Publication: Customers’ product quality perceptions and its effects on choice behavior in turkish apparel industry
Abstract
TÜRK GİYİM ENDÜSTRİSİNDE TÜKETİCİLERİN ÜRÜN KALİTE ALGILARI VE BUNUN TERCİH DAVRANIŞINA ETKİSİ ÖZET Bu çalışma, giyim sektöründeki algılanan ürün kalitesini ve tercihleri, algılanan ürün kalitesi etmenlerini ve algılanan ürün kalitesi ve tercihler arasındaki ilişkiyi ele alarak incelemektedir. Çalışma, Garvin’in 1984 yılında algılanan ürün kalitesinin önemini ve etmenlerini belirttiği çalışmadan esinlenilerek hazırlanmıştır. Bu çalışmada algılanan ürün kalitesinin altında yatan pazarlama kavramıyla ilişkili etmenler çeşitli araştırmacıların görüşlerinden faydalanarak belirtilmiştir. Veriler 650 tüketiciden toplanmış olup, bunların içerisinden 628 tanesi kullanılabilirdir. Tüketiciler giyim sektörünün mevcut hedef kitlesi içinde yer almaktadır ve temel alışveriş caddelerinde görüşülmüştür. Bir seri SPSS analizi, seçilen pazarda, İstanbul’da algılanan ürün kalitesi etmenlerinin giyim ürün tercihindeki etkisini incelemede kullanılmıştır. İkincil kaynaklardan elde edilen etmenler giyim sektörü ele alınarak Türk tüketicileri üzerinde test edilmiştir ve algılanan ürün kalitesini meydana getiren yeni etmenler özellikle Türk pazarı için oluşturulmuştur. İkincil kaynaklardan oluşturulan dokuz algılanan ürün kalitesi etmeni Türk tüketicileri incelenerek factor analiziyle beş etmene düşürülmüştür. Algılanan ürün kalitesi ve Türk tüketicisinin giyim seçimi ile ilgili yeni bir model oluşturulmuş ve çeşitli araştırma yolları kullanılarak incelenmiştir. Bulguların ışığında, pazarlamacı gibi çeşitli alanlara yön verecek pazarlama strateji önerileri ve tutumları sunulmaktadır. Algı, Ürün Kalitesi, Tercih, Tüketici, Giyim Endüstrisi CUSTOMERS’ PRODUCT QUALITY PERCEPTIONS AND ITS EFFECTS ON CHOICE BEHAVIOR IN TURKISH APPAREL INDUSTRY PETEK BOYACIGİL
This research focused on perceived product quality and choice behavior in apparel industry, in which the perceived product quality factors and the linkage between perceived product quality and choice behavior is essentially assessed. The study primarily was inspired from Garvin (1984) where the importance of perceived product quality and the factors forming this concept is studied. In this research, a set of factors under perceived product quality, linked to marketing concept, was drawn out While taking several researchers views,. Data were collected from 650 customers and among these surveys 628 of them were useful. The customers were already in the target buyers of apparel and were interviewed in the main shopping streets. A series of SPSS analyses were undertaken to examine the effects of the perceived product quality factors on customers’ choice of apparel products in a chosen market, Istanbul. The factors came from literature survey were tested on Turkish customers for apparel industry and new factors developing perceived product quality were formed for especially Turkish market. Nine perceived product quality factors derived from literature survey were diminished to five factors by factor analysis for Turkish customers. New conceptual model, which was about perceived product quality and apparel choice behavior of Turkish customers were formed and examined using several research methods. Implications of marketing strategies and policies for different areas such as marketers were provided. Perception, Product Quality, Choice, Customer, Apparel Industry
This research focused on perceived product quality and choice behavior in apparel industry, in which the perceived product quality factors and the linkage between perceived product quality and choice behavior is essentially assessed. The study primarily was inspired from Garvin (1984) where the importance of perceived product quality and the factors forming this concept is studied. In this research, a set of factors under perceived product quality, linked to marketing concept, was drawn out While taking several researchers views,. Data were collected from 650 customers and among these surveys 628 of them were useful. The customers were already in the target buyers of apparel and were interviewed in the main shopping streets. A series of SPSS analyses were undertaken to examine the effects of the perceived product quality factors on customers’ choice of apparel products in a chosen market, Istanbul. The factors came from literature survey were tested on Turkish customers for apparel industry and new factors developing perceived product quality were formed for especially Turkish market. Nine perceived product quality factors derived from literature survey were diminished to five factors by factor analysis for Turkish customers. New conceptual model, which was about perceived product quality and apparel choice behavior of Turkish customers were formed and examined using several research methods. Implications of marketing strategies and policies for different areas such as marketers were provided. Perception, Product Quality, Choice, Customer, Apparel Industry