Consumer's brand loyalty in coffee preferences Cyprus (Nicosia) case İlkay Münüroğlu; Supervisor: Mehmet Ali Gürol

Yazar: Katkıda bulunan(lar):Dil: İngilizce Yayın ayrıntıları:Nicosia Cyprus International University 2014Tanım: X, 108 p. figure, table 30.5 cm CDİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar):
Eksik içerik
1 PART ONE
1 INTRODUCTION
1 GENERAL INTRODUCTION
2 DESCRIPTION OF COFFEE
4 HISTORICAL EVOLUTION OF COFFEE
8 TYPES AND FEATURES OF COFFEE
9 CLASSIFICATION OF COFFEE
11 DEVELOPMENT OF COFFEE IN CYPRUS
13 PART TWO
13 CONSUMER BEHAVIOR
13 THE CONCEPT OF CONSUMER
16 CONSUMER BEHAVIOR
19 Models of Consumer Behavior
25 Descriptive Model of Behavior
31 FACTOR AFFECTING CONSUMER BEHAVIOR
33 Social Factors
39 Psychological Factors
45 Personal Factors
47 CHARACTERISTICS OF CONSUMER BEHAVIOR
47 Consumer Behavior is a Motivated Behavior
48 Consumer Behavior is Dynamic Process
48 Consumer Behavior is Influenced by Environmental Factors
49 Consumer Behavior is Influenced by Environmental Factors
49 Consumer Types
49 Final Consumer
50 Industrial Consumer
52 PART THREE
52 BRAND AND BRAND LOYALTY
52 CONCEPT OF BRAND
54 Importance of Brand
56 Brand Value
61 CONCEPT OF LOYALTY
62 BRAND LOYALTY
64 Brand Loyalty Formation Process
65 Measurement of Brand Loyalty
66 Brand Loyalty Degrees
67 Brand Loyalty Formation Strategies
68 Brand Loyalty According to the Position of Purchase
68 Brand Loyalty According to the Position of Purchase
69 Brand Loyalty for Consumer
69 ELEMENTS CONSTITUTING BRAND LOYALTY
69 Brand Image
70 Reliability
71 Price (Economy)
72 Quality of Service
72 Creating Value for Customers
74 PART FOUR
74 RESEARCH STUDY ON THE BRAND LOYALTY IN THE COFFEE PREFERENCES IN THE DISTRICT OF NICOSIA
74 OBJECTIVES OF THE STUDY
74 IMPORTANCE OF THE RESEARCH
74 UNIVERSE AND SAMPLE
75 MATERIALS AND METHODS
75 SURVEY ANALYSIS AND RESULTS OBTAINED
75 Frequency of Coffee Consumption
76 Consumers with and Without Coffee Brand Preference and their Distribution According to Brands
76 The Criteria that are Effective in the Coffee Purchase of the Participants of the Research
77 The Factors from Whıch the Participants of the Research are Influenced in the Formation of Brand Loyalty in their Coffee Consumption
78 The Probabilities of the Research Participant's Repurchasing the Latest Purchased Coffee
79 Reserarch Participants ' Participation Position Whether They Agree with the General Expressions or Not
81 Genders of the Research Partcipants
82 Marital Status of the Research Participants
82 Age Distribution of the Research Participants
83 Educational Levels of the Research Partcipants
83 Occupational Groups of the Research Participants
84 Average Household Income Status of the Research Participants
85 Status between Gender of the Research Participants and Whetehr they have Brand Preference or not
86 Status between Gender of the Research Participants and Their Genders
86 The State Between the Marital Status of the Research Participants and Whether they Have Brand Preferences or Not
87 Hypotheses and Tests
89 Validity and Reliability
90 PART FIVE
90 CONCLUSIONS AND RECOMMENDATIONS
90 CONCLUSIONS
91 RECOMMENDATIONS
92 REFERENCES
Özet: 'ÖZET Bu araştırmada Tüketicilerin Kahve Tercihlerinde Marka Sadakati olup olmadığı incelenmiş ve yaş, aylık hane halkı geliri, öğrenim durumu ve meslek gurubu ile kahvede marka sadakati arasındaki ilişkiler ortaya konulmaya çalışılmıştır. Araştırma Kuzey Kıbrıs Türk Cumhuriyeti'nde Lefkoşa ilçesinde bulunan çeşitli meslek ve yaş guruplarında seçilmiş 171 kadın ve 111 erkek olmak üzere toplam 282 kişiye uygulanmıştır. Araştırmada veri toplama aracı olarak anket kullanılmıştır. Özgegül Şahin (2007) tarafından geliştirilen 'Marka Sadakatini Etkileyen Faktörlerin Belirlenmesi ve Tüketiciler Üzerine Bir Uygulama `' ölçeği örneklem gurubuna uygulanmış ve veriler SPSS 17.0 paket program kullanılarak çözümlenmiştir. Sonuç olarak yaş, aylık hane halkı geliri ve öğrenim durumu ile kahvede marka sadakati arasında bir ilişki bulunamamıştır. Fakat Meslek gurubu ile kahvede marka sadakati arasında olumlu bir ilişki bulunmuştur. Anahtar Kelimeler: Marka, Sadakat, Tüketici Davranışları ABSTRACT In this study, the existence of consumers ' brand loyalty in their coffe preferences has been examined and tried to ascertain the relationships between the brand loyalty in the coffe and the groups of consumers ' age, monthly household income,education and occupation. The research was applied on a total amount of 282 people comprised of 171 women and 111 men and selected from different occupational and age groups in the district of Nicosia of the Turkish Republic of Northern Cyprus. In the research, a questionnnaire has been utilized as a data collection instrument. The scale, developed by Özgül Şahin (2007), called 'Determining the Factors Affecting the Brand Loyalty and an Application on Consumers ' was applied to a sample group and the data were analyzed through the use of the SPSS 17.0 software package. As a result, a significant relationship could no have been found between the brand loyalty in coffe and the age, mothly household income and educational level. However, a positive relationship between the brand loyalty in coffe and occupation has been ascertained. Key word: Brand,Loyalty, Consumers behavior'
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 416 M96 2014 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T457
Toplam ayırtılanlar: 0

