MARKA BAĞLILIĞI VE KİŞİSEL DEĞERLER AÇISINDAN PAZAR BÖLÜMLEME

Yıl 2008, Cilt: 22 Sayı: 1, 211 - 237, 27.11.2010

Sevtap Ünal Arzu Deniz Polat Can

Öz

Firmalar pazar içerisinde hedef seçtikleri bölümleri belirleyerek
stratejilerini geliştirmektedirler. Hedef pazar belirlenirken birden fazla değişkeni
dikkate almak, hitap edilen pazar içerisindeki daha küçük alt pazarları ve
bunların özelliklerini tanımak açısından detaylı bilgiler vermektedir. Bu
çalışmada tüketicileri, marka bağlılıklarında etkili olan nedenler ve kişisel
değerleri açısından homojen alt gruplara ayırmak amaçlanmıştır. Marka
bağlılığı tüketicinin belirli bir markaya yönelik güçlü tutumları ile ortaya çıkan
bir davranıştır. Tüketiciler birçok nedenden dolayı belirli markaları tercih
etmektedirler (fiyat, kalite, imaj, çevrenin etkisi vbg.). Bu nedenle marka
bağlılığında etkili olan nedenlerin belirlenmesi bağlılığın yapısını anlamada
yardımcı olmaktadır. Kişisel değerler ise, genel olarak kişinin sahip olduğu
düşünce, inanç ve ilkeleri şeklinde ifade edilmektedir. Kişinin sahip olduğu
değerler varolma amacını ve davranışlarını belirlemektedir. Bu nedenle tüketici
davranışlarını açıklamada önemli unsurlardan birisidir. Araştırmanın ana
kitlesini Erzurum merkez ilçede yaşayan tüketiciler oluşturmuştur. Yapılan
analiz sonucu tüketiciler marka bağlılığı ve kişisel değerleri açısından spor
ayakkabı markasında beş, çikolata vbg. ürünlerde dört alt gruba ayrılmıştır.

