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HAZIR GİYİM SEKTÖRÜNDE REKLAMIN TÜKETİCİLERİN SATIN ALMA DAVRANIŞLARINA ETKİLERİ: TÜRKİYE ÖRNEĞİ

Year 2013, Volume: 23 Issue: 4, 305 - 312, 01.12.2013

Abstract

Günümüzde en önemli pazarlama faaliyetlerinden birisi olarak ön plana çıkan reklamlar işletmeler tarafından etkin bir şekilde kullanılmaktadır. Reklamlar tüketicinin dikkatini çekmede ve satışları arttırmada başarılı bir yöntem olmasının yanında marka bilinilirliği ile marka değerinin artmasını sağlayarak işletme performansının artmasına da önemli katkılar sağlamaktadır. Türk ekonomisinde önemli bir yere sahip olan hazır giyim sektörü başarılı işletmeleri bünyesinde barındırmaktadır. Bu işletmeler başarılı olabilmek ve rakiplerinden farklı olduklarını tüketicilere duyurabilmek için sıklıkla reklam faaliyetlerini kullanmaktadırlar. Bu çalışmada öncelikle reklam ve satın alma davranışı arasındaki ilişki incelenmiştir. Daha sonra hazır giyim sektöründe reklamın tüketicilerin satın alma davranışlarına etkilerini tespit etmek amacıyla İzmir ili hinterlandında gerçekleştirilen anket çalışmasının sonuçları analiz edilmiştir

References

  • 1. Atılgan T., 2003, “A research over the views of Ege University students about the brands of textile products”, Ege Academic Review, 3, Issue 1, p. 90-118.
  • 2. Çakır M., Çakır F. ve Usta G., 2010, “Determining the factors which affect the consumption preferences of university students”, Organizasyon ve Yönetim Bilimleri Dergisi, Volume 2, Issue 2
  • 3. Ünal S., Erciş A., 2007, “A research about determining the buying styles of youth market”, İktisadi ve İdari Bilimler Dergisi, Volume:21 Issue:1, http://edergi.atauni.edu.tr/index. php/IIBD/article/viewFile/3734/3563 (Acess Date: 15.12.2012)
  • 4. Büyükyavuz C. Ö., 2008, “Determinining university students’ brand personality perceptions and differences at their perceptions of sport shoe brands hety use”, İstanbul University Social Sciences Institute Department of Marketing, Master Thesis, 162 p.
  • 5. Sevil B., 2006, “Creating global brand in fashion sector: an application on branding studies”, Dokuz Eylül University Social Sciences Institute Department of Business Administration, Master Thesis, 184 p.
  • 6. Temel S., 2006, “Research among university students on the effects of television advertisements on consumers’ buying behaviour”, Çanakkale Onsekiz Mart University Social Sciences Institute Department of Business Administration, Master Thesis, 159 p.
  • 7. Sadıkova A., 2006, “The consumers’ attitudes directed towards advertisements – comparative research (Turkey-Russia)”, Erciyes University Social Sciences Institute Department of Business Administration, Master Thesis, 114 p.
  • 8. Shaizada J., 2006, “Effect of advertisement on consumer attitude and a practice”, Yıldız Teknik University Social Sciences Institute Department of Business Administration, Master Thesis, 150 p.
  • 9. Atılgan T., Kanat S. 2012, “Textile Education in Turkey: Demographic Properties of Textile Engineering Students and Their Future Visions”, Tekstil ve Konfeksiyon, Volume: 22, Issue: 1.

THE EFFECTS OF ADVERTISEMENT ON BUYING BEHAVIOR OF CONSUMERS IN CLOTHING SECTOR: THE TURKISH CASE

Year 2013, Volume: 23 Issue: 4, 305 - 312, 01.12.2013

Abstract

Nowadays, advertisements which emerge as one of the most significant marketing activities are used efficiently by the enterprises. Advertisement is a successful method for attracting consumer’s attention and increasing sales. Besides it provides an increase in brand value and brand awareness which provide a significant contribution to enterprise performance. Clothing sector which has an important role in Turkish economy involves successful enterprises. These enterprises frequently use advertisement activities in order to be successful and to be able to pronounce their differences from rivals to the consumers. This study aims to analyze the relationship between advertisement and buying behavior. After that, the results of the survey which is conducted in the hinterland of İzmir province are analyzed to determine the effects of advertisement on buying behavior of consumers in clothing sector

References

  • 1. Atılgan T., 2003, “A research over the views of Ege University students about the brands of textile products”, Ege Academic Review, 3, Issue 1, p. 90-118.
  • 2. Çakır M., Çakır F. ve Usta G., 2010, “Determining the factors which affect the consumption preferences of university students”, Organizasyon ve Yönetim Bilimleri Dergisi, Volume 2, Issue 2
  • 3. Ünal S., Erciş A., 2007, “A research about determining the buying styles of youth market”, İktisadi ve İdari Bilimler Dergisi, Volume:21 Issue:1, http://edergi.atauni.edu.tr/index. php/IIBD/article/viewFile/3734/3563 (Acess Date: 15.12.2012)
  • 4. Büyükyavuz C. Ö., 2008, “Determinining university students’ brand personality perceptions and differences at their perceptions of sport shoe brands hety use”, İstanbul University Social Sciences Institute Department of Marketing, Master Thesis, 162 p.
  • 5. Sevil B., 2006, “Creating global brand in fashion sector: an application on branding studies”, Dokuz Eylül University Social Sciences Institute Department of Business Administration, Master Thesis, 184 p.
  • 6. Temel S., 2006, “Research among university students on the effects of television advertisements on consumers’ buying behaviour”, Çanakkale Onsekiz Mart University Social Sciences Institute Department of Business Administration, Master Thesis, 159 p.
  • 7. Sadıkova A., 2006, “The consumers’ attitudes directed towards advertisements – comparative research (Turkey-Russia)”, Erciyes University Social Sciences Institute Department of Business Administration, Master Thesis, 114 p.
  • 8. Shaizada J., 2006, “Effect of advertisement on consumer attitude and a practice”, Yıldız Teknik University Social Sciences Institute Department of Business Administration, Master Thesis, 150 p.
  • 9. Atılgan T., Kanat S. 2012, “Textile Education in Turkey: Demographic Properties of Textile Engineering Students and Their Future Visions”, Tekstil ve Konfeksiyon, Volume: 22, Issue: 1.
There are 9 citations in total.

Details

Other ID JA88TA55RA
Journal Section Articles
Authors

Seher Kanat This is me

Turan Atılgan This is me

Pelin Ofluoğlu This is me

Publication Date December 1, 2013
Submission Date December 1, 2013
Published in Issue Year 2013 Volume: 23 Issue: 4

Cite

APA Kanat, S., Atılgan, T., & Ofluoğlu, P. (2013). THE EFFECTS OF ADVERTISEMENT ON BUYING BEHAVIOR OF CONSUMERS IN CLOTHING SECTOR: THE TURKISH CASE. Textile and Apparel, 23(4), 305-312.

No part of this journal may be reproduced, stored, transmitted or disseminated in any forms or by any means without prior written permission of the Editorial Board. The views and opinions expressed here in the articles are those of the authors and are not the views of Tekstil ve Konfeksiyon and Textile and Apparel Research-Application Center.