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
THE MOST IMPORTANT ENVIRONMENTAL FACTORS AFFECT CONSUMERS
BUYING BEHAVIOR .............................................................................................................. 30
1
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
2
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 noy 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’ longrun 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
3
society’s cultural underground by the help blues and jazz festivals that it
organizes.Additionally Efes Pilsen tempts youth to participating in sport
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.
4
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
Valid
pilsen
Frequency
25
Percent
50,0
Valid Percent
50,0
Cumulative
Percent
50,0
5
light
fici
dark
6
12,0
12,0
62,0
12
24,0
24,0
86,0
4
8,0
8,0
94,0
100,0
extra
3
6,0
6,0
Total
50
100,0
100,0
(Survey Results)
BCG MATRIX OF EFES PİLSEN
HIGH
MARKET
GROWTH
LOW
STARS
FIÇI
QUESTION MARK
DARK, EXTRA
CASH COWS
PİLSEN
DOGS
LIGHT
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 more
alcohol than other Efes products so this 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
6
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 MARKET
EXISTING PRODUCT
NEW PRODUCT
MARKET
PENETRATION
PRODUCT
DEVELOPMENT
The continuous sales of
Pilsen
The throwing on the
market of Barrel Beer
MARKET
DEVELOPMENT
DIVERSIFICATION
Russian Market
The production of
Ritmix
NEW MARKETS
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.
7
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.
8
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.
SIGNIFICANT
DIFFERENCES
BETWEEN BRANDS
FEW DIFFERENCES
BETWEEN BRANDS
HIGH INVOLVEMENT
LOW INVOLVEMENT
COMPLEX
BUYING
BEHAVIOR
DISSONANCE
REDUCING
BUYING
BEHAVIOR
VARIETY –
SEEKING 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,
9
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.
10
Demographic Variables That We Used In Our Survey
AGE
GENDER
18 and below
MALE
19 – 25
FEMALE
26 – 50
50 and above
EDUCATION
LEVEL
PRIMARY
EDUCATION
GRADUATE
SECONDARY
SCHOOL
GRADUATE
HIGH
SCHOOL
UNIVERSITY
MONTHLY
INCOME
LEVELS
-500 YTL
500-1000
YTL
1000-1500
YTL
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, primaryschool graduate and 500ytl – 1000ytl if we consider the significance level 0,2.
Results can be seen in the spss tables below:
11
95% Confidence Interval for
Mean
N
Price Expectation
Under 18
Minimum
Maximum
4,5543
1,00
4,00
19 - 25
16
2,5625
1,31498
,32874
1,8618
3,2632
1,00
5,00
26 - 50
22
2,4091
1,14056
,24317
1,9034
2,9148
1,00
5,00
Over 51
8
2,7500
1,03510
,36596
1,8846
3,6154
1,00
4,00
50
2,5200
1,16479
,16473
2,1890
2,8510
1,00
5,00
4
4,2500
,95743
,47871
2,7265
5,7735
3,00
5,00
19 - 25
16
4,7500
,44721
,11180
4,5117
4,9883
4,00
5,00
26 - 50
22
4,5455
,73855
,15746
4,2180
4,8729
3,00
5,00
Under 18
8
4,5000
,75593
,26726
3,8680
5,1320
3,00
5,00
50
4,5800
,67279
,09515
4,3888
4,7712
3,00
5,00
4
4,7500
,50000
,25000
3,9544
5,5456
4,00
5,00
19 - 25
16
4,6250
