Browsing by Subject "Consumer research."
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Item Open Access A case study on the application of qualitative research in consumer behavior(Bilkent University, 1996) Hatiboglu, NevraQualitative studies are often used to examine consumer attitudes and behaviour in relation to a product categoiy or service, usually with the aim of understanding consumer relationship to a brand. This study examines the use of qualitative research in obtaining insights about the perceptions, feelings, and manner of thinking of consumers utilizing a combination of focus groups and projective techniques with a case study. The subjects of the case study are two radio stations. The meaning of music, the meaning of radio, and the meaning of the two radio stations are discussed with regard to the variables of age and sex.Item Open Access Personal computer purchase criteria and differences between expert and quasi-expert university students(Bilkent University, 1994) Gulcu, EbruComputers have become a part of our daily life at offices, schools, hospitals, and even at home. Whether it fosters increased personal productivity, raises creativity or helps to organize, more people are planning to own a personal computer in Turkey. This study analyses Turkish consumers' personal computer purchase criteria. It aims to help PC marketer with their marketing strategy in such a fast paced and growing market.Item Open Access A qualitative research on consumer's perception of prices and their evaluation of price promotions in an inflationary environment(Bilkent University, 1996) Şahin, F. AykutThis study aims at the formation of an understanding on how consumers process price information, what opinion they hold of price promotions and how they interpret promotion signals, reference effects of price promotions, and price and quality perception relationsip in an inflationary environment through the use of qualitative research. The findings are presented and areas of future research are suggested.