Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma

demirağ, bülent; çavuşoğlu, sinan

doi:10.21325/jotags.2021.829

Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma

Bülent DEMİRAĞ, (Gaziantep Üniversitesi, Oğuzeli Meslek Yüksekokulu, Mülkiyet Koruma ve Güvenlik Bölümü, Gaziantep, Türkiye)

Sinan ÇAVUŞOĞLU (Bingöl Üniversitesi, Sosyal Bilimler Meslek Yüksekokulu, Yönetim ve Organizasyon Bölümü, Bingöl, Türkiye)

Journal of Tourism and Gastronomy Studies

4 2

Yıl: 2021 Cilt: 9 Sayı: 2 Sayfa Aralığı: 1054 - 1078 Metin Dili: Türkçe DOI: 10.21325/jotags.2021.829 İndeks Tarihi: 02-12-2021

Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma

Öz:

Araştırma, farklı fast-food markaları tercih eden tüketicilerin tercih edilen marka ve ürünlerine yönelik algılarını değerlendirmek amacıyla gerçekleştirilmiştir. Çalışmada ayrıca, fiyat ve görünüm algısı, marka tercihi, marka deneyimi ve tekrar satın alma niyeti arasındaki ilişkinin incelenmesi de amaçlanmıştır. Bu kapsamda araştırmanın evrenini Türkiye’de Y Kuşağı olarak kabul edilen 1980-2001 yılları arasında doğmuş olan tüketiciler oluşturmaktadır. Araştırma kapsamında tesadüfi olmayan örneklemelerden ‘kolayda örneklem’ yöntemi uygulanmıştır. Örneklem sayısı ise 435 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir. Önerilen yapısal modeli test etmek için ise kısmi en küçük karelere dayalı yapısal eşitlik modeli Smart PLS 3 (PLS-SEM) kullanılmıştır. Yol analizi sonuçları incelendiğinde fiyat algısının tekrar satın alma niyetini, marka tercihini ve marka deneyimini anlamlı olarak etkilediği tespit edilmiştir. Analiz sonuçlarına göre görünüm algısının tekrar satın alma niyetini ve marka deneyimini anlamlı olarak etkilediği belirlenmiştir. Fakat görünüm algısının marka tercihi üzerinde herhangi bir etkisi tespit edilememiştir. Araştırma kapsamında marka tercihinin ve marka deneyiminin tekrar satın alma niyeti üzerinde anlamlı bir etkisi olduğu tespit edilmiştir. Buna rağmen marka deneyiminin marka tercihi üzerinde anlamlı bir etkisi tespit edilememiştir.

Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	demirağ b, çavuşoğlu s (2021). Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma. , 1054 - 1078. 10.21325/jotags.2021.829
Chicago	demirağ bülent,çavuşoğlu sinan Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma. (2021): 1054 - 1078. 10.21325/jotags.2021.829
MLA	demirağ bülent,çavuşoğlu sinan Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma. , 2021, ss.1054 - 1078. 10.21325/jotags.2021.829
AMA	demirağ b,çavuşoğlu s Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma. . 2021; 1054 - 1078. 10.21325/jotags.2021.829
Vancouver	demirağ b,çavuşoğlu s Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma. . 2021; 1054 - 1078. 10.21325/jotags.2021.829
IEEE	demirağ b,çavuşoğlu s "Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma." , ss.1054 - 1078, 2021. 10.21325/jotags.2021.829
ISNAD	demirağ, bülent - çavuşoğlu, sinan. "Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma". (2021), 1054-1078. https://doi.org/10.21325/jotags.2021.829

APA	demirağ b, çavuşoğlu s (2021). Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma. Journal of Tourism and Gastronomy Studies, 9(2), 1054 - 1078. 10.21325/jotags.2021.829
Chicago	demirağ bülent,çavuşoğlu sinan Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma. Journal of Tourism and Gastronomy Studies 9, no.2 (2021): 1054 - 1078. 10.21325/jotags.2021.829
MLA	demirağ bülent,çavuşoğlu sinan Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma. Journal of Tourism and Gastronomy Studies, vol.9, no.2, 2021, ss.1054 - 1078. 10.21325/jotags.2021.829
AMA	demirağ b,çavuşoğlu s Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma. Journal of Tourism and Gastronomy Studies. 2021; 9(2): 1054 - 1078. 10.21325/jotags.2021.829
Vancouver	demirağ b,çavuşoğlu s Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma. Journal of Tourism and Gastronomy Studies. 2021; 9(2): 1054 - 1078. 10.21325/jotags.2021.829
IEEE	demirağ b,çavuşoğlu s "Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma." Journal of Tourism and Gastronomy Studies, 9, ss.1054 - 1078, 2021. 10.21325/jotags.2021.829
ISNAD	demirağ, bülent - çavuşoğlu, sinan. "Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma". Journal of Tourism and Gastronomy Studies 9/2 (2021), 1054-1078. https://doi.org/10.21325/jotags.2021.829