{"id":11070,"date":"2020-11-27T14:28:08","date_gmt":"2020-11-27T14:28:08","guid":{"rendered":"https:\/\/www.yuksekbilgili.com\/wordpress\/?p=11070"},"modified":"2020-11-27T14:32:16","modified_gmt":"2020-11-27T14:32:16","slug":"tuketici-davranislari-ve-marka-iliskisi","status":"publish","type":"post","link":"https:\/\/www.yuksekbilgili.com\/wordpress\/tuketici-davranislari-ve-marka-iliskisi\/","title":{"rendered":"T\u00fcketici Davran\u0131\u015flar\u0131 ve Marka \u0130li\u015fkisi"},"content":{"rendered":"\n<p><strong>&#8211; Dr. Serkan Akg\u00fcn &#8211;<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.yuksekbilgili.com\/wordpress\/wp-content\/uploads\/2020\/11\/tuketici-davranislari.jpg?resize=484%2C242&#038;ssl=1\" alt=\"\" class=\"wp-image-11072\" width=\"484\" height=\"242\" srcset=\"https:\/\/i0.wp.com\/www.yuksekbilgili.com\/wordpress\/wp-content\/uploads\/2020\/11\/tuketici-davranislari.jpg?w=626&amp;ssl=1 626w, https:\/\/i0.wp.com\/www.yuksekbilgili.com\/wordpress\/wp-content\/uploads\/2020\/11\/tuketici-davranislari.jpg?resize=300%2C150&amp;ssl=1 300w\" sizes=\"(max-width: 484px) 100vw, 484px\" data-recalc-dims=\"1\" \/><\/figure><\/div>\n\n\n\n<p>\u0130\u015fletmeler markalar\u0131n\u0131n imaj\u0131n\u0131 yarat\u0131rken t\u00fcketicilerin g\u00f6sterdi\u011fi davran\u0131\u015flar\u0131 g\u00f6z ard\u0131 etmemek durumundad\u0131rlar. \u00d6zellikle \u00fc\u00e7 a\u015famada t\u00fcketici davran\u0131\u015f \u00f6zelliklerinin bilinmesi b\u00fcy\u00fck bir \u00f6nem ta\u015f\u0131r. Bu a\u015famalar s\u0131ras\u0131yla;<\/p>\n\n\n\n<ul><li>\u00dcr\u00fcn\u00fc olu\u015fturma,<\/li><li>Pazarlama ve<\/li><li>Sat\u0131\u015f sonras\u0131<\/li><\/ul>\n\n\n\n<p>a\u015famalar\u0131d\u0131r. Bu \u00fc\u00e7 a\u015famada da t\u00fcketici davran\u0131\u015flar\u0131n\u0131n b\u00fcy\u00fck etkisi g\u00f6zlenmektedir. T\u00fcketici ara\u015ft\u0131rmalar\u0131 sayesinde \u201cne t\u00fcr \u00f6zelliklerde bir \u00fcr\u00fcn \u00fcretece\u011fimizi?\u201d, \u201cne t\u00fcr bir pazarlama stratejisi belirleyece\u011fimizi?\u201d , ki bu son y\u0131llarda olduk\u00e7a s\u0131k g\u00f6r\u00fclen toplumsal pazarlamadaki sosyal sorumluluklar konusu g\u00f6z ard\u0131 edilmeden, t\u00fcketicilerin tepkilerin \u00e7ekmeden ve dolay\u0131s\u0131yla firma ve markan\u0131n imaj\u0131n\u0131 zedelemeden bir pazarlama stratejisi belirlemek gerekmektedir. Son a\u015fama olan ve yeni ekonominin beraberinde getirdi\u011fi servis olgusunun \u00f6nemini daha artt\u0131rmas\u0131, t\u00fcketici davran\u0131\u015flar\u0131n\u0131 izleme ve buna ba\u011fl\u0131 olarak hareket etme durumunu ortaya \u00e7\u0131karm\u0131\u015ft\u0131r.<\/p>\n\n\n\n<p>T\u00fcketici davran\u0131\u015flar\u0131n\u0131n sosyolojik ve psikolojik tespitleri pazarlama stratejilerini belirlemede \u00f6nemli bir rol oynam\u0131\u015ft\u0131r. B\u00f6ylece marka olu\u015fturma ve marka ba\u011fl\u0131l\u0131\u011f\u0131 yaratma \u0130\u015fletme , Sosyoloji ve Psikoloji bilimlerinin ortak ara\u015ft\u0131rmalar\u0131yla ba\u015far\u0131ya ula\u015fm\u0131\u015ft\u0131r.