CONSUMERS' SELF-IDENTITY PERSPECTIVES ON BRAND PREFERENCES AND BOYCOTT BEHAVIOUR: AN APPLICATION OF A BLIND TASTE TEST

Mustafa Şehirli

Makale detayları

CONSUMERS' SELF-IDENTITY PERSPECTIVES ON BRAND PREFERENCES AND BOYCOTT BEHAVIOUR: AN APPLICATION OF A BLIND TASTE TEST

Yazarlar:

Mustafa Şehirli

Yayıncı:

Marmara University

Ana Başlıklar:

Tüketici Davranışı

Dergi:

Öneri Dergisi Vol.20 Issue 63, pp.55-76

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001339841

pISSN:

1300-0845

Anahtar kelimeler:

Özet:

 This research aims to reveal the relationship between the self-identity of modern individuals, who seek to find themselves by consuming in a consumer society, and their consumption preferences and behaviours through boycott behaviour. For this purpose, a study was conducted in 2024 with 322 university students in Istanbul, utilizing a blind taste test involving two products cola and coffee from one global and one local brand PepsiCola Turka and StarbucksKahve Dünyası regarding the boycott against brands supporting Israel. According to the research findings, the participation rate in the boycott is 57. Regardless of participation in the boycott, no statistically significant difference was found in brand preferences during the blind test among all participants. However, it was revealed that the preferences for products related to Starbucks significantly decreased among participants who supported the boycott. Although not statistically significant, a decrease was also observed for Pepsi. The primary reasons affecting participation in the boycott are emotional factors, such as a reaction to crimes against humanity and support for the oppressed. Those who did not participate in the boycott expressed their belief that the boycott or their participation would have no impact. No significant relationship was identified between the phenomenon of self-identity, which is the researchs main subject, consumer preferences participation in the boycott, and indirectly, brand preferences. The self-identity preferences of participants and non-participants in the boycott were similar, with the most commonly expressed identity definition being human.

 This research aims to reveal the relationship between the self-identity of modern individuals, who seek to find themselves by consuming in a consumer society, and their consumption preferences and behaviours through boycott behaviour. For this purpose, a study was conducted in 2024 with 322 university students in Istanbul, utilizing a blind taste test involving two products cola and coffee from one global and one local brand PepsiCola Turka and StarbucksKahve Dünyası regarding the boycott against brands supporting Israel. According to the research findings, the participation rate in the boycott is 57. Regardless of participation in the boycott, no statistically significant difference was found in brand preferences during the blind test among all participants. However, it was revealed that the preferences for products related to Starbucks significantly decreased among participants who supported the boycott. Although not statistically significant, a decrease was also observed for Pepsi. The primary reasons affecting participation in the boycott are emotional factors, such as a reaction to crimes against humanity and support for the oppressed. Those who did not participate in the boycott expressed their belief that the boycott or their participation would have no impact. No significant relationship was identified between the phenomenon of self-identity, which is the researchs main subject, consumer preferences participation in the boycott, and indirectly, brand preferences. The self-identity preferences of participants and non-participants in the boycott were similar, with the most commonly expressed identity definition being human.

 This research aims to reveal the relationship between the self-identity of modern individuals, who seek to find themselves by consuming in a consumer society, and their consumption preferences and behaviours through boycott behaviour. For this purpose, a study was conducted in 2024 with 322 university students in Istanbul, utilizing a blind taste test involving two products cola and coffee from one global and one local brand PepsiCola Turka and StarbucksKahve Dünyası regarding the boycott against brands supporting Israel. According to the research findings, the participation rate in the boycott is 57. Regardless of participation in the boycott, no statistically significant difference was found in brand preferences during the blind test among all participants. However, it was revealed that the preferences for products related to Starbucks significantly decreased among participants who supported the boycott. Although not statistically significant, a decrease was also observed for Pepsi. The primary reasons affecting participation in the boycott are emotional factors, such as a reaction to crimes against humanity and support for the oppressed. Those who did not participate in the boycott expressed their belief that the boycott or their participation would have no impact. No significant relationship was identified between the phenomenon of self-identity, which is the researchs main subject, consumer preferences participation in the boycott, and indirectly, brand preferences. The self-identity preferences of participants and non-participants in the boycott were similar, with the most commonly expressed identity definition being human.

 Bu araştırmanın amacı tüketim toplumunda kaybettiği kimliğini tüketerek bulmaya çalışan modern insanın sahip olduğu öz benlikle, tüketim tercih ve davranışları arasındaki ilişkiyi boykot davranışı üzerinden ortaya koymaktır. Bu amaçla İstanbulda 322 üniversite öğrencisiyle; biri küresel diğeri yerli ikişer markalı PepsiCola Turka ile StarbucksKahve Dünyası iki ürünlü kola ve kahve kör tadım testi uygulamasıyla 2024 yılı içinde İsraili destekleyen markalara karşı başlatılan boykot konusunda bir araştırma yürütülmüştür. Araştırma bulgularına göre boykota katılım oranı 57dir. Boykota katılımdan bağımsız olarak tüm katılımcılar için kör testte marka tercihleri arasında istatistiksel olarak anlamlı bir fark bulunamamıştır. Buna karşılık boykotu destekleyen katılımcıların sadece Starbucks ile ilgili ürün beğenilerinin anlamlı şekilde azaldığı ortaya konulmuştur. İstatistiksel olarak anlamlı olmasa da Pepsi için de bir azalış görülmektedir. Genel olarak boykota katılımı etkileyen nedenler işlenen insanlık suçuna karşı tepki, mazlumlara destek gibi duygusal faktörlerdir. Boykota katılmayanlar ise bu davranışlarının gerekçesi olarak boykotun veya kendi katılımlarının etkisi olmayacağına olan inançlarını dile getirmişlerdir. Araştırmanın ana konusu olan öz-kimlik olgusuyla tüketici tercihleri boykota katılım ve dolaylı olarak marka beğenileri arasında anlamlı bir ilişki tespit edilmemiştir. Boykota katılanlarla katılmayanların öz-kimlik tercihleri oldukça benzer olup her iki grupta da en çok ifade edilen kimlik tanımı insan olmuştur.

Makale detayları

CONSUMERS' SELF-IDENTITY PERSPECTIVES ON BRAND PREFERENCES AND BOYCOTT BEHAVIOUR: AN APPLICATION OF A BLIND TASTE TEST

Yazarlar:

Mustafa Şehirli

Yayıncı:

Marmara University

Ana Başlıklar:

Tüketici Davranışı

Dergi:

Öneri Dergisi Vol.20 Issue 63, pp.55-76

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001339841

pISSN:

1300-0845

Self Identity

Customer Preferences

Perception

Blind Test

BoycottÖz-Kimlik

Müşteri Tercihleri

Müşteri Algısı

Kör Test

Boykot.

Sayı

Makale detayları

Yazarlar: Mustafa Şehirli

Yayıncı: Marmara University

Ana Başlıklar: Tüketici Davranışı

Dergi: Öneri Dergisi Vol.20 Issue 63, pp.55-76

Belge Tipi: Makale

Yayın Tarihi: 1/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001339841

pISSN: 1300-0845

Sayı

Yazarlar:

Mustafa Şehirli

Yayıncı:

Marmara University

Ana Başlıklar:

Tüketici Davranışı

Dergi:

Öneri Dergisi Vol.20 Issue 63, pp.55-76

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001339841

pISSN:

1300-0845