üniversite tercihlerinde şehir ve üniversite özelliklerinin ne oranda etkili olduğunun belirlenmesi amaçlanmıştır. Bu amaçla özel bir dershanede üniversiteye hazırlanan toplam 200 öğrenciden yüz yüze anket yöntemi ile elde edilen verilere tümleşik hiyerarşik konjoint analizi uygulanmıştır. Elde edilen bulgularkızlar ve erkeklerin üniversite tercihinde gerek üniversite özellikleri gerekse şehir özelliklerine atfettikleri önem açısından büyük farklılıklar olmadığını göstermektedir. Bunun yanında çalışmada her iki cinsiyet için sırasıyla üniversitenin saygınlığı, şehrin güvenlik algısı ve sosyal yaşam önemli faktörler olarak bulunmuştur

EVALUATION THE EFFECTS OF UNIVERSITY AND CITY’S CHARACTERISTICS IN UNIVERSITY PREFERENCE ACCORDING TO THE GENDER: CITY MARKETING APPROACH

In the choice of university beside university characteristics, the characteristics of city are take into consideration as well. Therefore, it is crucial to evaluate this topic in the context of city marketing by a holistic perspective. In this study, it is aimed to determine to what extend the city and university’s characteristics are effective in the university selection for candidate students. For this purpose, integrated hierarchical conjoint analysis was applied to all data that are obtained by face to face questionnaires method from 200 students of a private preparatory school for university. The findings obtained from study show that in terms of the importance the students attribute to both city and university’ characteristics are not significantly differing from each other according to the gender. Beside this, for both gender respectively, university’s reputation, safety perception of city and the city’ s social life were found as important factors

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