YAŞLI TÜKETİCİLER VE SATIN ALMA DAVRANIŞLARININ İNCELENMESİNE YÖNELİK BİR ARAŞTIRMA

Yıl 2006, Sayı: 34, 105 - 121, 22.11.2011

Mehmet Marangoz

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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