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Beden Eğitimi ve Spor Yüksekokulu Öğrencilerinin Marka Tercihlerinin İncelenmesi

Yıl 2013, Cilt: 2013 Sayı: 2, 37 - 46, 01.06.2013

Öz

This study carried out to determine the factors that effect brand and brand management of High School of Physical Education students at Ondukuzmayıs University. In this study the role of brand preferences and students issues that they explore related with demographic characteristics are investigated.The importance of income level, gender and different department students related with reasons that affect brand preferencesis is aimed. As a result of this study producers taking into account the preferences of students marketing their product. The variables were presented as the mean ±standard deviation and median and interquartile range (IQR, Q1 to Q3). Categorical variables were compared by Chi-Square test. The categorical variables were presented as as a percentage and frequency (PASW ver.19, SPSS inc. Chicago, IL)

Kaynakça

  • Albayrak. M and Aslan Z. (2009). A comparative study of consumer preferences for manufacturer private labelled food products. African Journal of Business Management.3 (11): 764–772. or
  • Apaolaza-Ibanez,V., Hartmann P., Diehl S. and Terlutter, R. (1988).Women satisfaction with cosmetic rands: The role of dissatisfaction and hedonic brand benefits. African Journal of Business Management. 5(3):792–802.
  • Beneke J. (2010). Consumer perceptions of private label brands within the retail grocery sector of South Africa. African Journal of Business Management. 4(2): 203-220.
  • Bettman J.R and Park C.W. (1980). “Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: a protocol analysis”, Journal of Consumer Research,(7):234–48.
  • Blythe J. (2001).Pazarlama Ilkeleri.(Edit: Yavuz Odabası). Istanbul: Bilim Teknik Pres. s.139
  • Chaudhuri A and Holbrook M. (2001). The Chain effects from brand Trust and brand effect to performance: The role of brand loyalty, J.Mark. 65 (2): 81–93. brand
  • Chimboza D and Mutandwa E. (2007). Measuring the determinants of brand preference in a dairy product market. African Journal of Business Management.1 (9): 230–237.
  • Çifci S and Cop R. (2007). Marka ve Marka Yonetimi Kavramları: Universite OgrencilerininKot Pantolon Arastırma. Finans, Politik & Ekonomik Yorumlar. 44 (512): 70
  • Çakır M., Cakır F., Usta G. (2010). Universite Ogrencilerinin Faktörlerin Belirlenmesi. Organizasyon ve Yonetim Bilimleri Dergisi. 2 (2):88. Tercihlerini Etkileyen
  • Ding J.F., Lee K.L and Lin SC (2011).An empirical study on assessing brand equity for global shipping carrier-based logistics service providers African Journal of BusinessManagement.5(16):6756–6763
  • Han S.L and Sung H.S. (2008). Industrial brand value and relationship performance in business markets – A general structural equation model. Ind. Mark. Manage., ss. 807-818.
  • Islamoglu A.H. (1996). Pazarlama Yonetimi ve Uygulamaları. Kocaeli.
  • Keller K.L. (2003).Building, Measuring and Managing Brand Equity. Strategic Brand Management. New Jersey: Prentice Hall, s.2.
  • Kordnaeij A. Mohtadi M. Jandaghi G. and Mughari A.M. (2011). Analysis and investigation of the role of brand in keeping and increasing purchase portfolio of customers of air freshener industries in Pars Rayehe Saz Company in Iran. African Journal of Business Management.5(23): 10007–0013.
  • Kotler P and Gary A. (2004). Principles of Marketing. New Jersey: Pearson-Prentice Hall Education International.
  • Kurtuldu H.S. ( 2008). Markalı Urunler Kullananları Kullanmayanlardan Ayıran Faktorler.Sosyal Bilimler Enstitusu Dergisi. 25 /2: 71–88
  • Lin YT, Chen S.C. and Hung C.S. (2011).The impacts of brand equity, brand attachment, product involvement and repurchase intention on bicycle users . African Journal of Business Management. 5(14):5910–5919.
  • Nadi M.A. and Ghahremani N. (2011). Brand value and relationship performance in business markets: Across cultural glance of business services. African Journal of Business Management. 5(22):9322–9333.
  • Nijssen E.J. (1999). Success factors of line extensions of fast-moving consumer goods. Euro. J. Mark. 33 (5/6): 450–469.
  • Olson J.C. (1972), “Cue utilization in the quality perception process: a cognitive model and a empirical test”,unpublished doctoral dissertation, Purdue University, West Lafayette, inc. n
  • Olson J.C. and Jacoby J. (1973), “Cue utilization in the quality perception process: a cognitive empirical test”, in Venkatesan, M. (Ed.), Proceedings of the Third Annual Conference of the Association for Consumer Research, ss. 167–79. and
  • Onojaefe D and Bytheway A (2010). Brand management in a transforming economy: An examination of the South African petroleum industry. African Journal of Marketing Management . 2(1): 001– 009.
  • Perry, A. and David W. (2003). Markanın DNA’sı. (Edit: Zeynep Yılmaz). Istanbul: MediaCat Press, s.12.
  • Purwar P.C. (1982). “The role of price cue in product quality perception: a comprehensive model and an empirical investigation”, Doctoral dissertation, State University of New York, Buffalo, NY.
  • Sadeghi, T., Tabrizi K. G and Noroozi A. The effective factors related with feelings, brand perception and purchase decision under a model. African Journal of Business Management Vol. 5(30), pp. 12025-12030
  • Stanton W.J. (1975).Fundemantals of Marketing. New York: McGraw-Hill Book Company, s.214
  • Wen-Hung Wang S. and Tang H.H. (2011). A study of brand attributes: Cross-industries and Implications. African Journal of Business Management.5(22): 9568– 9578.
  • Wonglorsaichon P and Sathainrapabayut P (2008). Brand Perception and Brand Equity of Baby Accessory Products in Working Moms‘ Perspective. Int. Rev. Bus. Res. ss. 4.385-395.
  • Wu, C.C. (2011). The impact of hospital brand image on service quality, patient satisfaction and loyalty. African Journal of Business Management.5 (12): 4873- 4882.
  • Zengin B and Ildeniz H (2005). “Turizm Sektöründe Marka ve İmaj Olusturmanın Müşteri Talebine Etkileri,”Pazarlama Dünyası Dergisi, Volume: September- October, s.38.

