Araştırma Makalesi
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TÜKETİCİLERİN ÜRÜN TERCİHİNDE ROL OYNAYAN ÜRÜN MENŞEİNİN, MARKA, FİYAT VE KALİTE DEĞİŞKENLERİ AÇISINDAN İNCELENMESİ

Yıl 2009, Cilt: 23 Sayı: 2, 155 - 174, 27.11.2010

Öz

Bu araştırmanın amacı müşterilerin satın alma tercihlerinde ürün
menşeinin etkisini irdelemek, yerli ve ithal ürünlerin tercihinde rol oynayan
faktörlerin önem derecesini karşılıklı kıyaslama yöntemiyle belirlemektir. Bu
amaçla, Trabzon’da yaşayan 381 kişi üzerinde bir araştırma yapılmıştır.
Araştırmada dört ürün özelliği ele alınmıştır; menşe, kalite, marka ve fiyat.
Çalışmada dört hipotez oluşturulmuş ve hipotezlerin testinde konjoint analizi
tekniği kullanılmıştır. Araştırma sonucunda, ürün menşe faktörünün ürün
tercihinde önemli bir özellik olduğu bulunmuştur. Bunun yanısıra, ithal ve yerli
menşeli ürünlerin tercih edilme açısından karşılaştırıldığında, fiyat, kalite ve
marka faktörlerinin değişik etkilere sahip olduğu tespit edilmiştir.

Kaynakça

  • Auty, S. (1995), “Using Conjoint Analysis İn İndustrial Marketing”, Industrial Marketing Management, 24, Pp.191-206.
  • Bılkey, W., Nes, E. (1982), “Country Of Origin Effects On Product Evaluations”, Journal Of International Business Studies, 13, Spring/Summer, Pp.89-99.
  • Chuushoo, K.C. (1995), Chuushoo Kigyoo Hakushoo (White Paper On Small And Medium-Size Enterprise), Okura-Sho Insatsu Kyoku, Tokyo.
  • Çemrek, F. (2001), Tüketici Tercihlerinin Belirlenmesinde Kullanılan Konjoint Analizi Ve Kredi Kartı Tipi Tercihlerine İlişkin Bir Uygulama. (Yüksek Lisans Tezi). Osmangazi Üniversitesi, Fen Bilimleri Enstitüsü, İstatistik Anabilim Dalı, Eskişehir.
  • Gıl, J.M., Sanchez, M. (1997), “Consumer Preferences For Wine Attributes:A Conjoint Approach”, British Food Journal, 99, Pp.3-11.
  • Haır, J.F., Anderson, R.E., Tatham, R.L., Black, W.C. (1998), Multivariate Data Analysis, Fifth Edition, Prentice Hall, New Jersey.
  • Han, C. (1988), “The Role Of Consumer Patriotism İn The Choice Of Domestic Versus Foreign Products”, Journal Of Advertising Research, 28, June/July, Pp.25-32.
  • Han, C. (1989), “Country İmage: Halo Or Summary Construct?”, Journal Of Marketing Research, 26, May, Pp.222-229.
  • Hong, S., Wyer, R. (1989), “Effects Of Country-Of-Origin And Product- Attribute İnformation On Product Evaluation: An İnformation Processing Perspective”, Journal Of Consumer Research, 16, September, Pp.175-187.
  • Kaynak, E., Cavusgil, S. (1983), “Consumer Attitudes Towards Products Of Foreign Origin: Do They Vary Across Product Classes?”, International Journal Of Advertising, 2, Pp.147-157.
  • Koo, L.C., Tao, F.K.C., Yeung, J.H.C. (1999), “Preferential Segmentation Of Restaurant Attributes Through Conjoint Analysis”, International Journal Of Contemporary Hospitality Management, 11, Pp.242-250.
  • Lıefeld, J. (1993), “Experiments On Country-Of-Origin Effects: Review And Meta-Analysis Of Effect Size”, İn Papadopoulos, N. And Heslop, L. (Eds), Product-Country Images: Impact And Role İn International Marketing, International Business Press, New York, Ny.
  • Maheswaran, D. (1994), “Country Of Origin As A Stereotype: Effects Of Consumer Expertise And Attribute Strength On Product Evaluations”, Journal Of Consumer Research, 21, September, Pp. 354-65.
  • Nagashıma, A. (1970), “A Comparison Of Japanese And Us Attitudes Toward Foreign Products”, Journal Of Marketing, 34, January, Pp.68-74.
  • Papadopoulos, N., Heslop, L., Bamossy, G. (1990), “A Comparative İmage Analysis Of Domestic Versus İmported Products”, International Journal Of Research İn Marketing, 16 (7), Pp.283-94.
  • Papadopoulos, N., Heslop, L., Bamossy, G. (1991), “A Comparative İmage Analysis Of Domestic Versus İmported Products”, Research İn Marketing, 7, Pp.283-294.
  • Parameswaran, R., Yaprak, A. (1987), “A Cross-National Comparison Of Consumer Research Measures”, Journal Of International Business Studies, 18, Spring, Pp.35-49.
  • Ryan, M., Farrar, S. (2000), “Using Conjoint Analysis To Elicit Preferences For Health Care”, British Medical Journal, 320, Pp.1530-1533.
  • Samıee, S. (1994), “Customer Evaluation Of Products İn A Global Market”, Journal Of International Business Studies, 25(3), Pp.579-604.
  • Saraçlı, S. (2004), Müşteri Tercihlerinin Araştırılmasında Konjoint Analizi Ve Bireysel Emeklilik Sistemi Üzerine Bir Uygulama. (Yüksek Lisans Tezi), Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Eskişehir.
  • Shımp, T., Samıee, S., Madden, T. (1993), “Countries And Their Products: A Cognitive Structure Perspective”, Journal Of The Academy Of Marketing Science, 21(4), Pp.323-30.
  • Tatlıdil, H. (1995), Konjoint Analizi (Yayımlanmamış Ders Notları), Hacettepe Üniversitesi, İstatistik Bölümü, Ankara.

