GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ
Moda tasarımcıları moda ile ilgili eğilimleri tüketicilere dayatmaktadır. Ancak, tüketicilerin beklentilerindeki değişimler ve endüstrinin buna kayıtsız kalamaması tüketici isteklerine yoğunlaşmayı gereklilik haline getirmiştir. Türkiye önemli bir genç nüfusa sahip ve bunların tüketim potansiyelleri kayda değer niteliktedir. Tüketicilerin davranışlarının anlaşılması hızla değişen bir ortamda önemli bir gerekliliktir. Bu çalışmanın amacı tüketicilerin kot pantolon seçiminde etkili olan niteliklerin önceliklerini ortaya çıkarmaktır. Araştırmada kullanılan nitelik ve bu niteliklerin düzeyleri literatür araştırması ve odak grup çalışmasından elde edilmiştir. Araştırma için altı nitelik ve bunlara ait toplam on üç düzey tanımlanmıştır. Nitelikler ve düzeyler Marka (Üst düzey marka, Herhangi bir marka), Menşe (Türk malı, Yabancı), Mağaza (Yüksek imajlı mağaza, Herhangi bir mağaza), Performans (Yakışan, vücuduma tam oturan ve Dayanıklı, sağlam), Stil (Klasik, Modaya uygun, Rahat), Kumaş (%100 pamuk, Karışım) olarak belirlenmiştir. Araştırmanın verileri kolayda örnekleme yöntemiyle seçilen 200 üniversite öğrencisiyle yapılan web tabanlı anketlerden elde edilmiştir. Verilerinin analizinde Konjoint yaklaşımı kullanılmış ve SPSS v23 istatistik programından faydalanılmıştır. Konjoint analizi araştırmacıların bir ürünün tercih edileceğine inandıkları temel niteliklerini inceleyen bir yöntemdir ve en küçük kareler regresyonu yaklaşımını kullanır. Elde edilen sonuçlara göre, modaya uygun stil en çok tercih edilen nitelik ve düzey olmuştur. Yüksek imajlı mağaza, üst düzey marka, karışım kumaş, Türk menşe ve dayanıklı performans sırasıyla takip eden nitelik ve düzeyler olarak bulunmuştur.
THE IMPORTANCE OF DENIM JEANS ATTRIBUTES FOR YOUNG CONSUMERS
Fashion designers impose trends to consumers. However, changes in consumer expectations and without remaining quite of the industry have made a necessity to focus on consumer needs. Turkey has an important potential of young people and their consumption are worth recording. Comprehending the behaviour of consumers is an important requirement in a rapidly changing environment in all over the world. The aim of this study is to reveal the preferences of the attributes that are effective in consumers' choice of jeans. The attributes used in the research and the levels of them were obtained from the literature survey and focus group method. Six attributes and a total of thirteen levels were defined for the research. Attributes and levels name are Brand (Premium brand, Any brand), Country of origin (Turkey, Foreign), Store (High image store, Any store), Performance (Fit, Durable), Style (Classic, Fashionable, Comfort), Fabric (100% cotton, Mixture). Research data were obtained from web-based surveys conducted by 200 university students selected with convenience sampling method. Conjoint approach in SPSS v23 statistical program was used in the analysis of the data. Conjoint analysis is a method that examines the fundamental characteristics that researchers believe in a product, and uses the least squares regression approach. According to the results obtained, fashionable style was found the most preferred attribute and level in denim jeans purchasing decision. This is followed by high image store, premium brand, mixture fabric, Turkey country of origin and durable performance, respectively.
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