Includes CD

Includes references (92-104 p.)

'ÖZET Bu araştırmada Tüketicilerin Kahve Tercihlerinde Marka Sadakati olup olmadığı incelenmiş ve yaş, aylık hane halkı geliri, öğrenim durumu ve meslek gurubu ile kahvede marka sadakati arasındaki ilişkiler ortaya konulmaya çalışılmıştır. Araştırma Kuzey Kıbrıs Türk Cumhuriyeti'nde Lefkoşa ilçesinde bulunan çeşitli meslek ve yaş guruplarında seçilmiş 171 kadın ve 111 erkek olmak üzere toplam 282 kişiye uygulanmıştır. Araştırmada veri toplama aracı olarak anket kullanılmıştır. Özgegül Şahin (2007) tarafından geliştirilen 'Marka Sadakatini Etkileyen Faktörlerin Belirlenmesi ve Tüketiciler Üzerine Bir Uygulama `' ölçeği örneklem gurubuna uygulanmış ve veriler SPSS 17.0 paket program kullanılarak çözümlenmiştir. Sonuç olarak yaş, aylık hane halkı geliri ve öğrenim durumu ile kahvede marka sadakati arasında bir ilişki bulunamamıştır. Fakat Meslek gurubu ile kahvede marka sadakati arasında olumlu bir ilişki bulunmuştur. Anahtar Kelimeler: Marka, Sadakat, Tüketici Davranışları ABSTRACT In this study, the existence of consumers ' brand loyalty in their coffe preferences has been examined and tried to ascertain the relationships between the brand loyalty in the coffe and the groups of consumers ' age, monthly household income,education and occupation. The research was applied on a total amount of 282 people comprised of 171 women and 111 men and selected from different occupational and age groups in the district of Nicosia of the Turkish Republic of Northern Cyprus. In the research, a questionnnaire has been utilized as a data collection instrument. The scale, developed by Özgül Şahin (2007), called 'Determining the Factors Affecting the Brand Loyalty and an Application on Consumers ' was applied to a sample group and the data were analyzed through the use of the SPSS 17.0 software package. As a result, a significant relationship could no have been found between the brand loyalty in coffe and the age, mothly household income and educational level. However, a positive relationship between the brand loyalty in coffe and occupation has been ascertained. Key word: Brand,Loyalty, Consumers behavior'