Beden Eğitimi ve Spor Yüksekokulu Öğrencilerinin Marka Tercihlerinin İncelenmesi

Yıl 2013, Cilt: 2013 Sayı: 2, 37 - 46, 01.06.2013

Öz

Bu çalışma Ondokuzmayıs Üniversitesi, Beden Eğitimi ve Spor Yüksekokulu bölümü öğrencileri üzerinde marka ve marka yönetimini etkileyen faktörlerinin belirlenmesi amacı ile yapılmıştır. Bu çalışmada öğrencilerin demografik özelliklerinin marka tercihindeki rolü ve marka tercihinde öğrencilerin, önem verdikleri hususlar araştırılmaya çalışılmıştır. Öğrencilerin gelir düzeyleri, cinsiyet ve farklı bölümlerin marka tercihindeki önemi ve ayrıca marka tercihini etkileyen nedenlerin bilinmesi amaçlanmıştır. Bu çalışmanın sonucunda üreticiler satışlarında marka tercihlerini belirleyen hususları dikkate alarak pazarlama yapmalarının önemi anlaşılmıştır. Bu amaçla Ondokuzmayıs Üniversitesi Beden Eğitimi ve Spor Yüksekokulu öğrencilerine demografik ve bilgi amaçlı 17 sorudan oluşan Likert ölçeğine göre hazırlanmış anket uygulanmıştır. Çalışmada SPSS 19 paket programı kullanılarak yüzde ve frekans dağılımları alınmış, ayrıca ki-kare testi uygulanmıştır

