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EXPLORING CONSUMERS' PERCEPTIONS OF AUTOMOBILE BRANDS IN TURKEY THROUGH MULTIDIMENSIONAL SCALING

Yıl 2010, Cilt: 1 Sayı: 1, 97 - 107, 01.04.2010

Öz

Bu çalışmanın amacı Türkiye'deki tüketicilerin otomobil markalarına yönelik
tercihlerinin araştırılmasıdır. Tüketicilerin otomobil marka tercihlerini belirlemek için,
tüketicllerin tercih değerlendirmelerini çok boyutlu bir yapılandırma için geometrik
uzaklıklara çeviren Çok Boyutlu Ölçekleme Algoritmalarından ALSCAL ve diğer
tamamlayıcı teknikler olan PREFMAP ve PROFIT uygulanmıştır. Çalışmanın
örneklemini otomobil sahibi olan veya otomobil kullanma şansına sahip olan veya oto
galerilerine giden tüketiciler oluşturmaktadır. Çalışmanın temel sonuçları şu şekildedir:
1) Tüketicilerin otomobil markası tercihlerinde önemli olan iki özellik güvenlik ve
reklam kampanyalarıdır 2) Mercedes bu her iki boyutta da iyi olarak algılanmıştır ve
analiz sonucunda elde edilen ideal nokta da Mercedes markasına işaret etmektedir.

Kaynakça

  • Allyn, B. and V.R. Rao (1972), Applied Multidimensional Scaling: A Comparisonof
  • Approaches and Algoritlıms. New York: Holt, Rinehart, and Winston Cooper, L.G. (1983), "A Review of Multidimensional Scaling in Marketing Research," Applied Psychological Measurement, 7 (4), 427-50.
  • Carroll, J. D. and Paul E. Green (1997), "Psychometric Methods in Marketing Research: Part 11, Multidimensional Scaling," Journal of Marketing Research, 34 (May), 193-204.
  • Chang, II and Carroll, lD. (1989a), "How to Use PREFMAP - A Program that Relates Preference Data to Multidimensional Scaling Solutions," in P.E. Green, F.J. Carmone, and S.M. Smith (eds.), Multidimensional Scaling: Concepts and Applications: 303-317. Newton, MA: Allyn and Bacon.
  • Chang, lJ (1989b), "How to Use PROFIT - A Computer Program for Property Fitting by Optimizing Nonlinear or Linear Correlation," in P.E. Green, F.l Carmone, and S.M. Smith (eds.), Multidimensional Scaling: Concepts and Applications: 318-331. Newton, MA: Allyn and Bacon.
  • Green, P. E. (1975), "Marketing Applications of MDS: Assessment and Outlook, " Journal of Marketing, 39 (January), 24-31
  • Green, FJ. Carmone Jr., and S.M. Smith (1989), Multidimensional Scaling: Concepts and Applications. Boston: j
  • Kruskal, J.B. (1964a), "Multidimensional Scaling for Optimizing a Goodness of Fit Metric to a Nonmetric Hypothesis," Psychometrika, 29: 1-27.
  • K.ruskal, LB. (l964b), "Xonmetric Multidimensional Scaling: A :'\umerical Method," Psychometrika, 29:115-129.
  • K.ruskal, lB., and Carroll , J.D. (1969), "Geornetrical Models and Badness-of-Fit Functions," in P.R. Krishnaiah (ed.), Multivariate Analysis, 2: 639-671. "\"ew York: Academic Press.
  • Lattin, lM., Carroll , J.D., and Green, P.E. (2003), Analyzing Multivariate Data. Pacific Grove: Brooks/Cole.
  • Wind, Y. (1982), Product Policy: Concepts, Methods, and Strategy. Reading, MA: Addison Wesley.
  • Young, F.W. and Harris, D.F. (1990), "Multidimensional Scaling: Procedure ALSCAL," in Ll.Norusis (ed.), SPSS Base System User's Guide: 396-461. Chicago, IL: SPSS Ine. Reprinted in J.J. Norusis (ed.), SPSS Professional Statistics, (1994): 155-222. Chicago, IL: SPSS Ine.

