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HISTORY OF EFES PİLSEN........................................2 MISSION OF EFES PİLSEN........................................2 VISION OF EFES PİLSEN.........................................2 OUR VALUES....................................................2 FUNDAMENTAL STRATEGIES FOR ACHIEVING OUR VISION AND MISSION. . .3 THE MARKETING CONCEPTS EFES PİLSEN PERFORMS...................3 THE PRODUCTION CONCEPT:.....................................3 THE PRODUCT CONCEPT:........................................3 THE SELLING CONCEPT:........................................3 THE MARKETING CONCEPT:......................................3 THE SOCIETAL MARKETING CONCEPT:.............................3 THE MAIN PRODUCTS OF EFES PİLSEN..............................4 PİLSEN...................................................... 4 LİGHT....................................................... 4 DARK........................................................ 4 EXTRA....................................................... 5 FIÇI........................................................ 5 EFES PİLSEN’S SALES...........................................5 PERCENTAGES OF CUSTOMERS’ BEER TYPE CHOICES...................5 BCG MATRIX OF EFES PİLSEN.....................................6 DOGS:....................................................... 6 CASH COWS:.................................................. 6 QUESTION MARK:.............................................. 7 STARS:...................................................... 7 PRODUCT EXPENSION GRID OF EFES PİLSEN.........................7 MARKET PENETRATION:.........................................7 PRODUCT DEVELOPMENT:........................................8 MARKET DEVELOPMENT:.........................................8 DIVERSIFICATION:............................................ 8 CUSTOMER WELFARE..............................................8 CONSUMER BUYING BEHAVIOR OF EFES PİLSEN.......................9 Complex buying behavior.....................................9 Dissonance - Reducing buying behavior.......................9 Habitual Buying behavior :..................................9 Variety – Seeking Buying behavior :.........................9 DEFINING AND SPECIFYING THE SEGMENTS OF PRODUCT...............9 Geographic Segmentation:....................................9 Demographic Segmentation:..................................10 Psychographic Segmentation:................................10 Behavioral Segmentation:...................................10 Demographic Variables That We Used In Our Survey.............11 SELECTING TARGET MARKETS.....................................11 DEVELOPING THE POSITIONING STATEMENT.........................29 DEVELOPING THE POSITIONING STATEMENT OF EFES PİLSEN..........30 1

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HISTORY OF EFES PİLSEN.....................................................................................................2MISSION OF EFES PİLSEN......................................................................................................2VISION OF EFES PİLSEN.........................................................................................................2OUR VALUES............................................................................................................................2FUNDAMENTAL STRATEGIES FOR ACHIEVING OUR VISION AND MISSION...........3THE MARKETING CONCEPTS EFES PİLSEN PERFORMS................................................3

THE PRODUCTION CONCEPT:...........................................................................................3THE PRODUCT CONCEPT:..................................................................................................3THE SELLING CONCEPT:....................................................................................................3THE MARKETING CONCEPT:............................................................................................3THE SOCIETAL MARKETING CONCEPT:........................................................................3

THE MAIN PRODUCTS OF EFES PİLSEN.............................................................................4PİLSEN....................................................................................................................................4LİGHT.....................................................................................................................................4DARK......................................................................................................................................4EXTRA....................................................................................................................................5FIÇI..........................................................................................................................................5

EFES PİLSEN’S SALES.............................................................................................................5PERCENTAGES OF CUSTOMERS’ BEER TYPE CHOICES................................................5BCG MATRIX OF EFES PİLSEN.............................................................................................6

DOGS:.....................................................................................................................................6CASH COWS:.........................................................................................................................6QUESTION MARK:...............................................................................................................7STARS:....................................................................................................................................7

PRODUCT EXPENSION GRID OF EFES PİLSEN..................................................................7MARKET PENETRATION:...................................................................................................7PRODUCT DEVELOPMENT:...............................................................................................8MARKET DEVELOPMENT:.................................................................................................8DIVERSIFICATION:..............................................................................................................8

CUSTOMER WELFARE............................................................................................................8CONSUMER BUYING BEHAVIOR OF EFES PİLSEN..........................................................9

Complex buying behavior........................................................................................................9Dissonance - Reducing buying behavior.................................................................................9Habitual Buying behavior :......................................................................................................9Variety – Seeking Buying behavior :.......................................................................................9

DEFINING AND SPECIFYING THE SEGMENTS OF PRODUCT........................................9Geographic Segmentation:.......................................................................................................9Demographic Segmentation:..................................................................................................10Psychographic Segmentation:................................................................................................10Behavioral Segmentation:......................................................................................................10

Demographic Variables That We Used In Our Survey.............................................................11SELECTING TARGET MARKETS.........................................................................................11DEVELOPING THE POSITIONING STATEMENT..............................................................29DEVELOPING THE POSITIONING STATEMENT OF EFES PİLSEN...............................30THE MOST IMPORTANT ENVIRONMENTAL FACTORS AFFECT CONSUMERS BUYING BEHAVIOR..............................................................................................................30

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ANADOLU EFES BİRACILIK VE MALT

SANAYİ A.Ş.

HISTORY OF EFES PİLSEN

The Most known beer brand of Turkey,Efes Pilsen,is in the way of being a world brand since it has been produced by Anadolu Grubu in İstanbul and İzmir in 1969.Under the name of Efes Pilsen, the brand serves its taste to people in Germany,France,Russia,United States Of America and all over the world which takes it roots and taste from anatolia.Efes Group has five beer producing facilities in İstanbul,İzmir,Ankara,Adana and Lüleburgaz.Also it has a malt factory in Afyon and hop factory in Çumra.

MISSION OF EFES PİLSEN

To help to improve the society’s life quality and welfare. To increase the power,efficiency and effectiveness of Efes in beverage sector.To make our shareholders gain continuously and gain more than the average of market .To make Efes a global brand.

VISION OF EFES PİLSEN

Efes Pilsen has two main subjects that leads firm’s vission.One of them is to grow its market share in Turkey,becoming the most valuable bevarage system that creates continuous and highest value to all of its shareholders.

