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ÜRÜN YERLEŞTİRME UYGULAMALARININ TÜKETİCİ SATIN ALMA NİYETİ İLE İLİŞKİSİ HAKKINDAPİLOT BİR ARAŞTIRMA

A PILOT STUDY THAT REVEALED THE RELATIONSHIP BETWEEN PRODUCT PLACEMENT PRACTICES AND CONSUMER’S PURCHASE INTENTION

Journal Name:

  • Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2016

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Firms use the advertising methods in order to promote products and their features among the consumers. Advertising is the most effective method to reach the consumers. But nowadays firms have been searching for more effective ways of communication due to the recent raise in the competition between the companies. For that reason one of the new method is product placement. This research aims to analyze the relationship between product placement practice and consumer’s purchase intention in the light of internal and external factors. The scope of research includes 417 university students. According to the results of the research, the attitudes of the university students are generally negative on product placement. However there are several exceptions that people shows positive attitude towards some products such as clothes, shoes and fashion products. The findings show that there are some positive relationships between student’s attitudes towards product placement with appearance enhancement and brand consciousness. However individual differences among the student such as self monitoring, purchase intention and television watching frequency have no impact on product placement attitudes. Also there are no differences between student’s product placement attitude with gender and income.
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Abstract (Original Language): 
İşletmeler ürünleri ve özellikleri hakkındaki bilgileri reklamlar aracılığıyla tüketicilere ulaştırmaktadırlar. Reklamlar tüketiciye ulaşmada en etkili yollardan birisidir. Fakat günümüzde artan rekabetle beraber işletmeler tüketicilere ulaşmak için daha etkili iletişim yollarını aramaktadırlar. Bu yeni yollardan birisi ise ürün yerleştirmedir. Bu çalışma ürün yerleştirme uygulamalarının tüketici satın alma niyeti ile olan ilişkisinin içsel ve dışsal faktörler ışığında incelenmesini amaçlamaktadır. Araştırma 417 üniversite öğrencisi üzerinde gerçekleştirilmiştir. Araştırmadan elde edilen sonuçlara göre üniversite öğrencilerinin ürün yerleştirme uygulamalarına yönelik tutumları olumsuz olmasına rağmen kıyafet, ayakkabı ve moda ürünleri bu uygulamalar için kabul edilebilir bulunmuştur. Araştırmada ürün yerleştirmeye yönelik tutumlar ile dış görünüşü iyileştirme ve marka bilinci arasında pozitif bir ilişkinin olduğu ortaya çıkmıştır. Fakat ürün yerleştirmeye yönelik tutumlar ile kendini denetleme davranışı, gelecekteki satın alma niyeti ve tv izleme süresi arasında bir ilişki bulunamamıştır. Ayrıca ürün yerleştirmeye yönelik tutumun cinsiyet ve gelire göre bir farklılık göstermediği ortaya çıkmıştır.
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  • 2
135
151
  • Turkish

JEL Codes:

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