dc.contributor.advisor |
Tümer, Mustafa |
|
dc.contributor.author |
Shajrawi, Anas |
|
dc.date.accessioned |
2019-05-03T11:42:39Z |
|
dc.date.available |
2019-05-03T11:42:39Z |
|
dc.date.issued |
2015-07 |
|
dc.date.submitted |
2015 |
|
dc.identifier.citation |
Shajrawi, Anas. (2015). Jordanian Consumer Strategies to Reduce the Perceived Degree of Risk When Buying Durable Goods. Thesis (M.A.), Eastern Mediterranean University, Institute of Graduate Studies and Research, Dept. of Business Administration, Famagusta: North Cyprus. |
en_US |
dc.identifier.uri |
http://hdl.handle.net/11129/4130 |
|
dc.description |
Master of Arts in Marketing Management. Thesis (M.A.)--Eastern Mediterranean University, Faculty of Business and Economics, Dept. of Business Administration, 2015. Supervisor: Assoc. Prof. Dr. Mustafa Tümer. |
en_US |
dc.description.abstract |
The modern concept of marketing is basically concerned with identifying the needs and desires of consumers through the study of behavior and enabling them to choose the item that satisfies their capabilities and potential to the maximum degree. This study was aimed at identifying strategies to reduce the degree of risk for the Jordanian consumer and finding the most suitable model from among a variety of strategies used to reduce the degree of risk (functional, financial, social, time, physical and psychological risk) when buying durable goods. A questionnaire was developed to support this study, and 215 copies of the questionnaire were distributed in Jordan. As effective tools to arrive at final results, T-value and frequency tables were used in the analytical process. The major findings indicate that the Jordanian consumer relies on the spoken word strategy to reduce the degree of perceived time and psychological risk when buying durable goods. The results suggest that the Jordanian consumer does not depend on the brand loyalty strategy to reduce the perceived degree of risk when buying such goods. The Jordanian consumer depends on the brand image strategy in the reduction of social risk. He or she also depends on the shopping strategy to reduce the degree of functional and physical risk. As well, the results show that the Jordanian consumer depends on the shop’s image strategy to minimize the degree of financial and physical risk. The Jordanian consumer relies on the expensive goods strategy to reduce time and psychological risks. Finally, the consumer in Jordan depends on the guarantees strategy to reduce financial risks. Keywords: Jordan consumer, durable goods, perceived degree of risk. |
en_US |
dc.description.abstract |
ÖZ:
Modern anlamda pazarlama kavramı, tüketicinin ihtiyaç ve isteklerinin tanımlanması ve tüketicinin yetkinlikleri ve potansiyeli doğrultusunda en iyi seçimi yapmasını sağlamak amacıyla, onun davranışlarını incelemeyi içerir. Bu araştırmada, Ürdünlü tüketicilerinin, dayanıklı eşya satın alma seçimi yaparken karşılaştıkları, fonksiyonel, finansal, sosyal, zaman, fiziksel, ve psikolojik rikslerini hafifletmek için kullandıkları stratejiler incelenmiştir. Bu amaç doğrultusunda oluşturulan anketle, Ürdün’de 215 tüketiciden veri toplanmıştır. T-değeri ve frekans tabloları ile yapılan veri analizi göstermiştir ki, Ürdünlü tüketiciler zaman ve psikilojik boyutlardaki riskleri ağızdan ağıza bilgi aktarımı ile azaltmaktadır. Ürdünlü tüketicilerin, markaya bağlılık stratejisine bağlı kalmadığına işaret eden veri analizi aynı zamanda tüketicilerin sosyal riski azaltmak için marka imajı stratejisine yöneldiğini gösterdi. Alışveriş stratejisi ile fonksiyonel ve fiziksel boyutlardaki riskleri azaltan tüketiciler, diğer bir yandan da finansal ve fiziksel riskleri mağaza imajı stratejisini kullanarak azaltmaktadırlar. Zaman ve psikolojik boyutlardaki riskler ise pahalı ürünler stratejisi ile azaltılmaktadır. Finansal riskler genelde garantilerin sağladığı güvencelerle azaltılmaktadır.
Anahtar Sözcükler: Ürdün, tüketici, dayanıklı ev aletleri, algılanmış risk boyutu. |
en_US |
dc.publisher |
Eastern Mediterranean University EMU |
en_US |
dc.rights |
info:eu-repo/semantics/openAccess |
en_US |
dc.subject |
Business Administration |
en_US |
dc.subject |
Marketing Management |
en_US |
dc.subject |
Consumers-Research |
en_US |
dc.subject |
Jordan consumer |
en_US |
dc.subject |
durable goods |
en_US |
dc.subject |
perceived degree of risk |
en_US |
dc.title |
Jordanian Consumer Strategies to Reduce the Perceived Degree of Risk When Buying Durable Goods |
en_US |
dc.type |
masterThesis |
en_US |
dc.contributor.department |
Eastern Mediterranean University, Faculty of Business and Economics, Dept. of Business Administration |
en_US |