Kaynakça

  • Albayrak. M and Aslan Z. (2009). A comparative study of consumer preferences for manufacturer private labelled food products. African Journal of Business Management.3 (11): 764–772. or
  • Apaolaza-Ibanez,V., Hartmann P., Diehl S. and Terlutter, R. (1988).Women satisfaction with cosmetic rands: The role of dissatisfaction and hedonic brand benefits. African Journal of Business Management. 5(3):792–802.
  • Beneke J. (2010). Consumer perceptions of private label brands within the retail grocery sector of South Africa. African Journal of Business Management. 4(2): 203-220.
  • Bettman J.R and Park C.W. (1980). “Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: a protocol analysis”, Journal of Consumer Research,(7):234–48.
  • Blythe J. (2001).Pazarlama Ilkeleri.(Edit: Yavuz Odabası). Istanbul: Bilim Teknik Pres. s.139
  • Chaudhuri A and Holbrook M. (2001). The Chain effects from brand Trust and brand effect to performance: The role of brand loyalty, J.Mark. 65 (2): 81–93. brand
  • Chimboza D and Mutandwa E. (2007). Measuring the determinants of brand preference in a dairy product market. African Journal of Business Management.1 (9): 230–237.
  • Çifci S and Cop R. (2007). Marka ve Marka Yonetimi Kavramları: Universite OgrencilerininKot Pantolon Arastırma. Finans, Politik & Ekonomik Yorumlar. 44 (512): 70
  • Çakır M., Cakır F., Usta G. (2010). Universite Ogrencilerinin Faktörlerin Belirlenmesi. Organizasyon ve Yonetim Bilimleri Dergisi. 2 (2):88. Tercihlerini Etkileyen
  • Ding J.F., Lee K.L and Lin SC (2011).An empirical study on assessing brand equity for global shipping carrier-based logistics service providers African Journal of BusinessManagement.5(16):6756–6763
  • Han S.L and Sung H.S. (2008). Industrial brand value and relationship performance in business markets – A general structural equation model. Ind. Mark. Manage., ss. 807-818.
  • Islamoglu A.H. (1996). Pazarlama Yonetimi ve Uygulamaları. Kocaeli.
  • Keller K.L. (2003).Building, Measuring and Managing Brand Equity. Strategic Brand Management. New Jersey: Prentice Hall, s.2.
  • Kordnaeij A. Mohtadi M. Jandaghi G. and Mughari A.M. (2011). Analysis and investigation of the role of brand in keeping and increasing purchase portfolio of customers of air freshener industries in Pars Rayehe Saz Company in Iran. African Journal of Business Management.5(23): 10007–0013.
  • Kotler P and Gary A. (2004). Principles of Marketing. New Jersey: Pearson-Prentice Hall Education International.
  • Kurtuldu H.S. ( 2008). Markalı Urunler Kullananları Kullanmayanlardan Ayıran Faktorler.Sosyal Bilimler Enstitusu Dergisi. 25 /2: 71–88
  • Lin YT, Chen S.C. and Hung C.S. (2011).The impacts of brand equity, brand attachment, product involvement and repurchase intention on bicycle users . African Journal of Business Management. 5(14):5910–5919.
  • Nadi M.A. and Ghahremani N. (2011). Brand value and relationship performance in business markets: Across cultural glance of business services. African Journal of Business Management. 5(22):9322–9333.
  • Nijssen E.J. (1999). Success factors of line extensions of fast-moving consumer goods. Euro. J. Mark. 33 (5/6): 450–469.
  • Olson J.C. (1972), “Cue utilization in the quality perception process: a cognitive model and a empirical test”,unpublished doctoral dissertation, Purdue University, West Lafayette, inc. n
  • Olson J.C. and Jacoby J. (1973), “Cue utilization in the quality perception process: a cognitive empirical test”, in Venkatesan, M. (Ed.), Proceedings of the Third Annual Conference of the Association for Consumer Research, ss. 167–79. and
  • Onojaefe D and Bytheway A (2010). Brand management in a transforming economy: An examination of the South African petroleum industry. African Journal of Marketing Management . 2(1): 001– 009.
  • Perry, A. and David W. (2003). Markanın DNA’sı. (Edit: Zeynep Yılmaz). Istanbul: MediaCat Press, s.12.
  • Purwar P.C. (1982). “The role of price cue in product quality perception: a comprehensive model and an empirical investigation”, Doctoral dissertation, State University of New York, Buffalo, NY.
  • Sadeghi, T., Tabrizi K. G and Noroozi A. The effective factors related with feelings, brand perception and purchase decision under a model. African Journal of Business Management Vol. 5(30), pp. 12025-12030
  • Stanton W.J. (1975).Fundemantals of Marketing. New York: McGraw-Hill Book Company, s.214
  • Wen-Hung Wang S. and Tang H.H. (2011). A study of brand attributes: Cross-industries and Implications. African Journal of Business Management.5(22): 9568– 9578.
  • Wonglorsaichon P and Sathainrapabayut P (2008). Brand Perception and Brand Equity of Baby Accessory Products in Working Moms‘ Perspective. Int. Rev. Bus. Res. ss. 4.385-395.
  • Wu, C.C. (2011). The impact of hospital brand image on service quality, patient satisfaction and loyalty. African Journal of Business Management.5 (12): 4873- 4882.
  • Zengin B and Ildeniz H (2005). “Turizm Sektöründe Marka ve İmaj Olusturmanın Müşteri Talebine Etkileri,”Pazarlama Dünyası Dergisi, Volume: September- October, s.38.
Toplam 30 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Yavuz Selim Ağaoğlu Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2013
Yayımlandığı Sayı Yıl 2013 Cilt: 2013 Sayı: 2

Kaynak Göster

APA Ağaoğlu, Y. S. (2013). Beden Eğitimi ve Spor Yüksekokulu Öğrencilerinin Marka Tercihlerinin İncelenmesi. Karamanoğlu Mehmetbey Üniversitesi Sosyal Ve Ekonomik Araştırmalar Dergisi, 2013(2), 37-46.

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