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Comparing the Effective Factors of Traditional Archers’ Bow Brand Preferences

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  • Tanyeri Uslu

    (Ä°stanbul Gedik University Ä°stanbul, 34876 Turkey)

  • Merve Yanar Gürce

    (Ä°stanbul Gedik University Ä°stanbul, 34876 Turkey)

Abstract

The aim of this study is to compare and determine the effective factors of traditional archers’ bow brands preferences from the multicultural perspective. In depth-interviews and focus group studies were conducted with senior and experienced traditional archers from different countries in order to collect the data. Content analysis technique was used to analyze the data and the proposed model was created accordingly. Traditional archers from Turkey and some European countries were participated in this research. According to the results of the analysis; perceived price of brand, customer relationships, product characteristics, and product availability were found as determiners of traditional archers’ bow brand preferences.

Suggested Citation

  • Tanyeri Uslu & Merve Yanar Gürce, 2018. "Comparing the Effective Factors of Traditional Archers’ Bow Brand Preferences," Marketing and Branding Research, EUROKD, vol. 5(4), pages 244-250.
    • Handle: RePEc:bco:mbraaa::v:5:y:2018:p:244-250
    DOI: 10.33844/mbr.2018.60301
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