Browsing by Subject "Marketing research."

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Open Access
A case study : analysis of Alke Cilt Estetigi ve Sagligi AS with respect to cosmetic industry and the recommendation of new strategy development
(1996) Ertürk, Mehmet Can
The high profitability and the great potential in the cosmetic sector in Turkey is attracting many firms to this field. According to their scarce resources each firm tries to achieve a competitive position with respect to the others. They select their market segments and marketing strategies to achieve this. Alke Cilt Estetiği ve Sağlığı A.Ş. is a firm that uses party selling method in high price high quality end of the skin-care products of the sector. The company sells the products of Dr. Spiller and Aphrodie Esthétique brands, the latter being recently developed in its own trade name. Alke produces only a little amount of Dr. Spiller products under the trade name of Dr. Spiller. Alke would like to expand the Aphrodie Esthetique’s product lines and produce more of Dr. Spiller products. This thesis analyzes AJke Cilt Estetiği ve Sağlığı A.Ş. with respect to cosmetic industry, and recommends strategies that would increase its market share in skin-care products segment and improve the overall position of the company by entering other segments successfully
Open Access
A case study : measuring service quality of a bank using the SERVQUAL method
(1994) Erim, İdil
Today the importance of quality management is also being understood by the service industries. However, most managers still see it as something qualitative, and so do not employ it as part of their organizational culture. This study attempts to measure the level of service quality of one branch of a Turkish private bank by using the SERVQUAL method. Servqual is a method to measure the quality of service organizations quantitatively. The aim is not to search the relevance of the Servqual method, but to use it as part of a case study.
Open Access
A case study on the application of qualitative research in consumer behavior
(1996) Hatiboglu, Nevra
Qualitative 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.
Open Access
A case study: measuring service quality of a hotel using SERVQUAL method
(1996) Karababa, Eminegül
In this study, service quality of Bilkent Hotel is measured. The study starts with the literature survey on the quality and the service quality. The different definitions of service quality is given and file most popular and appreciated one which is "satisfying the customer expectations" is chosen for the analysis. The differences between the service quality and manufacturing quahty is examined and the i difficulty in measuring service quality is mentioned in this thesis. Then the different models on measuring service quality was searched. The model used is named as SERVQUAL. It is a comprehensive model and it not only diagnosed the situation of the company but offers solutions to the problems. These problems identified by the mefiiod and obtained by the gap measurements. There are five gaps. These are measured by some questionnaires which are presented in the appendices.
Open Access
A case study: measuring service quality of a private hospital using SERVQUAL method
(1995) Bostancı, Sibel
For a long time definitions of quality mostly referred to the manufacturing world, not the service sector. However, today more and more leaders of service organizations are discovering that quality is a critical issue for services too. They are aware that improving service in the eyes o f customers is what pays. On the other hand the measurement of service quality has been an elusive concept. In this study Servqual method is used to measure the level of service quality of a private hospital. Servqual is a framework for understanding service quality, measuring it and diagnosing service quality problems. In fact what Servqual says is that service quality is measurable and can be improved. In this respect it is a valuable tool for service sector.
Open Access
Competitive rivalry without provoking retaliation: a case on Turkish medical imaging market
(1995) Kutluay, Kunter
Competition is the core concept in non-monopolistic markets for a firm’s survival. Competitive strategy is an area of primary concern to managers, depending critically on a subtle understanding of industries and competitors. Action and response characteristics of competitors have been an area of interest suggesting frameworks for further research. This study aims to implement the previous frameworks to the Turkish Medical Imaging Market, to verify the characteristics specific to this market. Basically it seeks to identify the attack behavior that elicits or averts retalitionary responses.
