Sevimli ürünlerin duygusal faydasının plansız satın alma davranışı üzerine etkisi

şletmelerin pazarlama çabaları ürünün tasarımından başlayarak satış sonrası deneyime kadar devam eden bir süreçtir. Ürünün tasarımında farklılık yaratmak var olan müşterileri elde tutmaya yarayacağı gibi yeni müşteriler kazanılmasına da yardımcı olacaktır. Ürün tasarımı ve üretim aşamasında yapılacak farklılıklar ürünün modeli, ölçülendirilmesi, ambalajı, boyutu, fiyatı ve dağıtımı gidi özelliklerden oluşabilir. Bunlara ek olarak büyüklük, küçüklük, tombulluk, renk gibi ürün sevimliliği özellikleri de farklılık oluşturulabilir. Özellikle oyuncak şekline benzer ürünler, tüketicilerde sevgi hissi oluşturmaktadır. Tüketiciler bu tarz ürünleri bazı durumlarda sağladıkları fonksiyonel faydasından dolayı değil de duygusal veya sembolik faydadan dolayı tercih edebilirler. Bu özellikleriyle sevimli ürünlerin tüketicilerde duygusal fayda oluşturacağı ve ürün farklılaşmasına yardımcı olabileceği düşünülmektedir. Bu çalışmanın amacı, sevimli ürünlerin duygusal faydasının ve reklama yönelik tutumun plansız satın alma davranışları üzerine etkisini analiz etmektir. Araştırma için gerekli veriler, araştırmacılar tarafından hazırlanan çevrimiçi anket formu aracılığıyla toplanmıştır. Oluşturulan anket formunun linki, kolayda örnekleme yöntemiyle katılımcılara ulaştırılmıştır. Veri toplama süreci 371 kişinin katılımıyla tamamlanmıştır. Frekans ve açıklayıcı faktör analizleri (AFA) için SPSS 22 programı kullanılmıştır. Çalışmaya katılanların demografik özellikleri incelendiğinde dağılımın dengeli olduğundan bahsedilebilir. Faktör analizi sonuçlarına göre, yapıyı bozduğu düşünülen reklama yönelik tutumun 1. ve 5. ifadeleri çıkartılmıştır. Gerekli analizler bu ifadeler kullanılmadan yapılmıştır. Doğrulayıcı faktör analizi (DFA) ve yapısal eşitlik modellemesi için ise Amos 20 programı kullanılmıştır. Doğrulayıcı faktör analizleri sonucunda önerilen modifikasyonlar yapılmıştır. Yapısal eşitlik modellemesi ile araştırma amacına yönelik oluşturulan hipotez testleri analiz edilmiştir. Çalışma sonuçlarına göre sevimli ürünlerin duygusal faydasının plansız satın alma davranışını ve reklama yönelik tutumu etkilediği görülmektedir. Fakat reklama yönelik tutumun plansız satın alma davranışı üzerinde etkisi görülmemektedirMarketing efforts of businesses are a process starting from the design of the product to the after-sales experience. Making a difference in the design of the product will help to retain existing customers as well as gaining new customers. Differences to be made in product design and production may consist of features such as product model, dimensioning, packaging, size, price and distribution. In addition to these, product sweetness features such as size, smallness, plumpness, and color can also be different. Especially products similar to toy shapes create a feeling of affection in consumers. In some cases, consumers may prefer such products not because of their functional benefits, but for their emotional or symbolic benefits. With these features, it is thought that cute products will create emotional benefits for consumers and help product differentiation. The aim of this study is to analyze the effect of emotional benefits of cute products and attitude towards advertising on impulsive buying behavior. The data required for the research were collected through an online questionnaire prepared by the researchers. The link of the questionnaire form created was delivered to the participants by using the convenience sampling method. The data collection process was completed with the participation of 371 people. SPSS 22 program was used for frequency and explanatory factor analysis (EFA). When the demographic characteristics of the participants are examined, it can be said that the distribution is balanced. According to the results of the factor analysis, the 1st and 5th expressions of the attitude towards advertising, which is thought to disrupt the structure, were removed. Necessary analyzes were made without using these expressions. Amos 20 program was used for confirmatory factor analysis (CFA) and structural equation modeling. The modifications suggested as a result of the confirmatory factor analysis were made. Hypothesis tests created for research purposes with structural equation modeling were analyzed. According to the results of the study, it is seen that the emotional benefit of cute products affects impulsive buying behavior and attitude towards advertising. However, the attitude towards advertising does not seem to have an effect on impulsive buying behavior

The effect of cute character interest in advertisements on consumer purchase intention

