Regresyon Analizi ile Marka İsimlendirme Kriterlerinin Pazar Performansına Etkisinin İncelenmesi

Yıl 2025, Cilt: 4 Sayı: 1, 77 - 97, 30.06.2025

Beyza Özkan , Metin Berk Çetin , Yavuz Özdemir , Mustafa Yıldırım

https://izlik.org/JA64JD72UL

Öz

Bu çalışma, ilaç sektöründe marka isimlendirme kriterlerinin pazar performansına etkisini regresyon analizi ile incelemektedir. Marka ismi seçimi, tüketici algısı ve pazar performansı açısından büyük önem taşımakta olup, nicel ve nitel kriterlerin değerlendirilmesini gerektirir. Çalışmada, literatürde tanımlanan kriterler dikkate alınarak, hatırlanabilirlik, telaffuz kolaylığı, güvenilirlik, özgünlük, etken madde çağrışımı, güçlü harf kullanımı ve kısalık gibi özellikler belirlenmiş ve bu kriterlerin satış performansına etkisi regresyon analizi ile incelenmiştir. Araştırmada, iki farklı model geliştirilmiştir: İlk modelde, pazar payı yüksek olan ilaçlar dahil edilerek 14 farklı ilaç değerlendirilmiştir. Ancak, pazar payı dağılımındaki dengesizlik nedeniyle modelin anlamlılık düzeyi düşük bulunmuştur. İkinci modelde ise pazar payı aşırı yüksek olan iki ilaç ENOX ve OKSAPAR veri setinden çıkarılmış ve kalan 12 ilaç üzerinden analiz gerçekleştirilmiştir. Bu ikinci model, anlamlılık düzeyini artırmış ve elde edilen sonuçlar, satış performansı üzerindeki en etkili kriterlerin "hatırlanabilirlik", "telaffuz kolaylığı" ve " güvenilirlik" olduğunu göstermiştir. Bu çalışma, ilaç sektöründe marka adı belirleme sürecine sistematik bir yaklaşım sunmakta ve karar vericiler için önemli bir rehber niteliği taşımaktadır. Sonuçlar, doğru marka stratejilerinin geliştirilmesinde rehber olarak kullanılabilir ve sektördeki rekabet gücünü artırma potansiyeline sahiptir.

Anahtar Kelimeler

ilaç sektörü , ilaç marka ismi , regresyon analizi , pazar payı analizi

Etik Beyan

Bu çalışma, kamuya açık kaynaklardan elde edilen ilaç isimleri ve pazar verileri kullanılarak gerçekleştirilmiştir. Çalışmada yer alan tüm marka isimleri yalnızca akademik analiz amacıyla değerlendirilmiş olup herhangi bir tanıtım veya olumsuzlama amacı güdülmemektedir. İnsan katılımcılarla doğrudan bir veri toplanmadığı için etik kurul onayı gerekmemektedir. Yazarların çalışmayla ilgili herhangi bir çıkar çatışması bulunmamaktadır.

The Effect of Brand Naming Criteria on Market Performance Using Regression Analysis

https://izlik.org/JA64JD72UL

Öz

This study examines the impact of brand naming criteria on market performance in the pharmaceutical industry using regression analysis. The selection of a brand name plays a crucial role in shaping consumer perception and sales success, requiring the assessment of both quantitative and qualitative criteria. Based on established literature, key attributes such as memorability, ease of pronunciation, reliability, uniqueness, association with the active ingredient, use of strong letters, and brevity were identified. Their influence on sales performance was then analyzed. Two regression models were developed: the first included 14 drugs with high market shares. However, due to an imbalance in the distribution of market shares, the model's significance level was found to be low. In the second model, two outlier drugs—ENOX and OKSAPAR—with disproportionately high market shares were excluded, and the analysis was conducted on the remaining 12 drugs. This adjustment led to improved model significance and revealed that memorability, ease of pronunciation, and reliability were the most influential factors on sales performance. The study offers a systematic approach to brand name selection in the pharmaceutical sector and serves as a valuable guide for decision-makers. The findings have the potential to inform effective brand strategies and enhance competitive advantage in the market.

Anahtar Kelimeler

pharmaceutical industry , pharmaceutical brand name , regression analysis , market share analysis

Kaynakça

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