<\/p>\n\n\n\n<p>\u00d6zellikle 2. D\u00fcnya sava\u015f\u0131 sonras\u0131 band production \u00f6nemliydi. Bir ba\u015fka deyi\u015fle \u00f6nemli olan \u00fcretmekti. Pazarlardaki \u00fcr\u00fcn ve \u00e7e\u015fit azl\u0131\u011f\u0131 bu durumu ortaya \u00e7\u0131karm\u0131\u015ft\u0131. Daha sonraki d\u00f6nemlerde pazarlarda \u00fcr\u00fcn\u00fcn kalitesini artt\u0131rmaya ve yeni \u00fcr\u00fcnler yaratmaya y\u00f6nelik bir e\u011filim vard\u0131. Bu durum 1980\u2019li y\u0131llara kadar s\u00fcrd\u00fc. 1980\u2019li y\u0131llarda m\u00fc\u015fterilerin \u00f6nemi daha \u00e7ok art\u0131p pazarda t\u00fcketicilerin etkili oldu\u011fu bir durum ortaya \u00e7\u0131kt\u0131. (Bu durum T\u00fcrkiye\u2019de 1990-1995 y\u0131llar\u0131ndan sonra ortaya \u00e7\u0131km\u0131\u015ft\u0131r.) 1990\u2019lara gelindi\u011finde sat\u0131\u015f sonras\u0131 ve servisin \u00f6nemi daha fazla artt\u0131. Bu durum piyasalar\u0131n tamamen t\u00fcketiciler taraf\u0131ndan y\u00f6nlendirildi\u011finin g\u00f6stergesidir. B\u00f6ylece g\u00fcn\u00fcm\u00fcz ekonomisinde markan\u0131n ne kadar \u00f6nemli oldu\u011fu ortaya \u00e7\u0131km\u0131\u015ft\u0131r. Yeni ekonomi denen global pazarlarda art\u0131k markalar sava\u015fmaktad\u0131r. Marka olu\u015fturma ve yaratma, iyi bir pazarlama stratejisi ile m\u00fcmk\u00fcnd\u00fcr. \u0130yi bir pazarlama stratejisi olu\u015fturma ise mevcut pazarlar i\u00e7erisindeki t\u00fcketici davran\u0131\u015flar\u0131n\u0131n bilinmesi ile m\u00fcmk\u00fcnd\u00fcr. Global marka olu\u015fturma t\u00fcketicilerin de\u011fi\u015fen e\u011filimleri ve global d\u00fc\u015f\u00fcnen profesyonel bir y\u00f6netim anlay\u0131\u015f\u0131 ile m\u00fcmk\u00fcnd\u00fcr. Bu uzun bir s\u00fcre\u00e7tir.<\/p>\n\n\n\n<ul><li>Green marketing (\u00c7evrecilik)<\/li><li>Consumerism (T\u00fcketici haklar\u0131n\u0131 koruma)<\/li><li>\u0130nsan haklar\u0131<\/li><\/ul>\n\n\n\n<p>Toplumsal pazarlama, pazarlaman\u0131n geldi\u011fi son durumdur.<\/p>\n\n\n\n<h3>T\u00fcketici Davran\u0131\u015f\u0131n\u0131n Pazarlama \u0130\u00e7indeki \u00d6nemi<\/h3>\n\n\n\n<p>T\u00fcketici davran\u0131\u015f\u0131 en geni\u015f anlam\u0131 ile<em> , pazar yerinde t\u00fcketicinin davran\u0131\u015f\u0131n\u0131 inceleyen, bu davran\u0131\u015f\u0131n nedenlerini ara\u015ft\u0131ran uygulamal\u0131 bir bilim dal\u0131d\u0131r<\/em>.(YavuzOdaba\u015f\u0131, G\u00fclfidan Bar\u0131\u015f: 2002) T\u00fcketici davran\u0131\u015flar\u0131 incelenerek cevaplanmaya \u00e7al\u0131\u015f\u0131lan sorular a\u015fa\u011f\u0131daki ba\u015fl\u0131klar alt\u0131nda toplanabilir.<\/p>\n\n\n\n<ul><li>Pazar\u0131m\u0131z\u0131 olu\u015fturan t\u00fcketiciler kimlerdir?<\/li><li>Ne sat\u0131n al\u0131rlar?<\/li><li>Ne zaman sat\u0131n al\u0131rlar?<\/li><li>Sat\u0131n alma kimlerle ilgilidir?<\/li><li>Neden sat\u0131n al\u0131rlar?<\/li><li>Nereden sat\u0131n al\u0131rlar?<\/li><li>Ne kadar ve ne s\u0131kl\u0131kla sat\u0131n al\u0131rlar?