Segmenting Youth Market Based On Beliefs Related To High Technology: A Study From Turkey

Yıl 2005, Cilt: 14 Sayı: 2, 417 - 432, 01.09.2005

Yrd.Doç.Dr.Tülin Ural

Öz

High technology based products and services require different marketing strategies because the consumer behavior for a technology based product and service differs from a more conventional one The study aims to explain the significant segments of consumers based on their beliefs related to advance technology The research findings show that five consumer segments optimistics followers distrustfulers skeptics and pessimists are profiled with regard to their beliefs of optimistic innovativeness discomfort and insecurity According to directions of findings the important insight to formulate marketing strategies satisfing consumers are suggested to marketing managers Key words: Consumer behavior Consumer segmentation Techno ready marketing E marketing Technology readiness index ÖZET Tüketicilerin ileri teknolojiye dayalı ürün ve hizmetleri satın alma davranışı geleneksel ürün ve hizmetlere olandan farklıdır İleri teknolojiye dayalı ürün ve hizmetler farklı pazarlama stratejileri gerektirir Çalışma ileri teknolojiye ilişkin inançlar temelinde tüketicileri anlamlı bölümlere ayırmayı hedeflemektedir Araştırma sonuçları iyimserlik yenilikçilik rahatsızlık ve güvensizlik inançları ile ilgili beş ayrı tüketici bölümü İyimserler Takipçiler Güvenensiz olmayanlar Şüpheciler ve Kötümserler olduğunu göstermektedir Bulgular ışığında pazarlama yöneticilerine müşteri tatmini sağlayacak pazarlama stratejilerinin oluşturulmasına yardımcı olacak önemli içerikler önerilmektedir Anahtar Kelimeler: Tüketici davranışı Tüketicilerin bölümlendirilmesi Teknolojiye uyum pazarlaması e pazarlama teknolojiye uyum indeksi

Anahtar Kelimeler

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Segmenting Youth Market Based On Beliefs Related To High Technology: A Study From Turkey

Öz

Tüketicilerin ileri teknolojiye dayalı ürün ve hizmetleri satın alma davranışı, geleneksel ürün ve hizmetlere olandan farklıdır. İleri teknolojiye dayalı ürün ve hizmetler farklı pazarlama stratejileri gerektirir. Çalışma, ileri teknolojiye ilişkin inançlar temelinde tüketicileri anlamlı bölümlere ayırmayı hedeflemektedir. Araştırma sonuçları iyimserlik, yenilikçilik, rahatsızlık ve güvensizlik inançları ile ilgili beş ayrı tüketici bölümü (İyimserler, Takipçiler, Güvenensiz olmayanlar, Şüpheciler ve Kötümserler) olduğunu göstermektedir. Bulgular ışığında, pazarlama yöneticilerine, müşteri tatmini sağlayacak pazarlama stratejilerinin oluşturulmasına yardımcı olacak önemli içerikler önerilmektedir

Anahtar Kelimeler

Tüketici davranışı, Tüketicilerin bölümlendirilmesi, Teknolojiye uyum pazarlaması, e-pazarlama, teknolojiye uyum indeksi

Kaynakça

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