OUR VALUES

Solidarity Entrepreneurability Contemporaneity Aiming For Perfection

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FUNDAMENTAL STRATEGIES FOR ACHIEVING OUR VISION AND MISSION

Keeping on the speedy growth of beverage activities in Turkey To form a beer movement same as the Turkish market on abroad To be a preferrable Coca-Cola bottler in our region

THE MARKETING CONCEPTS EFES PİLSEN PERFORMS

THE PRODUCTION CONCEPT: The idea that consumers will favor products that are available and highly affordable. Therefore, management should focus on improving production and distribution efficiency. Under this concept, Efes Pilsen aims to reach its customers and potential customers from much more selling points(markets,grocery stores,liquor stores). And Efes Pilsen intends to serve its products with most favorable prices with the guidence of this concept.THE PRODUCT CONCEPT: The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements.According to this concept,Efes Pilsen makes some modifications on bottle and can design for their products.In addition Efes Pilsen Continuously uses TQM(Total Quality Management) to teste their products.THE SELLING CONCEPT: The idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion.Most firms practice the selling concept when they face overcapacity.Efes Pilsen implies selling concept via promotions (cups,keyholders,chips…) used in selling. THE MARKETING CONCEPT: The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do. By using this concept Efes Pilsen designs and produces its products for their customers according to their tastes and preferences.

THE SOCIETAL MARKETING CONCEPT: A principle of enlightened marketing that holds that a company should make good marketing decision by considering consumers’ wants, the company’s requirements, consumers’ long-run interest, and society’s long run interest.The most common marketing concept that Efes Pilsen uses is societal marketing concept.Under the direction of this concept, Efes Pilsen gives glass accumulation boxes to the municipilaties as a gift.In addition to this, it adjusts the prices of its the glass bottled products more suitable than the other products for bearing its consumers to the using of glass bottled products.Also Efes Pilsen never uses plastic materials when bottling its products for preventing environmental pollution.Efes Pilsen adds value to society’s cultural underground by the help blues and jazz festivals that it organizes.Additionally Efes Pilsen tempts youth to participating in sport

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activities by organizing youth sport schools under the Efes Pilsen basketball club.

THE MAIN PRODUCTS OF EFES PİLSEN

PİLSEN

Before the Pilsener style of beer was brewed in Pilsen, Bohemia in 1842, all beers were dark. Pilsener's bright, golden color and pleasant bitterness surprised beer drinkers. This well-lagered, bottom-fermented beer has been a favorite ever since.

Efes Pilsen/Pilsener gets its light color and delicious taste from the bright, " Pils " malt chosen from the best varieties of brewing barley. A combination of crystal clean water and pure culture yeast yields superb fermentation and stable flavor, while Hallertau hops give Efes a complex finish. Rich with foam, Efes is prized in many countries around the world for its excellent flavor and taste.

LİGHT

Efes Light, the first light beer of Turkey was launched in 1993 to appeal to different tastes. It has 40% fewer calories than regular beer and contains 3% alcohol by volume.

Efes Light is the beer for men and women who are health-conscious and fit. It was positioned as the refreshing and enjoyable light beer. Efes Light is available in 50 cl. cans and 33 cl. non-returnable bottles.

DARK

Efes Dark has a distinctive hint of caramel that provides its dark color and hearty flavor.

Just like Efes Pilsen, it is produced using the bottom fermentation technique, with the roasted malt used in brewing accounting for its characteristic flavor and color. Efes Dark has been awarded with the golden medal in 1998's Monde Selection Brussels in the best beer category. It is available in 50 cl. cans and 33 cl. non-returnable bottles.

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The brand, positioned on its uniqueness, targets consumers with alternative life styles. Sponsorship of musical events and alternative sports help strengthen the product's image in the market.

EXTRA

Efes Extra is a high-alcohol robust beer. It was launched in 1993 and has 8% alcohol by volume. It's available in 50cl. cans and 50cl. non-returnable bottles.

Efes Extra has been using media advertisement in order to increase brand awareness and reach a wider scope of consumers through sampling.

FIÇI

Barrel beer steps forward with its easiness of drinking.This shocked pasteurized product is the most choosen beverage in the places which sell alcoholic beverage.Efes Pilsen is the first company in Turkey which makes barrel beer taste available and portable everywhere.It’s served to consumers with 50cl cans and 5% alcohol.It has been produced since 2004.It contains no additive material and it’s easier to drink.

EFES PİLSEN’S SALES

Year 2001 2002 2003 2004

Beer Sale Volume 8,2 9,1 11,7 14,4

Changes In Percentages

- 3 5 28 23

*(Values are accepted as mhl)*(Values are derived from Efes Pilsen’s 2001-2004 activity report)

PERCENTAGES OF CUSTOMERS’ BEER TYPE CHOICES

Frequency Percent

Valid Percent

Cumulative Percent

Valid pilsen 25 50,0 50,0 50,0

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light 6 12,0 12,0 62,0fici 12 24,0 24,0 86,0dark 4 8,0 8,0 94,0extra 3 6,0 6,0 100,0Total 50 100,0 100,0

(Survey Results)

BCG MATRIX OF EFES PİLSEN

HIGH

MARKET GROWTH

LOW

STARSFIÇI

QUESTION MARKDARK, EXTRA

CASH COWSPİLSEN

DOGSLIGHT

HIGH LOW

MARKET SHARE

We construct this BCG matrix by using the number of the sales which we get from Anadolu Efes Biracılık ve Malt Sanayi A.Ş. and the market share of Efes Pilsen in Turkey is 81%. The second highest market share is 19% which is owned by Türk Tuborg. With this market share and the information which we get from Efes Pilsen, we can decide which product is the dogs or which one is the star…

DOGS: They are low-growth, low-share businesses or products. They may generate enough cash to maintain themselves but do not promise to be large sources of cash.

We decide Efes Light is a Dog in our BCG Matrix. Because Efes Light has very low percentage of sales and the segment have very low market growth. (We get this information from the Efes Pilsen Turkey). The Efes Light has less alcohol than other Efes products so this is a cause of lesser selling.

CASH COWS: They are low-growth, high share businesses or products. These established and successful SBUs need less investment to hold their market share. Thus, they produce a lot of cash that the company uses to pay its bills and to support other SBUs that need investment.

We decide Pilsen as Cash Cows. Pilsen has a high market share but the segment has very low market growth. One of the causes of low growth rate is the saturation of pilsen market.Although there are some new comers to this market; it has a low growth rate. In the period of 2001-2004 Pilsen raised its

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market share from %65 to 78 but in 2004- 2005 period it has market share of %79 that means there is not a relative difference in its market share.

QUESTION MARK: They are low-share business units in high-growth markets. They require a lot of cash to hold their share, let alone increase it. Management has to think hard about which question marks it should try to build into stars and which should be phased out.