,88506
,22127
4,1534
5,0966
2,00
5,00
26 - 50
22
4,4545
,91168
,19437
4,0503
4,8588
2,00
5,00
Under 18
8
4,5000
,75593
,26726
3,8680
5,1320
3,00
5,00
50
4,5400
,83812
,11853
4,3018
4,7782
2,00
5,00
4
5,0000
,00000
,00000
5,0000
5,0000
5,00
5,00
19 - 25
16
4,1250
1,36015
,34004
3,4002
4,8498
1,00
5,00
26 - 50
22
4,3636
1,04860
,22356
3,8987
4,8286
1,00
5,00
Total
Under 18
Over 51
8
4,2500
1,03510
,36596
3,3846
5,1154
2,00
5,00
50
4,3200
1,11465
,15764
4,0032
4,6368
1,00
5,00
4
3,7500
1,50000
,75000
1,3632
6,1368
2,00
5,00
19 - 25
16
3,5000
1,54919
,38730
2,6745
4,3255
1,00
5,00
26 - 50
22
3,0455
1,49530
,31880
2,3825
3,7084
1,00
5,00
Total
Under 18
Over 51
Total
Appearance Expectation
Upper Bound
,4457
Over 51
Popularity Expectation
Lower Bound
,64550
Total
Availability Expectation
Std. Error
1,29099
Over 51
Taste Expectation
Std. Deviation
2,5000
Total
Quality Expectation
Mean
4
Under 18
8
3,6250
1,30247
,46049
2,5361
4,7139
2,00
5,00
50
3,3400
1,46538
,20724
2,9235
3,7565
1,00
5,00
4
3,0000
1,41421
,70711
,7497
5,2503
1,00
4,00
19 - 25
16
3,4375
1,45917
,36479
2,6600
4,2150
1,00
5,00
26 - 50
22
3,1364
1,45718
,31067
2,4903
3,7824
1,00
5,00
12
Over 51
Total
Hygiene Expectation
Under 18
1,18773
,41993
2,6320
4,6180
2,00
5,00
3,3000
1,38873
,19640
2,9053
3,6947
1,00
5,00
4
4,0000
1,41421
,70711
1,7497
6,2503
2,00
5,00
16
4,8750
,34157
,08539
4,6930
5,0570
4,00
5,00
26 - 50
22
4,0455
1,39650
,29774
3,4263
4,6646
1,00
5,00
Over 51
8
4,3750
1,18773
,41993
3,3820
5,3680
2,00
5,00
50
4,3600
1,15635
,16353
4,0314
4,6886
1,00
5,00
Under 18
4
3,2500
,50000
,25000
2,4544
4,0456
3,00
4,00
19 - 25
16
4,1250
1,20416
,30104
3,4833
4,7667
1,00
5,00
26 - 50
22
3,7273
,93513
,19937
3,3127
4,1419
1,00
5,00
Over 51
8
3,8750
,64087
,22658
3,3392
4,4108
3,00
5,00
50
3,8400
,97646
,13809
3,5625
4,1175
1,00
5,00
4
3,5000
1,73205
,86603
,7439
6,2561
1,00
5,00
19 - 25
16
3,8750
1,08781
,27195
3,2953
4,4547
1,00
5,00
26 - 50
22
3,8182
,95799
,20424
3,3934
4,2429
2,00
5,00
Over 51
8
3,5000
1,30931
,46291
2,4054
4,5946
1,00
5,00
50
3,7600
1,09842
,15534
3,4478
4,0722
1,00
5,00
Total
Volume Expectation
3,6250
19 - 25
Total
Alcohol Rate Expectation
8
50
Under 18
Total
13
Sum of
Squares
Price Expectation
Between Groups
Taste Expectation
Availability Expectation
Popularity Expectation
Appearance Expectation
Hygiene Expectation
Alcohol Rate Expectation
Volume Expectation
Mean Square
,724
3
,241
46
49
3
1,429
Total
Between Groups
65,756
66,480
,975
Within Groups
21,205
46
,461
Total
22,180
49
,465
3
,155
Within Groups
33,955
46
,738
Total
34,420
49
Within Groups
Quality Expectation
df
Between Groups
Between Groups
,325
2,539
3
,846
Within Groups
58,341
46
1,268
Total
60,880
49
Between Groups
3,640
3
1,213
Within Groups
101,580
46
2,208
Total
105,220
49
Between Groups
2,097
3
,699
Within Groups
92,403
46
2,009
Total
94,500
49
6,940
3
2,313
Within Groups
58,580
46
1,273
Total
65,520
49
Between Groups
Between Groups
2,981
3
,994
Within Groups
43,739
46
,951
Total
46,720
49
Between Groups
1,097
3
,366
Within Groups
58,023
46
1,261
Total
59,120
49
F
Sig.
