Browsing by Author "Öner, Onur Semen"

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Türkiye'deki Tüketici Satın Alma Eğilimine Dayalı Bira Ambalaj Tasarımı
(2025) Öner, Onur Semen; Öztürk, Betül
In recent years, craft beer has gained significant popularity worldwide, emerging as a prominent beverage option. This study investigates the influence of package design elements on consumer preferences within the Turkish beer market, with a specific emphasis on the craft beer sector. Utilizing a comprehensive research framework, the study explores how package design attributes influence consumer perceptions and purchasing decisions within the context of Turkey's distinctive sociocultural and regulatory environment. The study integrated insights from design studies, consumer preferences, employing a structured survey to collect quantitative data from 447 participants representing diverse demographic profiles of Turkish beer consumers. The survey assessed the impact of demographic profile, beer consumption habits and frequency, and package design attributes, analyzing key elements such as color schemes, typography, imagery, bottle shapes, and textual placement. The collected data was analyzed and evaluated by implementing descriptive statistics, frequency analysis, and exploratory factor analysis. The findings indicated a marked predilection v for conventional designs, encompassing gold palettes and traditional typographies. Concurrently, consumers exhibited a discernible inclination for innovative and artisanal designs, characterized by authenticity, and visual distinctiveness. The study ascertained that bottle size and shape exerted a substantial influence on purchasing decisions, with mainstream consumers demonstrating a predilection for standardized designs, while craft beer enthusiasts exhibited a propensity for contemporary and innovative packaging designs. This research makes a significant contribution to the existing literature on package design and consumer preferences in the Turkish beer market.