GÖZLENEMEYEN SINIF ANALİZİ KULLANILARAK MÜŞTERİ GİYİM TERCİHLERİNİN BELİRLENMESİ: KOTON MARKASI İÇİN BİR UYGULAMA

Yıl 2019, , 542 - 560, 01.04.2019

Merve Doğruel Anuşlu Çiğdem Arıcıgil Çilan

https://doi.org/10.17130/ijmeb.2019252110

Öz

In the Fast Fashion sector, identifying the fashion orientation and lifestyle of their customers provides an enterprise the understanding of the needs and desires of their customers alongside helping the implementation of appropriate marketing strategies and achieving upper hand in the competition. In this study, it is aimed to classify their preferences regarding the fashion orientation and lifestyle of their female customers to develop marketing strategies for KOTON, a fast fashion company operating in Turkey as well as globally. For this purpose, Latent Class Analysis was applied as an analytical method and appropriate marketing strategies were suggested for each class

Anahtar Kelimeler

Latent Class Analysis, Customer Segmentation, Fast Fashion, Fashion Orientation, Lifestyle

DETERMINATION OF CUSTOMER APPAREL PREFERENCES BY USING LATENT CLASS ANALYSIS: AN APPLICATION FOR KOTON BRAND

Öz

Hızlı moda sektöründe işletmenin müşterilerinin moda yönelimlerini ve yaşam tarzlarını belirlemesi; müşterilerinin ihtiyaç ve isteklerini anlamasını sağlamakla birlikte, uygun pazarlama faaliyetleri uygulamasında ve markasının rekabet üstünlüğü sağlamasında yardımcı olmaktadır. Bu çalışmada Türkiye ve dünyada faaliyet gösteren hızlı moda şirketi olan KOTON’un kadın müşterilerinin moda yönelimi ve yaşam tarzına göre tercihlerini sınıflandırarak, oluşan sınıflara uygun pazarlama stratejileri geliştirilmesi hedeflenmektedir. Bu amaçla Gözlenemeyen Sınıf Analizi, analiz yöntemi olarak uygulanmış ve her bir sınıf için uygun pazarlama stratejileri önerilmiştir.

Anahtar Kelimeler

Gözlenemeyen Sınıf Analizi, Müşteri Bölümlendirme, Hızlı Moda, Moda Yönelimi, Yaşam Tarzı

