An Investigation Of Demographics On Market Mavens’ That Has An Effective Role On Consumer Decision Making

Yıl 2014, Cilt: 6 Sayı: 11, 133 - 143, 16.01.2015

Gökhan Yolaç , İrfan Akyüz

Öz

Market mavens, who have extensive knowledge about different product/service categories and have highlevel motivation to share this knowledge, are a special consumer group. Market mavens as a rarely studied area in national literature have an important role in market knowledge diffusion. In this study, determining the demographic characteristics of market mavens is aimed. According to the results, gender, education and income are the distinguishing demographic features to define market mavens.

Anahtar Kelimeler

Market maven, demographic characteristics, opinion leader, innovator, word of mouth marketing

Tüketici Kararlarında Etkin Bir Role Sahip Olan Pazar Kurtlarının Demografik Özellikleri Üzerine Bir İnceleme

Öz

Pazar kurtları, farklı ürün/hizmet kategorilerinde kapsamlı bilgiye sahip olan ve bu bilgiyi yayma motivasyonu yüksek özel bir tüketici grubudur. Ulusal yazında sık çalışılmayan bir konu olan pazar
kurtları, pazardaki bilginin akışında önemli bir role sahiptir. Bu çalışmada, pazar kurtlarının demografik özelliklerinin belirlenmesi amaçlanmaktadır. Elde edilen bulgulara göre, pazar kurtlarını tanımlamada; cinsiyet, eğitim ve gelir değişkenleri ayırt edici demografik özellikler olarak görülmektedir. 

Anahtar Kelimeler

Pazar kurdu, demografik özellikler, kanaat önderi, yenilikçi, ağızdan ağza pazarlama

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