Tüketici satın alma karar sürecini hem fonksiyonel hem de duygusal faktörlerin etkilediği bilinmektedir. Pazarlama uygulayıcıları özellikle reklamlarda kullandıkları kişiler veya karakterler vasıtasıyla tüketicilerle duygusal bağ oluşturabilirler. Bu çalışmanın amacı reklamlarda kullanılan sevimli karakterlere yönelik tüketici ilgisinin marka bilinirliği ve duygusal marka çekiciliği ile satın alma niyeti üzerine etkisini araştırmaktır. Literatüre bağlı olarak oluşturulan ifadelerin ölçümü için gerekli olan veriler çevrimiçi anket formu aracılığı ile elde edilmiştir. Araştırmacılar çevrimiçi anket linki çevrelerindekilerle paylaşarak 396 katılımcıya ulaşmışlardır. Çalışmaya katılanların her bir demografik özelliği dengeli bir dağılım göstermektedir. Reklamlarda kullanılan sevimli karakterlere yönelik tüketici ilgisinin tüketici satın alma niyetinde hiçbir demografik özellikte farklılık göstermemektedir. Frekans ve açıklayıcı faktör analizleri için SPSS 22 kullanılmıştır. Doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi için ise Amos 20 programı kullanılmıştır. Çalışma sonuçlarına göre reklamlarda kullanılan sevimli karakterlere ilginin marka bilinirliğini ve duygusal marka çekiciliğini etkilediği görülmüştür. Ayrıca duygusal marka çekiciliğinin tüketici satın alma niyetini etkilediği de belirlenmiştir.It is known that both functional and emotional factors affect the consumer purchasing decision process. Marketing practitioners can create emotional bonds with consumers, especially through the people or characters they use in advertisements. The aim of this study is to investigate the effect of consumer interest towards cute characters used in advertisements on purchase intention through brand awareness and emotional brand attraction. The data required for the measurement of the expressions created based on the literature were obtained through the online questionnaire form. The researchers reached out to 396 participants by sharing the online questionnaire link with those around them. Each demographic feature of the participants in the study shows a balanced distribution. Consumer interest towards cute characters used in advertisements does not differ in any demographic characteristics in consumer purchase intention. SPSS 22 was used for frequency and exploratory factor analysis. Amos 20 program was used for confirmatory factor analysis and structural equation modeling. According to the results of the study, it was observed that the interest towards cute characters used in advertisements affects brand awareness and emotional brand attraction. Besides, it has been determined that emotional brand attraction affects consumer purchase intention

The effect of online coupons and the ease of one click payment process on online impulse buying

Teknolojik gelişmeler ile beraber tüketicilerin alışveriş davranışları ve ödeme alışkanlıklarında değişimler meydana gelmektedir. Kuponlar ve indirimler kazanma duygusuyla birlikte mutluluğa yol açabilmektedir. Çevrimiçi kuponlar da son zamanlarda çevrimiçi işletmeler tarafından tüketicilerine yaygın olarak sunulmaktadır. Bu çalışmanın amacı çevrimiçi kuponların, tek tuşla ödeme işlem kolaylığı ile çevrimiçi plansız satın alma üzerine etkisinin araştırılmasıdır. Araştırma için gerekli veriler, hazırlanan çevrimiçi anket formu aracılığıyla ve 423 kişinin katılımıyla toplanmıştır. Araştırmada kullanılan ifadelerin geçerliliği ve güvenilirliği için açıklayıcı ve doğrulayıcı faktör analizi ile yapılmıştır. Anket formunun linki araştırmacılar tarafından daha önce çevrimiçi alışveriş yapmış kişilere ulaştırılmıştır. Araştırmacılar, yeterli örneklem sayısına ulaşabilmek için ankete katılanlardan daha önce çevrimiçi alışveriş yapmış arkadaşlarıyla bu linki paylaşmalarını istemiştir. İşletmelerin tüketicilerine sunmuş oldukları çevrimiçi kuponlar hem tek tuşla ödeme işlem kolaylığı hem de çevrimiçi plansız satın alma üzerinde etkili olduğu belirlenmiştirAlong with technological developments, changes occur in the shopping behavior and payment habits of consumers. Coupons and discounts can lead to happiness along with the feeling of winning. Online coupons have also recently been widely offered by online businesses to their consumers. The aim of this study is to investigate the effect of online coupons on online impulse buying with ease of one click payment processing. The data required for the research were collected through the online questionnaire with the participation of 423 people. Explanatory and confirmatory factor analysis was used for the validity and reliability of the statements used in the study. The link of the questionnaire form was delivered to people who have previously made online purchases by the researchers. In order to reach a sufficient sample, the researchers asked the respondents to share this link with their friends who had previously shopped online. It has been determined that the online coupons that businesses offer to their consumers have an impact on both the ease of one-click payment and online impulse buying

Lead time prediction in a flow-shop environment with analytical and machine learning approaches