,169
,917
,705
,554
,210
,889
,667
,576
,550
,651
,348
,791
1,817
,157
1,045
,382
,290
,832
14
N
Price Expectation
Quality Expectation
Taste Expectation
Availability Expectation
Popularity Expectation
Appearance Expectation
Hygiene Expectation
Alcohol Rate Expectation
Volume Expectation
Mean
Std. Deviation
Std. Error
95% Confidence Interval for
Mean
Minimum
Maximum
,22793
Lower Bound
2,1338
Upper Bound
3,0662
1,00
5,00
,23396
1,9103
2,8897
1,00
4,00
1,16479
,16473
2,1890
2,8510
1,00
5,00
4,5333
,73030
,13333
4,2606
4,8060
3,00
5,00
4,6500
,58714
,13129
4,3752
4,9248
3,00
5,00
50
4,5800
,67279
,09515
4,3888
4,7712
3,00
5,00
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
5,00
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
5,00
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
5,00
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
5,00
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
5,00
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
5,00
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
Man
30
2,6000
1,24845
Woman
20
2,4000
1,04630
Total
50
2,5200
Man
30
Woman
20
Total
Man
15
Sum of
Squares
Price Expectation
Quality Expectation
Taste Expectation
Availability Expectation
Popularity Expectation
Appearance Expectation
Hygiene Expectation
Alcohol Expectation
Volume Expectation
Between Groups
df
Mean Square
,480
1
,480
Within Groups
66,000
48
1,375
Total
66,480
49
Between Groups
,163
1
,163
Within Groups
22,017
48
,459
Total
22,180
49
Between Groups
,003
1
,003
Within Groups
34,417
48
,717
Total
34,420
49
Between Groups
,213
1
,213
Within Groups
60,667
48
1,264
Total
60,880
49
Between Groups
,853
1
,853
Within Groups
104,367
48
2,174
Total
105,220
49
,333
1
,333
Within Groups
94,167
48
1,962
Total
94,500
49
Between Groups
Between Groups
2,803
1
2,803
Within Groups
62,717
48
1,307
Total
65,520
49
Between Groups
1,920
1
1,920
Within Groups
44,800
48
,933
Total
46,720
49
Between Groups
,853
1
,853
Within Groups
58,267
48
1,214
Total
59,120
49
F
Sig.
,349
,557
,356
,553
,005
,946
,169
,683
,392
,534
,170
,682
2,146
,150
2,057
,158
,703
,406
16
95% Confidence Interval for
Mean
N
Price Expectation
Quality Expectation
Taste Expectation
Availability Expectation
Popularity Expectation
Primary
School
Secondary
School
High
School
University
Total
Mean
Std. Deviation
Std. Error
Lower Bound
Upper Bound
Minimum
Maximum
1
2,0000
.
.
.
.
2,00
2,00
3
2,6667
1,52753
,88192
-1,1279
6,4612
1,00
4,00
6
2,3333
1,36626
,55777
,8995
3,7671
1,00
4,00
40
2,5500
1,15359
,18240
2,1811
2,9189
1,00
5,00
50
2,5200
1,16479
,16473
2,1890
2,8510
1,00
5,00
1
5,0000
.
.
.
.
5,00
5,00
3
4,0000
1,00000
,57735
1,5159
6,4841
3,00
5,00
Primary
School
Secondary
School
High
School
Universtiy
6
4,3333
1,03280
,42164
3,2495
5,4172
3,00
5,00
40
4,6500
,57957
,09164
4,4646
4,8354
3,00
5,00
Total
50
4,5800
,67279
,09515
4,3888
4,7712
3,00
5,00
1
5,0000
.
.
.
.
5,00
5,00
3
4,6667
,57735
,33333
3,2324
6,1009
4,00
5,00
Primary
School
Secondary
School
High
School
University
6
4,5000
,83666
,34157
3,6220
5,3780
3,00
5,00
40
4,5250
,87669
,13862
4,2446
4,8054
2,00
5,00
Total
50
4,5400
,83812
,11853
4,3018
4,7782
2,00
5,00
1
5,0000
.
.
.
.