Kaynakça

• Arıcıgil, Ç., Çiğdem. (2014). Latent class analysis for measuring Turkish people’s future expectations for Turkey. Journal of Applied Statistics, 41, 519-529.
• Bartholomew, D., Knott, M., & Moustaki, I. (2011). Latent variable models and factor analysis: A unified approach. 3th editon. West Sussex: John Wiley&Sons, Ltd.
• Byun, S-E., & Sternquist, B. (2008). The antecedents of in-store hoarding: Measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18(2), 133-147.
• Cassill, N. L., & Drake, M. F. (1987). Apparel selection criteria related to female consumers’ lifestyle. Clothing & Textiles Research Journal, 6(1), 20-28.
• Collins, L. M., & Lanza, S. T. (2010). Latent class and latent transition analysis: With applications in the social, behavioral, and health sciences. Hoboken, New Jersey: Wiley&Sons, Inc.
• Darley, W. K., & Johnson, D. M. (1993). Effects of female adolescent locus of control on shopping behavior, fashion orientation and information search. International Review of Retail, Distribution and Consumer Research, 3(2), 149-165.
• Gam, H. J. (2011). Are fashion-conscious consumers more likely to adopt eco-friendly clothing? Journal of Fashion Marketing and Management, 15(2), 178-193.
• Goodman, L. A. (1974). Exploratory latent structure analysis using identifiable and unidentifiable models. Biometrika, 61(2), 215-231.
• Gutman, J., & Mills, M. K. (1982). Fashion style, self-concept, shopping orientation, and store patronage: An integrative analysis. Journal of Retailing, 64-89.
• Hagenaars, J. A. (1993). Loglinear models with latent variables series: Quantitative applications in the social sciences. USA: Sage Publications.
• Hamşıoğlu, A. B. (Summer 2013). Fast food ürünleri satın alan tüketicilerin yaşam tarzlarını belirlemeye yönelik bir uygulama. International Journal of Economic and Administrative Studies, 11, 17-34.
• Hawkins, D. I., Mothersbaugh, D. L., & Mookerjee, A. (2010). Consumer behavior: Building marketing strategy. 11th edition. New Delhi: Tata McGraw Hill Education Private Limited.
• Harp, S. S., Hlavaty, V., & Horridge, P. E. (2000). South Korean female apparel market segments based on store attributes. Journal of Retailing and Consumer Services, 7, 161-170.
• Hoyer, W. D., & MacInnis, D. J. (2009). Consumer behavior. 5th edition. Belmond: Cengage Learning.
• Jina, P. (2010). Consumption behavior and fashion orientation for luxury brands of Japanese and Korean consumers. Journal of Fashion Business, 14(3), 20-34.
• Jones, S. J. (2009). Moda tasarımı. (Çev. H. Kılıç). İstanbul: Güncel Yayıncılık.
• Kankaraš, M. (2010). Essays on measurement equivalence in cross-cultural survey research: A latent class approach (Doctoral dissertation). Retrieved from Tilburg University Research Portal.
• Magidson, J., & Vermunt, J. K. (2004). Latent class model. In D. Kaplan (Ed.), The sage handbook of quantitative methodology for the social sciences (pp. 175-198). USA: Sage Publications.
• McCutcheon, A. (1987). Latent class analysis. USA: Sage Publications, Inc.
• McCutcheon, A., & Colins, M. (1998). Categorical data analysis: Log-linear and latent class models. In E. Scarbrough & E. Tanenbaum (Eds). Research strategies in the social sciences: A guide to new approaches (pp. 71-95). US: Oxford University Press.
• McCutheon, A. (2002). Basic concept and procedures in single- and multiple-group latent class analysis. In J. A. Hagenaars & A. Mccutcheon (Eds.). Applied latent class analysis (55-85). US: Cambridge University Press.
• Neves, B. B., & Fonseca, J. R.S. (2015). Latent class models in action: Bridging social capital & internet usage. Social Science Research, 50, 15-30.
• Odabaşı, Y., & Barış, G. (2003). Tüketici davranışı. 3rd edition. İstanbul: Media Cat.
• Park, H., & Burns, L. D. (2005). Fashion orientation, credit card, and compulsive buying. Journal of Consumer Marketing, 22(3), 131-141.
• Preez, R. D. (2003). Apparel shopping behaviour – part 1: Towards the development of a conceptual theoretical model. SA Journal of Industrial Psychology, 29(3), 11-14.
• Preez, R D., & Visser, E. (2003). Apparel shopping behaviour – part 2: Conceptual theoretical model, market, segmets, profiles and implications. SA Journal of Industrial Psychology, 29(3), 15-20.
• Preez, R. D., Visser, E., & Zietsman, L. (2007). Profiling male apparel consumers: Lifestyle, shopping orientation, patronage behaviour and shopping mall behaviour, Management Dynamics, 16(1), 2-19.
• Shim, S., & Kotsiopulos, A. (1993). A typology of apparel shopping orientation segments among female consumers. Clothing and Textiles Research Journal, 12(73), 73-85.
• Tungate, M. (2006). Modada marka olmak: Armani’den Zara’ya moda devlerinin marka oluşturma tarzları. (Trans. G. Günay). İstanbul: Rota Yayınları.
• Vermunt, J. K. (1996). Log-linear models for event histories. USA: Sage Publications.
• Yeşiloğlu, H. (2013). Yaşam tarzının müşteri sadakati ve tüketicilerin satın alma davranışları üzerine etkileri: Organik gıda ürünlerini kullanan tüketiciler üzerinde bir uygulama. (Master dissertation). Retrieved from Council of Higher Education (327465).
• Walker, J., & Almond, P. (2010). Interpreting statistical findings: A guide for health professionals and student. England: Open University Press.
• Watson, L. (2007). Modaya yön verenler. (Çev. G. Ayas) İstanbul: Güncel Yayıncılık.
• Wu, S. I. (2013). The relationship between consumer characteristics and attitude toward online shopping. Marketing Intelligence & Planning, 21(1), 37-44.
• Zarley, M. (2010). An exploratory investigation of the decision processes and psychographic characteristics of fast versus slow fashion consumers (Master dissertation). Retrieved from Colorado State University.
• Zietsman, L. (2006). Profiling male apparel consumers: Demographic characteristics, lifestyle, shopping orientation, patronage behaviour and shopping mall behaviour (Master dissertation). Retrieved from SUNScholar Research Repository.