Marka Kalitesi, Fiyat ve Satış Promosyonlarının Satın Alma Niyeti Üzerindeki Etkisi: Küresel Fast Food Markasından Kanıtlar

Yıl 2024, Cilt: 29 Sayı: 3, 163 - 174, 31.12.2024

İsmail Necati Uzun , Murat Arslandere

Öz

Öz
Bu çalışmada, gıda hizmet sektörünün kolları arasında dünyada yükselen trendlerden biri olan fastfood sektöründe faaliyet gösteren küresel bir markada marka kalitesi, fiyat ve satış promosyonlarının satın alma niyeti üzerindeki etkilerinin ortaya konulması amaçlanmıştır. Araştırma, Türkiye'deki Burger King takipçilerine sosyal medya uygulamaları üzerinden ulaşılarak gerçekleştirilmiştir. Çalışmada çoklu doğrusal regresyon analizi kullanılmış ve her üç değişkenin de satın alma niyeti üzerinde olumlu bir etkisi olduğu, en belirgin etkiyi ise marka kalitesinin gösterdiği ortaya çıkmıştır. Bu bağlamda, çalışma, özellikle fastfood sektöründe faaliyet gösteren küresel markalı işletmeler için önemli çıkarımlara sahiptir. Bu üç değişkenin müşterilerin satın alma niyetlerine olumlu katkısı ışığında, işletmelerin bu değişkenlere yüksek düzeyde önem vermeleri tavsiye edilmektedir. Fiyatların belirlenmesinde, işletmelerin rekabetçi ve ekonomik fiyatlar belirlemeleri ve müşterilere ekonomik ve katma değer sağlayan satış promosyonu uygulamalarına önem vermeleri önerilmektedir. Küresel çapta tanınan bir Türk fast food markasının bulunmadığı göz önüne alındığında, devletin yüksek marka kalitesine odaklanarak böyle bir markanın geliştirilmesini destekleyecek teşvik programları uygulaması önemlidir.

Anahtar Kelimeler

Küresel Fast food Markası, Marka Kalitesi, Fiyat, Satış Promosyonları, Satın Alma Niyeti.

The Effect of Brand Quality, Price and Sales Promotions on Purchase Intention: Evidence from Global Fast Food Brand

Öz

Abstract
In this study, it is aimed to reveal the effects of brand quality, price and sales promotions on purchase intention in a global brand operating in the fast food sector, which is one of the increasing trends in the world among the branches of the food service industry. The research was conducted by reaching Burger King followers through social media applications in Türkiye.The study employed a multiple linear regression analysis, which revealed that all three variables exerted a positive influence on purchase intention, with brand quality exhibiting the most pronounced effect. In this context, the study has significant implications, particularly for global branded businesses operating in the fast-food sector. In light of the positive contribution of these three variables to customers' purchase intentions, it is recommended that businesses accord these variables a high degree of importance. In establishing pricing strategies, it is advised that businesses adopt competitive and economical pricing policies, while also prioritising sales promotion practices that offer customers economic value and added benefits. In the absence of a globally recognised Turkish fast food brand, it is imperative that the government implement incentive programmes to facilitate the development of such a brand, with a particular focus on high brand quality.

Anahtar Kelimeler

Global Fast food Brand, Brand Quality, Price, Sales Promotions, Purchase Intention.

Kaynakça

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