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TÜKETİCİLERİN MAĞAZA İMAJI ALGILAMALARI VE SOSYO-DEMOGRAFİK ÖZELLİKLERİNİN ALIŞVERİŞ TUTARLARI İTİBARİYLE KARŞILAŞTIRILMASI

Yıl 2005, Cilt: 19 Sayı: 2, 373 - 393, 27.11.2010

Öz

Rekabetin yoğun olarak yaşandığı perakendecilik sektöründe, mağaza imajı perakendecilere rekabet üstünlüğü sağlayabilecek stratejik bir pazarlama aracıdır. Çünkü, mağaza imajı tüketicilerin satınalma davranışını etkilemektedir. Bu nedenle, tüketicilerin mağaza imajını nasıl algıladıklarının bilinmesi, perakendecilerin faaliyetlerinin başarısında önemli rol oynamaktadır. Mağazadan aylık olarak yapmış oldukları ortalama alışveriş tutarları farklı olan tüketicilerin mağaza imajı algılamaları ve sosyo-demografik özellikleri bakımından farklı olup olmadığını belirlemeye yönelik olan bu araştırmada veriler, 600 tüketici ile yüz yüze görüme yöntemi ile toplanmıştır. Araştırma hipotezlerinin test edilebilmesi amacıyla çoklu ayırma analizi, morrison testi, oran testi ve Press Q istatistiğinden faydalanılmıştır.

Kaynakça

  • Baker, Julie, GrewaL, Dhruw (1994) “The Influence of Store Environment on Quality Inferences and Store Image”, Journal of the Academy of Marketing Science”, Vol: 22, Issue: 4, ss. 328-340.
  • Bell, Simon (1999) “Image and Consumer Attraction to Intraurban Retail Areas: An environmental Psychology Approach”, Journal of Retailing and Consumer Services, Vol: 6, ss. 67-78.
  • Burt, Steve, Escinas, Jose Carralero (2000) ““The Role of Store Image in Retail Internationalisation”, International Marketing Review, Vol: 17, Issue: 4/5, ss. 433-453.
  • Chowdury, Jhinuk, Reardon, James, Srivasta, Rajesh (1998) “Alternative Modes of Measuring Store Image: And Empirical Assessment of Structured versus Unstructured Measures”, Journal of Marketing Theory and Marketing, ss. 72-84.
  • Darley, William, LIM, Jeen-Su (1999) “Effects of Store Image and Attitude toward Secondhand Stores on Shopping Frequency and Distance Traveled”, International Journal of Retail & Distribution Management, Vol: 27, Number: 8, ss. 311-318.
  • Dickson, John, Maclachlan, Douglas (1990) “Social Distance and Shopping Behavior”, Journal of the Academy of Marketing Science, Vol: 18, Issue: 2, ss. 153-162.
  • Engel, James, Blackwell, Roger, Miniard, Paul (1995) Consumer Behavior, International Edition, Eighth Edition, The Dryden Press Harcourt Brace College Publishers.
  • Grewal, Dhruw, Krishnan, R., Baker, Julie Ve Borin, Norm (1998) “The Effect of Store Name and Price Discounts on Consumers Evaluations and Purchase Intentions”, Journal of Retailing, Vol: 74 (3), ss. 331-352.
  • Hair, Joseph, Anderson, Rolph, Tatham, Ronald, Black, William, (1998) Multivariate Data Analysis with Readings, Fifth Edition, Prentice-Hall International Inc.
  • Kasulis, Jack, LUSH, Robert (1981), “Validating The Retail Store Image Concept”, Journal of the Academy of Marketing Science, Vol: 9, No: 4, ss. 419-435.
  • Kim, Ok Jai, JIN, Byungho, (2001) “Korean Consumers‘ Patronage of Discount Stores: Domestic versus Multinational Discount Store Shoppers‘ Profiles“, Journal of Consumer Marketing, Volume: 18, No: 3, ss. 236-255.
  • Kurtulu , Kemal (2004) Pazarlama Ara tırmaları, Geni letilmi 7. Basım, Literatür Yayıncılık, stanbul.
  • Malhotra, Naresh, (1996) Marketing Research An Applied Orientation, Second Edition, Prentice Hall, Upper Saddle River, New Jersey.
  • Porter, Stephen, Claycomb, Cindy, (1997) “The Influence of Brand Recognition on Retail Store Image”, Journal of Product & Brand Management, Vol: 6, No: 6, ss. 373-387.
  • Reardon, James, Miller, Chip, COE, Barbara, (1995) “Applied Scale Development: Measurement of Store Image”, Journal of Applied Business Research, Vol: 11, Number: 4, ss. 85-93.
  • Samli, Coskun, Kelly, Patrick, Hunt, Keith (1998) “Improving the Retail Performance by Contrasting Management-and Customer- Perceived Store Images: A Diagnostic Tool for Corrective Action”, Journal of Business Research, Vol: 43, ss. 27-38.
  • Thompson, Keith, Chen, Yat (1998) “Retail Store Image: a Means-end Approach”, Journal of Marketing Practice: Applied Marketing Science, Vol: 4, No: 6, ss. 161-173.
  • Wong, Grace, Yu, L. (2001) “Consumers’ Perception of Store Image of Joint Venture Shopping Centres: First Tier versus Second Tier Cities in China”, Journal of Retailing and Consumer Services, Vol: 10, Issue: 2, ss. 61-70.
  • Wong, John, Teas, Kenneth, (2001) “A Test of Stability of Retail Store Image Mapping Based on Multientity Scaling Data”, Journal of Retailing and Consumer Services, Vol: 8, ss. 61-70.
  • Yoo, Changhjo, Park, Jonghee, Maclniss, Deborah (1998) “Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitudes”, Journal of Business Research, Vol: 42, ss. 253-263.
Yıl 2005, Cilt: 19 Sayı: 2, 373 - 393, 27.11.2010

