Evaluating Consumers' Behavior of Brand Avoidance in Terms of Demographic Variables: Van Province Example

Yıl 2021, Cilt: 6 Sayı: 1, 222 - 232, 29.06.2021

Bulut Dülek

Öz

We think that in market environments where brand-consumer relations gain importance, it is necessary to analyze consumers' brand avoidance tendencies as well as the reasons for brand loyalty. In this study, the brand avoidance behaviors of consumers using GSM operators are discussed in terms of demographic variables. In the study, the dimensions of brand avoidance (experiental avoidance, identity avoidance, moral avoidance, deficit-value avoidance) and the variables of gender, marital status, age, education level and income status were analyzed. The research was carried in the province of Van with 655 GSM operator user participants reached by using the survey method. As a result of the analysis, it was seen that the consumers' brand avoidance behaviors differed according to marital status, education level and income level variables.

Anahtar Kelimeler

Brand, Anti-Consumption Brand, Avoidance

Tüketicilerin Marka Kaçınması Davranışlarının Demografik Değişkenler Açısından Değerlendirilmesi: Van İli Örneği

Öz

Marka tüketici ilişkilerinin önem kazandığı pazar ortamlarında tüketicilerin markaya bağlılık sebeplerinin analiz edilmesi kadar tüketicilerin markadan kaçınma eğilimlerinin de analiz edilmesinin gerekli olduğunu düşünüyoruz. Bu çalışmada GSM operatörü kullanıcısı tüketicilerin marka kaçınma davranışları demografik değişkenler açısından ele alınmıştır. Çalışma da marka kaçınmasının deneyimsel kaçınma, kimlik kaçınması, ahlaki kaçınma ve eksik değer kaçınması boyutlarının tüketicilerin cinsiyet, medeni durum, yaş, eğitim düzeyi ve gelir durumlarına göre farklılık gösterip göstermediği analiz edilmiştir. Araştırma anket yöntemi kullanılarak ulaşılan 655 GSM operatörü kullanıcısı ile Van ilinde yapılmıştır. Yapılan analizler sonucunda tüketicilerin marka kaçınması davranışlarının medeni durum, eğitim düzeyi ve gelir seviyesi değişkenlerine göre farklılaşma gösterdiği görülmüştür.

Anahtar Kelimeler

Marka, Tüketim Karşıtlığı, Marka Kaçınması

Kaynakça

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