Markalı Ürünleri Kullananları Kullanmayanlardan Ayıran Faktörler

Yıl 2008, Cilt: 1 Sayı: 25, 71 - 89, 01.12.2008

Hüseyin Sabri Kurtuldu

Öz

Bu çalışmanın hedefi, markalı ürünleri tercih edenleri tercih etmeyenlerden ayırmak
ve marka tercihinde önemli olan faktörleri belirleyip, deneklerin demografik vb. özelliklerinin
bu faktörlere olan etkilerini ortaya koymaktır. 500 öğrenci ile yapılan anket sonucunda,
marka tercihine etki eden faktörler fiziksel ve duygusal faktörler olarak iki grupta
toplanmışlar, korelasyon analizi bünyesinde ise, anılan faktörlerle deneklerin özellikleri
arasında ilişki kurulmuştur. Lojistik model analizi sonucunda ise markaya verilen önem, sadece fiziksel özellikler bazında etkin bir biçimde ortaya çıkmaktadır.

Anahtar Kelimeler

Marka, demografik özellikler, marka tercihine etki eden faktörler

FACTORS WHICH SEPERATE THOSE PREFER BRAND NAME PRODUCTS FROM THE PEOPLE WHO PREFER NO NAME PRODUCTS

Öz

The aim of this study is to seperate people who prefer brand name from the people who prefer no name products and to determine the factors such as people s demographic characteristics affecting the people s choices on the brand name product. In a questionary survey applied on the 500 students, two group factors, physical and emotional are being examined. Additionally, the relations between these factors and people s characteristics are being examined by correlation analyses Finally, only in the physical factors, importance of brand name occurs effectively by logistic model

Anahtar Kelimeler

Brand, demographic characteristics, factors affecting the people s choices on the brand name

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