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

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

Tülay Yeniçeri

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.

Anahtar Kelimeler

Perakendecilik, Mağaza İmajı, Çoklu Ayırma Analizi

Kaynakça

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