KÜÇÜK VE ORTA ÖLÇEKLİ İŞLETMELERDE İHRACAT PAZARLAMASI DAVRANIŞINI ETKİLEYEN FAKTÖRLER

Bu çalışmanın amacı, Makine İmalat Sanayii’nde faaliyet gösteren küçük ve orta ölçekli işletmelerin ihracat pazarlaması davranışlarını etkileyen faktörlerin belirlenmesi ve bu faktörlerin işletmelerin ihracat pazarlaması performans ölçülerine göre sınıflandırılmalarındaki rollerinin ortaya konulmasıdır. Bu amaç çerçevesinde araştırmanın ana kütlesi, Çorum Makine İmalat Sanayii’nde faaliyet gösteren 52’si ihracatçı 63 adet küçük ve orta ölçekli işletmeyi kapsamaktadır. İşletmelerin ihracat davranışlarını etkileyen faktörlerin belirlenmesi ve bu faktörlerin işletmelerin ihracat pazarlaması performans ölçülerine göre sınıflandırılmalarındaki rollerinin tespit edilmesi amacıyla faktör ve diskriminant analiz yöntemleri kullanılmıştır. Faktör analizi sonucunda işletmelerin ihracat davranışlarını etkileyen faktörler; yöneticilerin ihracatın yararlarına ilişkin algıları, ihracat pazarlaması stratejileri, çevresel faktörler, işletme özellikleri ve yöneticilerin ihracat yapma nedenlerine ilişkin algıları olarak belirlenmiştir. Diskriminant analizi sonucunda, ihracat davranışını etkileyen faktörlerin işletmelerin ihracat pazarlaması performans ölçülerine göre sınıflandırılmalarında önemli rollerinin bulunduğu tespit edilmiştir.

Anahtar Kelimeler:

ihracat pazarlaması, ihracat pazarlaması performansı, ihracat pazarlaması davranışı, ihracat performans ölçüleri

The Factors Affecting The Export Marketing Behaviour in Small and Medium Sized Enterprises

The aim of this study is to determine the factors affecting the export marketing behaviours of small and medium size enterprises that take part in machine manufacturing industry and to designate the roles of these factors for classifying the enterprises according to their export marketing performance dimensions. Within the frame of this aim the main part of this research consists of 63 small and medium size enterprises, 52 of which are exporters that take part in Çorum Machine Manufacturing Industry. Factor and Discriminant Analysis Methods have been used to discover the factors affecting the export marketing behaviours of enterprises and the roles of these factors for classifying the enterprises according to their export marketing performance dimensions. As a result of Factor Analysis, the factors that affect the export marketing behaviour of enterprises have been stated as the managers’ perception of the benefits of export, export marketing strategies, environmental factors, business characteristics and the perception of export reasons of managers. As a results of Discriminant Analysis it is shown that the factors affecting the export marketing behaviours have important roles on about classifying the enterprises according to their export marketing performance dimensions.

Keywords:

Small and medium enterprises(SME) export marketing, export marketing performance, export marketing behaviour, export performance dimensions,

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