Öz
ÖZ
Algısal
haritalama markalarla ilgili tüketici algılarının grafiksel gösterimine izin
veren bir analiz yöntemidir. Tüketici algılarının rekabetçi konum elde etmede
önemli olmasıyla onları anlaşılır hale getirmek de ilgi çeken bir alan
olmaktadır. Bu çalışmada genel anlamda tüketicilerin ilgilenim düzeylerinin
yüksek olduğu spor ayakkabı markalarıyla ilgili tüketici algıları belirlenmeye
çalışılmıştır. Bu amaçla çalışmada çok boyutlu ölçeklendirme yöntemiyle algısal
haritalama analizi kullanılmaktadır. Algısal haritalama sonuçlarına göre
Adidas, Puma ve Nike markaları kullanım, kalite, dayanıklılık, rahatlık; New
Balance markası ayakkabı tabanı; Superga markası renk, yaşam tarzını yansıtma,
şıklık, desen, tasarım ile yakın algılanmaktadır. Ayrıca Nike ve Adidas
markaları birbirin[1]e
benzer markalar olarak algılanmaktadır.
Anahtar Kelimeler: Çok Boyutlu Ölçekler, Algısal Haritalama, Konumlandırma, Spor Ayakkabı,
Moda.
JEL Kodları: M30, M31, M37
Anahtar Kelimeler
Çok Boyutlu Ölçekler Algısal Haritalama Konumlandırma Spor Ayakkabı
Kaynakça
- Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 102-120. Andreassen, T. W., & Lindestad, B. (1998). The effect of corporate image in the formation of customer loyalty. Journal of Service Research, 1(1), 82-92. Arslan, Müge (2004), Spor Ayakkabısı Satın Alma ve Kullanım Amaçlarına Göre İlişkin Pazar Bölümlerinin Oluşturulması: Üniversite Öğrencileri Üzerine Bir Araştırma, T.C. Marmara Üniversitesi, I.I.B.F. Dergisi, Yıl 2004, Cilt XIX, Sayı 1. Borg, I., Groenen, P. J., & Mair, P. (2013). Applied multidimensional scaling. Springer Science & Business Media. Busing, F. M. T. A., Commandeur, J. J., Heiser, W. J., Bandilla, W., & Faulbaum, F. (1997). PROXSCAL: A multidimensional scaling program for individual differences scaling with constraints. Softstat, 97, 67-74. Carroll, J. D., & Green, P. E. (1997). Psychometric methods in marketing research: Part II, multidimensional scaling. Journal of Marketing Research, 34(2), 193-204. Chadha, S. K., & Kapoor, D. (2008). An attribute based perceptual mapping of the selected private life insurance companies: An empirical study in Ludhiana. Vision, 12(3), 53-60. Christoph Fuchs Adamantios Diamantopoulos, (2010),"Evaluating the effectiveness of brand-positioning strategies from a consumer perspective", European Journal of Marketing, Vol. 44 Iss 11/12 pp. 1763 – 1786 Cox, T. F., & Cox, M. A. (2000). Multidimensional scaling. CRC press. Gillette, W., & Evans, R. H. (1975). Service analysis: a bank marketing example using perceptual mapping. ACR North American Advances. Hout, M. C., Papesh, M. H., & Goldinger, S. D. (2013). Multidimensional scaling. Wiley Interdisciplinary Reviews: Cognitive Science, 4(1), 93-103. Jaworska, N., & Chupetlovska-Anastasova, A. (2009). A review of multidimensional scaling (MDS) and its utility in various psychological domains. Tutorials in Quantitative Methods for Psychology, 5(1), 1-10. Konuk, F. A., & Altuna, O. K. (2011). Brand positioning through multidimensional scaling: A study in the Turkish shampoo market. International journal of social sciences and humanity studies, 3(2), 1309-8063. Kotler, P. (2000). Marketing management millenium edition. Marketing Management, 23(6), 188-193. Kotler, P., Saliba, S., & Wrenn, B. (1991). Marketing management: Analysis, planning, and control: Instructor's Manual. Prentice-hall. Kruskal, J. B., & Wish, M. (1978). Multidimensional scaling (Vol. 11). Sage. Malyaretz, L., Dorokhov, O., & Ponomarenko, V. (2015). The generalized approach to multidimensional scaling. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 479. Pizam, A., & Mansfeld, Y. (1999). Consumer behavior in travel and tourism. Psychology Press. Richardson, M. W. (1938). Multidimensional psychophysics. Psychological Bulletin, 35, 659. Roedder-John, Deborah, Barbara Loken, Kyeong-Heui Kim and Alokparna Basu Monga (2005), “Brand Concept Maps: A Methodology for Identifying Brand Association Networks,” Marketing Science Institute Reports, 3, pp. 41 - 65. Rosalind Masterson, & David Pickton. (2010). Marketing: an introduction. SAGE Publications. Rothschild, M. L. (1987). Marketing communications: From fundamentals to strategies. DC Heath & Co. Yenidoğan, T. G. (2008). Pazarlama Araştırmalarında Çok Boyutlu Ölçekleme Analizi: Üniversite Öğrencilerinin Marka Algısı Üzerine Bir Araştırma. Akdeniz University Faculty of Economics & Administrative Sciences Faculty Journal/Akdeniz Universitesi Iktisadi ve Idari Bilimler Fakultesi Dergisi, 8(15). Young, Gale and A. S. Householder (1938), "Discussion of a Set of Points Terms of their Mutual Distances," Psychometrika, 3, 19-22.
