Marka kaçınması: Beyaz eşya markalarına yönelik kalitatif bir uygulama

Çalışmanın amacı, çeşitli marka seçeneklerinin yer aldığı beyaz eşya sektöründe marka kaçınmasına neden olan faktörleri belirlemek ve marka kaçınmasının sınırlarını ortaya koymaktır. Bu doğrultuda, Türkiye Araştırmalar Derneği (TÜAD) tarafından oluşturulan Türkiye Hanehalkı Sosyal ve Ekonomik Statü (SES) 2012 gelir gruplaması temel alınarak oluşturulan 5 odak grup çalışması yapılmıştır. Her odak grupta, farklı gelir gruplarından, ortalama 7 kişi yer almıştır. Gelir gruplarının temel alınarak odak grupların oluşturulmasının nedeni, beyaz eşya sektöründeki büyümeyi etkileyen en önemli faktörlerden birinin gelir seviyesinde beklenen artış olmasıdır. Çalışmanın sonunda literatürde ortaya konmuş marka kaçınmasına neden olan faktörlerin çoğunun, beyaz eşya kullanıcıları tarafından da dile getirildiği saptanmıştır. Bu faktörlerin dışında, diğer çalışmalardan farklı olarak, bu çalışmada tüketicilerin beyaz eşya markalarından kaçınmalarına neden olan en önemli faktörlerden birinin “bayi/distribütör kaçınması” boyutu olduğu ortaya konmuştur. Sonuç bölümünde, marka kaçınması faktörleri değerlendirilmiş, sektöre ve gelecek çalışmalara yönelik öneriler geliştirilmiştir.

Brand avoidance: A qualitative study for white appliances brands

The aim of the study is to explore brand avoidance factors and determine the limitations of brand avoidance in white appliances sector, which comprises various brands. Accordingly, 5 focus group interviews were conducted by taking Turkish Household Social and Economic Status (SES) 2012 Classification of Turkish Researchers Association into consideration. Each focus group interview consisted of 7 people from different income groups. The participants were chosen based on the Social and Economic Status (SES) 2012 Classification, due to the expected rate of growth in disposable income is one of the most important factor affecting the growth of white appliances sector. The findings revealed that, most of the factors of brand avoidance developed in the literature were also mentioned by the participants for white appliances sector. However, except these factors, “vendor/distributor avoidance” has been emerged as a new factor, which is derived from the interviews. Managerial implications and brand avoidance factors were discussed for future researches in the conclusion section.

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