A Research on Brand Preferences and Brand Personality Development of Consumers' Demographic Characteristics: A Case Study of the Real Estate Industry

Yıl 2022, Cilt: 6 Sayı: 2, 499 - 527, 28.05.2022

Bülent Özsaçmacı Tolga Dursun

https://doi.org/10.25295/fsecon.1075709

Öz

Since the concept of brand personality began to be the subject of research in the marketing literature, the personality traits attributed to the brand in many categories have been the subject of various comparisons. It is a result obtained from the research that a consumer will prefer the one that has identified with his/her personality while choosing the product or service he/she wants to purchase. This fact increases the importance of the concept of "brand personality" in the marketing process. In this study, it was investigated which of the brand personality traits of five corporate real estate consultancy companies are prioritized by consumers. A survey was conducted within the scope of the research and according to the findings obtained as a result of the survey, there was no significant relationship with the corporate companies preferred by the participants, depending on gender and age factors; on the other hand, it has been understood that there is a significant relationship with the occupation, educational status, and income levels. In addition, according to the subjects, it was also revealed which of the brand personality dimensions of the relevant companies matched.

Anahtar Kelimeler

Brand Personality, Brand Preferences, Real Estate Industry, Service Industry

Tüketicilerin Demografik Özelliklerinin Marka Tercihleri ve Marka Kişiliği Oluşumu Üzerine Bir Araştırma: Emlak Sektörü Örneği

Öz

Pazarlama literatüründe marka kişiliği kavramı araştırmalara konu olmaya başladığı dönemden bu yana pek çok kategoride yer alan markaya yüklenen kişilik özellikleri çeşitli karşılaştırmalara konu olmuştur. Bir tüketicinin almak istediği ürünü veya hizmeti seçerken, kendi kimliği ile özleştirmiş olanı tercih edeceği yapılan araştırmalarda ortaya çıkan bir gerçektir. Bu gerçek, pazarlama sürecinde "marka kişiliği" kavramının önemini bir kat daha artırmaktadır. Bu çalışmada, hizmet sektöründe yer alan beş kurumsal gayrimenkul danışmanlık şirketinin sahip oldukları marka kişilik özelliklerinden hangilerinin tüketiciler tarafından ön planda tutulduğu araştırılmıştır. Bu araştırmanın uygulama kısmında bir anket çalışması düzenlenmiş ve anket sonucunda elde edilen bulgulara göre, katılımcıların tercih ettikleri kurumsal firmalarla cinsiyete ve yaşa bağlı olarak anlamlı bir ilişkiye rastlanmazken; meslek, eğitim durumu ve gelir düzeyleri ile anlamlı bir ilişkiye sahip olduğu anlaşılmıştır. Ayrıca araştırma kapsamında ilgili firmaların marka kişiliği boyutlarından hangileriyle eşleştiği de ortaya konmuştur.

Anahtar Kelimeler

Marka Kişiliği, Marka Tercihi, Emlak Sektörü, Hizmet Sektörü

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