5,00
5,00
3
5,0000
,00000
,00000
5,0000
5,0000
5,00
5,00
Primary
School
Secondary
School
High
School
University
6
3,6667
1,75119
,71492
1,8289
5,5044
1,00
5,00
40
4,3500
1,02657
,16231
4,0217
4,6783
1,00
5,00
Total
50
4,3200
1,11465
,15764
4,0032
4,6368
1,00
5,00
1
5,0000
.
.
.
.
5,00
5,00
3
4,0000
1,73205
1,00000
-,3027
8,3027
2,00
5,00
Primary
School
Secondary
Schooll
17
Appearance Expectation
Hygiene Expectation
Alcohol Expectation
Volume Expectation
High
School
University
6
4,0000
1,26491
,51640
2,6726
5,3274
2,00
5,00
40
3,1500
1,45972
,23080
2,6832
3,6168
1,00
5,00
Total
50
3,3400
1,46538
,20724
2,9235
3,7565
1,00
5,00
1
5,0000
.
.
.
.
5,00
5,00
3
2,6667
1,52753
,88192
-1,1279
6,4612
1,00
4,00
Primary
School
Secondary
School
High
School
University
6
3,6667
1,21106
,49441
2,3957
4,9376
2,00
5,00
40
3,2500
1,40967
,22289
2,7992
3,7008
1,00
5,00
Total
50
3,3000
1,38873
,19640
2,9053
3,6947
1,00
5,00
1
5,0000
.
.
.
.
5,00
5,00
3
3,6667
1,52753
,88192
-,1279
7,4612
2,00
5,00
Primary
School
Secondary
School
High
School
University
6
4,0000
1,54919
,63246
2,3742
5,6258
2,00
5,00
40
4,4500
1,08486
,17153
4,1030
4,7970
1,00
5,00
Total
50
4,3600
1,15635
,16353
4,0314
4,6886
1,00
5,00
1
4,0000
.
.
.
.
4,00
4,00
3
3,0000
,00000
,00000
3,0000
3,0000
3,00
3,00
Primary
School
Secondary
School
High
School
University
6
4,5000
,54772
,22361
3,9252
5,0748
4,00
5,00
40
3,8000
1,01779
,16093
3,4745
4,1255
1,00
5,00
Total
50
3,8400
,97646
,13809
3,5625
4,1175
1,00
5,00
1
5,0000
.
.
.
.
5,00
5,00
3
3,0000
1,73205
1,00000
-1,3027
7,3027
1,00
4,00
1,63299
,66667
1,6196
5,0471
1,00
5,00
Primary
School
Secondary
School
High
School
University
6
3,3333
40
3,8500
,94868
,15000
3,5466
4,1534
1,00
5,00
Total
50
3,7600
1,09842
,15534
3,4478
4,0722
1,00
5,00
18
Sum of
Squares
Price Expectation
Quality Expectation
Taste Expectation
Availability Expectation
Popularity Expectation
Between Groups
,580
3
,193
65,900
46
1,433
Total
66,480
49
Between Groups
1,747
3
,582
Within Groups
20,433
46
,444
Total
22,180
49
Between Groups
,278
3
,093
Within Groups
34,142
46
,742
Total
34,420
49
4,447
3
1,482
Within Groups
56,433
46
1,227
Total
60,880
49
8,120
3
2,707
97,100
46
2,111
105,220
49
Between Groups
Between Groups
Total
Hygiene Expectation
Alcohol Rate Expectation
Volume Expectation
Mean Square
Within Groups
Within Groups
Appearance Expectation
df
Between Groups
5,000
3
1,667
Within Groups
89,500
46
1,946
Total
94,500
49
Between Groups
2,953
3
,984
Within Groups
62,567
46
1,360
Total
65,520
49
4,820
3
1,607
Within Groups
41,900
46
,911
Total
46,720
49
Between Groups
Between Groups
4,687
3
1,562
Within Groups
54,433
46
1,183
Total
59,120
49
F
Sig.
