Hazır giyim ürünlerinde markanın tüketici satınalma davranışı üzerindeki etkileri
Brand effects on the consumers' purchasing behaviour in ready-to-wear products
Yazar: KEMAL ISMAIL
Danışman: PROF. DR. İZZET GÜMÜŞ
Gazi Üniversitesi / Sosyal Bilimler Enstitüsü / Üretim Yönetimi ve Pazarlama Ana Bilim Dalı / Üretim Yönetimi ve Pazarlama Bilim Dalı
Derece: Yüksek Lisans, 2006
Konu: İşletme = Business Administration

Özet:
Haz r giyim sektörü h zla geli mekte olan bir sektördür. Buna ba lolarak haz r giyim sektörüne geli mesine en önemli etki marka vemarkala ma yapmaktad r. nsanlar n çok titiz ve zor karar verici olan haz rgiyim konusunda marka sayay nda hem çabuk hem de do ru karar vermekans elde etmi tir. Her geçen gün haz r giyim pazarlar na rekabet gittikçeartmaktad r. Bu rekabete üstünlük sa lanabilmesinin temel faktörüi letmelerin markala mas n sa lamas d r.Bu çal ma da Ankara buluna Türkiye ve Irakl üniversite ö rencileringiyim ürünlerini seçerken markan n etiksini ölçmektir. Bu amaçla anketçal mas yla ö rencilerden bilgi toplanm t r.Çal mam zda tezin teorik k sm nda yerli ve yabanc bilim adamlar n nkitap ve makalelerinden yararlanm t r. Birinci bölümde haz r giyim, haz rgiyim pazar ve marka ve markala ama üzerinde durulmu tur. kincibölümde tüketici, tüketicinin sat n almas na etki eden faktörler üzerindedurulmu tur. Üçüncü bölümde ise anket yoluyla üniversite ö rencilerindetoplanan verilerin analiz ve yorumlanmas na dayanmaktad r. Be li likert ves ralama ölçe ine uygun olarak düzenlenen anket üniversite ö rencilerinuygulanm t r.De erlendirme bölümünde istatistiksel yöntemler kullan lm t r.Frekans da l m , varyans analizi, f testi ve tukey testi uygulanm vedemografik özelliklerine göre gruplar aras nda farl l n olup olmad tespitedilmi tir.Anahtar Kelimeler: Haz r giyim, Marka, Tüketici, Tüketici Davran lar .

Abstract:
ABSTRACTReadymade garment production is a fast growing industry. The most importantfactor that underlies the rapid growth of readymade production industry is the trendfor establishing and sustaining brands. It is thanks to this branding that people, whobehave extremely selective thus, may turn into hard decision-takers when it comes topicking a readymade garment in any casual shopping errand, has now theopportunity to put up buying decisions fast and accurate. Competition, on the otherhand, gets ever denser in the readymade garments market, with each day passingby. The path to grabbing and holding an advantageous position with respect to orsupremacy beyond this competition somehow passes through branding, asacknowledged and resorted by becomingly more industrial entities.The purpose of this study is to measure the individual effects of brands on thefinal choice of Turkish and Iraqi students staying in Ankara, Turkey for clothing stuff.For the purpose, an intelligence gathering process has been carried out by applyingsurvey questionnaires among randomly selected students.The theoretical basis for this study required an extensive use of variousarticles and books authored by both local and international scientific people. Chapterone gives an overview of readymade garments and readymade products market withknown trademarks and associated branding trends, while Chapter Two attempts toprovide a deeper insight to the factors affecting the buying attitudes in the consumerafter a short description about the very characteristics of the latter. Chapter Threedwells into analytics and interpretation of data gathered through academic studentsurveys applied through questionnaires. The survey was conducted to coverrandomly selected students on a plan established in accordance with the five-pointLikert Scale.The conclusion part of the study uses statistical methods. At this context, itchecks and verifies whether any significant differences exist among groups bydemographical characteristics, through employing frequency distribution, varianceanalysis, f-test and Tukey Test, designed to perform a pair-wise comparison of dataobtained from the two demographically differing groups.Keywords: Readymade garments, brands, Consumer, Consumer Behaviors