We decide Dark and Extra beers as Question Marks. Because the Dark and Extra beers have high market growth but low market share.

STARS: They are high-growth, high-share businesses or products. They often need heavy investment to finance their rapid growth. Eventually their growth will slow down, and they will turn into cash cows.

We select Fıçı beer as Star. Because Fıçı beer has very high market share and has very high growth rate.

PRODUCT EXPENSION GRID OF EFES PİLSEN

 

EXISTING PRODUCT NEW PRODUCT

EXISTING MARKET

MARKET PENETRATION

The continuous sales of Pilsen

PRODUCT DEVELOPMENT

Barrel Beer

NEW MARKETS

MARKET DEVELOPMENT

Russian Market

DIVERSIFICATION

The production of Ritmix

MARKET PENETRATION: Making more sales to current customers without changing its products. It might add new stores in current market areas to make it easier for more customers to visit.

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Pilsen have been selling for nearly 36 years by Anadolu Efes Biracılık. We can indicate this as an example of market penetration.

PRODUCT DEVELOPMENT: A strategy for company growth by offering modified or new products to current market segments.

Although Barrel Beer has a low market share, there’s a chance to blow up in the market and become a cash-cow .This product is produced to gain more share in the market.This newly product will help the company grow.

MARKET DEVELOPMENT: A strategy for company growth by identifying and developing new market segments for current company products.

Entering to Russian market is a market development for Anadolu Efes Group.Entering Russian market is a sign of effort for being a world brand.

DIVERSIFICATION: A strategy for company growth through starting up or acquiring businesses outside the company’s current products and markets.

Anadolu Efes started to produce Ritmix in 2004. It is a new business for Anadolu Efes for their current customers.Non alcoholic malt drink market is a newly found market and entering this new market with the brand of Ritmix is a new job experience for Anadolu Efes Group.

CUSTOMER WELFARE

Anadolu Efes Group behaves in a fastidious way in improving standarts of society’s culture,education,sport and health as a instituonal citizen.Efes Pilsen Sport Club which was founded in 1976 for improving national sport has achieved so a success that no other Turkish club has ever made.In Turkish 1st Basketball League,Efes Pilsen was the champion for 12 times.And also Efes Pilsen is the first club that became The European champions.Efes Pilsen otherwise is the first club which has achieved to play in final four in euroleague and superleague.For endearing basketball sport from the early ages of youngsters Efes Pilsen Basketball Club Works in partnership with GSGM and this two organization organizes free basketball schools to find out futures’ basketball stars.In the way of our company’s arrangement regulations, we encouraged other Anadolu Group companies about constructing nearly 40 work of arts on education, medical and social areas.We also give special scholarship for about 500 students.All after that, Mr. Kamil Yazıcı and Mr. İzzet Özilhan were awarded with Gowerment Superior Service Medal in 1997.

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CONSUMER BUYING BEHAVIOR OF EFES PİLSEN

Complex buying behavior : It’s a consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands.

Dissonance - Reducing buying behavior : It occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands. Habitual Buying behavior : It takes place under conditions of low consumer involvement and little significant brand difference.

Variety – Seeking Buying behavior : It’s undertaken in situations characterized by low consumer involvement but significant perceived brand differences.

Efes Pilsen consumers show variety – seeking buying behavior in their buying process. Because there are many beer brands in the market and few price differences between brands.

HIGH INVOLVEMENT LOW INVOLVEMENTSIGNIFICANT DIFFERENCES BETWEEN BRANDS

COMPLEX BUYING BEHAVIOR

VARIETY – SEEKING BUYING BEHAVIOR

FEW DIFFERENCES BETWEEN BRANDS

DISSONANCE REDUCING BUYING BEHAVIOR

HABITUAL BUYING BEHAVIOR

DEFINING AND SPECIFYING THE SEGMENTS OF PRODUCT

Geographic Segmentation: It is dividing a market into different geographical units such as nations, states, regions, countries, cities or neighborhoods. Anadolu Efes Group today are localizing their products,

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advertising, promotion, and sales efforts to fit the needs of individual regions, cities etc...

Demographic Segmentation: It is dividing the market into groups based on demographic variables such as age, sex, family size, family life cycle, income, occupation, education, religion, race and nationality.

Demographic factors are the most popular basis for segmenting customer groups. One reason is that consumer needs, wants, and usage rates often vary closely with demographic variables. Another reason is that demographic variables are easier to measure than most other types of variables. Therefore, we have used demographic variables in our survey. And because of that we are going to specify demographic variables.

Psychographic Segmentation: It is dividing a market into different groups based on social class, lifestyle, or personality characteristics.

Behavioral Segmentation: It is dividing a market into groups based on consumer knowledge, attitude, use, or response to a product.

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Demographic Variables That We Used In Our Survey

AGE GENDER EDUCATION LEVEL

MONTHLY INCOME LEVELS

18 and below MALEPRIMARY

EDUCATION GRADUATE

-500 YTL

19 – 25 FEMALESECONDARY

SCHOOL GRADUATE

500-1000 YTL

26 – 50 HIGH SCHOOL

1000-1500 YTL

50 and above UNIVERSITY 1500+ YTL

SELECTING TARGET MARKETS

According to our spss (one way ANOVA) analysis, in order to have a target in gender, education level and monthly income level such as female, primary-school graduate and 500ytl – 1000ytl if we consider the significance level 0,05. Results can be seen in the spss tables below:

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N MeanStd.

Deviation Std. Error

95% Confidence Interval for Mean

Minimum MaximumLower Bound Upper BoundPrice Expectation Under 18 4 2,5000 1,29099 ,64550 ,4457 4,5543 1,00 4,00

19 - 25 16 2,5625 1,31498 ,32874 1,8618 3,2632 1,00 5,0026 - 50 22 2,4091 1,14056 ,24317 1,9034 2,9148 1,00 5,00Over 51 8 2,7500 1,03510 ,36596 1,8846 3,6154 1,00 4,00Total 50 2,5200 1,16479 ,16473 2,1890 2,8510 1,00 5,00

Quality Expectation Under 18 4 4,2500 ,95743 ,47871 2,7265 5,7735 3,00 5,0019 - 25 16 4,7500 ,44721 ,11180 4,5117 4,9883 4,00 5,0026 - 50 22 4,5455 ,73855 ,15746 4,2180 4,8729 3,00 5,00Over 51 8 4,5000 ,75593 ,26726 3,8680 5,1320 3,00 5,00Total 50 4,5800 ,67279 ,09515 4,3888 4,7712 3,00 5,00

