4.TÜKETİCİLERİN KÜRESEL MARKA ALGISI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ

Öz

Tüketiciler, günümüzde işletmelerin pazarlama faaliyetlerine yön veren en önemli aktördür. Tüketicilerin beklentilerinin karşılanması bu nedenle önemlidir. Tüketicilerin tüketim davranışlarının analiz edilmesi ve bu davranışları etkileyen faktörlerin neler olduğu ayrıntılı olarak tespit edilmelidir. Küreselleşme ile değişmeye başlayan tüketim alışkanlıkları bunu zorunlu hale getirmiştir. Özellikle küresel markalar farklı ülkelerdeki tüketim alışkanlıklarını iyi tespit etmeli ve doğru bir pazarlama stratejisi geliştirmelidir. Bunun sağlanabilmesi için tüketicilerin satın alma karar sürecinde etkili olabilecek unsurların tespit edilmesi anahtar rol oynamaktadır. Bunun nedenle bu araştırma ile tüketicilerin küresel marka satın alma niyeti üzerinde küreselleşme, küresel tüketici odaklılık, kimlik, küresel marka tutumu, algılanan küresel marka değeri ve markanın küresellik algısı faktörlerinin etkisi ölçümlenmeye çalışılmıştır.

Anahtar Kelimeler

• anahtar rol oynamaktadır. Bunun nedenle bu araştırma ile tüketicilerin küresel marka satın alma niyeti üzerinde küreselleşme, küresel tüketici odaklılık, kimlik, küresel marka tutumu, algılanan küresel marka değeri ve markanın küresell

GLOBAL BRAND PERCEPTION OF CONSUMERS AND THEIR IMPACT ON PURCHASING DECISIONS

Öz

Consumers are the most important actors that dominate the marketing activities of business today. Therefore, it is very important to meet the expectations of consumers. The consumption behaviours of the consumers should be analysed and the factors that influence these behaviours should be determined in detail. This is a necessity brought forward by the consumption habits that change due to the effects of globalisation. In this sense, especially global brands should determine the consumption habits in different countries and develop appropriate marketing strategies. In order to achieve this, it is imperative to identify the factors that might influence the purchase decision process of consumers. Therefore, in this study we have investigated the impact of globalization, global consumer orientation, identity, global brand attitudes, perceived global brand value and the brand’s perception of globalisation on consumers’ decisions to purchase global brands

Anahtar Kelimeler

• Globalization,Global Brand,Purchase Intention

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