CONSUMER VALUE IN APPAREL ONLINE MARKETING WITH REPERTORY GRID ANALYSIS

Abstract

Online marketing has been increasing year by year and with the great advantages either for suppliers or consumers and e-business become more popular for any scale companies. Altough it was seen adequate to set up a webiste was enough for e-commerce, it definetly needs much more than this for growth and survive. Consumer value has been in the center of many research for online and offline marketing chanelles and showed as a key factor of success in marketing. In this study, consumer value was investigated via repertory grid analysis. In traditional data collection, researchers make interview or questionnaire with participants. However, these data collections make researches restricted, because participant answer only ready questions in quaestionaire or many unrelated data can be collected in interviews. In reprtory grid analysis, participants uncover their thoughts and feelings without any guidance from researcher. In the study, participants were asked to tell 5 different online retailers that they have shopped before and answers were noted as elements. In the second step, the differences between selected 3 out of 5 e-retailers were asked and answers were noted as constructs. Elements and constructs were used to build repertory grid. In the last part, analytic hierarchy process was employed to find out which constructs were defined by participants as a value in their online shopping experience.

Keywords

• Apparel online marketing
• repertory grid analysis
• analytic hierarchy process
• consumer value