Taste Expectation Under 18 4 4,7500 ,50000 ,25000 3,9544 5,5456 4,00 5,0019 - 25 16 4,6250 ,88506 ,22127 4,1534 5,0966 2,00 5,0026 - 50 22 4,4545 ,91168 ,19437 4,0503 4,8588 2,00 5,00Over 51 8 4,5000 ,75593 ,26726 3,8680 5,1320 3,00 5,00Total 50 4,5400 ,83812 ,11853 4,3018 4,7782 2,00 5,00

Availability Expectation Under 18 4 5,0000 ,00000 ,00000 5,0000 5,0000 5,00 5,0019 - 25 16 4,1250 1,36015 ,34004 3,4002 4,8498 1,00 5,0026 - 50 22 4,3636 1,04860 ,22356 3,8987 4,8286 1,00 5,00Over 51 8 4,2500 1,03510 ,36596 3,3846 5,1154 2,00 5,00Total 50 4,3200 1,11465 ,15764 4,0032 4,6368 1,00 5,00

Popularity Expectation Under 18 4 3,7500 1,50000 ,75000 1,3632 6,1368 2,00 5,0019 - 25 16 3,5000 1,54919 ,38730 2,6745 4,3255 1,00 5,0026 - 50 22 3,0455 1,49530 ,31880 2,3825 3,7084 1,00 5,00Over 51 8 3,6250 1,30247 ,46049 2,5361 4,7139 2,00 5,00Total 50 3,3400 1,46538 ,20724 2,9235 3,7565 1,00 5,00

Appearance Expectation

Under 18 4 3,0000 1,41421 ,70711 ,7497 5,2503 1,00 4,0019 - 25 16 3,4375 1,45917 ,36479 2,6600 4,2150 1,00 5,0026 - 50 22 3,1364 1,45718 ,31067 2,4903 3,7824 1,00 5,00Over 51 8 3,6250 1,18773 ,41993 2,6320 4,6180 2,00 5,00

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Total 50 3,3000 1,38873 ,19640 2,9053 3,6947 1,00 5,00Hygiene Expectation Under 18 4 4,0000 1,41421 ,70711 1,7497 6,2503 2,00 5,00

19 - 25 16 4,8750 ,34157 ,08539 4,6930 5,0570 4,00 5,0026 - 50 22 4,0455 1,39650 ,29774 3,4263 4,6646 1,00 5,00Over 51 8 4,3750 1,18773 ,41993 3,3820 5,3680 2,00 5,00Total 50 4,3600 1,15635 ,16353 4,0314 4,6886 1,00 5,00

Alcohol Rate Expectation

Under 18 4 3,2500 ,50000 ,25000 2,4544 4,0456 3,00 4,0019 - 25 16 4,1250 1,20416 ,30104 3,4833 4,7667 1,00 5,0026 - 50 22 3,7273 ,93513 ,19937 3,3127 4,1419 1,00 5,00Over 51 8 3,8750 ,64087 ,22658 3,3392 4,4108 3,00 5,00Total 50 3,8400 ,97646 ,13809 3,5625 4,1175 1,00 5,00

Volume Expectation Under 18 4 3,5000 1,73205 ,86603 ,7439 6,2561 1,00 5,0019 - 25 16 3,8750 1,08781 ,27195 3,2953 4,4547 1,00 5,0026 - 50 22 3,8182 ,95799 ,20424 3,3934 4,2429 2,00 5,00Over 51 8 3,5000 1,30931 ,46291 2,4054 4,5946 1,00 5,00Total 50 3,7600 1,09842 ,15534 3,4478 4,0722 1,00 5,00

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Sum of Squares df

Mean Square F Sig.

Price Expectation Between Groups ,724 3 ,241 ,169 ,917Within Groups 65,756 46 1,429Total 66,480 49

Quality Expectation Between Groups ,975 3 ,325 ,705 ,554Within Groups 21,205 46 ,461Total 22,180 49

Taste Expectation Between Groups ,465 3 ,155 ,210 ,889Within Groups 33,955 46 ,738Total 34,420 49

Availability Expectation

Between Groups 2,539 3 ,846 ,667 ,576Within Groups 58,341 46 1,268Total 60,880 49

Popularity Expectation Between Groups 3,640 3 1,213 ,550 ,651Within Groups 101,580 46 2,208Total 105,220 49

Appearance Expectation

Between Groups 2,097 3 ,699 ,348 ,791Within Groups 92,403 46 2,009Total 94,500 49

Hygiene Expectation Between Groups 6,940 3 2,313 1,817 ,157Within Groups 58,580 46 1,273Total 65,520 49

Alcohol Rate Expectation

Between Groups 2,981 3 ,994 1,045 ,382Within Groups 43,739 46 ,951Total 46,720 49

Volume Expectation Between Groups 1,097 3 ,366 ,290 ,832Within Groups 58,023 46 1,261Total 59,120 49

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N MeanStd.

Deviation Std. Error95% Confidence Interval for

Mean Minimum Maximum

Lower Bound Upper Bound Price Expectation Man 30 2,6000 1,24845 ,22793 2,1338 3,0662 1,00 5,00 Woman 20 2,4000 1,04630 ,23396 1,9103 2,8897 1,00 4,00 Total 50 2,5200 1,16479 ,16473 2,1890 2,8510 1,00 5,00Quality Expectation Man 30 4,5333 ,73030 ,13333 4,2606 4,8060 3,00 5,00 Woman 20 4,6500 ,58714 ,13129 4,3752 4,9248 3,00 5,00 Total 50 4,5800 ,67279 ,09515 4,3888 4,7712 3,00 5,00Taste Expectation Man 30 4,5333 ,86037 ,15708 4,2121 4,8546 2,00 5,00 Woman 20 4,5500 ,82558 ,18460 4,1636 4,9364 2,00 5,00 Total 50 4,5400 ,83812 ,11853 4,3018 4,7782 2,00 5,00Availability Expectation Man 30 4,2667 1,28475 ,23456 3,7869 4,7464 1,00 5,00 Woman 20 4,4000 ,82078 ,18353 4,0159 4,7841 2,00 5,00 Total 50 4,3200 1,11465 ,15764 4,0032 4,6368 1,00 5,00Popularity Expectation Man 30 3,2333 1,56873 ,28641 2,6476 3,8191 1,00 5,00 Woman 20 3,5000 1,31789 ,29469 2,8832 4,1168 1,00 5,00 Total 50 3,3400 1,46538 ,20724 2,9235 3,7565 1,00 5,00Appearance Expectation

