YAŞLI TÜKETİCİLER VE SATIN ALMA DAVRANIŞLARININ İNCELENMESİNE YÖNELİK BİR ARAŞTIRMA

Öz

Nüfus artis hizinin düsmesi, saglik alanindaki gelismeler, ölüm oranlarinin azalmasi ve ortalama yasam süresinin uzamasi gibi faktörlere bagli olarak Dünyada ve Türkiye’de yasli nüfus artmaktadir. Bu artisa paralel olarak isletmelerin de hedef tüketic i kitlesi degismektedir. Isletme yönetic ilerinin bu degisimi iyi okumasi ve anlamasi gerekir. Özelikle ABD ve Avrupa’da yasli pazar bölümüne yönelik çok yönlü çalismalar yapilmaktadir. Ülkemizde ise bu pazara yönelik henüz ciddi anlamda çalismalar yapilmamaktadir. Bu çalisma ile, yasli tüketic ilerin satin alma davranislarinin belirlenmesine yönelik olarak 500 kisi ile anket yapilmis ve elde edilen sonuçlar SPSS paket programi ile analiz edilmistir. Yapilan analizler sonucunda yasli tüketic ilerin alisveris davranislari demografik özelliklerine göre degismektedir.

Anahtar Kelimeler

• Yasli Tüketici, Tüketic i Davranisi, Satinalma Davranisi

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