,135
,939
1,311
,282
,125
,945
1,208
,317
1,282
,292
,857
,470
,724
,543
1,764
,167
1,320
,279
19
Descriptives
N
Mean
Std. Deviation
Std. Error
95% Confidence Interval for
Mean
Lower Bound
Price Expectation
Quality Expectation
Taste Expectation
Availability Expectation
Popularity Expectation
Appearance Expectation
Hygiene Expectation
Alcohol Rate Expectation
Volume Expectation
Minimum
Maximum
Upper Bound
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
5,00
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
5,00
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
5,00
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
5,00
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
5,00
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
5,00
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
5,00
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
5,00
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
20
ANOVA
Price Expectation
Quality Expectation
Taste Expectation
Availability Expectation
Popularity Expectation
Appearance Expectation
Hygiene Expectation
Alcohol Rate Expectation
Volume Expectation
Between Groups
Sum of
Squares
,105
df
1
Mean Square
,105
1,383
Within Groups
66,375
48
Total
66,480
49
Between Groups
,275
1
,275
Within Groups
21,905
48
,456
Total
22,180
49
Between Groups
,420
1
,420
Within Groups
34,000
48
,708
Total
34,420
49
Between Groups
,029
1
,029
Within Groups
60,851
48
1,268
Total
60,880
49
4,149
1
4,149
Within Groups
101,071
48
2,106
Total
105,220
49
Between Groups
Between Groups
4,667
1
4,667
Within Groups
89,833
48
1,872
Total
94,500
49
Between Groups
1,449
1
1,449
Within Groups
64,071
48
1,335
Total
65,520
49
Between Groups
,244
1
,244
Within Groups
46,476
48
,968
Total
46,720
49
,174
1
,174
Within Groups
58,946
48
1,228
Total
59,120
49
Between Groups
F
,076
Sig.
,784
,603
,441
,593
,445
,023
,881
1,970
,167
2,494
,121
1,085
,303
,252
,618
,141
,709
21
95% Confidence Interval for
Mean
N
Price Expectation
Quality Expectation
14
Mean
2,8571
Std. Deviation
1,09945
Std. Error
,29384
Lower Bound
2,2223
Upper Bound
3,4919
Minimum
1,00
Maximum
4,00
18
2,2778
1,12749
,26575
1,7171
2,8385
1,00
5,00
8
3,0000
1,30931
,46291
1,9054
4,0946
1,00
5,00
Over 1500ytl
10
2,1000
1,10050
,34801
1,3127
2,8873
1,00
4,00
Total
50
2,5200
1,16479
,16473
2,1890
2,8510
1,00
5,00
Under 500ytl
14
4,4286
,85163
,22761
3,9369
4,9203
3,00
5,00
500ytl - 1000ytl
18
4,5000
,70711
,16667
4,1484
4,8516
3,00
5,00
Under 500ytl
500ytl - 1000ytl
1000ytl - 1500ytl
1000ytl - 1500ytl
Taste Expectation
8
4,8750
,35355
,12500
4,5794
5,1706
4,00
5,00
Over 1500ytl
10
4,7000
,48305
,15275
4,3544
5,0456
4,00
5,00
Total
50
4,5800
,67279
,09515
4,3888
4,7712
3,00
5,00
Under 500ytl
14
4,6429
,63332
,16926
4,2772
5,0085
3,00
5,00
500ytl - 1000ytl
18
4,5556
,78382
,18475
4,1658
4,9453
3,00
5,00
1000ytl - 1500ytl
Availability Expectation
8
4,6250
,74402
,26305
4,0030
5,2470
3,00
5,00
Over 1500ytl
10
4,3000
1,25167