Man 30 3,3667 1,37674 ,25136 2,8526 3,8807 1,00 5,00 Woman 20 3,2000 1,43637 ,32118 2,5278 3,8722 1,00 5,00 Total 50 3,3000 1,38873 ,19640 2,9053 3,6947 1,00 5,00Hygiene Expectation Man 30 4,1667 1,31525 ,24013 3,6755 4,6578 1,00 5,00 Woman 20 4,6500 ,81273 ,18173 4,2696 5,0304 2,00 5,00 Total 50 4,3600 1,15635 ,16353 4,0314 4,6886 1,00 5,00Alcohol Rate Expectation

Man 30 4,0000 ,90972 ,16609 3,6603 4,3397 1,00 5,00 Woman 20 3,6000 1,04630 ,23396 3,1103 4,0897 1,00 5,00 Total 50 3,8400 ,97646 ,13809 3,5625 4,1175 1,00 5,00Volume Expectation Man 30 3,8667 1,13664 ,20752 3,4422 4,2911 1,00 5,00 Woman 20 3,6000 1,04630 ,23396 3,1103 4,0897 1,00 5,00 Total 50 3,7600 1,09842 ,15534 3,4478 4,0722 1,00 5,00

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Sum of Squares df

Mean Square F Sig.

Price Expectation Between Groups ,480 1 ,480 ,349 ,557Within Groups 66,000 48 1,375Total 66,480 49

Quality Expectation Between Groups ,163 1 ,163 ,356 ,553Within Groups 22,017 48 ,459Total 22,180 49

Taste Expectation Between Groups ,003 1 ,003 ,005 ,946Within Groups 34,417 48 ,717Total 34,420 49

Availability Expectation Between Groups ,213 1 ,213 ,169 ,683Within Groups 60,667 48 1,264Total 60,880 49

Popularity Expectation Between Groups ,853 1 ,853 ,392 ,534Within Groups 104,367 48 2,174Total 105,220 49

Appearance Expectation

Between Groups ,333 1 ,333 ,170 ,682Within Groups 94,167 48 1,962Total 94,500 49

Hygiene Expectation Between Groups 2,803 1 2,803 2,146 ,150Within Groups 62,717 48 1,307Total 65,520 49

Alcohol Expectation Between Groups 1,920 1 1,920 2,057 ,158Within Groups 44,800 48 ,933Total 46,720 49

Volume Expectation Between Groups ,853 1 ,853 ,703 ,406Within Groups 58,267 48 1,214

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Total 59,120 49

N MeanStd.

Deviation Std. Error

95% Confidence Interval for Mean

Minimum MaximumLower Bound Upper BoundPrice Expectation Primary

School 1 2,0000 . . . . 2,00 2,00Secondary School 3 2,6667 1,52753 ,88192 -1,1279 6,4612 1,00 4,00High School 6 2,3333 1,36626 ,55777 ,8995 3,7671 1,00 4,00University 40 2,5500 1,15359 ,18240 2,1811 2,9189 1,00 5,00Total 50 2,5200 1,16479 ,16473 2,1890 2,8510 1,00 5,00

Quality Expectation Primary School 1 5,0000 . . . . 5,00 5,00Secondary School 3 4,0000 1,00000 ,57735 1,5159 6,4841 3,00 5,00High School 6 4,3333 1,03280 ,42164 3,2495 5,4172 3,00 5,00Universtiy 40 4,6500 ,57957 ,09164 4,4646 4,8354 3,00 5,00Total 50 4,5800 ,67279 ,09515 4,3888 4,7712 3,00 5,00

Taste Expectation Primary School 1 5,0000 . . . . 5,00 5,00Secondary School 3 4,6667 ,57735 ,33333 3,2324 6,1009 4,00 5,00High School 6 4,5000 ,83666 ,34157 3,6220 5,3780 3,00 5,00University 40 4,5250 ,87669 ,13862 4,2446 4,8054 2,00 5,00Total 50 4,5400 ,83812 ,11853 4,3018 4,7782 2,00 5,00

Availability Expectation Primary School 1 5,0000 . . . . 5,00 5,00Secondary School 3 5,0000 ,00000 ,00000 5,0000 5,0000 5,00 5,00High 6 3,6667 1,75119 ,71492 1,8289 5,5044 1,00 5,00

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SchoolUniversity 40 4,3500 1,02657 ,16231 4,0217 4,6783 1,00 5,00Total 50 4,3200 1,11465 ,15764 4,0032 4,6368 1,00 5,00

Popularity Expectation Primary School 1 5,0000 . . . . 5,00 5,00Secondary Schooll 3 4,0000 1,73205 1,00000 -,3027 8,3027 2,00 5,00High School 6 4,0000 1,26491 ,51640 2,6726 5,3274 2,00 5,00University 40 3,1500 1,45972 ,23080 2,6832 3,6168 1,00 5,00Total 50 3,3400 1,46538 ,20724 2,9235 3,7565 1,00 5,00

Appearance Expectation

Primary School 1 5,0000 . . . . 5,00 5,00Secondary School 3 2,6667 1,52753 ,88192 -1,1279 6,4612 1,00 4,00High School 6 3,6667 1,21106 ,49441 2,3957 4,9376 2,00 5,00University 40 3,2500 1,40967 ,22289 2,7992 3,7008 1,00 5,00Total 50 3,3000 1,38873 ,19640 2,9053 3,6947 1,00 5,00

Hygiene Expectation Primary School 1 5,0000 . . . . 5,00 5,00Secondary School 3 3,6667 1,52753 ,88192 -,1279 7,4612 2,00 5,00High School 6 4,0000 1,54919 ,63246 2,3742 5,6258 2,00 5,00University 40 4,4500 1,08486 ,17153 4,1030 4,7970 1,00 5,00Total 50 4,3600 1,15635 ,16353 4,0314 4,6886 1,00 5,00

Alcohol Expectation Primary School 1 4,0000 . . . . 4,00 4,00Secondary School 3 3,0000 ,00000 ,00000 3,0000 3,0000 3,00 3,00High School 6 4,5000 ,54772 ,22361 3,9252 5,0748 4,00 5,00University 40 3,8000 1,01779 ,16093 3,4745 4,1255 1,00 5,00Total 50 3,8400 ,97646 ,13809 3,5625 4,1175 1,00 5,00

Volume Expectation Primary 1 5,0000 . . . . 5,00 5,00

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SchoolSecondary School 3 3,0000 1,73205 1,00000 -1,3027 7,3027 1,00 4,00High School 6 3,3333 1,63299 ,66667 1,6196 5,0471 1,00 5,00University 40 3,8500 ,94868 ,15000 3,5466 4,1534 1,00 5,00Total 50 3,7600 1,09842 ,15534 3,4478 4,0722 1,00 5,00

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Sum of Squares df

Mean Square F Sig.

