PERAKENDECİ MAĞAZA ÖZELLİKLERİNİN TÜKETİCİLERİN PERAKENDECİ MARKASINA KARŞI TUTUMLARI VE SATIN ALMA NİYETLERİ ÜZERİNDEKİ ETKİSİ

Bu çalışma mağaza imajı, mağaza hizmet kalitesi ve bilinirlik gibi kavramlardan oluşan perakendeci mağaza özelliklerinin tüketicilerin perakendeci markası satın alma davranışı (tutum ve niyet) üzerinde yarattığı etkileri incelemektedir. Bu bağlamda araştırmanın kapsamı süpermarket tarzındaki perakendecilerle sınırlandırılmış ve berlilenen lokasyonlarda 459 kişiden yüzyüze anket yöntemiyle veri toplanmıştır. Yapılan analizler sonucunda perakendeci mağaza imajının, dört boyuttan oluşan (müşteriyle etkileşim ve problem çözme, güvenilirlik, firma politikaları ve fiziksel olanaklar) mağaza hizmet kalitesinin ve perakendecinin bilinirlik düzeyinin tüketicilerin perakendeci markası satın alma tutumlarını olumlu etkilediği, tutumun ise perakendeci markası satın alma niyeti üzerinde olumlu etkide bulunduğu sonucuna ulaşılmıştır. Araştırmanın sonuçları hem perakendecilere bu alanda ışık tutmayı hem de ilgili yazındaki boşluğu doldurmayı amaçlamaktadır

THE EFFECTS OF RETAIL STORE ATTRIBUTES ON CONSUMERS' ATTITUDES TOWARDS PRIVATE LABELS AND THEIR BUYING INTENTIONS

This study analyzes the impact of retail store characteristics, including aspects such as store image, store service quality and familiarity, on the private label purchasing behavior of consumers. In this regard, the extent of the study is limited with retailers in the form of supermarkets and data is collected from 459 customers on the identified locations via face to face questionnaires. The results of the analyses revealed that retail store image, store service quality - that is composed of four factors (Personal interaction with customers, physical aspects, reliability and policy) and familiarity of the retailer affect consumers' attitude towards private labels positively. Also it is found out that consumers' attitudes towards private labels affect consumers' intention to buy private labels positively. The results aim to shed light on retailers private label plans and programs and fill the gap in the literature

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Kaynak Göster

  • ISSN: 1300-0845
  • Yayın Aralığı: Yılda 2 Sayı
  • Başlangıç: 1994
  • Yayıncı: Marmara Üniversitesi

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