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The Effect of Branding on Consumer Purchase Intention

In: Business and Management

Submitted By serrati
Words 46290
Pages 186
T.C. MARMARA ÜN VERS TES SOSYAL B L MLER ENST TÜSÜ ŞLETME ANAB L M DALI ÜRET M YÖNET M VE PAZARLAMA ( NG) B L M DALI

THE EFFECT OF BRANDING ON CONSUMER PURCHASE INTENTION: A STUDY IN TURKISH APPAREL INDUSTRY

Yüksek Lisans Tezi

ŞULE DEM R

stanbul, 2008

MARMARA ÜN VERS TES SOSYAL B L MLER ENST TÜSÜ ŞLETME ( NG) ANAB L M DALI ÜRET M YÖNET M VE PAZARLAMA ( NG) B L M DALI

THE EFFECT OF BRANDING ON CONSUMER PURCHASE INTENTION: A STUDY IN TURKISH APPAREL INDUSTRY

Yüksek Lisans Tezi

ŞULE DEM R

Danışman: YRD. DOÇ.DR. A. MÜGE YALÇIN

stanbul, 2008

GENEL B LG LER sim ve Soyadı Anabilim Dalı Programı Tez Danışmanı Tez Türü ve Tarihi : Şule DEM R : şletme : Üretim Yönetimi ve Pazarlama ( ng.) : Yrd. Doç.Dr. A. Müge YALÇIN : Yüksek Lisans - Temmuz 2008

Anahtar Kelimeler : Marka Çağrışımları, Marka Öğeleri, Marka Değeri, Giyim Sektörü, Tekstil Sektörü, Markaya Karşı Tutum, Satın Alma Niyeti

ÖZET
MARKANIN TÜKET C SATIN ALMA N YET NE ETK S : TÜRKIYE G Y M SEKTÖRÜ ÜZER NDE B R ARAŞTIRMA Bu çalışma, Türkiye hazır giyim sektöründeki marka çağrışımları ve marka öğeleri ile satın alma niyeti arasındaki ilişkileri incelemektedir. Bu amaçla, marka çağrışımları ve marka öğelerinin 1980 – 1990 yılları arasında doğan gençlerin satın alma niyeti ile ilişkileri ortaya konulmuştur. Çalışmanın çerçevesini belirlemeden önce Türkiye hazır giyim sektörünün durumu ve 1980 – 1990 arasında doğan gençlerin eğilimlerini saptayabilmek amacıyla literature araştırması yapılmıştır. Araştırma sonuçlarına göre marka bilinirliği, marka sadakati, algılanan ürün kalitesi, fiyat bilinci ve moda bilinci’nin tüketicilerin alım niyetinde etkili karar değişkenleri olduğu saptanmıştır. Bu değişkenler incelendiğinde ise marka bilinirliği, marka sadakati, algılanan ürün kalitesi ve fiyat bilincinin marka değeri kavramı ile ilişkili olduğu görülmüştür. Çıkan bu sonuç üzerine...

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