Pazarlama Etiği Hakkında Tüketici Algısına İlişkin Bir Değerlendirme

Yıl 2021, Cilt: 2 Sayı: 1, 25 - 46, 30.04.2021

Nneka Chioma Emennaa , Burçin Kaplan

Öz

Bu çalışma, tüketici demografik özelliklerinin ve pazarlama karmasının tüketicinin pazarlama etiği algısı üzerindeki etkisini incelemeyi amaçlamaktadır. Çalışmada inceleme, demografik özelliklerin ve pazarlama karmasının tüketicilerin pazarlamada etik ile ilişkisini nasıl etkilediğini analiz etmek için yapılandırılmıştır. Aynı zamanda potansiyel riskleri belirlemeye ve suistimallere yol açan olayların varlığını ortaya çıkarmaya odaklanmıştır. Tüketicilerin demografik özelliklerinin, kültürünün ve duygularının pazarlama etiği algılarındaki etkisini belirler. Araştırma, tüketicilerin örgütsel etik olmayan pazarlama faaliyetlerine tepkilerini belirlemeye çalışmaktadır. Bu çalışma, yaş, cinsiyet, gelir gibi demografik özelliklerin ve diğer demografik değişkenlerin fiyat, ürün, promosyon ve dağıtımı içeren pazarlama karmasının tüketici algısına etkisi üzerine yapılan ampirik çalışmaları, pazarlama etiğine ilişkin tüketici algısını incelemiş, ve son olarak cinsiyet, milliyet ve yaş gibi demografik özelliklerin tüketicinin pazarlama etiği algısı ile önemli bir ilişkisi olduğu görülmüştür.

Anahtar Kelimeler

Ethics, Marketing, Consumer, Perception, Culture, Product

A Review On The Consumer Perception About Marketing Ethics

Öz

This study aims to explore the impact of consumer demographic characteristics and marketing mix on the consumer perception of marketing ethics. In this study, the review is structured to analyze how demographic characteristics and marketing mix affect how consumers relate to ethics in marketing. It also focuses on identifying the potential risks and uncovers the existence of events that lead to misconduct; determine the influence of consumers' demographic characteristics, culture, and sentiments in their perception of marketing ethics. The study tries to determine consumers' reactions to organizational unethical marketing activities. The study reviewed empirical studies that were conducted on the effect of demographic characteristics like age, gender, income, and other demographic variables and consumer perception of the marketing mix which includes price, product, promotion, and place on consumer perception of the marketing ethics, and finally, the study showed that demographic characteristics like gender, nationality, and age have a significant relationship with consumer perception of marketing ethics.

Anahtar Kelimeler

Etik, Pazarlama, Tüketici, Algı, Kültür

Kaynakça

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