KADIN TÜKETİCİLERİN ALGILADIKLARI MARKA DENKLİĞİNİ BELİRLEYEN FAKTÖRLER: MARKALI HAZIR GİYİM ÜRÜNLERİ ÜZERİNE BİR ÇALIŞMA

Yıl 2011, Cilt: 12 Sayı: 1, 83 - 95, 01.12.2011

Serap Çabuk Kalender Özcan Atılgan

Öz

Marka denkliği kavramının anlamı, işletmenin farklı disiplinlerinin farklı bakış açılarıyla tartışılmaktadır. Çalışmada, Aaker (1991) tarafından belirlenmiş olan marka denkliği boyutlarından, marka farkındalığı, marka çağrışımı, algılanan kalite ile eşsizlik ihtiyacı değişkenlerinden oluşan modelle kadın tüketicilerin markalı hazır giyim ürünlerine yönelik algıladıkları marka denkliğine etkisi olan faktörler belirlenmiştir. Bu amaçla, Mersin il merkezinde faaliyet gösteren Forum Alışveriş Merkezinde, kolayda örnekleme yoluyla seçilen 400 kadın tüketiciyle yüz yüze görüşme yöntemi kullanılarak anketler uygulanmış ve elde edilen veriler tanımlayıcı istatistikler, korelasyon ve regresyon analizi ile değerlendirilmiştir. Araştırmanın sonucunda, kadın tüketicilerin markalı hazır giyim ürünlerine yönelik algılanan marka denkliğini etkileyen unsurların belirlenmesi ile pazarlama literatürüne ve hazır giyim sektöründe çalışan işletmelere önemli katkılar sağlayacağı düşünülmektedir

Anahtar Kelimeler

Marka Değeri Algısı, Hazır Giyim Ürünleri

FACTORS DETERMINING THE PERCEIVED BRAND EQUITY OF FEMALE CONSUMERS: A STUDY ON READY MADE CLOTHING PRODUCTS

Öz

Meaning of brand equity has been debated by different viewpoints in different disciplines of business. In the study, researh model is constituted of brand awareness, brand associations and perceived quality among brand equity dimensions defined by Aaker (1991) and also need for uniqueness variable. By using the model, factors effective to the perceived brand equity of ready made clothing products by female consumers have been determined. For this purpose, questionnaire have been conducted to 400 female consumers by face to face interviews in Mersin Forum Shopping Center and data obtained were evaluated by using descriptive statistics, corelation and regression analysis. At the end of study, by determining the factors effective for the perceived brand equity of female consumers, it has been thought that significant contributions would be provided to the literature of marketing and businesses in ready made clothing sector

Anahtar Kelimeler

Perceived Brand Equity, Ready Made Clothing Products

Kaynakça

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