Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme

Öz

Ürünlerin ve markaların yavaş yavaş birbirine benzemeye başlaması, geleneksel yöntemlerin günümüz tüketicilerini artık yeterince etkileyememesi gibi nedenler, markaları farklı stratejiler geliştirmeye yöneltmiştir. Bu stratejilerden biri ise tüketici algı ve tutumlarını beş duyu aracılığıyla etkilemeyi amaçlayan duyusal markalamadır. Duyusal markalama; renk, ses, koku, doku ve tat uyarıcıları ile tüketici algıları bilinçli ve sistematik olarak şekillendirilmektedir. Bu çalışmada duyuların, tüketicilerin markaya ilişkin tutum oluşturmalarındaki etkisine yönelik bir değerlendirme yapılmıştır. Bu değerlendirme tutumun öğeleri olan bilişsel, duygusal ve davranışsal boyutları aracılığıyla gerçekleştirilmiştir. Değerlendirme sonucuna göre tüketicilerin ürün veya markayla ilgili sahip oldukları bilgi düzeyi, his ve niyetin, markaya yönelik algılamaları ve tutumları etkilediği görülmüştür. Diğer yandan marka algısı boyutları olan marka bilinirliği, marka çağrışımları, algılanan kalite ve marka sadakatinin, beş duyunun tamamından ayrı ayrı etkilendiği görülmüştür. Bu etki düzeyi ise markanın veya ürünün niteliğine göre farklılık göstermektedir. Özellikle de alanyazın kaynaklarına göre duyuların tüketicileri, bilişsel tanımlar ve duygusal şemalar yoluyla motive ederek davranışsal eyleme sevk ettiği sonucuna varılmıştır.

Anahtar Kelimeler

• Duyu
• Algı
• Tutum
• Duyusal Markalama

Sensation, Perception and Brand: A Three-Dimensional Evaluation of Consumer Attitudes

Öz

Today products and brands are gradually becoming similar to each other, and traditional methods do not affect today’s consumers enough because of such reasons it led brands to struggle to develop different strategies. One of these strategies is sensory marking, which aims to influence consumer perceptions and attitudes through five senses. Sensory branding; Consumer perceptions are consciously and systematically shaped with color, sound, smell, texture and taste stimulants. In this study, extant literature relevant to the effect of senses on consumers' attitudes towards the brand examined. This assessment was carried out through the cognitive, emotional and behavioral dimensions of the attitude. According to the results of the evaluation, it was seen that the level of knowledge, feeling and intention of the consumers about the product or brand affect their perceptions and attitudes towards the brand. On the other hand, brand awareness, brand associations, perceived quality and brand loyalty, which are dimensions of brand perception, were observed to be affected by all five senses separately. This level of influence varies according to the nature of the brand or product. According to the sources of the literature it was concluded that the senses motivate consumers through cognitive descriptions and emotional schemas and lead them to behavioral action.

Anahtar Kelimeler

• Sensation
• Perception
• Attitude
• Sensory Branding

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