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An empirical investigation of Turkish cola market

机译：土耳其可乐市场的实证研究

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Purpose - The purpose of this study is to present a broad view and analysis of brand switching attitudes of cola consumers in Turkish cola market. Design/methodology/approach - Presents the results of a questionnaire, conducted with 855 university students. Brand preferences and loyalty towards cola drinks were investigated by frequency distributions, T-tests and cross-tabulations, using particular factors such as purchasing frequency of the brand, brand preference, repurchase intent, searching for the brand, price and promotion tolerance. Findings - Cola Turka, the new cola brand, has captured almost one-quarter of the market. It has the potential to create loyal consumers. Despite Coca-Cola preserving its dominance, Pepsi-Cola has been surpassed by this new product. Research limitations/implications - Although special attention was spent in constructing a sample with high presentation ability, university students, selected from three different cities, may not reflect the whole picture of the cola market. Cola Turka is a newly-born brand and it is hard to identify whether consumers are loyal or not to such a brand. Practical implications - Origin, advertising and image of the product may foster its preference, as in the case of Cola Turka. Men and women have different buying motives and this can be used for attracting new consumers. Originality/value - This research paper is unique in its field, which aims to depict brand loyalty in the Turkish cola drinks market. It has a particular importance since the research was carried out after the launch of the new Turkish cola brand "Cola Turka".
机译：目的-本研究的目的是对土耳其可乐市场中可乐消费者的品牌转换态度进行广泛的分析。设计/方法/方法-提出对855名大学生进行的问卷调查的结果。通过频率分布，T检验和交叉列表调查了品牌偏好和对可乐饮料的忠诚度，并使用了诸如购买品牌频率，品牌偏好，回购意向，寻找品牌，价格和促销容忍度等特定因素。调查结果-新的可乐品牌可乐Turka占据了近四分之一的市场。它具有创造忠实消费者的潜力。尽管可口可乐保持了主导地位，但百事可乐却被这一新产品所超越。研究的局限性/意义-尽管在构建具有高表达能力的样本上花费了很多精力，但从三个不同城市中选出的大学生可能无法反映可乐市场的整体情况。可乐Turka是一个新生品牌，很难确定消费者是否忠于该品牌。实际意义-与可乐Turka一样，产品的原产地，广告和图像可能会促进其偏爱。男性和女性的购买动机不同，可以用来吸引新的消费者。原创性/价值-该研究论文在其领域中是独一无二的，旨在描绘土耳其可乐饮料市场中的品牌忠诚度。由于这项研究是在新的土耳其可乐品牌“ Cola Turka”推出之后进行的，因此它具有特别的重要性。

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