Price Expectation Between Groups ,580 3 ,193 ,135 ,939Within Groups 65,900 46 1,433Total 66,480 49

Quality Expectation Between Groups 1,747 3 ,582 1,311 ,282Within Groups 20,433 46 ,444Total 22,180 49

Taste Expectation Between Groups ,278 3 ,093 ,125 ,945Within Groups 34,142 46 ,742Total 34,420 49

Availability Expectation Between Groups 4,447 3 1,482 1,208 ,317Within Groups 56,433 46 1,227Total 60,880 49

Popularity Expectation Between Groups 8,120 3 2,707 1,282 ,292Within Groups 97,100 46 2,111Total 105,220 49

Appearance Expectation

Between Groups 5,000 3 1,667 ,857 ,470Within Groups 89,500 46 1,946Total 94,500 49

Hygiene Expectation Between Groups 2,953 3 ,984 ,724 ,543Within Groups 62,567 46 1,360Total 65,520 49

Alcohol Rate Expectation

Between Groups 4,820 3 1,607 1,764 ,167Within Groups 41,900 46 ,911Total 46,720 49

Volume Expectation Between Groups 4,687 3 1,562 1,320 ,279Within Groups 54,433 46 1,183Total 59,120 49

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Descriptives

N MeanStd.

Deviation Std. Error95% Confidence Interval for

Mean Minimum Maximum

Lower Bound Upper Bound Price Expectation Married 8 2,6250 1,18773 ,41993 1,6320 3,6180 1,00 4,00 Single 42 2,5000 1,17390 ,18114 2,1342 2,8658 1,00 5,00 Total 50 2,5200 1,16479 ,16473 2,1890 2,8510 1,00 5,00Quality Expectation Married 8 4,7500 ,46291 ,16366 4,3630 5,1370 4,00 5,00 Single 42 4,5476 ,70546 ,10886 4,3278 4,7675 3,00 5,00 Total 50 4,5800 ,67279 ,09515 4,3888 4,7712 3,00 5,00Taste Expectation Married 8 4,7500 ,46291 ,16366 4,3630 5,1370 4,00 5,00 Single 42 4,5000 ,89033 ,13738 4,2226 4,7774 2,00 5,00 Total 50 4,5400 ,83812 ,11853 4,3018 4,7782 2,00 5,00Availability Expectation Married 8 4,3750 1,06066 ,37500 3,4883 5,2617 2,00 5,00 Single 42 4,3095 1,13671 ,17540 3,9553 4,6637 1,00 5,00 Total 50 4,3200 1,11465 ,15764 4,0032 4,6368 1,00 5,00Popularity Expectation Married 8 4,0000 1,19523 ,42258 3,0008 4,9992 2,00 5,00 Single 42 3,2143 1,49039 ,22997 2,7498 3,6787 1,00 5,00 Total 50 3,3400 1,46538 ,20724 2,9235 3,7565 1,00 5,00Appearance Expectation

Married 8 4,0000 1,06904 ,37796 3,1063 4,8937 2,00 5,00 Single 42 3,1667 1,41278 ,21800 2,7264 3,6069 1,00 5,00 Total 50 3,3000 1,38873 ,19640 2,9053 3,6947 1,00 5,00Hygiene Expectation Married 8 4,7500 ,70711 ,25000 4,1588 5,3412 3,00 5,00 Single 42 4,2857 1,21546 ,18755 3,9069 4,6645 1,00 5,00 Total 50 4,3600 1,15635 ,16353 4,0314 4,6886 1,00 5,00Alcohol Rate Expectation

Married 8 4,0000 ,75593 ,26726 3,3680 4,6320 3,00 5,00 Single 42 3,8095 1,01784 ,15706 3,4923 4,1267 1,00 5,00 Total 50 3,8400 ,97646 ,13809 3,5625 4,1175 1,00 5,00Volume Expectation Married 8 3,6250 1,40789 ,49776 2,4480 4,8020 1,00 5,00 Single 42 3,7857 1,04848 ,16178 3,4590 4,1124 1,00 5,00 Total 50 3,7600 1,09842 ,15534 3,4478 4,0722 1,00 5,00

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ANOVA

Sum of Squares df

Mean Square F Sig.

Price Expectation Between Groups ,105 1 ,105 ,076 ,784Within Groups 66,375 48 1,383Total 66,480 49

Quality Expectation Between Groups ,275 1 ,275 ,603 ,441Within Groups 21,905 48 ,456Total 22,180 49

Taste Expectation Between Groups ,420 1 ,420 ,593 ,445Within Groups 34,000 48 ,708Total 34,420 49

Availability Expectation Between Groups ,029 1 ,029 ,023 ,881Within Groups 60,851 48 1,268Total 60,880 49

Popularity Expectation Between Groups 4,149 1 4,149 1,970 ,167Within Groups 101,071 48 2,106Total 105,220 49

Appearance Expectation

Between Groups 4,667 1 4,667 2,494 ,121Within Groups 89,833 48 1,872Total 94,500 49

Hygiene Expectation Between Groups 1,449 1 1,449 1,085 ,303Within Groups 64,071 48 1,335Total 65,520 49

Alcohol Rate Expectation

Between Groups ,244 1 ,244 ,252 ,618Within Groups 46,476 48 ,968Total 46,720 49

Volume Expectation Between Groups ,174 1 ,174 ,141 ,709

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Within Groups 58,946 48 1,228Total 59,120 49

N MeanStd.

