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Bu çalışmanın amacı, hazır giyim sektöründe faaliyet gösteren LC Waikiki ve DeFacto markalarını kullanan tüketicilerin marka tercihlerinde pozitif ve negatif ağızdan ağıza pazarlama faaliyetlerinin etkisini araştırmaktır. Bu amaçla Muğla ilinde bu markaları kullanan tüketicilere yönelik anket uygulaması gerçekleştirilmiştir. Anket uygulaması sonucu elde edilen veriler basit regresyon analizi ile test edilmiştir. Analiz sonucunda, LC Waikiki ürünü kullananların marka tercihinde pozitif ağızdan ağıza pazarlama faaliyetlerinin etkisi 0.522 oranında iken, DeFacto ürünü kullananlarda bu oran 0.729’dur. LC Waikiki markasının tercihinde negatif ağızdan ağıza pazarlama faaliyetlerinin etkisi negatif yönde 0.359 iken, DeFacto markasının tercihinde bu oran negatif yönde 0.749’dur. Sonuç olarak, DeFacto markasını tercih eden tüketicilerin ağızdan ağıza pazarlama faaliyetlerinden etkilenme oranları LC Waikiki tüketicilerine göre daha yüksektir.
The aim of this study was to investigate the impact of positive and negative word of mouth marketing activities on brand preferences of consumers using LC Waikiki and DeFacto brands operating in the garment sector. For this purpose, a survey was conducted for consumers using these brands in Mumbai. The data obtained from the survey application was tested with simple regression analysis. As a result of the analysis, the effect of positive word of mouth marketing activities on brand preference of those who use LC Waikiki product is 0.522, while it is 0.729 for those using DeFacto product. While the effect of negative word-of-mouth marketing activities in the preference of LC Waikiki brand is 0.359 in the negative direction, this ratio is 0. 749 in the negative direction in the preference of the DeFacto brand. As a result, consumers who prefer the DeFacto brand are more likely to be affected by word of mouth marketing than LC Waikiki consumers.
The aim of this study was to investigate the impact of positive and negative word of mouth marketing activities on brand preferences of consumers using LC Waikiki and DeFacto brands operating in the garment sector. For this purpose, a survey was conducted for consumers using these brands in Muğla. The data obtained from the survey application was tested with simple regression analysis. As a result of the analysis, the effect of positive word of mouth marketing activities on brand preference of those who use LC Waikiki product is 0.522, while it is 0.729 for those using DeFacto product. While the effect of negative word-of-mouth marketing activities in the preference of LC Waikiki brand is 0.359 in the negative direction, this ratio is 0.749 in the negative direction in the preference of the DeFacto brand. As a result, consumers who prefer the DeFacto brand are more likely to be affected by word of mouth marketing than LC Waikiki consumers.
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