Genç Tüketicilerin demografik Özelliklerinin Marka Tercih Etme Nedenlerinde Ve Marka Sadakatlerinde Oluşturduğu Farklılığın Belirlenmesi
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Tarih
2013
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Niğde Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
İnsanların doğa koşullarından korunma ve örtünme ile başlayan giyim serüveni günümüzde artık farklı bir boyut kazanmıştır. Bu nedenle giyim sektörü tüm dünyada artan bir hızla büyüyerek sürekli gelişme göstermektedir. Giyimin hayatımızda bu kadar vazgeçilmez oluşu, tüm dünyada markalaşmanın ve moda olgusunun da günümüz pazar koşullarının vazgeçilmezi haline gelmesine neden olmaktadır. Genç tüketicilerin toplam nüfus içindeki payı, satın alma güçleri, aileleri üzerindeki etkileri gençlere yönelik pazarların oluşturulmasının önemini ortaya koymaktadır. Bu nedenledir ki gençlerin farklı ihtiyaçları ve tercihleri tüketimi büyük ölçüde şekillendirmektedir. Genç tüketicileri iyi tanımak ve gereksinimlerini belirleyebilmek, tüketici memnuniyeti sağlamada ve markaya sadakat oluşturmada vazgeçilmez bir gerekliliktir. Genç tüketiciler üzerinde yapılan bu araştırmada, üniversite öğrencilerinin kot pantolon marka tercih etme nedenleri ve marka sadakatleri belirlenmeye çalışılmıştır. Üniversite öğrencilerine ait cinsiyet, yas, medeni durum, öğrenim gördükleri fakülte/yüksekokul, gelir özellikleri, üniversiteye başlamadan önce yaşadıkları yerleşim birimi ve memleketleri gibi demografik özelliklerine göre, üniversite öğrencilerinin kot pantolon marka tercihlerinin ve marka sadakatlerinin farklılaşıp farklılaşmadığı incelenmiştir. Araştırma, 2011-2012 bahar döneminde Niğde Üniversitesi'nde okuyan öğrenciler arasından seçilen 469 üniversite öğrencisi üzerinde gerçekleştirilmiştir. Araştırma modeli çerçevesinde hipotezleri test edebilmek için oluşturulan alt hipotezler, öncelikle nonparametrik testler olan Mann-Witney U ve Kruskal-Wallis H ile ardından da güvenirliğini artırmak amacıyla parametrik test olan T-Testi ve Anova testi ile test edilmiştir. Anlamlı farklılıkların çıkması halinde, farklılığın hangi gruptan kaynaklandığı da belirlenmiştir. Yapılan analizler doğrultusunda; genç tüketicilerin, markadan memnun kalırsa diğer ürünlerini satın aldığı, üründen memnun kalırsa da tavsiye ettiği aynı zamanda markayı önceden belirleyip bilinçli şekilde satın aldığı sonuçlarına ulaşılmıştır. Çoğunluk kötü deneyimle karşılaşınca markaya olan güvenini kaybetmekte, alternatif markaların promosyonlarından etkilenip tercih ettiği markayı değiştirmektedir. Ürün model tasarımının ve marka tasarımlarının çekici olması, markanın bilindik, tanınmış olması, markanın güvenilir olması, markanın diğer ürünlerinden memnun kalınması, ürünün kumaş özelliğinin iyi olması, satış noktasında yapılan özel promosyonlar, ürün satış noktasında etkili sergilenmesi, bütün satış noktalarında aynı fiyat olması, kredi kartı ve diğer ödeme kolaylıklarının olması ve marka fiyat aralığının genel olarak sabit olmasının, genç tüketicilerin marka tercih etme nedenlerinde önemli gördükleri konular olduğu belirlenmiştir. Genç tüketicilerin sahip olduğu demografik özellikler ile marka tercih etme nedenleri ve marka sadakatleri arasında anlamlı farkın olup olmadığının belirlenmesi için yapılan analizler sonucunda, aralarında anlamlı bir farkın olduğu görülmüş ve hipotezler doğrulanmıştır.
