Comparing the Effective Factors of Traditional Archers’ Bow Brand Preferences
Journal Title: Marketing and Branding Research - Year 2018, Vol 5, Issue 4
Abstract
The aim of this study is to compare and determine the effective factors of traditional archers’ bow brands preferences from the multicultural perspective. In depth-interviews and focus group studies were conducted with senior and experienced traditional archers from different countries in order to collect the data. Content analysis technique was used to analyze the data and the proposed model was created accordingly. Traditional archers from Turkey and some European countries were participated in this research. According to the results of the analysis; perceived price of brand, customer relationships, product characteristics, and product availability were found as determiners of traditional archers’ bow brand preferences.
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