SATIN ALMA DAVRANIŞINDA İLGİ VE DÜŞÜK İLGİLİ SATIN ALMA DAVRANIŞINA YÖNELİK REKLAM STRATEJİLERİ

Yıl 1999, Cilt: 2 Sayı: 12, 17 – 23, 10.06.1999

Aypar TOPKARA USLU

https://doi.org/10.14783/maruoneri.685100

Öz

Most marketing studies have been devoted to sîtıatior. requiring complex decision making or brand loyalty. Such situally assume the consumer is involved in the purchase, but actually most purchase decisions are low in consume involvement. Tlıis study focuses on purchase decisions in which the consumer is not highly involved. The importons of a involvement perspective is considered flrst. Next, consumer decisions are classified by level of product involvement purchase behavior are described. Strategie implications of high versus low involvement situations are considered, with spécial emphasis on advertising strategy.

Anahtar Kelimeler

İşletme, Reklam, Satınalma

Kaynakça

  • 1- ASSA EL, HENRY: Consumer Behavior and Marketing Action. Fourt Editio. PWS Publishing Company. 1992.
  • 2- JOHAR, GITA VENKATARAMANI, -Consumer Involvement and Deseption From Implied Advertising Claims'" Journal of Marketing Research. Vol 32. Aug 1995, p 267-279.
  • 3- LAURENT,GILLIES; JEAN-NOEL KAPFERER, "Mesuring Consumer Involvement Profiles". Journal of Marketing Research. Vol XXII, February 1985, p.41-53.
  • 4- KAPFERER, JEAN-NOEL, GILLES LAURENT, ''Consumer Involvement Profiles: A New Practical Aproach to Consumer Involvement" Vol 25. Dec 1985/Jan 1986. p.48-56.
  • 5- HOYER D.WAYNE; STEPHAN P. BROWN; ‘Effects of Brand Awareness on Choice for a Comman. Repeat Purchase Product”, Journal of Consumer Research, Vol 17 (Sep 1990), p.141-148.
  • 6- HEADRICK, G.; T. TOMCZAK; Produktpolitik. Stuttgart, 1996, p. 18-19.
  • 7- USLU, TOPKARA Aypar, “Tüketici İlgi Ölçeğinin Aile Satın alma Davranışı İçinde Uygulanabilirliği Üzerine Bir Araştırma". T.C. Marmara Üniversitesi Sosyal Bilimler Enstitüsü Yayın No:8. İstanbul 1997.
  • 8- KRUGMAN, HERBERT E., "The impact of Television Advertising: Learning Without Involvement" . Public Opinion Quarterly. Vol 29 (Fall 1965).
  • 9- CHILDERS, TERRY L„ MICHAEL J.HOUSTON; "Conditions for a Picture-Superrioritv Effect on Consumer Memory" Journal of Consumer Research. Vol 11. (September 1984), p.652.
  • 10- PARKER, RICHARD; CHURCHILL, LINDSEY; "Positioning by Openning the Consumer's Mind". Internetional Journal of Advertising. Vol 5. 1986. p. 1-13.

Ayrıntılar

Birincil Dil Türkçe
BölümEski Sayılar
Yazarlar

Aypar TOPKARA USLU MARMARA ÜNİVERSİTESİ Türkiye

Yayımlanma Tarihi10 Haziran 1999
Yayımlandığı Sayı Yıl 1999 Cilt: 2 Sayı: 12

Kaynak Göster

APATOPKARA USLU, A. (1999). SATIN ALMA DAVRANIŞINDA İLGİ VE DÜŞÜK İLGİLİ SATIN ALMA DAVRANIŞINA YÖNELİK REKLAM STRATEJİLERİ. Öneri Dergisi, 2(12), 17-23. https://doi.org/10.14783/maruoneri.685100

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