Y Kuşağı Tüketicilerin Marka ve Ürün Değerlendirmelerinin İncelenmesi: Fast-Food Sektörüne İlişkin Bir Araştırma (Examining the Brand and Product Evaluations of Generation Y Consumers: A Research on the Fast-Food Industry)
DOI:
https://doi.org/10.21325/jotags.2021.829Keywords:
Price perception, Appearance perception, Repurchase intention, Brand experience, Brand preferenceAbstract
The research was carried out to evaluate the perceptions of consumers who prefer different
fast food brands towards their preferred brands and products. The study also aimed to
examine the relationship between price and appearance perception, brand preference, brand
experience and repurchase intention. In this context, the universe of the research, which is
considered in Turkey Generation Y, born between the years 1980-2001 constitute
consumers. Within the scope of the research, "convenience sampling" method was applied
from non-random samples. The sample size was evaluated on the basis of the data in the
435 questionnaire forms. In order to test the proposed structural model, the structural
equation model Smart PLS 3 (PLS-SEM) based on partial least squares was used. When
the path analysis results are examined, it was determined that price perception significantly
affects repurchase intention, brand preference and brand experience. According to the
analysis results, it was determined that appearance perception significantly affects
repurchase intention and brand experience. However, no effect of appearance perception
on brand preference was determined. Within the scope of the research, it was determined
that brand preference and brand experience have significant effect on repurchase intention.
However, no significant effect of brand experience on brand preference has been detected.
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