İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?
Yıl: 2018 Cilt: 6 Sayı: 4 Sayfa Aralığı: 150 - 173 Metin Dili: Türkçe DOI: 10.21325/jotags.2018.302 İndeks Tarihi: 04-11-2019
İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?
Öz: Söz konusu çalışma, gösterişçi tüketim literatüründeki marka bazlı çalışmalara alternatif olarak, kahve tüketimini daha önce incelenmemiş bir perspektifte incelemektedir. Çalışmada kahve tüketimine etki eden faktörler, hazcılık ve sosyal değer bağlamında deney ve anket metotlarının birlikte kullanıldığı kantitatif bir çalışmayla incelenmiştir. Bununla birlikte kahve tüketimine etki eden sosyal değer-gösterişçilik kavramı ise lüks marka literatüründen popüler kültür tüketimine doğru genişletilerek ele alınmaktadır. Araştırmanın kör test sonuçlarına göre, deneklerin sadece %53’ünün siparişini verdiği kahveyi teşhis edebildiği görülmektedir. Bununla birlikte kahve tüketim niyeti üzerinde sosyal değerin etkili olduğu ancak hazcılığın etkili olmadığı ortaya çıkmıştır. Ek olarak içtiği kahveyi tanımayan kişilerin, kahveden aldığı hazzın daha düşük olduğu görülmüştür. Makalenin marka yönetimi perspektifinde pazarlama uygulayıcılarına bilhassa tüketici iletişimi stratejileri geliştirmek ve sosyalleşmeye destek olacak şekilde uygun mağaza atmosferi dizayn etmek anlamında önemli ipuçları sağlayacağına inanılmaktadır.
Anahtar Kelime: Konular:
Factors Affecting the Preference of 2nd Wave Coffee: Do We Recognize the Coffee We Drink?
Öz: The study examines coffee consumption in an unreviewed perspective as an alternative to luxury brand-based studies. Factors affecting coffee consumption in this study were investigated in a quantitative study using both experiment and questionnaire methods in the context of hedonism and social value-conspiciousness. The concept of social value- is being expanded from luxury brand literature to popular culture consumption. According to the blind test results of the study, only 53% of the respondents were able to identify the coffee they’ve ordered. On the other hand, it has been found out that social value is effective on the intention of coffee consumption, but hedonism is not. In addition, it was seen that those who did not recognize the coffee that they drank were found to have lower hedonism. It is believed that this study will provide important tips for marketing practitioners, especially in the perspective of brand management, in order to develop consumer communication strategies and to design appropriate store atmosphere to support socialization.
Anahtar Kelime: Konular:
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | BORUÖNÜ LATİF Ö, IRFANOGLU M (2018). İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?. , 150 - 173. 10.21325/jotags.2018.302 |
| Chicago | BORUÖNÜ LATİF Özge,IRFANOGLU MUGE İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?. (2018): 150 - 173. 10.21325/jotags.2018.302 |
| MLA | BORUÖNÜ LATİF Özge,IRFANOGLU MUGE İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?. , 2018, ss.150 - 173. 10.21325/jotags.2018.302 |
| AMA | BORUÖNÜ LATİF Ö,IRFANOGLU M İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?. . 2018; 150 - 173. 10.21325/jotags.2018.302 |
| Vancouver | BORUÖNÜ LATİF Ö,IRFANOGLU M İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?. . 2018; 150 - 173. 10.21325/jotags.2018.302 |
| IEEE | BORUÖNÜ LATİF Ö,IRFANOGLU M "İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?." , ss.150 - 173, 2018. 10.21325/jotags.2018.302 |
| ISNAD | BORUÖNÜ LATİF, Özge - IRFANOGLU, MUGE. "İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?". (2018), 150-173. https://doi.org/10.21325/jotags.2018.302 |
| APA | BORUÖNÜ LATİF Ö, IRFANOGLU M (2018). İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?. Journal of Tourism and Gastronomy Studies, 6(4), 150 - 173. 10.21325/jotags.2018.302 |
| Chicago | BORUÖNÜ LATİF Özge,IRFANOGLU MUGE İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?. Journal of Tourism and Gastronomy Studies 6, no.4 (2018): 150 - 173. 10.21325/jotags.2018.302 |
| MLA | BORUÖNÜ LATİF Özge,IRFANOGLU MUGE İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?. Journal of Tourism and Gastronomy Studies, vol.6, no.4, 2018, ss.150 - 173. 10.21325/jotags.2018.302 |
| AMA | BORUÖNÜ LATİF Ö,IRFANOGLU M İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?. Journal of Tourism and Gastronomy Studies. 2018; 6(4): 150 - 173. 10.21325/jotags.2018.302 |
| Vancouver | BORUÖNÜ LATİF Ö,IRFANOGLU M İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?. Journal of Tourism and Gastronomy Studies. 2018; 6(4): 150 - 173. 10.21325/jotags.2018.302 |
| IEEE | BORUÖNÜ LATİF Ö,IRFANOGLU M "İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?." Journal of Tourism and Gastronomy Studies, 6, ss.150 - 173, 2018. 10.21325/jotags.2018.302 |
| ISNAD | BORUÖNÜ LATİF, Özge - IRFANOGLU, MUGE. "İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz?". Journal of Tourism and Gastronomy Studies 6/4 (2018), 150-173. https://doi.org/10.21325/jotags.2018.302 |
