Üniversite Öğrencilerinin Hazır Giyim Satınalma Kararlarında Reklamlara Yönelik Tutumları Ve Marka Tercihleri

Yıl 2018, Cilt: 9 Sayı: 24, 147 - 176, 31.12.2018

İbrahim Durmuş Fetullah Battal

Öz

Günümüzde
tüketicilerin hazır giyim ürünlerinde hangi reklam aracından etkilendikleri ve
hangi markaları tercih ettiklerinin belirlenmesi pazarlama açısından büyük önem
arz etmektedir. Bu açıdan çalışma 2018 yılında Gümüşhane Üniversitesi ve
Bayburt Üniversitesinde eğitim gören lisans ve önlisans öğrencisi toplam 612 tüketiciye
yüzyüze anket yöntemi uygulanarak gerçekleştirilmiştir. Çalışmada daha önce
yapılan çalışmalardan farklı olarak üniversite öğrencilerinin 11 farklı marka
için (Mavi Jeans, Kinetix, Adidas, Nike, DeFacto, Lcw, Levi’s, Lacoste, Puma,
Loft, Koton) 7 farklı reklam aracından (TV, İnternet, Gazete, Dergi, Radyo,
Afiş Reklamları ve Çevremdeki Kişiler) hangilerini tercih ettiklerini,
tüketicilerin reklamlara yönelik tutumları (TM) ile marka bilinirliği (MB),
marka sadakati (MS), marka odaklılığı (MO) ve marka güvenilirliğinin (MG)
satınalma kararları (SK) üzerindeki etkileri yorumlanmaya çalışılmıştır. Çalışmada
gerçekleştirilen Yapısal Eşitlik Modeli’nin sonuçları değerlendirildiğinde
bütün hipotezler kabul edilmiştir. 

Anahtar Kelimeler

Reklama Yönelik Tutum, Marka Sadakati, Marka Odaklılığı, Marka Güvenilirliği, Satınalma Kararı, Marka Bilinirliği

University Students Purchases Attitude Toward Advertising and Brand Preferences

Öz

Nowadays,
it is important to determine which advertising media are affected by consumers
and which brands they prefer in terms of marketing. In this respect, atotal of
612 students studying in Gumushane University and Bayburt University in 2018
were interviewed by using face-to-face survey method.  Unlike previous studies in the study, 11
different brands of university students  (Blue Jeans, Kinetix, Adidas, Nike, DeFacto,
Lcw, Levi’s, Lacoste, Puma, Loft, Koton) from 7 different advertising tool (TV,
Internet, Newspaper, Magazine, Radio, Banner Ads and People in the Circle) the
effects of  consumers attitudes toward
advertisements (TM) brand awareness (MB), brand loyalty (MS), brand orientation
(MO) and brand trust (MG) the effects on procurement decisions (SK) have been
tried to be interpreted. When the result of the Sructural Equation Model were
evaluated all hypotheses were accepted. 

Anahtar Kelimeler

Attitudes Towards Advertising, Brand Awareness, Brand Loyalty, Brand Focus, Brand Trust, Purchase Decision

Kaynakça

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