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Küresel Markalı Ürünleri Satın Alan Tüketicilerin Yaşam Tarzlarını Belirlemeye Yönelik Bir Araştırma

A STUDY ON DETERMINING THE LIFESTYLES OF CONSUMERS WHO BUY GLOBAL BRANDED PRODUCTS

Journal Name:

  • Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi

Publication Year:

  • 2011

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
In today’s markets, as a result of rapidly increased competition, owing to increasing number of product, resembling the product’s features each other, daily emerging new brands, consumers act more conscious in preference of brand/product. In order to direct these preferences, marketers must consider many factors together and try to identify consumers lifestyle. Lifestyle is one of the variables that marketers use for this aim and the important factors effecting consumer’s brand choice. Here with in this study, it is aimed to determine lifestyles of consumers who choice global brands in Erzurum. As a result of the research, lifestyles of consumers who choice global brands were determined as experiencers, strivers, markers, achiever-thinkers and believers.
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Abstract (Original Language): 
Günümüz pazarlarında rekabetin hızla artmasının bir sonucu olarak ürün sayısının artması, ürün özelliklerinin birbirine benzemesi, her gün yeni markalar ortaya çıkması nedeniyle tüketiciler artık ürün/marka konusunda daha bilinçli davranmaya baĢlamıĢtır. Bu tercihleri yönlendirmek için pazarlamacılar birçok faktörü bir arada değerlendirmeli ve tüketicileri tanımaya çalıĢmalıdır. YaĢam tarzı pazarlamacıların bu amaçla kullandığı ve tüketicilerin marka tercihini etkileyen önemli faktörlerden biridir. Bu çalıĢmada Erzurum’da yaĢayan ve global marka tercih eden tüketicilerin yaĢam tarzlarının belirlenmesi amaçlanmıĢtır. AraĢtırma sonucunda global marka tercih eden tüketicilerin yaĢam tarzları deneyimciler, gayret edenler, üretenler, baĢarılı-düĢünürler ve inananlar Ģeklinde belirlenmiĢtir.
FULL TEXT (PDF): 
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  • 2
79-90
  • English

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