THE ROLE OF HOLY MONTH OF RAMADAN AS A PERIODICAL EFFECT IN STORE LOYALTY AND BRAND EQUITY

Yıl 2018, Cilt: 7 Sayı: 1, 81 - 92, 01.09.2018

Metin Toptas

https://doi.org/10.17261/Pressacademia.2018.860

Öz

Purpose- The purpose of this study was to investigate the role of holy month of Ramadan as a periodical effect in terms of store loyalty tendency and brand equity evaluations of shoppers.

Methodology- Using convenience sampling method with online survey technique, 573 before and 818 during the month of Ramadan in 2017, a total of 1391 valid samples were obtained in the study. Difference tests were used as analysis method in order to compare the data taken before and during Ramadan.

Findings- Findings indicate that store loyalty seemed to be increased due to the increasing food expenditures of shoppers in their budgets. Additionally, not the brand equity but one of its dimensions, namely overall store quality perception showed a certain amount of decrease. The decrease in overall store quality perception was considered to be arisen from negative attitudes regarding airing quality, shelf layout, display locations, floor ads, personalized SMS/emails, search engine optimization, ease of product search in retailer’s website and ease of online shopping.

Conclusion- In the final analysis, despite the seemingly rise in store loyalty due to the increasing food expenditures in Ramadan; overall store quality perceptions decreased at least periodically due to the negative shopper attitudes regarding product quality level, spacious or tidiness of store environments, and intensiveness of promotion efforts.

Anahtar Kelimeler

Store loyalty, brand equity, store brand equity, shopper marketing, Ramadan consumption

RAMAZAN AYININ DÖNEMSEL BİR ETKİ OLARAK MAĞAZA SADAKATİ VE MARKA EDERİNE İLİŞİKİN ROLÜ

Öz

Amaç- Araştırmanın amacı, alışveriş davranışlarını yönlendirebilen dönemsel bir etki olarak, Ramazan ayının alışverişçilerin mağaza sadakati eğilimi ve marka ederi değerlendirmelerine ilişkin rolünün araştırılmasıdır.

Yöntem- Araştırmada kolayda örnekleme yöntemi ile çevrimiçi anket tekniği kullanılarak, 2017 yılının Ramazan ayı öncesinde 573, esnasında 818 olmak üzere toplam 1391 geçerli örnek elde edilmiştir. Ramazan öncesi ve Ramazan esnası verileri karşılaştırabilmek amacıyla analiz yöntemi olarak fark testleri kullanılmıştır.

Bulgular- Bulgular, mağaza sadakati eğiliminin alışverişçilerin bütçeleri içerinde artan gıda harcamalarına bağlı olarak yükselmiş olarak göründüğünü ortaya koymaktadır. Buna ilave olarak, alışverişçi temelli mağaza marka ederi değişkeninde değil, fakat onun alt boyutu olan mağaza genel kalite algısındaki düşüş görülmüştür. Yapılan ilave analizlerde, mağaza genel kalite algısındaki düşüşün ürün malzeme kalitesi, havalandırma kalitesi, teşhirlerin yerleşimi, raf düzenliliği, zemin reklamları, kişiselleştirilmiş SMS ve e-postalar, perakendecinin arama motorunda optimizasyonu, internet sitesinde ürün araştırma kolaylığı ve çevrimiçi alışveriş kolaylığına ilişkin algının olumsuzlaşması ile ilgili olduğu değerlendirilmiştir.

Sonuç- Son tahlilde, Ramazan ayında artan gıda alışverişinin mağaza sadakatinde yarattığı artış görünümüne karşın; ürün kalitesi, mağaza ortamı ferahlığı ve düzenliliği, tutundurma çabalarının fazla yoğun olmasına ilişkin olumsuz alışverişçi tutumu sonucunda mağaza genel kalite algısının en azından dönemsel olarak düştüğü gözlenmiştir.

Anahtar Kelimeler

Mağaza sadakati, marka ederi, mağaza marka ederi, alişverişçi pazarlama, Ramazan tüketimi

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