Küresel Markalara Yönelik Tutum ve Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Araştırma: Kümeleme Analizi ile Pazar Bölümleme

Öz

Pazarlama alanında yapılan çalışmalar gelişmekte olan pazarlarda tüketicilerin tutum ve davranışlarının şekillenmesinde küresel markaların rolüne dikkat çekmektedirler. Özellikle psikolojik bağlamda küresel markalar tüketicilere bir kimlik, aidiyet ve başarı hissi sunmaktadır. Bu çerçevede tüketiciler genellikle yabancı pazar ve yerel pazar menşeli küresel marka seçimi ile karşı karşıya kalmaktadır. Bu kapsamda ele alınan bu çalışmanın amacı, tüketicilerin küresel spor giyim markalarının ürünlerini satın alma davranışlarını etkileyen değişkenlerin incelenmesidir. Ayrıca incelenen değişkenler bakımından tüketicilerin pazar bölümleme için doğal kümelere ayrılıp ayrılmadıkları da incelenmiştir. Bu kapsamda kolayda ve kartopu örnekleme yöntemleri kullanılarak 314 tüketici üzerinde anket çalışması yapılmıştır. Araştırma sonucunda tüketicilerin küresel marka tutumları üzerinde küresel kimlik, küresel tüketim odaklılık ve materyalizmin etkisinin olduğu; tüketici kozmopolitanizmi ve özgünlük ihtiyacı değişkenlerinin ise anlamlı bir etkisinin olmadığı elde edilen bulgular arasındadır. Ayrıca ilgili değişkenler bakımından tüketicilerin üç farklı kümeye ayrıldığı sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Küresel Tüketim Odaklılık
• Özgünlük İhtiyacı
• Tüketici Kozmopolitanizmi
• Kümeleme Analizi
• Pazar Bölümleme

A Research on Factors Affecting Global Brands’ Attitude and Purchasing Intention: Market Segmentation with Cluster Analysis

Öz

The studies in marketing literature, give attention to the role of global brands affect molding consumers' attitudes and behaviors in emerging markets. Particularly in the psychological context, global brands offer consumers a sense of identity, belonging, and success. In this context, consumers frequently encountered with the choice between foreign global brands and global brands of local market origin. The aim of this study, which considered in this context, is to examine the factors that affect the consumers' buying behavior of global sportswear brands. Also, to determine whether the consumers divided into natural clusters for market segmentation analyzed in terms of the variables examined. In the data collection process, a simple random sample and snowball sampling technique employed for the survey conducted with 314 consumers. The research findings show that global identity, global consumption orientation, and materialism has an effect on consumers' global brand attitude while consumer cosmopolitanism and the need for uniqueness variables have not a statistically significant effect. Besides that, cluster analysis shows that consumers classified into three different clusters in terms of related variables.

Anahtar Kelimeler

• Global Consumption Orientation
• Need for Uniqueness
• Consumer Cosmopolitanism
• Cluster Analysis
• Market Segmentation

Kaynakça

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