POSTMODERNİZM VE KLAN PAZARLAMASI: DİNSEL TOPLULUKLARA YÖNELİK BİR UYGULAMA

Yıl 2013, Cilt: 14 Sayı: 1, 27 - 44, 01.01.2013

Murat Akyıldız Emel Adamış

Öz

Post modern dönemde modern klan olarak tanımlanan toplulukların ortaya çıkması, klan pazarlaması olarak tanımlanan alternatif bir pazarlama yaklaşımının doğmasına yol açmıştır. Bu çalışmanın amacı Türkiye’de faaliyet gösteren dinsel toplulukları, modern klan davranışları açısından tanımlamak ve klan pazarlamasının söz konusu topluluklara ne ölçüde uygulanabileceğini belirlemektir. Bu amaçla Çanakkale, Biga’da kolayda örnekleme yöntemiyle seçilen topluluk üyeleriyle anket yapılmıştır. Analiz sonuçları, topluluğun bir ölçüye kadar modern klan niteliklerine sahip olduğunu, ancak üyelerinin çoğunun sembolik değerlerden haberdar olmadığını göstermiştir. Diğer taraftan üyelik türlerine göre davranış farklılıkları, üyelerin topluluğa bağlılığı ve toplulukla uyumlu davranış gösterip göstermediklerine yönelik kurulan hipotezler büyük ölçüde doğrulanmıştır. Bununla birlikte sonuçlar, üyelerin topluluğa karşı gösterdikleri uyum davranışının satın almaya yönelik tutumlarına yansımadığını göstermiştir.

Anahtar Kelimeler

Klan Pazarlaması, Modern Klanlar, Tüketici Davranışları, Klan Davranışları, Tüketici Klanları

POSTMODERNISM AND TRIBAL MARKETING: AN APPLICATION FOR RELIGIOUS COMMUNITIES

Öz

The emergence of communities described as modern tribe in postmodern period has led to the occurrence of an alternative marketing approach – tribal marketing. The purpose of this study is to define the religious communities in Turkey in terms of modern tribe behaviors and to determine to what extent tribal marketing is applicable to the concerning communities. For this purpose, a questionnaire was administered to the community members selected by convenience sampling in Biga, Çanakkale. The results of analysis indicate that the community has characteristics of modern tribe to some extent although most of the members are not aware of symbolic values. On the other hand, the hypotheses intended to test behavioral differences regarding the level of membership types, affiliation of members to the community and whether they have adaptive behavior to the community were confirmed to a great extent. Yet the results also indicate that the adaptive behavior of members to the community does not reflect on their buying attitudes

Anahtar Kelimeler

Tribal Marketing, Modern Tribes, Consumer Behaviors, Tribal Behaviors, Consumer Tribes

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