The opinion of university students toward advertising: A case study in Karabük
Küçük Resim Yok
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Karabük Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Reklamlar çeşitli ürünler hakkında tüketicilere bilgi sunarak onları etkilemeyi amaçlayan bir tutundurma karması elemanı olarak değerlendirilebilir. Bu çalışmada tüketici davranışlarını etkileme yöntemlerinin en önemlilerinden biri olan reklamlara üniversite öğrencilerinin bakış açısı ölçülmüştür. Bu kapsamda nicel veri toplama yöntemlerinden yüz yüze anket yöntemi tercih edilmiş ve Karabük Üniversitesi öğrencilerinden 207 kişiyle anket yapılmıştır. Araştırma kapsamında katılımcılara 30 ifadeden oluşan ölçeğe katılım derecelerini belirtmeleri istenmiştir. Bu ölçekten elde edilen veriler katılımcıların demografik özellikleri ile karşılaştırmalı analize tabi tutulmuştur. Ulaşılan sonuçlara göre üniversite öğrencilerinin verilen ifadelere katılım derecelerinin demografik özellikleri itibariyle birbirlerinden çok farklı olmadığı sonucuna ulaşılmıştır. Bu sonuçlara göre üniversite öğrencilerine yönelik hazırlanacak reklamların yaş, cinsiyet ya da gelir gibi değişkenler itibariyle farklılaştırılmasının gerekli olmadığı, üniversite öğrencileri pazarının firmalar için tek bir pazar bölümü olarak değerlendirilebileceği savunulabilir.
Advertisement may be considered as a promotional mix element that aims to influence consumers by providing information to consumers about various products. In this study, the point of view of university students through advertisements was measured which is one of the most important methods of influencing consumer behavior. In this context, face-to-face survey method was preferred as a quantitative data collection method and a questionnaire was conducted with 207 people from Karabuk University students. Within the scope of the research, the participants were asked to indicate the degree of participation in the scale consisting of 30 expressions. The data obtained from this scale were subjected to comparative analysis with the demographic characteristics of the participants. According to the results, it was concluded that the degree of participation of university students in the given statements was not very different from each other in terms of demographic characteristics. According to these results, it can be argued that it is not necessary to differentiate the advertisements which is prepared for university students in terms of demographic variables such as age, gender or income.
Advertisement may be considered as a promotional mix element that aims to influence consumers by providing information to consumers about various products. In this study, the point of view of university students through advertisements was measured which is one of the most important methods of influencing consumer behavior. In this context, face-to-face survey method was preferred as a quantitative data collection method and a questionnaire was conducted with 207 people from Karabuk University students. Within the scope of the research, the participants were asked to indicate the degree of participation in the scale consisting of 30 expressions. The data obtained from this scale were subjected to comparative analysis with the demographic characteristics of the participants. According to the results, it was concluded that the degree of participation of university students in the given statements was not very different from each other in terms of demographic characteristics. According to these results, it can be argued that it is not necessary to differentiate the advertisements which is prepared for university students in terms of demographic variables such as age, gender or income.
Açıklama
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı
Anahtar Kelimeler
Reklamcılık, Advertising ; İşletme
