GLOBAL DAYANIKLI TÜKETİM MALLARI PAZARININ ÜRÜN SAHİPLİĞİNE GÖRE BÖLÜMLENDİRİLMESİ: DİNAMİK BİR YAKLAŞIM

Yıl 2005, Cilt: 19 Sayı: 1, 343 - 358, 27.11.2010

Yunus Dursun

Öz

Bu çalışmanın amacı, global pazar bölümlerinin belirli bir
zaman döneminde istikrarlı bir yapıya sahip olup olmadığını; eğer değil ise,
pazar bölümlerinin büyüklüklerinin ve özelliklerinin nasıl değiştiğini ortaya
koymaya çalışmaktır. Bu amaçla, hiyerarşik olmayan kümeleme analizi
kullanılarak, 1990, 1995 ve 2001 yılları için 22 dayanıklı tüketim malının
sahipliğine göre 54 ülke üç pazar bölümüne (az, orta ve çok sayıda sahip
olanlar) ayrılmış ve bu bölümlerin üyeleri, büyüklükleri ve özellikleri
incelenmiştir. Çalışmanın sonuçları, çalışmaya konu olan zaman periyodu
içerisinde pazar bölümlerinin büyüklüklerinde önemli değişmeler olduğunu
ortaya koymuştur. Bazı makro değişkenlerdeki değişmelere ilave olarak, bazı
ülkelerin pazar bölümleri değişmiş; bu da, pazar bölümlerinin büyüklüklerini ve
özelliklerini değiştirmiştir.

Anahtar Kelimeler

Global pazar bölümlendirme, kullanım sıklığı, dayanıklı tüketim malları

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