MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ

Önder KETHÜDA (Düzce Üniversitesi, Düzce, Türkiye)
Pazarlama ve Pazarlama Araştırmaları Dergisi
3 1
Yıl: 2020 Cilt: 13 Sayı: 3 Sayfa Aralığı: 502 - 531 Metin Dili: Türkçe DOI: 10.15659.ppad.2020.13.2.235 İndeks Tarihi: 03-06-2021

MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ

Öz:
Süpermarket zincirleri, sağladığı yüksek karlılık dolayısıyla bütün ürün kategorilerindeulusal markalara alternatif olarak kendi özel markalı ürünlerini sunmaktadır. Özel markalıürünlerin payını daha da artırmak isteyen süpermarket zincirleri, ekonomik olanların yanında premium özel markalı ürünleri sunmaya başlamıştır. Premium özel markalı ürünlerperakendecilik alanındaki en güncel konulardan bir tanesidir. Bu çalışmanın amacı, mağaza imaj bileşenlerinin müşterilerin premium özel markalı ürünlere ilişkin kalite algısına vesatın alma niyetine etkisini ortaya koymaktır. Bu amaçla birisi her gün düşük fiyat üzerinefarklılaşan ve diğeri, üstün hizmet ile farklılaşan iki süpermarket müşterilerinden kolaydaörneklem yöntemi ile veriler toplanmıştır. Veriler, yapısal eşitlik modellemesi ve BağımsızÖrneklem t Testi ile analiz edilmiştir. Araştırma sonucuna göre, üstün hizmet ile farklılaşanmağazalarda premium özel markalı ürünler daha kaliteli olarak algılanmakta ve bu mağazaların müşterilerinin bu ürünleri satın alma olasılıkları daha yüksek çıkmaktadır. Ayrıca, hemüstün hizmet hem de düşük fiyat müşterilerin premium özel markalı ürünlere ilişkin kalitealgısını etkilemektedir. Buna karşın, sadece üstün hizmet müşterilerin premium özel markalıürün satın alma niyetini doğrudan etkilemektedir.
Anahtar Kelime:

THE EFFECT OF STORE IMAGE ATTRIBUTES ON CUSTOMERS’PERCEIVED QUALITY AND PURCHASE INTENTION OF PREMIUM PRIVATE LABELS

Öz:
Retailers offer their private labels as alternatives to national brands in all product categories due to the high profitability they provide. Retailers, which aim to increase the share of private labels, have started to offer premium private labels in addition to economic ones. Premium private label is one of the hottest topics in retailing. This paper aims to evaluate the influence of store image attributes on customers’ perceived quality and purchase intention of premium private labels. To this aim, data were gathered by the convenience sampling method from the customers of two retailers, one with the low price attribute and the other with the superior service attribute. The data were analyzed by structural equation modeling and independent sample t-test. Results indicate that premium private labels are perceived as higher quality when offered on retailers with superior service quality and customers of those stores are more likely to purchase those products. In addition, both attributes, superior service, and low price affect customers’ perceived quality related to premium private labels. However, only superior service has a direct influence on customers’ intention to purchase premium private labels. Based on the results, some suggestions have been made for retailers.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA Kethüda Ö (2020). MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ. , 502 - 531. 10.15659.ppad.2020.13.2.235
Chicago Kethüda Önder MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ. (2020): 502 - 531. 10.15659.ppad.2020.13.2.235
MLA Kethüda Önder MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ. , 2020, ss.502 - 531. 10.15659.ppad.2020.13.2.235
AMA Kethüda Ö MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ. . 2020; 502 - 531. 10.15659.ppad.2020.13.2.235
Vancouver Kethüda Ö MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ. . 2020; 502 - 531. 10.15659.ppad.2020.13.2.235
IEEE Kethüda Ö "MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ." , ss.502 - 531, 2020. 10.15659.ppad.2020.13.2.235
ISNAD Kethüda, Önder. "MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ". (2020), 502-531. https://doi.org/10.15659.ppad.2020.13.2.235
APA Kethüda Ö (2020). MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ. Pazarlama ve Pazarlama Araştırmaları Dergisi, 13(3), 502 - 531. 10.15659.ppad.2020.13.2.235
Chicago Kethüda Önder MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ. Pazarlama ve Pazarlama Araştırmaları Dergisi 13, no.3 (2020): 502 - 531. 10.15659.ppad.2020.13.2.235
MLA Kethüda Önder MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ. Pazarlama ve Pazarlama Araştırmaları Dergisi, vol.13, no.3, 2020, ss.502 - 531. 10.15659.ppad.2020.13.2.235
AMA Kethüda Ö MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ. Pazarlama ve Pazarlama Araştırmaları Dergisi. 2020; 13(3): 502 - 531. 10.15659.ppad.2020.13.2.235
Vancouver Kethüda Ö MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ. Pazarlama ve Pazarlama Araştırmaları Dergisi. 2020; 13(3): 502 - 531. 10.15659.ppad.2020.13.2.235
IEEE Kethüda Ö "MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ." Pazarlama ve Pazarlama Araştırmaları Dergisi, 13, ss.502 - 531, 2020. 10.15659.ppad.2020.13.2.235
ISNAD Kethüda, Önder. "MAĞAZA İMAJ BİLEŞENLERİNİN PREMİUM ÖZEL MARKALI ÜRÜNLERE İLİŞKİN MÜŞTERİLERİN KALİTE ALGISINA VE SATIN ALMA NİYETİNE ETKİ". Pazarlama ve Pazarlama Araştırmaları Dergisi 13/3 (2020), 502-531. https://doi.org/10.15659.ppad.2020.13.2.235
Sayfa Oluşturulma Tarihi
23-04-2024 18:2

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