HELAL PAZARLAMA AÇISINDAN DİNİN TÜKETİCİ SATIN ALMA DAVRANIŞLARI ÜZERİNDEKİ ETKİSİNE YÖNELİK BİR İNCELEME

Yıl 2022, Cilt: 6 Sayı: 2, 121 - 136, 07.10.2022

Salih Memiş

Öz

Helal pazar, jeopolitik olaylar, kamu yararı, gıdayla alakalı sağlık endişeleri, tüketici talebi gibi, günümüzde dünyada tüketici farkındalığının ön planda bulunduğu dünyada üzerindeki en etkili ve karlı pazar alanlarından biri olmaktadır. Helal konusu ekonomik büyümenin en önemli itici güçlerinden biridir. Helal yalnızca dini bir mesele değil kalite, güvence ve hayat tarzı için de dünya çapında bir simge haline dönüşmüştür. Dünyada Müslüman nüfusunun her geçen gün artması helal pazarlarda türetilen değerlerde, dünya çapında fırsatları değerlendirmek isteyen işletmeler için stratejik bir önemi bulunmaktadır. Bu sebeple pazarlama ve işletme yöneticileri tüketici satın alma davranışlarını anlamaya yönelik çabaları söz konusu olmaktadır. Bu noktada dinin satın alma davranışı üzerindeki etkisine odaklanarak işletmelerin pazarlama fonksiyonlarını bu doğrultuda oluşturmaları gerekir. Bu çalışmanın amacı helal pazarlama kavramı açısından dinin tüketici satın alma davranışı üzerindeki etkilerini incelemektir. Yapılan inceleme sonucunda din unsurunun tüketici satın alma davranışı üzerinde etkileri ortaya koyulmuştur.

Anahtar Kelimeler

Helal Pazarlama, Tüketici Satın Alma Davranışları, Din.

AN EXAMINATION OF THE EFFECT OF RELIGION ON CONSUMER PURCHASING BEHAVIORS IN TERMS OF HALAL MARKETING

Öz

The halal market is emerging as one of the most profitable and influential market areas in the world today, where consumer awareness is at the forefront, such as geopolitical events, public interest, food-related health fears and aggregate consumer demand. Halal issue is one of the most important driving forces of economic growth. Halal is no longer just a religious issue, but a global icon for quality, assurance and lifestyle. The increase in the Muslim population in the world day by day has a strategic importance for businesses that want to take advantage of the opportunities to be global in the values derived from the halal market. For this reason, business and marketing managers are trying to understand consumer purchasing behavior and identify the needs and requirements for the demand of halal products. At this point, businesses should focus on the effect of religion on purchasing behavior and create their marketing functions in this direction. The aim of this study is to examine the effects of religion on consumer purchasing behavior in terms of the concept of halal marketing. As a result of the examination, the effects of religion on consumer purchasing behavior were revealed.

Anahtar Kelimeler

Halal Marketing, Consumer Buying Behavior, Religion.

Kaynakça

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