IMPACT OF CUTENESS PERCEPTION ON BUYING BEHAVIOUR: A RESEARCH IN DENİZLİ

Yıl 2017, Pazarlama Kongresi Özel Sayısı, 24 - 40, 14.06.2017

Deniz Ünal Adıgüzel Süleyman Barutçu

Öz

Cuteness culture and cute marketing approaches have become important in the marketing literature, because of their influence on consumer buying behaviors and using the tools for differentiation strategy by the enterprises. In the conceptual analysis part of this study, cuteness, cuteness culture, cuteness in marketing and cute marketing issues were explained. In the research part, in the framework of the social and emotional impacts, price and quality of cute products, consumer attitudes towards cute products and their effects to buying behavior were analyzed. According to the research results from 404 participants, participants (1) respondents had positive attitudes towards the cute products, (2) their attitudes towards cute products were affected by social and emotional impact and (3) they rated cute products as expensive and low quality in their purchasing preferences. In the light of the research results, the features of consumers who had the positive attitudes towards the cute products were defined and some suggestions were given to marketing managers.

Anahtar Kelimeler

Cuteness, Cute Marketing, Buying Intention

SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ'DE BİR ARAŞTIRMA

Öz

Tüketici satın alma davranışlarına etki
etmesi ve işletmeler tarafından farklılaşma aracı olması nedeni ile sevimlilik
kültürü ve sevimli pazarlama yaklaşımları pazarlama literatüründe önemli hale
gelmiştir. Bu çalışmanın kavramsal analiz bölümünde, sevimlilik, sevimlilik
kültürü, pazarlamada sevimlilik ve sevimli pazarlama konuları açıklanmış,
araştırma bölümünde ise tüketicilerin sevimli ürünlere yönelik tutumları ve
sevimli ürünlerin satın alma davranışlarına etkisi sevimli ürünlerin kalite
algısı, fiyatı, sosyal etki ve duygusal etki çerçevesinde analiz edilmiştir.
404 katılımcı ile yapılan araştırma sonuçlarına göre; katılımcıların (1)
sevimli ürünlere yönelik olumlu bir tutuma sahip olduğu, (2) sevimli ürünlere
karşı olan tutumlarının duygusal ve sosyal etkilerden etkilendiği ve (3) satın
alma tercihlerinde ise sevimli ürünleri pahalı ve düşük kaliteli
değerlendirdikleri belirlenmiştir. Araştırma sonuçları ışığında sevimli ürünler
için en olumlu tutum gösteren tüketicilerin özellikleri açıklanmış ve pazarlama
yöneticilerine önerilerde bulunulmuştur. 

Anahtar Kelimeler

Sevimlilik, Sevimli Pazarlama, Satın Alma Niyeti

Kaynakça

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