Open Access
Consumer behavior analysis and marketing communications strategy development: the case of Citroen Xantia
(1996) Eser, Murat Tolga
The Turkish car market is becoming more and more volatile ihrough (he years, fhe growth polential had attracted many firms to the market beldrc 196 1, - lie 199-1 ciisis resulted with nearly fifty percent decrease in sales. Market conditions and competitum have begun to change recently by the recent introduction of new models, feasibility studies and investments of world giants to enter the market and the Customs Union which decreased the customs tax on import cars. Baylas entered the market with Citroen al 01.07,1995 While working with automotive companies in summer training 1 found out that tlie small scale import firms are not performing their marketing communication business with appropriate marketing and consumer behavior analysis. In this thesis it is argued that a consumer behavior study is crucial for a firm to find out the differentiation points that are significant in the eyes of the consumers. It is also discussed that the adaptation of consumer orientation, which takes the current needs and perceptions of the consumers into consideration, is crucial for the success of the communications strategy, which is a sustainable differentiation factor. Therefore a mai keting research has been conducted for the car market in order to better understand the needs of the consumers, to find out significant dilferences as well as similarities among consumers. Depending on the marketing research conducted a target segment is identified and alternative communication and marketing recommendations are given to the maikcting department o f Citroen Xantia.
Open Access
Consumer behavior analysis and marketing communications strategy development: the case of Tuborg
(1995) Deniz, Mehmet Ali
Efes Pilsen and Tuborg have enjoyed an oligopolistic market stiiicture m the Turkish Beer Industry for decades. This has caused the companies to adopt a sales and product orientation and exert little effort on marketing. However, the market conditions and competition have begun to change recently, by the recent introduction of a new brand, feasibility studies of world giants to enter the Turkish market, and the Customs Union which will decrease the customs tax on import beer. On the other hand, Efes Pilsen has entered into market development efforts in foreign markets. The above competitive moves in the industry by various actors have changed the long-prevailing competitive structure in the industry, especially for the disadvantage of Tuborg. Thus, in this thesis, it is argued that the study of the consumer behavior in the Turkish Beer Market, that has long been underestimated by the agents in the industry, is crucial for Tuborg to compete the changes in the market and find differentiation points that are significant in the eyes of the consumers. It is also discussed that the adoption of a consumer orientation, which takes the current needs and perceptions of the consumers into consideration, is crucial for the success of the communications strategy, which is a sustainable differentiation factor. Therefore, a marketing research has been conducted for the beer market (taking Ankara as a pilot region for application) in order to better understand the needs of the consumers, to find out significant differences as well as similarities among the consumers. Depending on the marketing research conducted, a communications strategy has been suggested for Tuborg . This strategy has been designed to serve to differentiate the brand in the market through communications and also to constitute an entry barrier against the new entrants. On the other hand, the necessary adaptations in the organizational structure of Tuborg to the suggested consumer orientation have also been discussed within the thesis.
Open Access
Information use behavior of some Turkish firms and their interest in new marketing information services
(1993) Ertem, Çiğdem
The main purpose of this thesis is to find out information usage behavior of Turkish business and industry, and assess the acceptability of new types of information services by them. To learn the intentions of companies about information usage in various managerial situations and their ideas about new information services, personal interviews were conducted with eleven information provider organizations and twenty companies located in Ankara. Findings showed that companies value and use external information which can be defined as the collection of marketing research and intelligence. In order to gather marketing intelligence they apply to many sources like distributors, customers, and various publications, while they prefer to conduct research by themselves because of their skepticism to custom marketing research companies. In the light of these findings, four new information services were suggested such as online and recorded media data base services, syndicated research services, and information brokerage services. Since these services are mostly new to Turkish market, their adoption process is investigated and accordingly marketing strategies are suggested.
Open Access
Measurement of service quality of Bilkent Computer Center through SERVQUAL
(1996) Cankat, Yasemin
Together with the developments in the quality area, measuring service quality has become an important issue. The aim of this study is to measure the service quality of Bilkent Computer Center (BCC). BCC is responsible for providing computer services in Bilkent University. SERVQUAL, which is a popular tool for measuring the service quality of a company, is used for this purpose. SERVQUAL aims at measuring the difference between the expectations and perceptions of the customers of a service. This is achieved by conducting a questionnaire among the users and employees of the organizations. The SERVQUAL scores for the organization show that the expectations of students and the academic staff are not satisfied by BCC, especially in reliability, responsiveness and assurance dimensions. Our results also suggest that there may be different levels of dissatisfaction among various user groups. The results point out the major problems to be the lack of 'Marketing Research' orientation, management's commitment to service quality, goal setting, supervisory control systems, perceived control and horizontal communications.