Deviation Std. Error

95% Confidence Interval for Mean

Minimum MaximumLower Bound Upper BoundPrice Expectation Under 500ytl 14 2,8571 1,09945 ,29384 2,2223 3,4919 1,00 4,00

500ytl - 1000ytl 18 2,2778 1,12749 ,26575 1,7171 2,8385 1,00 5,001000ytl - 1500ytl 8 3,0000 1,30931 ,46291 1,9054 4,0946 1,00 5,00Over 1500ytl 10 2,1000 1,10050 ,34801 1,3127 2,8873 1,00 4,00Total 50 2,5200 1,16479 ,16473 2,1890 2,8510 1,00 5,00

Quality Expectation Under 500ytl 14 4,4286 ,85163 ,22761 3,9369 4,9203 3,00 5,00500ytl - 1000ytl 18 4,5000 ,70711 ,16667 4,1484 4,8516 3,00 5,001000ytl - 1500ytl 8 4,8750 ,35355 ,12500 4,5794 5,1706 4,00 5,00Over 1500ytl 10 4,7000 ,48305 ,15275 4,3544 5,0456 4,00 5,00Total 50 4,5800 ,67279 ,09515 4,3888 4,7712 3,00 5,00

Taste Expectation Under 500ytl 14 4,6429 ,63332 ,16926 4,2772 5,0085 3,00 5,00500ytl - 1000ytl 18 4,5556 ,78382 ,18475 4,1658 4,9453 3,00 5,001000ytl - 1500ytl 8 4,6250 ,74402 ,26305 4,0030 5,2470 3,00 5,00Over 1500ytl 10 4,3000 1,25167 ,39581 3,4046 5,1954 2,00 5,00Total 50 4,5400 ,83812 ,11853 4,3018 4,7782 2,00 5,00

Availability Expectation Under 500ytl 14 4,0714 1,20667 ,32250 3,3747 4,7681 1,00 5,00500ytl - 1000ytl 18 4,2222 1,30859 ,30844 3,5715 4,8730 1,00 5,001000ytl - 1500ytl 8 4,3750 1,06066 ,37500 3,4883 5,2617 2,00 5,00Over 1500ytl 10 4,8000 ,42164 ,13333 4,4984 5,1016 4,00 5,00Total 50 4,3200 1,11465 ,15764 4,0032 4,6368 1,00 5,00

Popularity Expectation Under 500ytl 14 3,2857 1,38278 ,36956 2,4873 4,0841 1,00 5,00

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500ytl - 1000ytl 18 3,1667 1,68907 ,39812 2,3267 4,0066 1,00 5,001000ytl - 1500ytl 8 3,2500 1,38873 ,49099 2,0890 4,4110 1,00 5,00Over 1500ytl 10 3,8000 1,31656 ,41633 2,8582 4,7418 1,00 5,00Total 50 3,3400 1,46538 ,20724 2,9235 3,7565 1,00 5,00

Appearance Expectation

Under 500ytl 14 3,0714 1,14114 ,30498 2,4126 3,7303 1,00 5,00500ytl - 1000ytl 18 3,4444 1,61690 ,38111 2,6404 4,2485 1,00 5,001000ytl - 1500ytl 8 3,1250 1,35620 ,47949 1,9912 4,2588 1,00 5,00Over 1500ytl 10 3,5000 1,43372 ,45338 2,4744 4,5256 1,00 5,00Total 50 3,3000 1,38873 ,19640 2,9053 3,6947 1,00 5,00

Hygiene Expectation Under 500ytl 14 4,3571 1,00821 ,26945 3,7750 4,9393 2,00 5,00500ytl - 1000ytl 18 4,5556 ,98352 ,23182 4,0665 5,0447 2,00 5,001000ytl - 1500ytl 8 3,6250 1,76777 ,62500 2,1471 5,1029 1,00 5,00Over 1500ytl 10 4,6000 ,96609 ,30551 3,9089 5,2911 2,00 5,00Total 50 4,3600 1,15635 ,16353 4,0314 4,6886 1,00 5,00

Alcohol Expectation Under 500ytl 14 3,8571 1,09945 ,29384 3,2223 4,4919 1,00 5,00500ytl - 1000ytl 18 4,0000 ,84017 ,19803 3,5822 4,4178 2,00 5,001000ytl - 1500ytl 8 3,7500 ,88641 ,31339 3,0089 4,4911 3,00 5,00Over 1500ytl 10 3,6000 1,17379 ,37118 2,7603 4,4397 1,00 5,00Total 50 3,8400 ,97646 ,13809 3,5625 4,1175 1,00 5,00

Volume Expectation Under 500ytl 14 3,5714 1,15787 ,30945 2,9029 4,2400 1,00 5,00500ytl - 1000ytl 18 3,7778 1,06027 ,24991 3,2505 4,3050 1,00 5,001000ytl - 1500ytl 8 3,6250 1,50594 ,53243 2,3660 4,8840 1,00 5,00Over 1500ytl 10 4,1000 ,73786 ,23333 3,5722 4,6278 3,00 5,00Total 50 3,7600 1,09842 ,15534 3,4478 4,0722 1,00 5,00

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Sum of Squares df

Mean Square F Sig.

Price Expectation Between Groups 6,255 3 2,085 1,592 ,204Within Groups 60,225 46 1,309Total 66,480 49

Quality Expectation Between Groups 1,276 3 ,425 ,936 ,431Within Groups 20,904 46 ,454Total 22,180 49

Taste Expectation Between Groups ,786 3 ,262 ,358 ,783Within Groups 33,634 46 ,731Total 34,420 49

Availability Expectation Between Groups 3,365 3 1,122 ,897 ,450Within Groups 57,515 46 1,250Total 60,880 49

Popularity Expectation Between Groups 2,763 3 ,921 ,413 ,744Within Groups 102,457 46 2,227Total 105,220 49

Appearance Expectation

Between Groups 1,752 3 ,584 ,290 ,833Within Groups 92,748 46 2,016Total 94,500 49

Hygiene Expectation Between Groups 5,586 3 1,862 1,429 ,246Within Groups 59,934 46 1,303Total 65,520 49

Alcohol Rate Expectation

Between Groups 1,106 3 ,369 ,372 ,774Within Groups 45,614 46 ,992Total 46,720 49

Volume Expectation Between Groups 1,805 3 ,602 ,483 ,696Within Groups 57,315 46 1,246Total 59,120 49

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IDENTFYING THE MOST IMPORTANT SEGMENTATION VARIABLE

Paired Differences

t dfSig. (2-tailed)Mean

Std. Deviation

Std. Error Mean

95% Confidence Interval of the

Difference

Lower UpperPair 1 Price Expectation-Price

Satisfaction -,78000 1,44688 ,20462 -1,19120 -,36880 -3,812 49 ,000Pair 2 Hygiene Expectation-