EXPLORING CONSUMERS' PERCEPTIONS OF AUTOMOBILE BRANDS IN TURKEY THROUGH MULTIDIMENSIONAL SCALING

Yıl 2010, Cilt: 1 Sayı: 1, 97 - 107, 01.04.2010

Öz

The purpose of this study is to investigate the consumers' preferences towards various
automobile brands in Turkey. Multidimensional Scaling (MDS) algorithm known as
ALSCAL and a number of other complementary techniques (PREFMAP and PROFITj
is performed to transform consumers' preference evaluations into geometric distance for
a multidimensional configuration for studying the subjects' perception of automobile
brands. Subjects are sampled from consumers who use or have an opportunity to use
cars, and who goes to car galleries. The main results of this studyare summarized as
follows: (1) safety and advertising campaigns are the two important attributes in
consumers' auto brand preferences (2) Mercedes perceivedfavorably in both dimensions
and the ideal point is directed at the location of Mercedes. 

Kaynakça

  • Allyn, B. and V.R. Rao (1972), Applied Multidimensional Scaling: A Comparisonof
  • Approaches and Algoritlıms. New York: Holt, Rinehart, and Winston Cooper, L.G. (1983), "A Review of Multidimensional Scaling in Marketing Research," Applied Psychological Measurement, 7 (4), 427-50.
  • Carroll, J. D. and Paul E. Green (1997), "Psychometric Methods in Marketing Research: Part 11, Multidimensional Scaling," Journal of Marketing Research, 34 (May), 193-204.
  • Chang, II and Carroll, lD. (1989a), "How to Use PREFMAP - A Program that Relates Preference Data to Multidimensional Scaling Solutions," in P.E. Green, F.J. Carmone, and S.M. Smith (eds.), Multidimensional Scaling: Concepts and Applications: 303-317. Newton, MA: Allyn and Bacon.
  • Chang, lJ (1989b), "How to Use PROFIT - A Computer Program for Property Fitting by Optimizing Nonlinear or Linear Correlation," in P.E. Green, F.l Carmone, and S.M. Smith (eds.), Multidimensional Scaling: Concepts and Applications: 318-331. Newton, MA: Allyn and Bacon.
  • Green, P. E. (1975), "Marketing Applications of MDS: Assessment and Outlook, " Journal of Marketing, 39 (January), 24-31
  • Green, FJ. Carmone Jr., and S.M. Smith (1989), Multidimensional Scaling: Concepts and Applications. Boston: j
  • Kruskal, J.B. (1964a), "Multidimensional Scaling for Optimizing a Goodness of Fit Metric to a Nonmetric Hypothesis," Psychometrika, 29: 1-27.
  • K.ruskal, LB. (l964b), "Xonmetric Multidimensional Scaling: A :'\umerical Method," Psychometrika, 29:115-129.
  • K.ruskal, lB., and Carroll , J.D. (1969), "Geornetrical Models and Badness-of-Fit Functions," in P.R. Krishnaiah (ed.), Multivariate Analysis, 2: 639-671. "\"ew York: Academic Press.
  • Lattin, lM., Carroll , J.D., and Green, P.E. (2003), Analyzing Multivariate Data. Pacific Grove: Brooks/Cole.
  • Wind, Y. (1982), Product Policy: Concepts, Methods, and Strategy. Reading, MA: Addison Wesley.
  • Young, F.W. and Harris, D.F. (1990), "Multidimensional Scaling: Procedure ALSCAL," in Ll.Norusis (ed.), SPSS Base System User's Guide: 396-461. Chicago, IL: SPSS Ine. Reprinted in J.J. Norusis (ed.), SPSS Professional Statistics, (1994): 155-222. Chicago, IL: SPSS Ine.
Toplam 13 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Araştırma
Yazarlar

Meltem Öztürk Bu kişi benim

Selin Küçükkancabaş Bu kişi benim

Ayşe Akyol Bu kişi benim

Yayımlanma Tarihi 1 Nisan 2010
Yayımlandığı Sayı Yıl 2010 Cilt: 1 Sayı: 1

Kaynak Göster

APA Öztürk, M., Küçükkancabaş, S., & Akyol, A. . (2010). EXPLORING CONSUMERS’ PERCEPTIONS OF AUTOMOBILE BRANDS IN TURKEY THROUGH MULTIDIMENSIONAL SCALING. LAÜ Sosyal Bilimler Dergisi, 1(1), 97-107.

Lefke Avrupa Üniversitesi (LAÜ) Sosyal Bilimler Dergisi haziran ve aralık aylarında olmak üzere yılda iki defa yayınlanan iki hakemli bir dergidir. Derginin yelpazesi toplum bilimlerinin tüm disiplinlerini ve dallarını kapsamaktadır. LAÜ Sosyal Bilimler Dergisi yalnızca Türkçe ve İngilizce makaleleri kabul etmektedir.  http://euljss.eul.edu.tr/euljss/