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

Yıl 2021, Cilt: 22 Sayı: 2, 53 - 71, 18.07.2021

Müge İrfanoğlu

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

Cited By: 1

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.

Anahtar Kelimeler

Tüketmeme, Marka Kaçınması, Deneyimsel, Ahlaksal ve Kimliksel Kaçınma, Yabancılaşma Teorisi

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