MARKA ADININ TÜKETİCİLERİN MARKA TERCİHİNE ETKİSİ: TÜRKÇE VE İNGİLİZCE ADLARIN KARŞILAŞTIRILMASI

Yıl 2020, , 1029 - 1042, 31.12.2020

Tamer Baran

https://doi.org/10.17130/ijmeb.853619

Cited By: 1

Öz

Bu çalışmanın amacı, çocuklu kadın tüketicilerin marka tercihinde marka adının etkisini
araştırmaktır. Veriler, kolayda örneklemeden faydalanılarak, 498 çocuklu kadından yüz yüze anket
aracılığıyla elde edilmiştir. Çalışmanın kapsamına dâhil edilen markalar, çocuklu kadınların ilgilenim
düzeylerinin yüksek olduğu sabun, bebek bezi ve elektrikli ev aletleri kategorilerinden seçilmiştir. Bu
bağlamda, Türkiye’de yerli adla faaliyet gösteren yabancı menşeli 3 marka ve İngilizce adla faaliyet
gösteren Türkiye menşeli 8 marka olmak üzere toplam 11 marka belirlenmiştir. Analiz yöntemi olarak
Lojistik Regresyon yöntemi kullanılmıştır. Elde edilen bulgular, genel olarak çocuklu kadınların marka
menşei bilgilerinin düşük olduğunu göstermektedir. Bununla birlikte çalışmada, her ne kadar kendilerini
etnosentrik olarak ifade etmiş olsalar da kadınların yabancı menşeli markaları daha fazla tercih etme
eğiliminde oldukları bulunmuştur.

Anahtar Kelimeler

Marka Adı, Marka Menşei, Algılanan Kalite, Etnosentrik Eğilim, Marka Tercihi

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