<\/li><li>Ald\u0131klar\u0131n\u0131 nas\u0131l kullan\u0131rlar.<\/li><\/ul>\n\n\n\n<p>Bu sorulara cevap bulmak ancak t\u00fcketici davran\u0131\u015flar\u0131n incelemekle m\u00fcmk\u00fcnd\u00fcr. Bu inceleme geli\u015ftirilecek pazarlama karmas\u0131n\u0131n t\u00fcketicilerin istek ve ihtiya\u00e7lar\u0131na tam olarak uymas\u0131n\u0131 sa\u011flay\u0131c\u0131 bilgiler toplamak anlam\u0131na gelmektedir. Toplanan bilgilerle strateji olu\u015fturmak kolayla\u015f\u0131r ve istenen sonu\u00e7lar\u0131n elde edilmesi olas\u0131l\u0131\u011f\u0131 artar.&nbsp; Sonu\u00e7 olarak, beklenen performans ile ger\u00e7ekle\u015fen performans aras\u0131ndaki farklar azal\u0131r.<\/p>\n\n\n\n<p>T\u00fcketici davran\u0131\u015f\u0131n\u0131n pazarlama i\u00e7indeki\u00a0 \u00f6nemli kriterlerinden biride t\u00fcketicide mutluluk yaratma gereklili\u011fidir. Bunun yan\u0131 s\u0131ra i\u015fletme mutlulu\u011fu da \u00f6nemlidir. T\u00fcketici mutlulu\u011fundan i\u015fletme mutlulu\u011funa kadar s\u00fcren belirli a\u015famalar vard\u0131r. <\/p>\n\n\n\n<ul><li>T\u00fcketiciye ve pazara odaklan<\/li><li>T\u00fcketiciye de\u011fer yarat ve sun<\/li><li>T\u00fcketiciyi davran\u0131\u015fa \u00f6zendir<\/li><li>T\u00fcketici tatmini<\/li><li>\u0130\u015fletme performans\u0131<\/li><li>Kar<\/li><\/ul>\n\n\n\n<p>En son a\u015famada bulunan ve i\u015fletmenin temel amac\u0131 olan kara ula\u015fmak ancak t\u00fcketiciyi anlamaya \u00e7al\u0131\u015fmakla m\u00fcmk\u00fcnd\u00fcr.<\/p>\n\n\n\n<h3>T\u00fcketici Davran\u0131\u015f\u0131 Kavram\u0131 ve \u00d6zellikleri<\/h3>\n\n\n\n<p>T\u00fcketici davran\u0131\u015f\u0131, ki\u015finin \u00f6zellikle ekonomik \u00fcr\u00fcnleri ve hizmetleri sat\u0131n alma ve kullanmadaki kararlar\u0131 ve bunlarla ilgili faaliyetleri olarak tan\u0131mlanabilir. (C.Glenn Walters: 1978) Tan\u0131m i\u00e7inde belirtildi\u011fi gibi, t\u00fcketici faaliyetleri zihinsel, duygusal ve fiziksel niteliklerde olabilir. T\u00fcketici davran\u0131\u015f\u0131, t\u00fcketicilerin zaman, enerji ve para gibi k\u0131s\u0131tl\u0131 kaynaklar\u0131n\u0131 t\u00fcketime y\u00f6nelik olarak nas\u0131l kulland\u0131\u011f\u0131n\u0131 incelemeye \u00e7al\u0131\u015f\u0131r.<\/p>\n\n\n\n<p>\u00a0Her konuda oldu\u011fu gibi, t\u00fcketici davran\u0131\u015f\u0131n\u0131n incelenmesinde de baz\u0131 varsay\u0131mlar\u0131 ve alana ait \u00f6zellikleri incelemek gerekir. T\u00fcketici davran\u0131\u015f\u0131na ait \u00f6zellikleri yedi ana konuda toplamak olanakl\u0131d\u0131r.( Willian Wilkie: 1986)<\/p>\n\n\n\n<p>1.T\u00fcketici davran\u0131\u015f\u0131 g\u00fcd\u00fclenmi\u015f bir davran\u0131\u015ft\u0131r.<br>2.T\u00fcketici davran\u0131\u015f\u0131 dinamik bir s\u00fcre\u00e7tir.<br>3.T\u00fcketici davran\u0131\u015f\u0131 \u00e7e\u015fitli faaliyetlerden olu\u015fur.<br>4.T\u00fcketici davran\u0131\u015f\u0131 karma\u015f\u0131kt\u0131r ve zamanlama a\u00e7\u0131s\u0131ndan farkl\u0131l\u0131klar\u0131 g\u00f6sterir.<br>5.T\u00fcketici davran\u0131\u015f\u0131 farkl\u0131 rollerle ilgilenir.