1 PART ONE

1 INTRODUCTION

1 GENERAL INTRODUCTION

2 DESCRIPTION OF COFFEE

4 HISTORICAL EVOLUTION OF COFFEE

8 TYPES AND FEATURES OF COFFEE

9 CLASSIFICATION OF COFFEE

11 DEVELOPMENT OF COFFEE IN CYPRUS

13 PART TWO

13 CONSUMER BEHAVIOR

13 THE CONCEPT OF CONSUMER

16 CONSUMER BEHAVIOR

19 Models of Consumer Behavior

25 Descriptive Model of Behavior

31 FACTOR AFFECTING CONSUMER BEHAVIOR

33 Social Factors

39 Psychological Factors

45 Personal Factors

47 CHARACTERISTICS OF CONSUMER BEHAVIOR

47 Consumer Behavior is a Motivated Behavior

48 Consumer Behavior is Dynamic Process

48 Consumer Behavior is Influenced by Environmental Factors

49 Consumer Behavior is Influenced by Environmental Factors

49 Consumer Types

49 Final Consumer

50 Industrial Consumer

52 PART THREE

52 BRAND AND BRAND LOYALTY

52 CONCEPT OF BRAND

54 Importance of Brand

56 Brand Value

61 CONCEPT OF LOYALTY

62 BRAND LOYALTY

64 Brand Loyalty Formation Process

65 Measurement of Brand Loyalty

66 Brand Loyalty Degrees

67 Brand Loyalty Formation Strategies

68 Brand Loyalty According to the Position of Purchase

68 Brand Loyalty According to the Position of Purchase

69 Brand Loyalty for Consumer

69 ELEMENTS CONSTITUTING BRAND LOYALTY

69 Brand Image

70 Reliability

71 Price (Economy)

72 Quality of Service

72 Creating Value for Customers

74 PART FOUR

74 RESEARCH STUDY ON THE BRAND LOYALTY IN THE COFFEE PREFERENCES IN THE DISTRICT OF NICOSIA

74 OBJECTIVES OF THE STUDY

74 IMPORTANCE OF THE RESEARCH

74 UNIVERSE AND SAMPLE

75 MATERIALS AND METHODS

75 SURVEY ANALYSIS AND RESULTS OBTAINED

75 Frequency of Coffee Consumption

76 Consumers with and Without Coffee Brand Preference and their Distribution According to Brands

76 The Criteria that are Effective in the Coffee Purchase of the Participants of the Research

77 The Factors from Whıch the Participants of the Research are Influenced in the Formation of Brand Loyalty in their Coffee Consumption

78 The Probabilities of the Research Participant's Repurchasing the Latest Purchased Coffee

79 Reserarch Participants ' Participation Position Whether They Agree with the General Expressions or Not

81 Genders of the Research Partcipants

82 Marital Status of the Research Participants

82 Age Distribution of the Research Participants

83 Educational Levels of the Research Partcipants

83 Occupational Groups of the Research Participants

84 Average Household Income Status of the Research Participants

85 Status between Gender of the Research Participants and Whetehr they have Brand Preference or not

86 Status between Gender of the Research Participants and Their Genders

86 The State Between the Marital Status of the Research Participants and Whether they Have Brand Preferences or Not

87 Hypotheses and Tests

89 Validity and Reliability

90 PART FIVE

90 CONCLUSIONS AND RECOMMENDATIONS

90 CONCLUSIONS

91 RECOMMENDATIONS

92 REFERENCES

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