Manufacturing lead time (LT) is often among the most important corporate performance indicators that companies wish to minimize in order to meet the customer expectations, by delivering the right products in the shortest possible time. Most production planning and scheduling methods rely on LTs, therefore, the efficiency of these methods is crucially affected by the accuracy of LT prediction. However, achieving high accuracy is often complicated, due to the complexity of the processes and high variety of products. In the paper, analytical and machine learning prediction techniques are analyzed and compared, focusing on a real flow-shop environment exposed to frequent changes and uncertainties resulted by the changing customer order stream. The digital data twin of the processes is applied to accurately predict the manufacturing LT of jobs, keeping the prediction models up-to-date via online connection with the manufacturing execution system, and frequent retraining of the models

A comparative ID migraine screener study in ophthalmology, ENT and neurology out-patient clinics

Migraine is more likely to be misdiagnosed in patients with comorbid diseases. Not only primary care physicians, but also specialists might misdiagnose it due to the lack of diagnostic criteria awareness. The ID migraine test is a reliable screening instrument that may facilitate and accelerate migraine recognition. This study aimed to compare the prevalence and characteristics of migraine in a large sample of patients admitted to clinics of ophthalmology (OC), ear, nose and throat diseases (ENTC) and neurology (NC), as well as to validate the use of the ID migraine test in OC and ENTC settings. This was a multicentre (11 cites) study of out-patients admitting either to NC, ENTC or OC of the study sites during five consecutive working days within 1 week. From each of the clinics, 100 patients were planned to be recruited. All recruited patients were interviewed and those having a headache complaint received an ID migraine test and were examined for headache diagnosis by a neurologist, blinded to the ID migraine test result. A total of 2625 subjects were recruited. Only 1.3% of OC patients and 5.4% of ENTC patients have been admitted with a primary complaint of headache, whereas the percentage of NC patients suffering from headache was 37.6%. Whereas 138 patients (19.3%) in OC, 154 (17.3%) in ENTC and 347 (34%) in NC were found to be ID migraine test positive, 149 patients (20.8%) in OC, 142 (16%) in ENTC and 338 (33.1%) in NC were diagnosed with migraine. The sensitivity, specificity, and positive and negative predictive ratios of the ID migraine test were found to be similar in all clinics. An important fraction of the patients admitted to NC, as well as to OC and ENTC, for headache and/or other complaints were found out to have migraine by means of a simple screening test. This study validated the ID migraine test as a sensitive and specific tool in OC and ENTC, encouraging its use as a screening instrument.Pfizer-Türkiy

Design of bio-nanosystems for oral delivery of functional compounds

Nanotechnology has been referred to as one of the most interesting topics in food technology due to the potentialities of its use by food industry. This calls for studying the behavior of nanosystems as carriers of biological and functional compounds aiming at their utilization for delivery, controlled release and protection of such compounds during food processing and oral ingestion. This review highlights the principles of design and production of bio-nanosystems for oral delivery and their behavior within the human gastrointestinal (GI) tract, while providing an insight into the application of reverse engineering approach to the design of those bio-nanosystems. Nanocapsules, nanohydrogels, lipid-based and multilayer nanosystems are discussed (in terms of their main ingredients, production techniques, predominant forces and properties) and some examples of possible food applications are given. Phenomena occurring in in vitro digestion models are presented, mainly using examples related to the utilization of lipid-based nanosystems and their physicochemical behavior throughout the GI tract. Furthermore, it is shown how a reverse engineering approach, through two main steps, can be used to design bio-nanosystems for food applications, and finally a last section is presented to discuss future trends and consumer perception on food nanotechnology.Miguel A. Cerqueira, Ana C. Pinheiro, Helder D. Silva, Philippe E. Ramos, Ana I. Bourbon, Oscar L. Ramos (SFRH/BPD/72753/2010, SFRH/BD/48120/2008, SFRH/BD/81288/2011, SFRH/BD/80800/2011, SFRH/BD/73178/2010 and SFRH/BPD/80766/2011, respectively) are the recipients of a fellowship from the Fundacao para a Ciencia e Tecnologia (FCT, POPH-QREN and FSE Portugal). Maria L. Flores-Lopez thanks Mexican Science and Technology Council (CONACYT, Mexico) for PhD fellowship support (CONACYT Grant number: 215499/310847). The support of EU Cost Actions FA0904 and FA1001 is gratefully acknowledged

Humbling Turkishness: Undoing the Strategies of Exclusion and Inclusion of Turkish Modernity

Kurds make up about a fifth of Turkey's population. Turkey has taken steps – albeit slowly and reluctantly – towards increased recognition of Kurdish cultural and linguistic rights. However, within Turkey there is also a steeply rising tide of Turkish nationalism, prejudice and intolerance towards Kurds, and increasing anti‐Kurdish sentiment. This article brings studies of Kurdishness and Turkishness into a single conversation and traces the relationship between Turkish modernity, Orientalized Kurdishness and the construction of Turkishness as the efendi (master) identity. It does this by drawing attention to “strategies of exclusion and inclusion” in the construction of official Turkish history, and relates these to the way in which the tense borders between Kurds and Turks are maintained and currently reproduced. It also presents a normative argument in favour of “humbling Turkishness” and “solidarity trading zones