Marka Otantizminin Tekrar Satın Alma Niyeti Üzerindeki Etkisi: Hazır Gıda Sektöründe Bir Uygulama

Amaç - Araştırmanın amacı marka otantizminin tekrar satın alma niyeti üzerinde bir etkisinin bulunup bulunmadığının tespitidir. Yöntem - Torku müşterilerinin algıladıkları marka otantizminin tekrar satın alma niyeti üzerindeki etkisini belirlemek amacıyla üç ana boyuttan oluşan bir veri toplama aracı geliştirilmiştir. Bu veri toplama aracının birinci bölümünde demografik değişkenlere ilişkin soruların yanında üç adet çoktan seçmeli soru yer almaktadır. İkinci bölümde 20 madde ve dört boyuttan (süreklilik, orijinallik, güvenilirlik/doğallık ve genel marka otantizmi) oluşan algılanan marka otantizmi soruları bulunmaktadır. Üçüncü bölümde altı madde ve bir boyuttan oluşan tekrar satın alma niyetine ait sorular yer almaktadır. Araştırma kapsamında önce frekans analizi yapılmıştır. Daha sonra araştırmada kullanılan ölçeklerle ilgili boyutlar ve maddelere ilişkin önem dereceleri belirlenmiştir. Son olarak korelasyon ve regresyon analizleri gerçekleştirilmiştir. Bulgular – Korelasyon analizi sonuçlarına göre marka otantizmi ile tekrar satın alma niyeti arasında pozitif yönde anlamlı ve yüksek düzeyli bir ilişki tespit edilmiştir. (r=0,68) Korelasyon analizinden sonra algılanan marka otantizminin tekrar satın alma niyetini ne düzeyde etkilediğini belirlemek amacıyla regresyon analizi yapılmıştır. Torku markası için kurulan çoklu regresyon modelinin genel olarak anlamlı olduğu görülmüştür. Fakat modeldeki bağımsız değişkenlerden algılanan süreklilik değişkeninin anlamlı bir etkiye sahip olmadığı belirlenmiştir. Tartışma - Torku markası ürünlerine ait tekrar satın alma niyetinin oluşması için, öncelikle markanın tercih edilme nedenlerinin artırılması gerekir. Bunun için de öncelikle Torku markasının ulusal pazarda bulunurluk oranı arttırılmalıdır. Çünkü bir markanın perakende mağazalarında rakip firmalar kadar görünür olması önemlidir.

The Effect of Brand Authenticity on Repurchase Intent: An Application in the Take Home Foods Sector

Objective - The aim of the study is to determine whether brand authenticity has an impact on repurchase intent. Method - A data collection tool consisting of three main dimensions has been developed to determine the impact of Torku customers' perceived brand authenticity on repurchase intent. In the first part of this data collection tool, there are three multiple choice questions besides the questions about the demographic variables. In the second part, there are questions about perceived brand authenticity consisting of 20 items (continuity, originality, reliability / naturalness and general brand authenticity) and four dimensions. In the third part, there are questions about repurchase intention consisting of six items and one dimension. Within the scope of the research, frequency analysis was performed first. Then, the dimensions related to the scales used in the study and the severity of the items were determined. Finally, correlation and regression analyzes were performed. Findings- According to the results of the correlation analysis, a positive and high level relationship was found between the brand authenticity and repurchase intent. (r=0,68) After the correlation analysis, regression analysis was performed to determine the effect of the perceived brand authenticity on the purchasing intent. The multiple regression model established for the Torku brand was found to be generally significant. However, it was determined that the continuity variable perceived from the independent variables in the model had no significant effect. Discussion - Reliability, naturalness, originality and continuity are important determinants in the formation of the intention of repurchase of products and services. In order for the intention repurchase the Torku brand products, first of all, the reasons for choosing the brand should be increased. For this purpose, it is necessary to increase the Torku brand's availability in the national market. It is important that a brand is visible as a rival company in retail stores.

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