BEYZA GÜLTEKİN, LEYLA ÖZER

2715

Tüketici Bakış Açısından Mağaza İmajı Boyutlarının Belirlenmesi

Bu çalışmanın amacı, tüketicilerin mağaza imajını değerlendirirken göz önünde bulundurdukları boyutların belirlenmesidir. Bu amaçla, öncelikle mağaza imajı ile ilgili literatürdeki çalışmalar incelenmiştir. Tüketicilerin mağaza imajı oluşturmasında mağaza özellikleri ile ilgili algılarının ölçülmesi ve değerlendirilmesi yoluyla mağaza imajı boyutları belirlenmiştir. Araştırmada hipermarket müşterileri açısından mağaza imajının, raf düzeni, ürün karması, mağaza adı, fiziksel ortam, fiyat, tutundurma faaliyetleri, hijyen, ürün kalitesi, mağaza atmosferi ve ulaşım olmak üzere on boyuttan oluştuğu ortaya çıkmıştır. Ayrıca, hipermarket müşterilerinin mağaza imajına ilişkin değerlendirmelerinde bazı boyutlarda eğitim, gelir, yaş ve cinsiyete göre farklılıklar bulunmuştur.
Anahtar Kelimeler:

pazarlama

Idenfication of Store Image Dimensions: Consumer's Point of View

The purpose of this study is to identify the dimensions that consumers take into account during their evaluation of the store image. For this purpose, literature on store image was investigated. By means of measuring and evaluating the consumers' perception of store image, store image dimensions were identified. In this study, according to hypermarket consumers' point of view, shelf, product mix, store name, physical appearance, price, promotion, hygiene, product quality, store atmosphere, and place were identified as store image dimensions. In addition, hypermarket customers' evaluations about the store image were found to differ in some of the dimensions, according to customers' age, gender education and income level.
Keywords:

marketing,

___

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Sosyoloji Araştırmaları Dergisi-Cover
  • ISSN: 2148-9947
  • Yayın Aralığı: Yılda 2 Sayı
  • Başlangıç: 2010
  • Yayıncı: Sosyoloji Derneği
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