Öz

Kaynakça

  • Baker, Julie, GrewaL, Dhruw (1994) “The Influence of Store Environment on Quality Inferences and Store Image”, Journal of the Academy of Marketing Science”, Vol: 22, Issue: 4, ss. 328-340.
  • Bell, Simon (1999) “Image and Consumer Attraction to Intraurban Retail Areas: An environmental Psychology Approach”, Journal of Retailing and Consumer Services, Vol: 6, ss. 67-78.
  • Burt, Steve, Escinas, Jose Carralero (2000) ““The Role of Store Image in Retail Internationalisation”, International Marketing Review, Vol: 17, Issue: 4/5, ss. 433-453.
  • Chowdury, Jhinuk, Reardon, James, Srivasta, Rajesh (1998) “Alternative Modes of Measuring Store Image: And Empirical Assessment of Structured versus Unstructured Measures”, Journal of Marketing Theory and Marketing, ss. 72-84.
  • Darley, William, LIM, Jeen-Su (1999) “Effects of Store Image and Attitude toward Secondhand Stores on Shopping Frequency and Distance Traveled”, International Journal of Retail & Distribution Management, Vol: 27, Number: 8, ss. 311-318.
  • Dickson, John, Maclachlan, Douglas (1990) “Social Distance and Shopping Behavior”, Journal of the Academy of Marketing Science, Vol: 18, Issue: 2, ss. 153-162.
  • Engel, James, Blackwell, Roger, Miniard, Paul (1995) Consumer Behavior, International Edition, Eighth Edition, The Dryden Press Harcourt Brace College Publishers.
  • Grewal, Dhruw, Krishnan, R., Baker, Julie Ve Borin, Norm (1998) “The Effect of Store Name and Price Discounts on Consumers Evaluations and Purchase Intentions”, Journal of Retailing, Vol: 74 (3), ss. 331-352.
  • Hair, Joseph, Anderson, Rolph, Tatham, Ronald, Black, William, (1998) Multivariate Data Analysis with Readings, Fifth Edition, Prentice-Hall International Inc.
  • Kasulis, Jack, LUSH, Robert (1981), “Validating The Retail Store Image Concept”, Journal of the Academy of Marketing Science, Vol: 9, No: 4, ss. 419-435.
  • Kim, Ok Jai, JIN, Byungho, (2001) “Korean Consumers‘ Patronage of Discount Stores: Domestic versus Multinational Discount Store Shoppers‘ Profiles“, Journal of Consumer Marketing, Volume: 18, No: 3, ss. 236-255.
  • Kurtulu , Kemal (2004) Pazarlama Ara tırmaları, Geni letilmi 7. Basım, Literatür Yayıncılık, stanbul.
  • Malhotra, Naresh, (1996) Marketing Research An Applied Orientation, Second Edition, Prentice Hall, Upper Saddle River, New Jersey.
  • Porter, Stephen, Claycomb, Cindy, (1997) “The Influence of Brand Recognition on Retail Store Image”, Journal of Product & Brand Management, Vol: 6, No: 6, ss. 373-387.
  • Reardon, James, Miller, Chip, COE, Barbara, (1995) “Applied Scale Development: Measurement of Store Image”, Journal of Applied Business Research, Vol: 11, Number: 4, ss. 85-93.
  • Samli, Coskun, Kelly, Patrick, Hunt, Keith (1998) “Improving the Retail Performance by Contrasting Management-and Customer- Perceived Store Images: A Diagnostic Tool for Corrective Action”, Journal of Business Research, Vol: 43, ss. 27-38.
  • Thompson, Keith, Chen, Yat (1998) “Retail Store Image: a Means-end Approach”, Journal of Marketing Practice: Applied Marketing Science, Vol: 4, No: 6, ss. 161-173.
  • Wong, Grace, Yu, L. (2001) “Consumers’ Perception of Store Image of Joint Venture Shopping Centres: First Tier versus Second Tier Cities in China”, Journal of Retailing and Consumer Services, Vol: 10, Issue: 2, ss. 61-70.
  • Wong, John, Teas, Kenneth, (2001) “A Test of Stability of Retail Store Image Mapping Based on Multientity Scaling Data”, Journal of Retailing and Consumer Services, Vol: 8, ss. 61-70.
  • Yoo, Changhjo, Park, Jonghee, Maclniss, Deborah (1998) “Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitudes”, Journal of Business Research, Vol: 42, ss. 253-263.
Toplam 20 adet kaynakça vardır.

Ayrıntılar

Birincil Dil tr;en
Bölüm Makaleler
Yazarlar

Tülay Yeniçeri Bu kişi benim

Yayımlanma Tarihi 27 Kasım 2010
Yayımlandığı Sayı Yıl 2005 Cilt: 19 Sayı: 2

Kaynak Göster

APA Yeniçeri, T. (2010). TÜKETİCİLERİN MAĞAZA İMAJI ALGILAMALARI VE SOSYO-DEMOGRAFİK ÖZELLİKLERİNİN ALIŞVERİŞ TUTARLARI İTİBARİYLE KARŞILAŞTIRILMASI. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 19(2), 373-393.

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