,39581
3,4046
5,1954
2,00
5,00
Total
50
4,5400
,83812
,11853
4,3018
4,7782
2,00
5,00
Under 500ytl
14
4,0714
1,20667
,32250
3,3747
4,7681
1,00
5,00
500ytl - 1000ytl
18
4,2222
1,30859
,30844
3,5715
4,8730
1,00
5,00
1000ytl - 1500ytl
Popularity Expectation
8
4,3750
1,06066
,37500
3,4883
5,2617
2,00
5,00
Over 1500ytl
10
4,8000
,42164
,13333
4,4984
5,1016
4,00
5,00
Total
50
4,3200
1,11465
,15764
4,0032
4,6368
1,00
5,00
Under 500ytl
14
3,2857
1,38278
,36956
2,4873
4,0841
1,00
5,00
500ytl - 1000ytl
18
3,1667
1,68907
,39812
2,3267
4,0066
1,00
5,00
1000ytl - 1500ytl
Appearance Expectation
8
3,2500
1,38873
,49099
2,0890
4,4110
1,00
5,00
Over 1500ytl
10
3,8000
1,31656
,41633
2,8582
4,7418
1,00
5,00
Total
50
3,3400
1,46538
,20724
2,9235
3,7565
1,00
5,00
Under 500ytl
14
3,0714
1,14114
,30498
2,4126
3,7303
1,00
5,00
500ytl - 1000ytl
18
3,4444
1,61690
,38111
2,6404
4,2485
1,00
5,00
8
3,1250
1,35620
,47949
1,9912
4,2588
1,00
5,00
10
3,5000
1,43372
,45338
2,4744
4,5256
1,00
5,00
1000ytl - 1500ytl
Over 1500ytl
22
Hygiene Expectation
Alcohol Expectation
Volume Expectation
Total
50
3,3000
1,38873
,19640
2,9053
3,6947
1,00
5,00
Under 500ytl
14
4,3571
1,00821
,26945
3,7750
4,9393
2,00
5,00
500ytl - 1000ytl
18
4,5556
,98352
,23182
4,0665
5,0447
2,00
5,00
1000ytl - 1500ytl
8
3,6250
1,76777
,62500
2,1471
5,1029
1,00
5,00
Over 1500ytl
10
4,6000
,96609
,30551
3,9089
5,2911
2,00
5,00
Total
50
4,3600
1,15635
,16353
4,0314
4,6886
1,00
5,00
Under 500ytl
14
3,8571
1,09945
,29384
3,2223
4,4919
1,00
5,00
500ytl - 1000ytl
18
4,0000
,84017
,19803
3,5822
4,4178
2,00
5,00
1000ytl - 1500ytl
8
3,7500
,88641
,31339
3,0089
4,4911
3,00
5,00
Over 1500ytl
10
3,6000
1,17379
,37118
2,7603
4,4397
1,00
5,00
Total
50
3,8400
,97646
,13809
3,5625
4,1175
1,00
5,00
Under 500ytl
14
3,5714
1,15787
,30945
2,9029
4,2400
1,00
5,00
500ytl - 1000ytl
18
3,7778
1,06027
,24991
3,2505
4,3050
1,00
5,00
1000ytl - 1500ytl
8
3,6250
1,50594
,53243
2,3660
4,8840
1,00
5,00
Over 1500ytl
10
4,1000
,73786
,23333
3,5722
4,6278
3,00
5,00
Total
50
3,7600
1,09842
,15534
3,4478
4,0722
1,00
5,00
23
Sum of
Squares
Price Expectation
Quality Expectation
Taste Expectation
Availability Expectation
Popularity Expectation
Appearance Expectation
Hygiene Expectation
Alcohol Rate Expectation
Volume Expectation
Between Groups
df
Mean Square
6,255
3
2,085
Within Groups
60,225
46
1,309
Total
66,480
49
Between Groups
1,276
3
,425
Within Groups
20,904
46
,454
Total
22,180
49
Between Groups
,786
3
,262
Within Groups
33,634
46
,731
Total
34,420
49
3,365
3
1,122
Within Groups
57,515
46
1,250
Total
60,880
49
Between Groups
Between Groups
2,763
3
,921
Within Groups
102,457
46
2,227
Total
105,220
49
Between Groups
1,752
3
,584
Within Groups
92,748
46
2,016
Total
94,500
49
Between Groups
5,586
3
1,862
Within Groups
59,934
46
1,303
Total
65,520
49
1,106
3
,369
Within Groups
45,614
46
,992
Total
46,720
49
Between Groups
Between Groups
1,805
3
,602
Within Groups
57,315
46
1,246
Total
59,120
49
F
Sig.