The `clothing? adventure of people, started with being safe and covered in natural conditions, has gained a new dimension now. Therefore, clothing sector has been expanding and growing continuously and rapidly around the whole world. This indispensable feature of clothing in our lives makes the phenomena `branding? and `fashion? indispensable part of today?s marketing situations around the world as well. The proportion of young consumers in total population, their purchasing power, their effect on parents revealed the importance of establishing markets aimed at the young people. Therefore, different needs and preferences of the young people shape the consumption significantly. Knowing young people well and determining their needs are indispensable necessities in providing consumer satisfaction and building brand loyalty. In a study implemented on young consumers, it was attempted to determine the reasons for university students to prefer certain `jeans brands? ,and these students? brand loyalty. It was investigated whether or not university students' preferences of jeans-brands and their brand loyalty differed, according to the demographic features of these students such as gender, age, marital status, the faculty/graduate school they have education in, the residential area and hometown they lived in before their university education The study was implemented on 469 university students chosen from Niğde University, in 2011 - 2012 spring term. The sub-hypotheses constituted in order to test the hypotheses within the scope of the study model, were tested firstly by Mann-Witney U and Kruskal-Wallis H tests which are non-parametric tests ; and subsequently by T-Test and Anova test, which are parametric tests, for increasing the level of reliability. When there were meaningful differences, the group these differences arose from was also determined. In accordance with the analyses completed, it was concluded that if young consumers are satisfied with the specific brand, they continue buying other products of the same brand ; and if they are satisfied with these products, they recommend these products to others ; also that these young consumers determine the brand in advance, then they buy the products of this brand consciously. As the majority of these consumers face bad experiences with the brand, they start to lose their trust to this brand ; and then, by getting affected with the promotions of alternative brands, they change the brand they prefer. The issues of having attractive design of brand and product model, being a famous and well-known brand, being a reliable brand, for consumers to be satisfied with the other products of the same brand, having a high-quality fabric feature, the special promotions provided at sales point, well-exhibited products at sales point, having the same price at every sales point, having facilities for paying by credit card and other payment means, and having a stable `brand price-range? were determined to be the reasons young consumers consider as `important? while preferring a certain brand. After the analyses completed to determine if there was a difference among the demographic features of young consumers, the reasons for preferring a certain brand, and their brand loyalty ; it was seen that there were meaningful differences, and the hypotheses were validated. …
The `clothing? adventure of people, started with being safe and covered in natural conditions, has gained a new dimension now. Therefore, clothing sector has been expanding and growing continuously and rapidly around the whole world. This indispensable feature of clothing in our lives makes the phenomena `branding? and `fashion? indispensable part of today?s marketing situations around the world as well. The proportion of young consumers in total population, their purchasing power, their effect on parents revealed the importance of establishing markets aimed at the young people. Therefore, different needs and preferences of the young people shape the consumption significantly. Knowing young people well and determining their needs are indispensable necessities in providing consumer satisfaction and building brand loyalty. In a study implemented on young consumers, it was attempted to determine the reasons for university students to prefer certain `jeans brands? ,and these students? brand loyalty. It was investigated whether or not university students' preferences of jeans-brands and their brand loyalty differed, according to the demographic features of these students such as gender, age, marital status, the faculty/graduate school they have education in, the residential area and hometown they lived in before their university education The study was implemented on 469 university students chosen from Niğde University, in 2011 - 2012 spring term. The sub-hypotheses constituted in order to test the hypotheses within the scope of the study model, were tested firstly by Mann-Witney U and Kruskal-Wallis H tests which are non-parametric tests ; and subsequently by T-Test and Anova test, which are parametric tests, for increasing the level of reliability. When there were meaningful differences, the group these differences arose from was also determined. In accordance with the analyses completed, it was concluded that if young consumers are satisfied with the specific brand, they continue buying other products of the same brand ; and if they are satisfied with these products, they recommend these products to others ; also that these young consumers determine the brand in advance, then they buy the products of this brand consciously. As the majority of these consumers face bad experiences with the brand, they start to lose their trust to this brand ; and then, by getting affected with the promotions of alternative brands, they change the brand they prefer. The issues of having attractive design of brand and product model, being a famous and well-known brand, being a reliable brand, for consumers to be satisfied with the other products of the same brand, having a high-quality fabric feature, the special promotions provided at sales point, well-exhibited products at sales point, having the same price at every sales point, having facilities for paying by credit card and other payment means, and having a stable `brand price-range? were determined to be the reasons young consumers consider as `important? while preferring a certain brand. After the analyses completed to determine if there was a difference among the demographic features of young consumers, the reasons for preferring a certain brand, and their brand loyalty ; it was seen that there were meaningful differences, and the hypotheses were validated. …
Açıklama
Anahtar Kelimeler
Genç Tüketici, Anova Testi, Marka sadakati, Marka Tercihi
