MARKET SEGMENT ANALYSIS OF CONSUMERS' ATTITUDES TOWARDS PRODUCT PLACEMENT

Abstract

Planned inclusion of branded products into various media tools in conscious is popular in our country especially in recent years. For this purpose, as a communication channel, television is one of the most preferred advertising channel to reach large audiences in a relatively faster and easier way. In this study, the attitudes towards the practice of product placement were intended to be explained in several dimensions such as ethics, reality, control, influence, appreciation, advertising and consumers’ evaluations of various product categories on the practice were obtained. The role of psychographic characteristics on attitudes of consumers as well as socio-demographic characteristics were investigated. The survey results show that according to attitudes toward product placement and psychographic characteristics, four different market segments were gathered which differ in socio-demographic characteristics and which have varying attitudes towards product placement practices based on product categories respectively

Keywords

• Product Placement,Advertisement,Attitude,Psychographics,Cluster Analysis

ÜRÜN YERLEŞTİRMEYE YÖNELİK TÜKETİCİ TUTUMLARININ PAZAR BÖLÜMLERİNE GÖRE İNCELENMESİ

Öz

Markalı ürünlerin çeşitli medya mecralarında bilinçli ve planlı olarak yer alması, ülkemizde özellikle son yıllarda popüler olan bir uygulamadır. Bu amaçla, geniş kitlelere hızlı ve daha rahat şekilde ulaşılabilecek iletişim kanallarından biri olan televizyon, çokça tercih edilen reklam mecralarından biridir. Bu çalışma kapsamında, televizyon dizilerinde ürün yerleştirme uygulamalarına yönelik tutumların etik, gerçeklik, denetim, etki, beğeni ve reklam boyutu gibi çeşitli yönlerden açıklanması amaçlanmış, ürün yerleştirme uygulanması söz konusu olan çeşitli ürün gruplarının tüketiciler tarafından değerlendirilmesi sağlanmıştır. Tutumlar üzerinde sosyo-demografik özelliklerin yanısıra tüketicinin psikografik özelliklerinin rolü araştırılmıştır. Araştırma sonuçlarına göre, ürün yerleştirmeye yönelik tutumları ve psikografik özellikleri itibariyle tüketicilerin dört farklı pazar bölümünde toplandıkları, oluşan bu pazar bölümleri itibariyle tüketicilerin sosyo-demografik özelliklerinin ve ürün gruplarına göre ürün yerleştirme uygulamalarına yaklaşımlarının farklılık gösterdiği saptanmıştır.

Anahtar Kelimeler

• Ürün Yerleştirme,Reklam,Tutum,Psikografik,Kümeleme Analizi

Kaynakça

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