RESEARCHING THE CONSUMER ATTITUDES TOWARDS THE HIGH TECHNOLOGY MULTIFUNCTION PRODUCTS

Year 2014, Volume: 9 Issue: 2, 61 - 72, 01.12.2014

Özcan Asilkan Yalçın Albayrak Okan Oral

Abstract

The experience of the rapid advances in high technology industries in the recent years and continuous increase in the number of the firms in this market caused growing competition wars. As a result of these developments, it is observed that the consumer requests are focusing on "more economical and functional" products. This direction of the consumer demands caused manufacturing firms to search for "new products" which aim to satisfy consumer demands. Thus, the concept of new product categories under “multifunctional products” have emerged. In recent years, the products in this category have been gradually differentiated and the consumers’ interests in these products have continuously increased. It has become an issue to investigate if multi-functional products really meet consumer needs

Keywords

Multifunction product, consumer attitudes, high technology, new product

YÜKSEK TEKNOLOJİ ÇOK FONKSİYONLU ÜRÜNLERE KARŞI TÜKETİCİ TUTUMLARININ İNCELENMESİ

Abstract

Yüksek teknoloji endüstrilerinde son yıllarda çok hızlı gelişmelerin yaşanması ve bu pazardaki firma sayısının sürekli artması ile birlikte rekabet savaşları da büyümektedir. Bu gelişmeler neticesinde, tüketici taleplerinin de “daha ekonomik ve fonksiyonel” ürünlere doğru yöneldiği görülmektedir. Tüketici taleplerindeki bu yönelim, üretici firmaların pazardaki konumlarını güçlendirebilmek için tüketici taleplerini karşılamayı ön plânda tutan “yeni ürün” arayışlarına girmelerine neden olmuştur. Böylece ortaya “çok fonksiyonlu ürünler” kavramı altında yeni ürün kategorileri ortaya çıkmıştır. Son yıllarda, bu kategorideki ürünler giderek çeşitlenmiş aynı zamanda tüketicilerin bu ürünlere ilgisi sürekli artmıştır. Çok fonksiyonlu ürünlerin tüketici ihtiyaçlarını gerçekten karşılayıp karşılayamadığı ise araştırılması gereken bir konu haline gelmiştir

Keywords

Çok fonksiyonlu ürün, tüketici tutumları, yüksek teknoloji, yeni ürün

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