TÜKETMEME: NEDEN BAZI TÜKETİCİLER FİNANSAL GÜCE SAHİPKEN, BİLİNÇLİ BİR ŞEKİLDE MARKA KAÇINMASI ÇERÇEVESİNDE TÜKETMEME EĞİLİMİ GÖSTERİRLER?

Müge İrfanoğlu

doi:10.31671/doujournal.972984

TÜKETMEME: NEDEN BAZI TÜKETİCİLER FİNANSAL GÜCE SAHİPKEN, BİLİNÇLİ BİR ŞEKİLDE MARKA KAÇINMASI ÇERÇEVESİNDE TÜKETMEME EĞİLİMİ GÖSTERİRLER?

Abstract

Tüketici davranışları tüketim becerisine sahip bireylerin satın alma öncesi, sırası ve sonrası davranışlarını inceleyen ve bu süreçte tüketicileri motive eden unsurları ortaya çıkartmayı hedefleyen pazarlama disiplininin bir alt çalışma alanıdır. Pazarlama pratisyen ve teorisyenleri, bireylerin tüketim nedenlerini anlamaya çalışıp, onlara uygun ürün ve hizmetler sunmak için çaba sarf etmektedirler. Literatürde tüketme eğilimi ve nedenleri üzerine sıkça çalışma yapıladursun, yapılan bazı araştırmalarda belirli tüketici gruplarının marka kaçınması davranışı ile birlikte tüketme eğilimlerini bilinçli bir şekilde azalttıkları ortaya konmaktadır. Bu çalışmada marka kaçınması bağlamında tüketmeme eğiliminin, psikolojik ve sosyal nedenleri derin bir literatür taraması ile kavramsal olarak incelenmektedir. Çalışmanın amacı; günden güne bilinçlenen bazı tüketicilerin finansal olarak satın alma gücüne sahip olmasına rağmen, neden tüketim eğilimlerini azalttıkları sorusunun yanıtını, literatürde yapılmış araştırmalar ışığında ortaya koymak ve pazarlama uygulayıcılarına ışık tutacak bir şekilde derleme yapmaktadır. Makalenin sonuç kısmında ise pazarlama pratisyenlerine bazı strateji önerilerinde bulunulmuştur.

Keywords

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

Müge İrfanoğlu ^* This is me
0000-0001-6415-455X
Türkiye

Publication Date

July 18, 2021

Submission Date

April 19, 2020

Acceptance Date

May 31, 2021

Published in Issue

Year 2021 Volume: 22 Number: 2

DOI

https://doi.org/10.31671/doujournal.972984

IZ

https://izlik.org/JA32FK45XY

Cite

RIS / Bibtex

APA

İrfanoğlu, M. (2021). TÜKETMEME: NEDEN BAZI TÜKETİCİLER FİNANSAL GÜCE SAHİPKEN, BİLİNÇLİ BİR ŞEKİLDE MARKA KAÇINMASI ÇERÇEVESİNDE TÜKETMEME EĞİLİMİ GÖSTERİRLER? Doğuş Üniversitesi Dergisi, 22(2), 53-71. https://doi.org/10.31671/doujournal.972984

AMA

1.İrfanoğlu M. TÜKETMEME: NEDEN BAZI TÜKETİCİLER FİNANSAL GÜCE SAHİPKEN, BİLİNÇLİ BİR ŞEKİLDE MARKA KAÇINMASI ÇERÇEVESİNDE TÜKETMEME EĞİLİMİ GÖSTERİRLER? Doğuş Üniversitesi Dergisi. 2021;22(2):53-71. doi:10.31671/doujournal.972984

Chicago

İrfanoğlu, Müge. 2021. “TÜKETMEME: NEDEN BAZI TÜKETİCİLER FİNANSAL GÜCE SAHİPKEN, BİLİNÇLİ BİR ŞEKİLDE MARKA KAÇINMASI ÇERÇEVESİNDE TÜKETMEME EĞİLİMİ GÖSTERİRLER?”. Doğuş Üniversitesi Dergisi 22 (2): 53-71. https://doi.org/10.31671/doujournal.972984.

EndNote

İrfanoğlu M (July 1, 2021) TÜKETMEME: NEDEN BAZI TÜKETİCİLER FİNANSAL GÜCE SAHİPKEN, BİLİNÇLİ BİR ŞEKİLDE MARKA KAÇINMASI ÇERÇEVESİNDE TÜKETMEME EĞİLİMİ GÖSTERİRLER? Doğuş Üniversitesi Dergisi 22 2 53–71.

IEEE

[1]M. İrfanoğlu, “TÜKETMEME: NEDEN BAZI TÜKETİCİLER FİNANSAL GÜCE SAHİPKEN, BİLİNÇLİ BİR ŞEKİLDE MARKA KAÇINMASI ÇERÇEVESİNDE TÜKETMEME EĞİLİMİ GÖSTERİRLER?”, Doğuş Üniversitesi Dergisi, vol. 22, no. 2, pp. 53–71, July 2021, doi: 10.31671/doujournal.972984.

ISNAD

İrfanoğlu, Müge. “TÜKETMEME: NEDEN BAZI TÜKETİCİLER FİNANSAL GÜCE SAHİPKEN, BİLİNÇLİ BİR ŞEKİLDE MARKA KAÇINMASI ÇERÇEVESİNDE TÜKETMEME EĞİLİMİ GÖSTERİRLER?”. Doğuş Üniversitesi Dergisi 22/2 (July 1, 2021): 53-71. https://doi.org/10.31671/doujournal.972984.

JAMA

1.İrfanoğlu M. TÜKETMEME: NEDEN BAZI TÜKETİCİLER FİNANSAL GÜCE SAHİPKEN, BİLİNÇLİ BİR ŞEKİLDE MARKA KAÇINMASI ÇERÇEVESİNDE TÜKETMEME EĞİLİMİ GÖSTERİRLER? Doğuş Üniversitesi Dergisi. 2021;22:53–71.

MLA

İrfanoğlu, Müge. “TÜKETMEME: NEDEN BAZI TÜKETİCİLER FİNANSAL GÜCE SAHİPKEN, BİLİNÇLİ BİR ŞEKİLDE MARKA KAÇINMASI ÇERÇEVESİNDE TÜKETMEME EĞİLİMİ GÖSTERİRLER?”. Doğuş Üniversitesi Dergisi, vol. 22, no. 2, July 2021, pp. 53-71, doi:10.31671/doujournal.972984.

Vancouver

1.Müge İrfanoğlu. TÜKETMEME: NEDEN BAZI TÜKETİCİLER FİNANSAL GÜCE SAHİPKEN, BİLİNÇLİ BİR ŞEKİLDE MARKA KAÇINMASI ÇERÇEVESİNDE TÜKETMEME EĞİLİMİ GÖSTERİRLER? Doğuş Üniversitesi Dergisi. 2021 Jul. 1;22(2):53-71. doi:10.31671/doujournal.972984

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