TÜKETİCİLERİN ÜRÜN TERCİHİNDE ROL OYNAYAN ÜRÜN MENŞEİNİN, MARKA, FİYAT VE KALİTE DEĞİŞKENLERİ AÇISINDAN İNCELENMESİ

Yıl 2009, Cilt: 23 Sayı: 2, 155 - 174, 27.11.2010

Öz

Aim of this research is to investigate the effect of product origin on customer purchasing preferences and to determine the degree importance of factors that role a part on preferences of imported products and domestic products with mutual comparing technic. For this reason a survey was conducted on 381 people in Trabzon. There were four product preferences attributes in survey questionnaire; product origin, quality, brand and price. In research, four hypothesis’ were constructed and to analyze these hypothesis’ conjoint technique was used. Result of study, product origin was found an important product attribute to prefer a product. Beside this, when comparing product preference attributes between imported product and domestic product, It was concluded that price, quality and brand are different effects on preferences.

Kaynakça

  • Auty, S. (1995), “Using Conjoint Analysis İn İndustrial Marketing”, Industrial Marketing Management, 24, Pp.191-206.
  • Bılkey, W., Nes, E. (1982), “Country Of Origin Effects On Product Evaluations”, Journal Of International Business Studies, 13, Spring/Summer, Pp.89-99.
  • Chuushoo, K.C. (1995), Chuushoo Kigyoo Hakushoo (White Paper On Small And Medium-Size Enterprise), Okura-Sho Insatsu Kyoku, Tokyo.
  • Çemrek, F. (2001), Tüketici Tercihlerinin Belirlenmesinde Kullanılan Konjoint Analizi Ve Kredi Kartı Tipi Tercihlerine İlişkin Bir Uygulama. (Yüksek Lisans Tezi). Osmangazi Üniversitesi, Fen Bilimleri Enstitüsü, İstatistik Anabilim Dalı, Eskişehir.
  • Gıl, J.M., Sanchez, M. (1997), “Consumer Preferences For Wine Attributes:A Conjoint Approach”, British Food Journal, 99, Pp.3-11.
  • Haır, J.F., Anderson, R.E., Tatham, R.L., Black, W.C. (1998), Multivariate Data Analysis, Fifth Edition, Prentice Hall, New Jersey.
  • Han, C. (1988), “The Role Of Consumer Patriotism İn The Choice Of Domestic Versus Foreign Products”, Journal Of Advertising Research, 28, June/July, Pp.25-32.
  • Han, C. (1989), “Country İmage: Halo Or Summary Construct?”, Journal Of Marketing Research, 26, May, Pp.222-229.
  • Hong, S., Wyer, R. (1989), “Effects Of Country-Of-Origin And Product- Attribute İnformation On Product Evaluation: An İnformation Processing Perspective”, Journal Of Consumer Research, 16, September, Pp.175-187.
  • Kaynak, E., Cavusgil, S. (1983), “Consumer Attitudes Towards Products Of Foreign Origin: Do They Vary Across Product Classes?”, International Journal Of Advertising, 2, Pp.147-157.
