TÜKETİCİLERİN HAZIR GİYİM TERCİHLERİNDE MARKA, REKLAM ARACI, TUTUM VE SATINALMA KARAR VERME TARZLARI

Günümüz yoğun rekabet ortamında hazır giyim sektöründe faaliyette bulunan firmalar ürün pazarlamasını çok çeşitli reklam etkinlikleri ile yerine getirmektedirler. Bazı firmalar TV reklamlarını, müşterilerini kullanırken bazıları internet, dergi, afiş, radyo veya gazete reklamlarından yararlanabilirler. Tüketiciler ise hazır giyim ürünleri satın alırken kendilerini bu kadar fazla sayıda etki edebilecek reklam yoğunluğu ile karşı karşıya kalmaktadırlar. Uygulama 2018 yılında Gümüşhane Üniversitesi ve Bayburt Üniversitesinde eğitim gören lisans ve önlisans düzeyinde toplam 922 öğrenci üzerinde gerçekleştirilmiştir. Daha önce yapılan çalışmalarda; tutum, karar verme tarzları, satın alma, reklam aracı ve marka farklı başlıklar altında incelenmiştir. Çalışma önceki çalışmalardan farklı olarak marka, reklam aracı, reklama yönelik tutum ve satın alma karar verme tarzları olarak uygulanmıştır. Uygulama sonuçları tüketicilerin hazır giyim ürünlerini satın alırken en fazla yerli markaları (lcw, defacto gibi) tercih ettiklerini ortaya koymuştur. Reklam aracı olarak tüketicilerin en çok çevresindeki kişilerden ve internet reklamlarından etkilendikleri anlaşılmaktadır. Ayrıca tüketicilerin reklama yönelik tutumları ile rasyonel karar verme tarzı, sezgisel karar verme tarzı ve bağımlı karar verme tarzları arasında pozitif ve anlamlı ilişkiler olduğu anlaşılmaktadır. Tüketicilerin reklama yönelik tutumları ile ani karar verme tarzı ve çekingen karar verme tarzını tercih eden bireylerde ise negatif ve anlamlı sonuçlar elde edilmiştir.

Anahtar Kelimeler:

Marka, Reklam Aracı, Tutum, Satınalma

READY TO WEAR PREFERENCE OF CONSUMERS BRAND, ADVERTISING TOOL, ATTITUDE AND PURCHASING DECISION MAKING STYLES

In today’s intensely competitive environment, firms operating in ready-made clothing sector perform product marketing with a wide range of advertising activities. Some companies use TV ads and customers while others use internet, magazines, posters, radio or newspaper ads. Consumers are confronted with the intensity of advertising, which can have such a large number of impacts when buying ready-towear products. The application was carried out on 922 students at the undergraduate and undergraduate levels studying at Gümüşhane University and Bayburt University in 2018. In previous studies attitudes, decision-making styles, purchasing, advertising tool and brand were discussed under different headings. Unlike previous studies, the study was applied as brand, advertising tool, advertising attitude and purchasing decision-making styles. The application results show that consumers prefer the most domestic brands (lcw, defacto like) when buying ready-made clothing products. As an advertising tool, it is understood that consumers are most affected by people around and internet ads. It is also understood that there are positive and meaningful relationships between consumer attitudes towards advertising and rational decision-making, intuitive decision-making and dependent decision-making styles. Consumer’s attitude towards advertising negative and significant results were obtained in the individuals who preferred the decision-making styles and the shy decision-making style.

Keywords:

Brand, Advertising Tool, Attitude, Purchasing,

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