Publication: Tüketicinin Demografik Özellikleri Bağlamında Sosyal Sorumluluk Çalışmalarının Marka Tutumundaki Rolü
Abstract
İnsanların bilinçlenmesi teknolojinin gelişmesi ile tüketiciler, çevrelerindeolan olaylara karşı daha duyarlı davranmaktadır. Bu duyarlılık, insanların günlükyaşamını etkilediği gibi tüketim kültürüne de yansımaktadır. Bu bağlamdatüketiciler, kullandıkları markaların toplumu ilgilendiren konulara karşı duyarlıolmalarını istemekte ve bu hassasiyeti gösteren markalara karşı olumlu tutumsergilemektedir. Diğer bir deyişle markalar, sosyal sorumluluk projelerineyönelerek farkındalık kazanmak, marka sadakatini arttırmak, imajını geliştirmek vemarka değerlerini güçlendirmek istemektedir. Bu araştırmada, tüketicinin sosyalsorumluluk çalışması gerçekleştiren markalara yönelik tutumları ile demografiközellikleri arasındaki ilişkinin belirlenmesi amaçlanmıştır. Bu bağlamda, yapılançalışmada, Putrevy ve Lord (1994) ile Peracchio ve Meyers-Levi (1997) tarafındanoluşturulmuş tutum ölçeklerinden yararlanılıp, İstanbul’un her iki kıtasındakiA101 marketlerini ziyaret eden 435 tüketiciye anket uygulanmıştır. Böylecetüketicilerin yaşları, cinsiyetleri, medeni durumları, eğitim durumları ve aktif işyaşamlarını içeren demografik özellikleri ile sosyal sorumluluk çalışması yürütenmarkalara olan tutumları arasında fark olup olmadığı saptanmıştır. Çalışmanınbulgularına göre, tüketicilerin cinsiyet durumları ve aktif iş yaşamında olmalarıile sosyal sorumluluk projesi yürüten markalara yönelik tutumları arasında farkyoktur. Yaşları, medeni durumları ve eğitim durumları ile sosyal sorumlulukprojesi yürüten markalara yönelik tutumları arasında ise fark vardır.
As a result of the rise in public awareness and technological developments, consumers have become more sensitive to the events in their surroundings. This sensitivity is reflected both on the consumer culture, and everyday life practices. In this context, consumers want their brands to be sensitive to the issues that are relevant to the society and they show a positive attitude towards the brands that show this sensitivity. In other words, brands are oriented towards social responsibility projects in order to gain awareness, to increase brand loyalty, to improve its image, and to strengthen brand values. In this study, it was aimed to determine the relationship between consumers’ demographic characteristics and their attitudes towards brands that carried out social responsibility projects. To this end, a survey has been conducted with 435 consumers who shop at A101 markets on both sides of Istanbul. Questionnaires used in the study are based on attitude scales of Putrevu and Lord (1994), Peracchio and Meyers-Levi (1997). Thus, it has been examined whether there is a difference between consumers’ demographic characteristics including their age, gender, marital status, educational status and active working life in their attitudes towards brands which perform social responsibility activities. According to the findings of the study, there is no significant relation between demographic characteristics including gender and being active in business life and their attitudes towards brands which performs social responsibility activities. However, there is a significant relation between their age, marital status and educational status and their attitudes towards brands which perform social responsibility projects.
As a result of the rise in public awareness and technological developments, consumers have become more sensitive to the events in their surroundings. This sensitivity is reflected both on the consumer culture, and everyday life practices. In this context, consumers want their brands to be sensitive to the issues that are relevant to the society and they show a positive attitude towards the brands that show this sensitivity. In other words, brands are oriented towards social responsibility projects in order to gain awareness, to increase brand loyalty, to improve its image, and to strengthen brand values. In this study, it was aimed to determine the relationship between consumers’ demographic characteristics and their attitudes towards brands that carried out social responsibility projects. To this end, a survey has been conducted with 435 consumers who shop at A101 markets on both sides of Istanbul. Questionnaires used in the study are based on attitude scales of Putrevu and Lord (1994), Peracchio and Meyers-Levi (1997). Thus, it has been examined whether there is a difference between consumers’ demographic characteristics including their age, gender, marital status, educational status and active working life in their attitudes towards brands which perform social responsibility activities. According to the findings of the study, there is no significant relation between demographic characteristics including gender and being active in business life and their attitudes towards brands which performs social responsibility activities. However, there is a significant relation between their age, marital status and educational status and their attitudes towards brands which perform social responsibility projects.