Anahtar Kelimeler

Tüketici davranışı, Kişisel değerler, Marka bağlılığı, Pazar bölümleme

Kaynakça

• Back, Ki-Joon. (2001). “The Effects Of Image Congruence On Customer Satisfaction And Brand Loyalty In The Lodgıng Industry”, The Pennsylvania University, Phd Dissertation, Usa. Umı.
• Backman, S.J. Ve J.L. Crompton. (1991). “Using A Loyalty Matrix To Differentiate Between High, Spurious, Latent And Low Loyalty Participants In Two Leisure Services”, Journal Recreation Administration. Vol:9, Ss.1-7. Of Park And
• Baldınger, A.L. Ve J. Rubinson. (1996). “Brand Loyalty:The Link Between Attitude And Behavior”, Journal Of Advertising Research. ss.22-34.
• Ballester, Elena Delgado Ve Jose Luis Munuera-Aleman. (2005), Does Brand Trust Matter To Brand Equity?, The Journal Of Product & Brand Management. Vol:14, No:2/3, Ss.187-196.
• Bandyopadhyay, Subir, Kunal Gupta Ve Laurette Dube. (2005), Does Brand Loyalty Influence Double Jeopardy? A Theoretical And Empirical Study, The Journal Of No:7, Ss.414-423.
• Product & Brand Management. Vol:14,
• Beatty, E. Sheron, Lynn R. Kahle, Pamela Homer Ve Shekhor Misra.(1885), Alternative Measurement Approaches To Consumer Values: The List Of Values And The Rokeach Value Psychology&Marketing, Vol:2,3, Ss.181-200. Survey,
• Bennet, Rebekah, Charmine E.J. Hartel Ve Janet R. Mccoll-Kennedy.(2005), Experience As On Brand Loyalty In A Business To Business Market, Industrial Marketing Management. Vol:34, Ss.97-107.
• Bloemer, J. Ve H. Kasper. (1995), The Complex Relationship Between Consumer Satisfaction And Brand Loyalty, Journal Of Economic Psychology. Vol:16,No:2, Ss.311-329.
• Bowen, J.T. Ve S. Shoemaker. (1998), Loyalty: Strategic Commitment, Cornell Hotel And Restaurant Administration Quarterly. Ss.12-25.
• Brumley, Catherine Maria. (2002), Creating Loyalty In Relationship Marketing: A Descriptive Study Of Supermarket Loyalty Programs, West Virginia University, Phd
• Dissertation, Usa. Umı.
• Byrd, Robert R. (2002), Exploring Internet Survey Techniques: A Study Of Personal Values- Louisville, Phd Dissertation, Usa. Umı.
• Chaudhurı, Arjun Ve Morris B. Holbrook. (2001), The Chain Of Effects From Brand Trust And Brand Affect To Brand Performance: The Role Of Brand Loyalty, Journal Of Marketing. Vol:65, No:2, Ss.81-93.
• Choı, Chun Chung. (2005), Cultural Values In Context: Implıcations For Behavioral Intentions, University Of Illinois, Phd Dissertation, Usa. Umı.
• Clawson, M.Peter. Ve D.E. Vinson. (1978), Human Values: An Historical And Interdisciplinary Analysis In H.K. Hunt (Ed.) , Advences İn Consumer Research. Vol:5, Ss.396-402.
• Crosby, L.A. Ve J.R. Taylor. (1983), Psychological Commitment And Its Effects On Postdecision Evaluation And Preference Stability Among Voters, Journal Of Consumer Research. Vol:9, Ss.413-431.
• Daghfous, Naoufel, John V. Petrof, Frank Pons. 1999. “Values And Adoption Of Innovations: A Cross-Cultural Study”. Journal Of Consumer Marketing, Vol.16, No.4, Ss;314-331.
• Day, D.S. (1969), A Two-Dimensional Concept Of Brand Loyalty, Journal Of Advertising Research. Vol:9, No:3, Ss.29-35.
• Dekımpe, M.G, J.B. Steenkamp, M. Mellens Ve P.V. Abeele (1997), Decline And Variability Research İn Marketing.Vol:14,S.405-420.
• Dıck, Alan S., Kunal Basu.(1994), Consumer Loyalty:Towards An Integrated Conceptual Approach, Journal Of The Academy Of Marketing Science. Vol:22, No:2, Ss.99-113.
• Donald, Malcolm Mc Andı An Dunbar. 1998. Market Segmentation, Second Edition, Great Britian.
• Duwors, E.E. Ve G.H. Haines. (1990), Event History Analysis Measure Of Brand Loyalty, Journal Of Marketing Research. Vol:27, Ss.485- 493.
• Ehrenberg, A.S.C. (1991), New Brands And The Existing Market, Journal Of The Royal Statistical Society. Vol:33, No:4, Ss.285-299.
• Flavian, Carlos, Eva Martinez Ve Yolanda Polo.(2001). Loyalty To Grocery Stores In The Spanish Market Of The 1990s, Journal Of Retailing And Consumer Services. Vol:8, Ss.86-89.
• Fournıer, S. (1998), Consumers And Their Brands:Developing Relationship Theory In Consumer Research, Journal Of Consumer Research. Vol:24, Ss.343-373.
• Gıddens, Nancy. (2002), Brand Loyalty. Ag Decision Maker, Iowa State University Extensions. Vol:5, No:54, Ss.1-2.
• Goodhart, G.J., A.S.C. Ehrenberg Ve C. Chatfield. (1984), The Dirichlet:A Comprehensive Model Of Buying Behavior, Journal Of The Royal Statistical Society. Vol:A147, Ss.621-655.
• Grey, Cynthia Ann Kawolics. (2005), Managerial Ethics: A Quantitative, Correlational Study Of Values And Leadership Styles Of Veterinary Managers, University Of Phoenix, Phd Dissertation, Usa. Umı.
• Guadagni, P.M Ve J.D. Little. (1983), A Logit Model Of Brand Choice Calibrated On Ss.203-238.
• Gutman, Jonathan. (1982), A Means-End Chain Model Based On Consumer Categorization Spring; Ss.60-72.
• Hayer, D.Wayne Ve Deborah J. Macilnnis. (1997), Consumer Behaviour, Houghton Mufflin Company, Usa.
• Heath, Yuko. (2004), Investigation Of Dynamic Value Hierarchy İn Environmental Issues: Factors And Individual Value Endorsement Level, University Of Victoria, Phd Dissertation, Usa. Umı.
• Jacoby, Jacob Ve Robert W. Chestnut. (1978), Brand Loyalty Measurement And Management. Wiley And Sons Inc. New York.
