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?

Öz

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.

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Müge İrfanoğlu ^* Bu kişi benim
0000-0001-6415-455X
Türkiye

Yayımlanma Tarihi

18 Temmuz 2021

Gönderilme Tarihi

19 Nisan 2020

Kabul Tarihi

31 Mayıs 2021

Yayımlandığı Sayı

Yıl 2021 Cilt: 22 Sayı: 2

DOI

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

IZ

https://izlik.org/JA32FK45XY

Kaynak Göster

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? DOUJ. 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 (01 Temmuz 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?”, DOUJ, c. 22, sy 2, ss. 53–71, Tem. 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 (01 Temmuz 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? DOUJ. 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, c. 22, sy 2, Temmuz 2021, ss. 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? DOUJ. 01 Temmuz 2021;22(2):53-71. doi:10.31671/doujournal.972984

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