Publication: Deneyimsel tüketim açısından marka otantikliği (özgünlüğü) ve dayanıklı tüketim malları sektörü üzerine bir uygulama
Abstract
Bir çok öğenin bir araya gelmesi neticesinde; tüketiciyi ruhsal, fiziksel ve entelektüel anlamda etkileyen bir kavram olan deneyim, üretici ve tüketicinin birlikteliği neticesinde ortaya çıkmaktadır. Bu birliktelikten ortaya çıkan deneyimler; tüketiciye benzersiz, eğlenceli ve unutulmaz anlar yaşatmaktadır. Bu anların hepsini birden temsil eden “deneyimsel tüketim” kavramı, tüketici davranışlarını anlamamız açısından önemlidir. İşletmenin tüketiciye sunduğu deneyim, onun ürettiği mal ve hizmeti eşsiz bir sanat eseri gibi lanse etmesiyle başlar ve satış sonrası hizmette dahil olmak üzere bu süreç tüketicinin belleğinde yer eder. Bu deneyim arzı; işletmenin tüketiciye sunduğu mal, hizmet ve diğer emtialar ile karşılaştırıldığında tüketicinin sürece katılımı ve bu süreci ne kadar benimsediğinin ölçüsüne bağlı olarak değişkenlik gösterir. Markanın yaşamına kattığı değer neticesinde, tüketici söz konusu markayı daima belleğinde taşır. Bu bağlamda konuyu ele aldığımızda, deneyimsel pazarlama ve deneyimsel tüketimin marka özgünlüğü yaratma sürecinde temel bir rol oynadığını söylemek mümkündür. İşletmenin satış noktaları, sosyal ağlar, teknolojik olanaklar ve pazarlama stratejileri gibi tüm araçları kullanarak tasarladığı ve sahnelediği bu deneyim neticesinde kendine has ayırt edici özellikler barındırdığı izlenimini yaratabilen ürünler, tüketicide marka özgünlüğü algısının şekillenmesini sağlamaktadır.Araştırmanın örneklemi Bursa’da ikamet eden 3000 kayıtlı müşteri içerisinden rastgele seçilen, 575 katılımcıdan meydana gelmektedir. Araştırmada, veriler toplamda 46 likert tipi maddeden oluşan Deneyimsel Tüketim Ölçeği, Marka Özgünlüğü Ölçeği ve Davranışsal Niyet Ölçeği kullanılarak elde edilmiştir. Çalışma grubunu oluşturan katılımcıların ekonomik ve demografik özellikleri analizi 9 sosyo-demografik soru ile belirlenmiş olup frekans analizi yapılmıştır.
As a result of the combination of many elements; experience, which affects the consumer in a spiritual, physical and intellectual sense, emerges as a result of the cooperation of the producer and the consumer. The experiences arising from this association; it gives the consumer unique, fun and unforgettable moments. The concept of tüketim experiential consumption eden, which represents all of these moments, is important for our understanding of consumer behavior. The experience of the enterprise to the consumer starts with the launching of the goods and services produced by him as a unique work of art and this process takes place in the memory of the consumer including the after-sales service. This supply of experience; When compared with the goods, services and other commodities offered to the consumer by the enterprise, it varies depending on the participation of the consumer in the process and the extent to which he has adopted this process. As a result of the value added to the life of the brand, the consumer always carries the brand in its memory. In this context, it is possible to say that experiential marketing and experiential consumption play a fundamental role in the process of creating brand originality. The products that can create the impression that the company possesses distinctive features as a result of this experience designed and staged by using all the tools such as sales points, social networks, technological opportunities and marketing strategies, shape the perception of brand uniqueness in the consumer.The sample of the study consists of 575 participants randomly selected from 3000 registered customers residing in Bursa. Experiential Consumption Scale, Brand Originality Scale and Behavioral Intention Scale, which are used as data collection tools in the research, are likert type expressions consisting of 46 items in total. Descriptive statistics were expressed as frequency (n), percentage (%), mean, standard deviation, minimum and maximum values.The analysis of economic and demographic characteristics of the participants of the study group was determined by 9 socio-demographic questions and frequency analysis was performed.
As a result of the combination of many elements; experience, which affects the consumer in a spiritual, physical and intellectual sense, emerges as a result of the cooperation of the producer and the consumer. The experiences arising from this association; it gives the consumer unique, fun and unforgettable moments. The concept of tüketim experiential consumption eden, which represents all of these moments, is important for our understanding of consumer behavior. The experience of the enterprise to the consumer starts with the launching of the goods and services produced by him as a unique work of art and this process takes place in the memory of the consumer including the after-sales service. This supply of experience; When compared with the goods, services and other commodities offered to the consumer by the enterprise, it varies depending on the participation of the consumer in the process and the extent to which he has adopted this process. As a result of the value added to the life of the brand, the consumer always carries the brand in its memory. In this context, it is possible to say that experiential marketing and experiential consumption play a fundamental role in the process of creating brand originality. The products that can create the impression that the company possesses distinctive features as a result of this experience designed and staged by using all the tools such as sales points, social networks, technological opportunities and marketing strategies, shape the perception of brand uniqueness in the consumer.The sample of the study consists of 575 participants randomly selected from 3000 registered customers residing in Bursa. Experiential Consumption Scale, Brand Originality Scale and Behavioral Intention Scale, which are used as data collection tools in the research, are likert type expressions consisting of 46 items in total. Descriptive statistics were expressed as frequency (n), percentage (%), mean, standard deviation, minimum and maximum values.The analysis of economic and demographic characteristics of the participants of the study group was determined by 9 socio-demographic questions and frequency analysis was performed.