YABANCI DİLDE MARKA VE MAĞAZA ADLARI VE TÜKETİCİ SATINALMA DAVRANIŞINA ETKİLERİNE YÖNELİK BİR ARAŞTIRMA
Journal Title: Karadeniz İletişim Araştırmaları Dergisi - Year 2019, Vol 9, Issue 1
Abstract
In this study it is tried to determine especially young consumers’ buying behaviours and attitudes related with the foreign brand and store names which are more and more becoming widespread in our country . That’s why a questionnaire carried out in Şanlıurfa city with 134 participants and its findings and commments are being included in the study. The obtained data analyzed by SPSS 11.05 and findings were showed by means of tables. It’s tried to determining the brand importance, importance of foreign brand and store names for consumers and the effect of it on consumers buying behaviours and consumer perceptions about whether local or foreing brand quality and prices. According to the some findings of the study; consumers give a great importance to the concept of brand; brands and stores in a foreign language is highly preferred; they believe that given more importance on customer satisfaction and product guarantee in terms of vision is dominated by foreign brands and stores were believed gave more confidence; and it can be said that consumers find more attractive this brands and stores which are in a foreing language.
Authors and Affiliations
M. Nedim BAYUK
Keywords
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