1,592
,204
,936
,431
,358
,783
,897
,450
,413
,744
,290
,833
1,429
,246
,372
,774
,483
,696
24
IDENTFYING THE MOST IMPORTANT SEGMENTATION VARIABLE
Paired Differences
95% Confidence Interval
of the Difference
Mean
Pair 1
Price Expectation-Price
Satisfaction
Pair 2
Std. Deviation
Std. Error
Mean
Lower
Upper
t
df
Sig. (2-tailed)
-,78000
1,44688
,20462
-1,19120
-,36880
-3,812
49
,000
Hygiene ExpectationHygiene Satisfaction
,16000
1,28349
,18151
-,20476
,52476
,881
49
,382
Pair 3
Taste Expectation-Taste
Satisfaction
,72000
1,12558
,15918
,40011
1,03989
4,523
49
,000
Pair 4
Quality ExpectationQuality Satisfaction
,52000
,93110
,13168
,25539
,78461
3,949
49
,000
Pair 5
Availability ExpectationAvailability Satisfaction
-,06000
1,34635
,19040
-,44263
,32263
-,315
49
,754
Pair 6
Popularity ExpectationPopularity Satisfaction
-1,14000
1,41436
,20002
-1,54196
-,73804
-5,699
49
,000
Pair 7
Appearance ExpectationAppearance Satisafaction
-,42000
1,67929
,23749
-,89725
,05725
-1,769
49
,083
Pair 8
Alcohol Rate ExpectationAlcohol Rate Satisfaction
,18000
1,24031
,17541
-,17249
,53249
1,026
49
,310
Volume ExpectationVolume Satisfaction
,02000
1,42127
,20100
-,38392
,42392
,100
49
,921
Pair 9
25
N
Correlation
Sig.
Pair 1
Price Expectation-Price
Satisfaction
50
,094
,518
Pair 2
Hygiene ExpectationHygiene Satisfaction
50
,167
,247
Pair 3
Taste Expectation-Taste
Satisfaction
50
,159
,270
Pair 4
Quality ExpectationQuality Satisfaction
50
,168
,242
Pair 5
Availability ExpectationAvailability Satisfaction
50
,184
,201
Pair 6
Popularity ExpectationPopularity Satisfaction
50
,333
,018
Pair 7
Appearance ExpectationAppearance Satisafaction
50
,033
,822
Pair 8
Alcohol Rate ExpectationAlcohol Rate Satisfaction
50
,246
,085
Volume ExpectationVolume Satisfaction
50
,137
,341
Pair 9
ANOVA
Popularity Expectation
Between Groups
Sum of
Squares
4,149
df
1
Mean Square
4,149
2,106
Within Groups
101,071
48
Total
105,220
49
F
1,970
Sig.
,167
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
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Asymp. Sig.
(2-sided)
df
1,793(a)
2,495
4
4
,774
,646
,354
1
,552
50
a 5 cells (50,0%) have expected count less than 5. The minimum expected count is
,80.
26
Gender* Taste Expectation
Chi-Square Tests
Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Asymp. Sig.
(2-sided)
df
1,792(a)
1,850
3
3
,617
,604
,005
1
,945
50
a 6 cells (75,0%) have expected count less than 5. The minimum expected count is
,80.
Age * Price Expectation
Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
3,662(a)
4,328
12
12
Asymp. Sig.
(2-sided)
,989
,977
1
,848
df
,037
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
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Asymp. Sig.
(2-sided)
df
3,730(a)
4,561
9
9
,928
,871
,461
1
,497
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
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Asymp. Sig.
(2-sided)
df
1,169(a)
1,462
4
4
,883
,833
,077
1
,781
50
27
a 6 cells (60,0%) have expected count less than 5. The minimum expected count is
,32.
Marital Status * Taste Expectation
Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
2,168(a)
3,151
3
3
Asymp. Sig.
(2-sided)
,538
,369
1
,439
df
,598
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
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Asymp. Sig.
(2-sided)
df
10,380(a)
12,088
12
12
,583
,439
,106
1
,745
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
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
2,348(a)
3,000
9
9
Asymp. Sig.
(2-sided)
,985
,964
1
,633
df
,228
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
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Value
13,200(a)
16,206
1,093
df
12
12
1
Asymp. Sig.
(2-sided)
,355
,182
,296
28
Association
N of Valid Cases
50
a 19 cells (95,0%) have expected count less than 5. The minimum expected count is
,32.
Monthly Income * Taste Expectation
Chi-Square Tests
Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Asymp. Sig.
(2-sided)
df
10,767(a)
10,022
9
9
,292
,349
,758
1
,384
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.
29
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 kapağında 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.
30