Yıl: 2018 Cilt: 13 Sayı: 30 Sayfa Aralığı: 459 - 476 Metin Dili: Türkçe DOI: 10.7827/TurkishStudies.14324 İndeks Tarihi: 29-07-2019

GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ

Öz:
Moda tasarımcıları moda ile ilgili eğilimleri tüketicileredayatmaktadır. Ancak, tüketicilerin beklentilerindeki değişimler veendüstrinin buna kayıtsız kalamaması tüketici isteklerine yoğunlaşmayıgereklilik haline getirmiştir. Türkiye önemli bir genç nüfusa sahip vebunların tüketim potansiyelleri kayda değer niteliktedir. Tüketicilerindavranışlarının anlaşılması hızla değişen bir ortamda önemli birgerekliliktir. Bu çalışmanın amacı tüketicilerin kot pantolon seçimindeetkili olan niteliklerin önceliklerini ortaya çıkarmaktır. Araştırmadakullanılan nitelik ve bu niteliklerin düzeyleri literatür araştırması ve odakgrup çalışmasından elde edilmiştir. Araştırma için altı nitelik ve bunlaraait toplam on üç düzey tanımlanmıştır. Nitelikler ve düzeyler Marka (Üstdüzey marka, Herhangi bir marka), Menşe (Türk malı, Yabancı), Mağaza(Yüksek imajlı mağaza, Herhangi bir mağaza), Performans (Yakışan,vücuduma tam oturan ve Dayanıklı, sağlam), Stil (Klasik, Modaya uygun,Rahat), Kumaş (%100 pamuk, Karışım) olarak belirlenmiştir.Araştırmanın verileri kolayda örnekleme yöntemiyle seçilen 200üniversite öğrencisiyle yapılan web tabanlı anketlerden elde edilmiştir.Verilerinin analizinde Konjoint yaklaşımı kullanılmış ve SPSS v23istatistikprogramındanfaydalanılmıştır.Konjointanaliziaraştırmacıların bir ürünün tercih edileceğine inandıkları temelniteliklerini inceleyen bir yöntemdir ve en küçük kareler regresyonuyaklaşımını kullanır. Elde edilen sonuçlara göre, modaya uygun stil ençok tercih edilen nitelik ve düzey olmuştur. Yüksek imajlı mağaza, üstdüzey marka, karışım kumaş, Türk menşe ve dayanıklı performanssırasıyla takip eden nitelik ve düzeyler olarak bulunmuştur.
Anahtar Kelime:

Konular: İşletme

THE IMPORTANCE OF DENIM JEANS ATTRIBUTES FOR YOUNG CONSUMERS

Öz:
Fashion designers impose trends to consumers. However, changes in consumer expectations and without remaining quite of the industry have made a necessity to focus on consumer needs. Turkey has an important potential of young people and their consumption are worth recording. Comprehending the behaviour of consumers is an important requirement in a rapidly changing environment in all over the world. The aim of this study is to reveal the preferences of the attributes that are effective in consumers' choice of jeans. The attributes used in the research and the levels of them were obtained from the literature survey and focus group method. Six attributes and a total of thirteen levels were defined for the research. Attributes and levels name are Brand (Premium brand, Any brand), Country of origin (Turkey, Foreign), Store (High image store, Any store), Performance (Fit, Durable), Style (Classic, Fashionable, Comfort), Fabric (100% cotton, Mixture). Research data were obtained from web-based surveys conducted by 200 university students selected with convenience sampling method. Conjoint approach in SPSS v23 statistical program was used in the analysis of the data. Conjoint analysis is a method that examines the fundamental characteristics that researchers believe in a product, and uses the least squares regression approach. According to the results obtained, fashionable style was found the most preferred attribute and level in denim jeans purchasing decision. This is followed by high image store, premium brand, mixture fabric, Turkey country of origin and durable performance, respectively.
Anahtar Kelime:

Konular: İşletme
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA toklu i (2018). GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ. , 459 - 476. 10.7827/TurkishStudies.14324
Chicago toklu ismail tamer GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ. (2018): 459 - 476. 10.7827/TurkishStudies.14324
MLA toklu ismail tamer GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ. , 2018, ss.459 - 476. 10.7827/TurkishStudies.14324
AMA toklu i GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ. . 2018; 459 - 476. 10.7827/TurkishStudies.14324
Vancouver toklu i GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ. . 2018; 459 - 476. 10.7827/TurkishStudies.14324
IEEE toklu i "GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ." , ss.459 - 476, 2018. 10.7827/TurkishStudies.14324
ISNAD toklu, ismail tamer. "GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ". (2018), 459-476. https://doi.org/10.7827/TurkishStudies.14324
APA toklu i (2018). GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ. Turkish Studies (Elektronik), 13(30), 459 - 476. 10.7827/TurkishStudies.14324
Chicago toklu ismail tamer GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ. Turkish Studies (Elektronik) 13, no.30 (2018): 459 - 476. 10.7827/TurkishStudies.14324
MLA toklu ismail tamer GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ. Turkish Studies (Elektronik), vol.13, no.30, 2018, ss.459 - 476. 10.7827/TurkishStudies.14324
AMA toklu i GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ. Turkish Studies (Elektronik). 2018; 13(30): 459 - 476. 10.7827/TurkishStudies.14324
Vancouver toklu i GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ. Turkish Studies (Elektronik). 2018; 13(30): 459 - 476. 10.7827/TurkishStudies.14324
IEEE toklu i "GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ." Turkish Studies (Elektronik), 13, ss.459 - 476, 2018. 10.7827/TurkishStudies.14324
ISNAD toklu, ismail tamer. "GENÇ TÜKETİCİLER İÇİN KOT PANTOLON NİTELİKLERİNİN ÖNEMİ". Turkish Studies (Elektronik) 13/30 (2018), 459-476. https://doi.org/10.7827/TurkishStudies.14324