• Jarvıs, L.P. Ve J.B. Wilcox. (1976), Repeat Purchasing Behavior And Attitudinal Brand Loyalty: Additional Evidence, Marketing, American Marketing Association.
• Kım, Jai-Ok, Sandra Forsythe, Qingliang Gu, Sook Jae Moon. 2002. “Cross- Cultural Consumer Values, Needs And Purchase Behavior”. Journal Of Consumer Marketing, Vol.19, No.6, Ss:481-501.
• Kuehn,A.A. (1962), Consumer Brand Choise As A Learnind Process, Journal Of Advertising Research. Vol:6, Ss.10-17.
• Kurtuluş Kemal, 1998. Pazarlama Araştırmaları. Altıncı Baskı, Avcıol Basım Yayım, İstanbul
• Lovelock, Christopher H. 1996. Services Marketing, Third Edition, New Jersey, Prentice Hall.Inc.
• Menezes, Isabel Ve Bartolo P. Campos. (1997),The Process Of Value-Meaning Construction: Social Psychology, Vol:27, Ss.55-73.
• Monroe, K.B. Ve J.P. Guiltinan.(1975), A Path-Analytic Exploration Of Retail Patronage Influences, Journal Of Consumer Research, Vol:2, Ss.19- 28.
• Newman, J.W. Ve R.A. Werbel. (1973), Multivariate Analysis Of Brand Loyalty For Major Household Appliances, Journal Of Marketing Research. Vol:10, Ss.404-409.
• Nıeves, Robert. (2005), The Impact Of The Level Of Tecnology And Its Corresponding Convergence: A Study Of Mexico And The United States, Nova Southeastern University, Phd Dissertation, Usa. Umı.
• Odabaşı, Yavuz, Gülfidan Barış. (2002), Tüketici Davranışı. Kapital Medya A.Ş., 2. Baskı, İstanbul.
• Odın, Y., N. Odin Ve P. Valette-Florence. (2001), Conceptual And Operational Aspects Of Brand Loyalty:An Empirical Investigation, Journal Of Business Research. Vol:53, No:2, Ss.75-84.
• Oh, Jungmi Ve Susan S. Fiorito. (2002),Korean Women’s Clothing Brand Loyalty, Journal Of Fashion Marketing And Management. Vol:6, No:3, Ss.206-222.
• Olıver, Richard L. (1999), Whence Consumer Loyalty?, Journal Of Marketing. Vol:63, Ss.33-44.
• Park, S. (1996), Relationships Between Involvement And Attitudinal Loyalty Constructs In Research. Vol:28, No:4, Ss.233-250178.
• Ramos, Alice. (2006), Social Values Dynamics And Socio-Economic Development, No:1, Ss.35-64.
• Rokeach, Milton. (1973), The Nature Of Human Values, The Free Press., New York,N.Y.
• Rowley, Jennifer. (2005), The Four Cs Customer Loyalty, Marketing Intelligence &
• Planning. Vol:23, No:6/7, Ss.574-581.
• Rundle-Thıele, Sharny Ve Marisa Malo Mackay. (2001), Assesing The Performance Of Marketing. Vol:15, No:7, Ss.529-546.
• Salegna, Gray J. Ve Stephen A. Goodwin. (2005), Consumer Loyalty To Service Providers: A Integrated Conceptual Model, Journal Of Consumer Saticfaction, Dissaticfaction Complaining Behavior. No:18, Abı/Inform Global, Ss.51-67. And
• Schoenbachler, Denise D., Geoffrey L. Gordon Ve Timothy W. Aurand. 2004. “Building Brand Loyalty Through Individual Stock Ownership”. The Journal Of Product And Brand Management, Vol:13, No:7, Ss:488-497.
• Schwartz, Shalom H. (1992), Universal In The Content And Structure Of
• Values:Theoretical Advances And Empirical Tests In 20
• Countries, Advances In Ss.1-65.
• Experimental Social Psycology. Vol:25,
• Schwartz, Shalom H. (1994), Are The Universal Aspects In The Structure And Contents Of Human Values?, Journal Of Social Issues. Vol:8, No:4, Ss.19-45.
• Schwartz, Shalom H., 1996. Value Priorities And Behavior: Applying A Theory Of Integrated Value Systems. In C. Seligman, J.M. Olson & M.P. Zanna Edition, The Psychology Of Values: The Ontario Symposium (Vol. 8, 1-24). Mahwah, Nj: Erlbaum.
• Schwartz, Shalom H. Ve Wolfgang Bilsky. (1994), Values And Personality, European Journal Of Personality. Vol:8, Ss.163-181.
• Selın, S.W., D.R. Howard, E. Udd Ve T.T. Cable. (1988), An Analysis Of Consumer Loyalty To Municipal Recreation Programs, Leisure Sciences. Vol:10, Ss.217-223.
• Shao, Yu-Lin. “ An Exploratory Examination Of The Impact Of Personal Values On Sport Consumption Preferences And Behaviors: A Cross- Cultural Study”, (2002). Ohio State University, Phd Dissertation, Usa. Umı.
• Sherıf, C.W., Musaf Sherif Ve R.E.Nebergall. (1965), Attitude And Attitude Change: The Social Judgment Involvement Approach. Yale University Pres, Yale.
• Sırdeshmukh, Deepak, Jagdip Singh Ve Barry Sabol. (2002). “Consumer Trust, Value And Loyalty İn Relational Exchanges”. Journal Of Marketing, Vol:66, No:1, Ss:15-37.
• Solomon, Micheal, R. (1996). “Consumer Behavior”, Third Edition. Prentice Hall International Editions, Usa.
• Solomon, Michael R. (1996), Consumer Behavior Buying, Having And Being. Prentice
• Hall International Editions, Third Edition, New Jersey.
• Solomon, Michael R.(2006), Consumer Behavior Buying, Having And Being. Prentice Jersey.
• Şengüder, Turan .(2000), An Examination Of Personal And Cultural Values Between Turkish
• Stankov Lazar Ve Goran Knezevıc. 2005. “Amoral Social Attitudes And Value Systems Among Serbs And Australians”. Australian Journal Of Psychology, Vol:57, No:2, ss:115-128.
• Walsh, Ganfranco, Thorsten Hennig-Thurau, Vincent Wayne-Mitchell, Klaus- Peter Wiedman.2001. “Consumers’ Decision-Making Style As A Basis For Market Segmentation”Journal Of Measurement And Analysis For Marketing. Dec. Vol: 10 No:2 Ss.117-131.
• Wood, Lisa M. (2004), Dimensions Of Brand Purchasing Behaviour: Consumers İn The 18-24 Behaviour. October, Vol:4, No:1, Ss.9-24.
• Age Group, Journal Of Consumer