Duygusal Bağ: Türkiye Olgun Tüketici Pazarı Üzerine Bir Araştırma

Abstract

Tüketiciler sahip oldukları materyallerle zamanla duygusal bağ kurmaktadırlar. Bu bağın tüketici yaşı ilerledikçe artması beklenmektedir. Bu çalışma bir tüketici anketi ile Türkiye’de yaşayan olgun (50 yaş ve üzeri) tüketicilerin üç ürün grubundan (deterjan, cep telefonu, otomobil) ürüne ilişkin duygusal bağlılıklarını ortaya koymayı amaçlamaktadır. Veriler Türkiye genelinden 1065 tüketiciden yüz yüze görüşme tekniği ile önceden yapılandırılmış bir anketle toplanmıştır. Veri toplanması sürecinde Türkiye’nin nüfus göstergeleri göz önünde bulundurulmuştur. Toplanan veriler SPSS paket programı aracılığıyla faktör analizi, t testi, ANOVA ve regresyon analizlerine tabi tutulmuştur. Sonuçlar bu ihmal edilmiş pazar bölümüne ilişkin yol gösterici bulgular içermektedir. Sonuçlar işletmeler/yöneticiler, pazarlama yazını ve tüketiciler açısından tartışılmıştır.

Keywords

• Marka tercihleri,Duygusal bağlılık,Olgun tüketiciler

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