Open Access
The measurement of service quality: an application of SERVQUAL method
(1995) Barın, Kardem
SERVQUAL which calculates the differences between expectations and perceptions of the customers for a specific service is currently the most popular measure of service quality. This study aims to apply SERVQUAL at a Turkish company which operates in apparel manufacturing business and has many stores where these products are sold in. The interviews that are made with the company managers help to discuss the SERVQUAL results. The SERVQUAL score of the company shows that the customers' expectations are well satisfied by the services delivered by the company. However the small shortfall still provides a room to make further improvements. The areas where the company can make improvements are also identified in the study for setting effective service quality goals; modifying the evaluation, reward and control systems for employees which will be based on service quality delivery; giving employees flexibility and initiative in handling problems; taking competition more seriously and acting accordingly.
Open Access
Personal computer purchase criteria and differences between expert and quasi-expert university students
(1994) Gulcu, Ebru
Computers 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.
Open Access
A producer survey on Turkish furniture industry
(1996) Öğün, Emir Polat
Turkish furniture industry has been growing steadily since the liberalization of Turkish economy in early 1980’s. However, the industry faces some technological and economical problems which affects the competitiveness of the firms in the global market. The major problems of the firms in the furniture sector is availability and quality of raw materials, and the productivity of labor. Turkish furniture manufacturers can be classified into two categories; small job-shops (workshops) and big firms. Small job-shops are scattered all over the country and their major market is domestic. Whereas big firms market their products domectically, and internationally. In this thesis we have investigasted Turkish furniture industry
Open Access
A qualitative research on consumer's perception of prices and their evaluation of price promotions in an inflationary environment
(1996) Şahin, F. Aykut
This 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.
Open Access
A strategic analysis and reorganizational approach due to the changing market conditions for Biotek Medikal
(1998) Aygen, Mert
Biotek Medikal is operating in the service industry since 1986. It became a leading firm in importing and selling bio-medical instruments and disposables (single use); particularly for cardiovascular surgery (CVS) and cardiology. (CRD) In 1989, due to sales expansion, need for assistance in sales activities forced the company to expand the existing sales force. Branch offices in Istanbul and Izmir were opened in that period. Until then, service to other parts o f Turkey has been handled from the Ankara office. In 1990, a drop was recorded in sales. Unplanned expansion, lack of coordination in sales, the general manager's concentration on administrative issues rather than sales were the major causes of the drop in sales that year. The Gulf Crisis made the situation even worse by delays in shipments from suppliers and changing policies in payment schedules by reimbursement agencies. When the crisis started, the Health Budget funds were transferred to probable emergency cases in the Southeast. For the first time, Biotek experienced serious payment problems with its suppliers due to late collection o f its receivables . The biggest devaluation in the republic's history in April 1994 led to a further crisis in the medical sector due to import dominant structure. Shortly after this devaluation all health care reimbursement entities ran into financing problems which had an impact on local distributors and suppliers as well. This was a fast growing market and most of the other competing firms were also enjoying the market conditions before the reshaping of the relations o f hospitals with reimbursement agencies. Biotek is now facing the challenge of organizing its structure to adapt to the rapid growth of the firm and the changes in the industry. In addition, Biotek has to struggle with the government regulations dictating the policy change in payments of the state owned enterprises. Page 2 of 48 In terms of the basic elements of the strategic management process, the thesis focuses only on environmental scanning and strategy formulation. Reference 1 In the environmental scanning, the thesis analyses the opportunities and threats that Biotek Medikal faces in the medikal market. Here the task environment of Biotek Medikal is clarified by reference to the bargaining power of buyers and suppliers and the competition among the competitors. The environmental scanning analysis also addresses the internal environment of Biotek Medikal in which the strengths and weaknesses of the company and its competitors are examined through technical capacities, human resources, market relations etc. Reference 2 Based on the findings of the earlier chapters, the final chapter tries to formulate strategies for Biotek Medikal designed to improve the competitive position of the company's products within the medical disposable market. Here particularly the following points are questioned; Should Biotek compete on the basis of low cost or should it differentiate its products on some basis other than cost such as focusing on the most profitable product lines or, if present, finding market niches. In conclusion different alternative strategy formulations are evaluated in terms of Porter's competitive strategy i.e., cost focus, cost leadership.