The Influence of Values on Turkish Consumers' Product and Brand Choice
Tez Türü: Yüksek Lisans
Tezin Yürütüldüğü Kurum: İstanbul Bilgi Üniversitesi, Sosyal Bilimler Enstitüsü, Market Research, Türkiye
Tez Danışmanı: Ahmet Kılıç Süerdem
Tezin Onay Tarihi: 2003
Tezin Dili: İngilizce
Özet:
The variation of consumer habits results in two crucial points in terms of producers' First of
these points is necessity of variation of market segments. The second is the necessity of effort to
point out the criterias in construct these segments.This study named "The lnfluence of
Values on Turkish Consumers Product Brand Choice" has effort to enlighten the factors
above with a scientific approach.
Thus, a survey research was done and the questionnaire was tried to support with the literature
review. This project has a difference from the other 'values' studies since 'Aaker's Brand
Personality Scale' and 'Rokeach's Value Test' was used in this project'
Thefirstchapteroftheprojectconstructsfromtheliteraturestudyabouttheconceptof
values and the subject of consumption. This part is aimed to be able to find a relationship
between consumer behavior and the concept the value'
The second chapter is named
behavior and stresses on the consumer.
'Product and Brand Choice' includes a general view of the buyer and the elements that affect the product and brand choice of the fourth chapter contains 'research findings' about our study. The same part is aimed to
enlighten the techniques and methods which is used in this study. In short, the relationship between consumption patterns and values was tried to find out and survey research was done to be able to point out which groups having which 'values' choose
what kind of products or brands.