  • Koo, L.C., Tao, F.K.C., Yeung, J.H.C. (1999), “Preferential Segmentation Of Restaurant Attributes Through Conjoint Analysis”, International Journal Of Contemporary Hospitality Management, 11, Pp.242-250.
  • Lıefeld, J. (1993), “Experiments On Country-Of-Origin Effects: Review And Meta-Analysis Of Effect Size”, İn Papadopoulos, N. And Heslop, L. (Eds), Product-Country Images: Impact And Role İn International Marketing, International Business Press, New York, Ny.
  • Maheswaran, D. (1994), “Country Of Origin As A Stereotype: Effects Of Consumer Expertise And Attribute Strength On Product Evaluations”, Journal Of Consumer Research, 21, September, Pp. 354-65.
  • Nagashıma, A. (1970), “A Comparison Of Japanese And Us Attitudes Toward Foreign Products”, Journal Of Marketing, 34, January, Pp.68-74.
  • Papadopoulos, N., Heslop, L., Bamossy, G. (1990), “A Comparative İmage Analysis Of Domestic Versus İmported Products”, International Journal Of Research İn Marketing, 16 (7), Pp.283-94.
  • Papadopoulos, N., Heslop, L., Bamossy, G. (1991), “A Comparative İmage Analysis Of Domestic Versus İmported Products”, Research İn Marketing, 7, Pp.283-294.
  • Parameswaran, R., Yaprak, A. (1987), “A Cross-National Comparison Of Consumer Research Measures”, Journal Of International Business Studies, 18, Spring, Pp.35-49.
  • Ryan, M., Farrar, S. (2000), “Using Conjoint Analysis To Elicit Preferences For Health Care”, British Medical Journal, 320, Pp.1530-1533.
  • Samıee, S. (1994), “Customer Evaluation Of Products İn A Global Market”, Journal Of International Business Studies, 25(3), Pp.579-604.
  • Saraçlı, S. (2004), Müşteri Tercihlerinin Araştırılmasında Konjoint Analizi Ve Bireysel Emeklilik Sistemi Üzerine Bir Uygulama. (Yüksek Lisans Tezi), Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Eskişehir.
  • Shımp, T., Samıee, S., Madden, T. (1993), “Countries And Their Products: A Cognitive Structure Perspective”, Journal Of The Academy Of Marketing Science, 21(4), Pp.323-30.
  • Tatlıdil, H. (1995), Konjoint Analizi (Yayımlanmamış Ders Notları), Hacettepe Üniversitesi, İstatistik Bölümü, Ankara.
Toplam 22 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ekrem Cengiz

Yayımlanma Tarihi 27 Kasım 2010
Yayımlandığı Sayı Yıl 2009 Cilt: 23 Sayı: 2

Kaynak Göster

APA Cengiz, E. (2010). TÜKETİCİLERİN ÜRÜN TERCİHİNDE ROL OYNAYAN ÜRÜN MENŞEİNİN, MARKA, FİYAT VE KALİTE DEĞİŞKENLERİ AÇISINDAN İNCELENMESİ. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 23(2), 155-174.

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