SPOR AYAKKABI MARKALARINA YÖNELİK TÜKETİCİ ALGILARININ BELİRLENMESİ

Year 2018, Volume: 18 Issue: 36, 98 - 113, 31.10.2018

Adnan Kara , Fatma Müge Arslan

https://doi.org/10.30976/susead.366337

Abstract

ÖZ

Algısal
haritalama markalarla ilgili tüketici algılarının grafiksel gösterimine izin
veren bir analiz yöntemidir. Tüketici algılarının rekabetçi konum elde etmede
önemli olmasıyla onları anlaşılır hale getirmek de ilgi çeken bir alan
olmaktadır. Bu çalışmada genel anlamda tüketicilerin ilgilenim düzeylerinin
yüksek olduğu spor ayakkabı markalarıyla ilgili tüketici algıları belirlenmeye
çalışılmıştır. Bu amaçla çalışmada çok boyutlu ölçeklendirme yöntemiyle algısal
haritalama analizi kullanılmaktadır. Algısal haritalama sonuçlarına göre
Adidas, Puma ve Nike markaları kullanım, kalite, dayanıklılık, rahatlık; New
Balance markası ayakkabı tabanı; Superga markası renk, yaşam tarzını yansıtma,
şıklık, desen, tasarım ile yakın algılanmaktadır. Ayrıca Nike ve Adidas
markaları birbirin[1]e
benzer markalar olarak algılanmaktadır.

Anahtar Kelimeler: Çok Boyutlu Ölçekler, Algısal Haritalama, Konumlandırma, Spor Ayakkabı,
Moda.

JEL Kodları: M30, M31, M37

Keywords

Çok Boyutlu Ölçekler, Algısal Haritalama, Konumlandırma, Spor Ayakkabı

DETERMINATION OF CONSUMER PERCEPTIONS FOR SPORTS SHOE BRANDS

Abstract

ABSTRACT

Perceptual mapping is a method of analysis that allows graphical
representation of consumer perceptions of brands. It is also interesting to
make them understandable as consumer perceptions are important to achieve a
competitive position. In this study, it was tried to determine the consumer
perceptions related to the brands of sports shoe because of consumer's interest
level is high in general. For this purpose, perceptual mapping analysis are
used in the study with multidimensional scaling method. According to the
perceptual mapping results, Adidas, Puma and Nike brands use, quality,
durability, comfort; New Balance brand footwear; The Superga brand is closely
associated with color, lifestyle reflection, elegance, pattern and design. In
addition, Nike and Adidas brands are perceived as similar brands.

Keywords: Multidimensional Scaling, Perceptual Mapping,
Positioning, Sneakers, Fashion.

JEL Codes: M30, M31, M37

Keywords

Multidimensional Scaling, Perceptual Mapping, Positioning, Sneakers

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