<br>6.T\u00fcketici davran\u0131\u015f\u0131 \u00e7evre fakt\u00f6rlerden etkilenir.<br>7.T\u00fcketici davran\u0131\u015f\u0131 farkl\u0131 ki\u015filer i\u00e7in, farkl\u0131l\u0131klar\u0131 g\u00f6sterebilir.<\/p>\n\n\n\n<p>T\u00fcketici ara\u015ft\u0131rmalar\u0131nda d\u00f6rt temel konu vard\u0131r. (Mehmet T\u0131\u011fl\u0131: 2002)Bunlar:<\/p>\n\n\n\n<ul><li>\u0130nsanlar\u0131n sat\u0131n alma nedenleri<\/li><li>\u00dcr\u00fcn\u00fcn kullan\u0131m\u0131 hakk\u0131nda al\u0131nan temel bilgiler<\/li><li>M\u00fc\u015fteri ba\u011fl\u0131l\u0131\u011f\u0131 hakk\u0131nda temel bilgiler<\/li><li>M\u00fc\u015fteri tatminidir.<\/li><\/ul>\n\n\n\n<p>Birincil veri olarak kullan\u0131lan bilgiler \u00e7e\u015fitli ara\u015ft\u0131rma teknikleri ile elde edilmektedir. \u00d6rne\u011fin, Kantitatif (anket, deney, g\u00f6zlem), kalitatif (derinlemesine m\u00fclakat, odak grup g\u00f6r\u00fc\u015fmesi&#8230;) Bunun yan\u0131nda yukar\u0131da belirtilen\u00a0 ara\u015ft\u0131rma konular\u0131 d\u0131\u015f\u0131nda ikincil veri denilen daha \u00f6nce yap\u0131lan ara\u015ft\u0131rmalardan da yararlan\u0131l\u0131r. \u00d6rne\u011fin, hangi \u00fcr\u00fcn\u00fcn yan\u0131nda hangi \u00fcr\u00fcn daha \u00e7ok sat\u0131l\u0131yor&#8230;Bu sonu\u00e7lar do\u011frultusunda t\u00fcketici davran\u0131\u015f\u0131 ve toplum k\u00fclt\u00fcr\u00fc hakk\u0131nda\u00a0 bilgi sahibi olmak m\u00fcmk\u00fcnd\u00fcr.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8211; Dr. Serkan Akg\u00fcn &#8211; \u0130\u015fletmeler markalar\u0131n\u0131n imaj\u0131n\u0131 yarat\u0131rken t\u00fcketicilerin g\u00f6sterdi\u011fi davran\u0131\u015flar\u0131 g\u00f6z ard\u0131 etmemek durumundad\u0131rlar. \u00d6zellikle \u00fc\u00e7 a\u015famada t\u00fcketici davran\u0131\u015f \u00f6zelliklerinin bilinmesi b\u00fcy\u00fck bir \u00f6nem ta\u015f\u0131r. Bu a\u015famalar s\u0131ras\u0131yla; \u00dcr\u00fcn\u00fc olu\u015fturma, Pazarlama ve Sat\u0131\u015f sonras\u0131 a\u015famalar\u0131d\u0131r. Bu \u00fc\u00e7 a\u015famada da t\u00fcketici davran\u0131\u015flar\u0131n\u0131n b\u00fcy\u00fck etkisi g\u00f6zlenmektedir. T\u00fcketici ara\u015ft\u0131rmalar\u0131 sayesinde \u201cne t\u00fcr \u00f6zelliklerde bir \u00fcr\u00fcn \u00fcretece\u011fimizi?\u201d,&hellip;&nbsp;<a href=\"https:\/\/www.yuksekbilgili.com\/wordpress\/tuketici-davranislari-ve-marka-iliskisi\/\" class=\"\" rel=\"bookmark\">Daha fazlas\u0131n\u0131 oku &raquo;<span class=\"screen-reader-text\">T\u00fcketici Davran\u0131\u015flar\u0131 ve Marka \u0130li\u015fkisi<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":11072,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","neve_meta_sidebar":"right","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"[\"title\",\"tags\",\"content\"]","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_ti_tpc_template_sync":false,"_ti_tpc_template_id":""},"categories":[525],"tags":[551,550,475,423],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.3 - 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