Öz
ABSTRACT
Perceptual mapping is a method of analysis that allows graphical
representation of consumer perceptions of brands. It is also interesting to
make them understandable as consumer perceptions are important to achieve a
competitive position. In this study, it was tried to determine the consumer
perceptions related to the brands of sports shoe because of consumer's interest
level is high in general. For this purpose, perceptual mapping analysis are
used in the study with multidimensional scaling method. According to the
perceptual mapping results, Adidas, Puma and Nike brands use, quality,
durability, comfort; New Balance brand footwear; The Superga brand is closely
associated with color, lifestyle reflection, elegance, pattern and design. In
addition, Nike and Adidas brands are perceived as similar brands.
Keywords: Multidimensional Scaling, Perceptual Mapping,
Positioning, Sneakers, Fashion.
JEL Codes: M30, M31, M37
Anahtar Kelimeler
Multidimensional Scaling Perceptual Mapping Positioning Sneakers
Kaynakça
- Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 102-120. Andreassen, T. W., & Lindestad, B. (1998). The effect of corporate image in the formation of customer loyalty. Journal of Service Research, 1(1), 82-92. Arslan, Müge (2004), Spor Ayakkabısı Satın Alma ve Kullanım Amaçlarına Göre İlişkin Pazar Bölümlerinin Oluşturulması: Üniversite Öğrencileri Üzerine Bir Araştırma, T.C. Marmara Üniversitesi, I.I.B.F. Dergisi, Yıl 2004, Cilt XIX, Sayı 1. Borg, I., Groenen, P. J., & Mair, P. (2013). Applied multidimensional scaling. Springer Science & Business Media. Busing, F. M. T. A., Commandeur, J. J., Heiser, W. J., Bandilla, W., & Faulbaum, F. (1997). PROXSCAL: A multidimensional scaling program for individual differences scaling with constraints. Softstat, 97, 67-74. Carroll, J. D., & Green, P. E. (1997). Psychometric methods in marketing research: Part II, multidimensional scaling. Journal of Marketing Research, 34(2), 193-204. Chadha, S. K., & Kapoor, D. (2008). An attribute based perceptual mapping of the selected private life insurance companies: An empirical study in Ludhiana. Vision, 12(3), 53-60. Christoph Fuchs Adamantios Diamantopoulos, (2010),"Evaluating the effectiveness of brand-positioning strategies from a consumer perspective", European Journal of Marketing, Vol. 44 Iss 11/12 pp. 1763 – 1786 Cox, T. F., & Cox, M. A. (2000). Multidimensional scaling. CRC press. Gillette, W., & Evans, R. H. (1975). Service analysis: a bank marketing example using perceptual mapping. ACR North American Advances. Hout, M. C., Papesh, M. H., & Goldinger, S. D. (2013). Multidimensional scaling. Wiley Interdisciplinary Reviews: Cognitive Science, 4(1), 93-103. Jaworska, N., & Chupetlovska-Anastasova, A. (2009). A review of multidimensional scaling (MDS) and its utility in various psychological domains. Tutorials in Quantitative Methods for Psychology, 5(1), 1-10. Konuk, F. A., & Altuna, O. K. (2011). Brand positioning through multidimensional scaling: A study in the Turkish shampoo market. International journal of social sciences and humanity studies, 3(2), 1309-8063. Kotler, P. (2000). Marketing management millenium edition. Marketing Management, 23(6), 188-193. Kotler, P., Saliba, S., & Wrenn, B. (1991). Marketing management: Analysis, planning, and control: Instructor's Manual. Prentice-hall. Kruskal, J. B., & Wish, M. (1978). Multidimensional scaling (Vol. 11). Sage. Malyaretz, L., Dorokhov, O., & Ponomarenko, V. (2015). The generalized approach to multidimensional scaling. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 479. Pizam, A., & Mansfeld, Y. (1999). Consumer behavior in travel and tourism. Psychology Press. Richardson, M. W. (1938). Multidimensional psychophysics. Psychological Bulletin, 35, 659. Roedder-John, Deborah, Barbara Loken, Kyeong-Heui Kim and Alokparna Basu Monga (2005), “Brand Concept Maps: A Methodology for Identifying Brand Association Networks,” Marketing Science Institute Reports, 3, pp. 41 - 65. Rosalind Masterson, & David Pickton. (2010). Marketing: an introduction. SAGE Publications. Rothschild, M. L. (1987). Marketing communications: From fundamentals to strategies. DC Heath & Co. Yenidoğan, T. G. (2008). Pazarlama Araştırmalarında Çok Boyutlu Ölçekleme Analizi: Üniversite Öğrencilerinin Marka Algısı Üzerine Bir Araştırma. Akdeniz University Faculty of Economics & Administrative Sciences Faculty Journal/Akdeniz Universitesi Iktisadi ve Idari Bilimler Fakultesi Dergisi, 8(15). Young, Gale and A. S. Householder (1938), "Discussion of a Set of Points Terms of their Mutual Distances," Psychometrika, 3, 19-22.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | İşletme |
| Bölüm | Araştırma Makalesi |
| Yazarlar | |
| Yayımlanma Tarihi | 31 Ekim 2018 |
| Gönderilme Tarihi | 15 Aralık 2017 |
| Kabul Tarihi | 2 Temmuz 2018 |
| Yayımlandığı Sayı | Yıl 2018 Cilt: 18 Sayı: 36 |