Analysis of Marketing Decisions in terms of Brand Positioning in all the Touristic Destinations; A Field Research regarding Çeşme District


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Akpulat N. A.

İşletme Araştırmaları Dergisi, vol.3, no.9, pp.443-467, 2017 (Other Refereed National Journals)

  • Publication Type: Article / Article
  • Volume: 3 Issue: 9
  • Publication Date: 2017
  • Doi Number: 10.20491/isarder.2017.308
  • Title of Journal : İşletme Araştırmaları Dergisi
  • Page Numbers: pp.443-467

Abstract

The purpose of the study is to evaluate the fundamental marketing decisions of Çeşme District in terms of brand positioning and determine the impact of personal features on these decisions. The Fundamental Factors for Marketing Çeşme Scale was employed in the research. The population of the research was determined as the employees and/or mutual interest holders working at the management level of the public or private sector in Çeşme. Judgmental sampling, a non-random sampling method, was employed in the research and 235 questionnaires were evaluated. After the research, it was revealed that place of residence, educational status, and working area are influential personal features on decisions taken.