Tüketicilerin özel hastanelerin reklamlarına ilişkin tutumları: Tekirdağ Süleymanpaşa ilçesinde bir araştırma
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Dosyalar
Tarih
2016
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Namık Kemal Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmanın amacı özel hastanelerin reklamlarına ilişkin tüketicilerinin nasıl bir tutum içinde olduklarını tespit etmektir. Bu çalışmada Tekirdağ Süleymanpaşa merkez ilçesindeki özel hastaneleri tercih eden hasta ve hasta yakınları yanı sıra potansiyel sağlık hizmeti tüketicilerinin özel hastanelerin reklam faaliyetlerine karşı tutumları belirlenmiştir. Bu amaçla 426 kişiye anket uygulanmıştır. Elde edilen bilgiler SPSS istatistik programında düzenlenmiştir. Tanımlayıcı istatistikler özet tablo halinde verilmiştir. Likert tipi ifadelere ilişkin frekans ve yüzdelerin yanı sıra aritmetik ortalama ve standart sapma değerleri de hesaplanmıştır. Yapılan analizlerde t-test ve ANOVA kullanılmıştır. Sonuç olarak tüketicilerin özel hastane reklamlarını öğrendikleri kaynaklar “Belediye otobüslerindeki afiş ve reklamlar ile belediye otobüs duraklarındaki afişlerdir. Lise mezunları, işçiler ile 1-2 kez özel hastaneden hizmet alanlar özel hastane reklamlarına ilişkin daha olumlu tutuma sahiptirler. Eğitim seviyesi arttıkça özel hastane reklamlarına ilişkin tutumlar negatifleşmektedir.
This study aims to determine the attitudes of the consumers toward the advertisements of private hospitals. Besides the relatives of patients who prefer private hospitals in Tekirdağ’s central district Süleymanpaşa, the potential health service consumers’ attitudes toward private hospital advertisements have been verified. In this respect, a survey was conducted on 426 people, and the results were organized in SPSS statistics program before they have been presented within a spreadsheet. Besides the Likert scale frequencies and percentages, arithmetic average and standard deviation values have also been calculated. T-test and ANOVA have been applied to the conducted analyses. The results show that the advertisements and posters on municipality buses and at bus stops are the sources of the consumers’ knowledge about private hospitals. High-school graduates, workers, and the ones who prefer private hospitals several times have more positive attitude toward these advertisements. It has been concluded that as the education level increases, the attitude toward private hospital advertisements becomes more negative.
This study aims to determine the attitudes of the consumers toward the advertisements of private hospitals. Besides the relatives of patients who prefer private hospitals in Tekirdağ’s central district Süleymanpaşa, the potential health service consumers’ attitudes toward private hospital advertisements have been verified. In this respect, a survey was conducted on 426 people, and the results were organized in SPSS statistics program before they have been presented within a spreadsheet. Besides the Likert scale frequencies and percentages, arithmetic average and standard deviation values have also been calculated. T-test and ANOVA have been applied to the conducted analyses. The results show that the advertisements and posters on municipality buses and at bus stops are the sources of the consumers’ knowledge about private hospitals. High-school graduates, workers, and the ones who prefer private hospitals several times have more positive attitude toward these advertisements. It has been concluded that as the education level increases, the attitude toward private hospital advertisements becomes more negative.
Açıklama
Anahtar Kelimeler
Özel hastane, reklam, tüketici, Tekirdağ, Private hospital, advertisement, consumer
