Otomobil Firmaları ve Geleceğin Tüketicileri Olan Z Jenerasyonu Arasındaki Etkileşime Teorik Bir Bakış

Year 2019, Volume: 23 Issue: 4, 1677 - 1692, 31.12.2019

Kaan Eray Kaval , Mustafa Gülmez

Abstract

Bu çalışmada çocuklar tüketici olarak ele alınmıştır. Zaman, demografik ve coğrafik değişkenler gibi birçok özellikler, çocukların tüketici olma doğrultusundaki rollerinde değişiklik gösterdiği gözlemlenmiştir. Bu sebeple, tüketici olarak çocukların tarihi bir geçmişinin araştırılmasının yapılması uygun görüşmüştür. Sonrasında, çocuklar tüketici olarak bulunduğu rolü sosyal öğrenme kuramıyla konu desteklenmiştir. Çalışmanın amacı, otomobil firmalarıyla Z jenerasyonunun etkileşiminin incelenmesidir. Bu nedenle, otomobil firmaları ve Z jenerasyonu da ayrıca ele alınmıştır. Yapılan çalışma sonucunda çok az firmanın çocuklar için aktivite, toplantı, oyun ve eğitimsel etkinlik girişimlerinin bulunduğu gözlemlenmiştir. Bunların sonucunda akademik çalışmalar ve otomobil firmaları hakkında birtakım çıkarımlarda bulunulmuştur.

Keywords

Tüketici olarak çocuklar, Z kuşağına pazarlama

The Theorical Overview of Interplay between Car Firms and Gen Z as Future Consumers

Abstract

In this study, kids are examined as consumers. It is observed that kids and the roles of kids are changing according to many variables such as time, geographical and demographical. Therefore, historical background of Kids as consumers is one of the topics that is researched. Then, the roles of children as consumers were part of the study supported by a theorical social learning background. The aim of the study is to explore the interaction between automotive firms and Generation Z. Automobile firms and Gen Z are also examined for this reason. The findings about this research show that there are some attempts for kids such as activities, meetings, games, educational events, yet these attempts seem inefficient due to organized by a few companies. As a consequence of these findings, there some conclusions in terms of both academic studies and automobile companies in the end.

Keywords

kids as consumers, marketing to Gen Z

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