Tüketicilerin gıda ürünlerini satın alma tercihlerinde halo etkisinin ölçülmesi
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Ege Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu tez çalışması kapsamında, ürünlerde sıklıkla rastlanan sağlıkla ilgili bilgilerin (organik, cis trans yağ içermez, kalorisi azaltılmış, probiyotik vb.), standartlara uygunluk belgelerinin (HELAL gıda vb.), fiyatın, ambalaj tasarımının ve ürün satımına yönelik pazarlama çalışmalarının ve tüketici yorumlarının tüketicilerde yarattığı halo etkisinin belirlenmesi hedeflenmiştir. Bu kapsamda İzmir ili, Gaziemir ilçesinde ikamet eden 392 kişiyle anket çalışması yapılmış ve tüketicilerle sözlü iletişim kurularak tüketicilerin satın alma tercihleri incelenmiştir. Araştırma temelde "Satın alma tercihlerinde tüketiciyi etiket bilgileri etkilemektedir ve tüketici üzerinde halo etkisi yaratmaktadır, tüketicilerin satın alma kararlarında ambalaj tasarımı ve ambalajda yer alan bilgiler halo etkisi yaratmaktadır, farklı pazarlama teknikleri tüketicilerin satın alma tercihini etkileyip halo etkisi yaratmaktadır, farklı sosyodemografik özelliklere sahip tüketicilerin satın alma tercihleri farklılık göstermektedir ve tüketiciler üzerinde halo etkisi yaratmaktadır." olmak üzere 4 hipotez dayandırılmıştır. Hipotezler ışığında anket soruları hazırlanmış ve bu sorulara verilen cevaplar doğrultusunda tüketicilerin gıdaları satın almaları sırasında Halo etkisi yaratan unsurlar belirlenmiştir. Çalışmanın sonunda tüketicilerin satın alma davranışlarını etkileyen unsurların ele alındığı bu çalışmada pazarlama kaynaklı unsurların yanında ambalaj ve etiket bilgisinin tüketicilerin satın alma davranışlarını etkilediği tespit edilmiştir. Tüketicilerde satın alma davranışının yaş grubu, cinsiyet, medeni durum, eğitim düzeyi, aylık gelir düzeyi ve meslek grubu değişkenlerine göre anlamlı farklılık gösterdiği belirlenmiştir (p<0.05). Bunun yanında ambalaj ile satın alma davranışı arasında pozitif yönde anlamlı bir ilişki olduğu bulunmuş (p<0.05), elde edilen bu sonucun literatürde yer alan çalışma bulguları ile paralellik gösterdiği sonucuna ulaşılmıştır. Anahtar Sözcükler; Halo etkisi, Satın alma davranışı, Anket, Etiket
The aim of this thesis is to investigate the halo effect of health-related information (organic, cis trans fat-free, calorie-reduced, probiotic, etc.), standards compliance certificates (HALAL food, etc.), price, packaging design, marketing studies for product sales and consumer comments, which are frequently found in products on the consumers'. For this purpose, a survey was conducted with 392 people residing in Gaziemir, İzmir, and the purchasing preferences of the consumers were examined by establishing verbal communication with the consumers. The research basically consists of 4 hypotheses: "Label information affects the purchasing preferences of the consumer, the packaging design and the informations create a halo effect in the purchasing decisions of the consumers, the packaging design and the informations create a halo effect in the purchasing decisions of the consumers,different marketing techniques affect the purchasing preferences of the consumers at different levels and the informations create a halo effect in the purchasing decisions of the consumers,the purchasing preferences of consumers with different sociodemographic characteristics differ and create a halo effect on consumers.". In the light of the hypotheses, survey questions were prepared and in line with the answers given to these questions, the factors that create the Halo effect during the consumers' purchase of food were determined. At the end of the study,it has been determined that the packaging and label information, as well as the marketing-related factors, affect the purchasing behaviors of the consumers. It was also determined that the purchasing behavior of consumers' differed significantly according to age group, gender, marital status, education level, income, and occupational group (p<0.05). In addition, it was found that there was a significantly positive relationship between packaging and purchasing behavior (p<0.05), and it was concluded that this result was in parallel with the findings of the study in the literature. Keywords; Halo effect, Purcase behavior, Survey, Label
The aim of this thesis is to investigate the halo effect of health-related information (organic, cis trans fat-free, calorie-reduced, probiotic, etc.), standards compliance certificates (HALAL food, etc.), price, packaging design, marketing studies for product sales and consumer comments, which are frequently found in products on the consumers'. For this purpose, a survey was conducted with 392 people residing in Gaziemir, İzmir, and the purchasing preferences of the consumers were examined by establishing verbal communication with the consumers. The research basically consists of 4 hypotheses: "Label information affects the purchasing preferences of the consumer, the packaging design and the informations create a halo effect in the purchasing decisions of the consumers, the packaging design and the informations create a halo effect in the purchasing decisions of the consumers,different marketing techniques affect the purchasing preferences of the consumers at different levels and the informations create a halo effect in the purchasing decisions of the consumers,the purchasing preferences of consumers with different sociodemographic characteristics differ and create a halo effect on consumers.". In the light of the hypotheses, survey questions were prepared and in line with the answers given to these questions, the factors that create the Halo effect during the consumers' purchase of food were determined. At the end of the study,it has been determined that the packaging and label information, as well as the marketing-related factors, affect the purchasing behaviors of the consumers. It was also determined that the purchasing behavior of consumers' differed significantly according to age group, gender, marital status, education level, income, and occupational group (p<0.05). In addition, it was found that there was a significantly positive relationship between packaging and purchasing behavior (p<0.05), and it was concluded that this result was in parallel with the findings of the study in the literature. Keywords; Halo effect, Purcase behavior, Survey, Label
Açıklama
Anahtar Kelimeler
Gıda Mühendisliği, Food Engineering