Hygiene Satisfaction ,16000 1,28349 ,18151 -,20476 ,52476 ,881 49 ,382Pair 3 Taste Expectation-

Taste Satisfaction ,72000 1,12558 ,15918 ,40011 1,03989 4,523 49 ,000Pair 4 Quality Expectation-

Quality Satisfaction ,52000 ,93110 ,13168 ,25539 ,78461 3,949 49 ,000Pair 5 Availability

Expectation-Availability Satisfaction

-,06000 1,34635 ,19040 -,44263 ,32263 -,315 49 ,754

Pair 6 Popularity Expectation-Popularity Satisfaction

-1,14000 1,41436 ,20002 -1,54196 -,73804 -5,699 49 ,000

Pair 7 Appearance Expectation-Appearance Satisafaction

-,42000 1,67929 ,23749 -,89725 ,05725 -1,769 49 ,083

Pair 8 Alcohol Rate Expectation-Alcohol Rate Satisfaction

,18000 1,24031 ,17541 -,17249 ,53249 1,026 49 ,310

Pair 9 Volume Expectation-Volume Satisfaction ,02000 1,42127 ,20100 -,38392 ,42392 ,100 49 ,921

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N Correlation Sig.Pair 1 Price Expectation-Price

Satisfaction 50 ,094 ,518Pair 2 Hygiene Expectation-

Hygiene Satisfaction 50 ,167 ,247Pair 3 Taste Expectation-

Taste Satisfaction 50 ,159 ,270Pair 4 Quality Expectation-

Quality Satisfaction 50 ,168 ,242Pair 5 Availability

Expectation-Availability Satisfaction

50 ,184 ,201

Pair 6 Popularity Expectation-Popularity Satisfaction

50 ,333 ,018

Pair 7 Appearance Expectation-Appearance Satisafaction

50 ,033 ,822

Pair 8 Alcohol Rate Expectation-Alcohol Rate Satisfaction

50 ,246 ,085

Pair 9 Volume Expectation-Volume Satisfaction 50 ,137 ,341

ANOVAPopularity Expectation

Sum of Squares df

Mean Square F Sig.

Between Groups 4,149 1 4,149 1,970 ,167Within Groups 101,071 48 2,106Total 105,220 49

By looking at this tables above , we see that demographic variables and expectations have no statistically significant relationship under the significance level 0,05.For proving this result scientifically we applied Chi-Square tests below.

Gender * Price Expectation

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 1,793(a) 4 ,774Likelihood Ratio 2,495 4 ,646Linear-by-Linear Association ,354 1 ,552N of Valid Cases 50

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a 5 cells (50,0%) have expected count less than 5. The minimum expected count is ,80.

Gender* Taste Expectation

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 1,792(a) 3 ,617Likelihood Ratio 1,850 3 ,604Linear-by-Linear Association ,005 1 ,945N of Valid Cases 50

a 6 cells (75,0%) have expected count less than 5. The minimum expected count is ,80.

Age * Price Expectation

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 3,662(a) 12 ,989Likelihood Ratio 4,328 12 ,977Linear-by-Linear Association ,037 1 ,848N of Valid Cases 50

a 17 cells (85,0%) have expected count less than 5. The minimum expected count is ,16.

Age * Taste Expectation

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 3,730(a) 9 ,928Likelihood Ratio 4,561 9 ,871Linear-by-Linear Association ,461 1 ,497N of Valid Cases 50

a 13 cells (81,3%) have expected count less than 5. The minimum expected count is ,16.

Marital Status * Price Expectation

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 1,169(a) 4 ,883Likelihood Ratio 1,462 4 ,833Linear-by-Linear ,077 1 ,781

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AssociationN of Valid Cases 50

a 6 cells (60,0%) have expected count less than 5. The minimum expected count is ,32.

Marital Status * Taste Expectation

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 2,168(a) 3 ,538Likelihood Ratio 3,151 3 ,369Linear-by-Linear Association ,598 1 ,439N of Valid Cases 50

a 5 cells (62,5%) have expected count less than 5. The minimum expected count is ,32.

Education Level * Price Expectation

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 10,380(a) 12 ,583Likelihood Ratio 12,088 12 ,439Linear-by-Linear Association ,106 1 ,745N of Valid Cases 50

a 16 cells (80,0%) have expected count less than 5. The minimum expected count is ,04.

Education Level * Taste Expectation

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 2,348(a) 9 ,985Likelihood Ratio 3,000 9 ,964Linear-by-Linear Association ,228 1 ,633N of Valid Cases 50

a 14 cells (87,5%) have expected count less than 5. The minimum expected count is ,04.

Monthly Income * Price Expectation

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)

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Pearson Chi-Square 13,200(a) 12 ,355Likelihood Ratio 16,206 12 ,182Linear-by-Linear Association 1,093 1 ,296N of Valid Cases 50

a 19 cells (95,0%) have expected count less than 5. The minimum expected count is ,32.

Monthly Income * Taste ExpectationChi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 10,767(a) 9 ,292Likelihood Ratio 10,022 9 ,349Linear-by-Linear Association ,758 1 ,384N of Valid Cases 50

a 12 cells (75,0%) have expected count less than 5. The minimum expected count is ,32.

We applied Chi-Square tests to demographic variables (Gender,Age,Marital Status,Educational Level,Monthly Income) with price and taste expectations.These results proove the anova tests we have done. These tests also have no significance level below 0.05.Taste and Price expectations do not have any statistically significant relationship with demographic variables.

DEVELOPING THE POSITIONING STATEMENT

The most important need of our target market’s is taste. We had this information by looking at the means of the expectations. (Taste expectation’s mean is 4,54)To increase the tastes of their products, Efes Pilsen continuously works on improving the quality of tastes of their products in R&D departments.

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DEVELOPING THE POSITIONING STATEMENT OF EFES PİLSEN

When developing a positioning statement, Efes Pilsen pays the most attention to life – styles of its consumers. For example, Efes Pilsen positions Efes Dark for whom have alternative life – styles. For this purpose, Efes Pilsen uses some quotes such as : “ Bira bu kapağın altında...” , “Aslında hayatı dolduruyoruz...”

THE MOST IMPORTANT ENVIRONMENTAL FACTORS AFFECT CONSUMERS BUYING BEHAVIOR

Most importantly, personal factors are the factors that can effect consumer buying behavior.

Monthly income, life styles, age and personality traits are the personal factors.

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