Publication: Tüketici davranışlarındaki değişimin marka sadakatine yansıması
Abstract
ketim, Tüketici Davranışları, Marka Sadakati ÖZET TÜKETİCİ DAVRANIŞLARINDAKİ DEĞİŞİMİN MARKA SADAKATİNE YANSIMASI Günümüz piyasa koşullarında ürünlerin fonksiyonel özellikleri benzer hale gelmiş, ürünler arasındaki kalite ve fiyat farklılıkları giderek azalmıştır. Bu nedenle markalar için markanın somut özellikleri ile rekabet üstünlüğü kazanmak giderek zorlaşmaya başlamıştır. Bunun yerine markanın imajı, kişiliği, değeri gibi soyut özellikleri önem kazanmıştır. Kitlesel olan her şeyden uzaklaşan yapısıyla yeni tüketici, bu dönemde daha bireysel bir tüketim davranışı sergilemektedir. Bu çalışmada farklı kimlikler ve davranışlar sergileyen yeni tüketicinin değişen tüketici davranışlarının marka sadakatine nasıl yansıdığı incelenmiştir. Tüketici, tüketim, tüketici satın alma davranışı, marka sadakati ile ilgili kavramlar hakkında teorik bilgiler verilmiştir. Uygulama kısmında ise anket yöntemi kullanılmıştır. Değerlendirme sonucunda, örneklem grubunun marka tercihine ve marka sadakatine etki eden faktörler ile grubun kahve markası tercihi, yaş ve gelir düzeyi değişkenleri arasındaki ilişkisi incelenmiştir. Name and Surname : Burcu Alnıaçık Field : Public Relations Programme : Advertising and Publicity Supervisor : Asc. Prof. Nurhan Tosun Degree awarded and date : Master - June 2010 Consumption, Consumer Behaviour, Brand Loyalty
THE REFLECTIONS OF CHANGE IN CONSUMER BEHAVIOR ON BRAND LOYALTY In today’s market conditions the functional qualities of products have become similar; the quality and price differences between the products have decreased. Therefore, it has become difficult for the brands to gain competitive advantage based on the concrete qualities of the brand. Instead, abstract qualities such as image, character and value of the brand have become more important. In this period the new consumers, with the habit of moving away from the mass, are behaving more and more individualistic when it comes to consumption. What is examined in this study is how the new consumers, who are displaying different identities and behaviors, and the change in consumer behavior is reflected on brand loyalty. Theoretical information is given about consumers, consumption, consumer buying behavior and brand loyalty. A survey method has been used in the application section. After evaluation, the relationship between the factors that are affecting brand selection and brand loyalty of the sample group, and variables such as age, income levels as well as coffee brand preference is examined.
THE REFLECTIONS OF CHANGE IN CONSUMER BEHAVIOR ON BRAND LOYALTY In today’s market conditions the functional qualities of products have become similar; the quality and price differences between the products have decreased. Therefore, it has become difficult for the brands to gain competitive advantage based on the concrete qualities of the brand. Instead, abstract qualities such as image, character and value of the brand have become more important. In this period the new consumers, with the habit of moving away from the mass, are behaving more and more individualistic when it comes to consumption. What is examined in this study is how the new consumers, who are displaying different identities and behaviors, and the change in consumer behavior is reflected on brand loyalty. Theoretical information is given about consumers, consumption, consumer buying behavior and brand loyalty. A survey method has been used in the application section. After evaluation, the relationship between the factors that are affecting brand selection and brand loyalty of the sample group, and variables such as age, income levels as well as coffee brand preference is examined.