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

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 Makaleleri
Yazarlar

Müge İRFANOĞLU Bu kişi benim (Sorumlu Yazar)
İSTANBUL AYDIN ÜNİVERSİTESİ
0000-0001-6415-455X
Türkiye

Yayımlanma Tarihi 18 Temmuz 2021
Yayınlandığı Sayı Yıl 2021, Cilt 22, Sayı 2

Kaynak Göster

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 . DOI: 10.31671/doujournal.972984