Cosmopolitanism as a Dimension of Global Consumer Culture and a Research on the Cosmopolit Profiles of Consumers

Yıl 2022, Cilt: 37 Sayı: 2, 269 - 295, 05.06.2022

Berkay Onbeş , Mine Oyman , Yusuf Zafer Can Uğurhan

https://doi.org/10.24988/ije.742324

Öz

Companies which compete each other with the goal to properly fulfil customer needs develop their marketing strategies based on many factors such as psychological, economical and socio-cultural factors. Cosmopolitanism is such concepts that companies need to take into account in terms of how consumers form their purchasing decisions. The main subject of the study is the level of the cosmopolitan tendencies of the consumers and the effects of the demographic features and the dimensions of the global consumer culture that cause these tendencies to form. For this purpose, the level of the cosmopolitan tendencies of the participants were analyzed and various findings were reached. In this context, unlike similar studies, in this study it was carried out a classification on Turkish consumers and the consumers’ cosmopolitan tendencies were divided into three levels. After that, correlations of the three levels of the consumers’ cosmopolitan tendencies were investigated in terms of the demographics features. By doing so, a cosmopolit profile was aimed to be revealed.

Anahtar Kelimeler

Cosmopolitanism, Consumer Cosmopolitanism, Global Consumer Culture

Global Tüketici Kültürünün Bir Boyutu Olarak Kozmopolitlik ve Tüketicilerin Kozmopolit Profilleri Üzerine Bir Araştırma

Öz

Tüketici ihtiyaçlarına uygun cevap verebilme adına rekabet eden şirketlerin pazarlama stratejileri psikolojik, ekonomik, sosyo-kültürel vb. pek çok faktör göz önünde bulundurularak oluşturulmaktadır. Kozmopolitanizm gibi kavramlar, tüketicilerin satın alma tercihlerinin oluşumunda işletmelerin dikkate almaları gereken kavramlardır. Bu çalışmanın temel konusunu tüketicilerin kozmopolit eğilimlerinin düzeyi ve bu eğilimlerin şekillenmesine neden olabilecek demografik özelliklerin ve global tüketici kültürü boyutlarının etkileri oluşturmaktadır. Bu amaçla, katılımcıların kozmopolit eğilimleri ele alınarak analiz edilmiş ve çeşitli bulgulara ulaşılmıştır. Bu bağlamda, benzer çalışmalardan farklı olarak, bu çalışmada Türk tüketiciler üzerinde düzeysel açıdan bir sınıflandırma yapılmış ve tüketicilerin kozmopolit eğilimleri üç düzeye ayrılmıştır. Daha sonra, tüketici kozmopolit eğilimlerinin üç düzeyinin ilişkileri demografik özellikler bağlamında incelenmiştir. Böylelikle, kozmopolit bir profil ortaya çıkarılması amaçlanmıştır.

Anahtar Kelimeler

Kozmopolitanizm, Tüketici Kozmopolitanizmi, Global Tüketici Kültürü

Kaynakça

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