文章基本信息

标题：Determining The Consumers’ Level Of Response To Tag Lines Developed To Promote Fruit Juice Consumption: Antalya Province Sample
其他标题：Meyve Suyu Tüketimini Teşvik Etmeye Yönelik Sloganlardan Tüketicilerin Etkilenme Düzeylerinin Belirlenmesi: Antalya İli Örneği
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作者：Mükerrem ATALAY ORAL ; Ali Şevki AKAY ; M. Göksel AKPINAR 等
期刊名称：İşletme Araştırmaları Dergisi
印刷版ISSN：1309-0712
出版年度：2016
卷号：8
期号：1
DOI：10.20491/isader.2016.146
语种：English
出版社：Isarder
摘要：In this study,it was aimed to determine the level of response to tag lines which are developed for the products presented in the market by fruit juice firms and intended to pursue the fruit juice consumption. Original data from households obtained with face-to-face interview method was evaluated via “SPSS 13.0”. In the research,ChiSquare Analysis Technique was used to determine the level of response to tag lines which are developed for the products presented in the market by fruit juice firms and intended to pursue the fruit juice consumption. According to Chi-Square results,there is a statistically significant relationship between the consumers’ fruit juice consumption and “Strong muscles with Fruit Juice!” “More fruit less stress!” and “Drink Fruit Juice,Stay Young!” tag lines in %5 (p=0.05) significance level. In this situation,it is possible to reach a conclusion that the tag lines which are developed to promote the fruit juice consumption will have positive effect on the consumption.
其他摘要：Bu araştırmada meyve suyu firmalarının pazara sundukları/sunacakları ürünler için geliştirilen ve meyve suyu tüketimini teşvik etmeye yönelik olan sloganlardan tüketicilerin etkilenme düzeylerinin belirlenmesi amaçlanmıştır. Bu amaçla araştırmada, hane ha
关键词：Fruit Juice;Commercial;Marketing Communication;Chi-Square Analysis.
其他关键词：Meyve Suyu;Reklam;Pazarlama İletişimi;Ki-kare Analizi.