Browsing by Subject "Consumer behavior--Turkey."

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Open Access
The brand images of Coca-Cola and Pepsi and buying motives of cola consumers: a consumer research study
(1997) Yılmaz, Emre
Cola is one of the heavily consumed products all over the world by almost every individual. Today there are two main competitors in the world to convince consumers to consume their brand; Coca-Cola and Pepsi. Both companies give a big importance to understand their consumers' needs behaviors and habits so as to satisfy their needs. Aim of this study is to present the current situation of the Turkish cola market, and identify the buying motives and the important factors in decision making process of consumers for cola product and the image of Coca-Cola and Pepsi brands so as to make some proposals that may help to improve the business from Coca-Cola Co.'s perspective.
Open Access
Where religion, community and consumption meet : a qualitative inquiry into the consumption practices of a religious community
(2011) Karataş, Mustafa
It is well established in the consumption literature that consumption is a way that symbolically constructs and reflects the multiple identities consumers have. A part of individuals' identities has a communal nature, communicating the membership in and belonging to a particular cultural group. In the contemporary era of modernization, characterized by a sense of loss of solidarity and loneliness, consumers constantly search for belonging to a group and bring the mythic and religious into their insecure and disorderly world. Though many consumer studies have theorized the mythic and the religious in consumption communities, consumer research has not yet looked at consumption in religious communities. This study aims at filling this gap by investigating consumption practices of members of a religious community, Fethullah Gülen-inspired movement, in Turkey. The data is presented as two consequential, yet overlapping, processes of entry and settlement in the community. In the first part, motives for entry and the role of consumption during the entry process are discussed. In the second part, the relationship between consumption and the status in the hierarchical structure of the community, delineation of boundaries of legitimate consumption and adjustment of individual consumption practices accordingly are presented. The theoretical implications of these findings for the relationship Between religion, community, and consumption are also discussed.