DÖVMELERİN TÜKETİCİ DAVRANIŞLARI VE SATIN ALMA KARARLARI ÜZERİNDEKİ ETKİSİ ÜZERİNE DENEYSEL BİR ARAŞTIRMA

Öz

Bu araştırmanın amacı günümüzde giderek yaygınlaşan ve anlam değişimine uğrayan dövmelerin potansiyel tüketiciler üzerindeki etkilerini farklı değişkenler (araştırmacının dövmesinin olup olmaması, yaşanılan bölge, katılımcının dövmesinin olup olmaması) üzerinden anlamak ve marka yöneticilerine özellikle çalışanlarla ilgili kararlar alırken aydınlatıcı bilgiler sunabilmektir. Araştırmacılar bir dövmeli bir de dövmesiz olarak canlı bir şekilde uygulama yapmışlardır. Araştırmacılar iki ayrı lokasyonda 260 katılımcıyla görüşmeler yapmışlar, dövmenin katılımcıların üzerindeki düşünsel, duygusal ve davranışsal düzeyde etkilerini hem bir pazarlama araştırması hem de ürün (kitap) alışveriş senaryosu üzerinden sınamışlardır. Elde edilen bulgulara göre dövmenin toplumsal olarak içselleşip yaygınlaştığı anlaşılmıştır. Bununla birlikte araştırmacıların dövmeye sahip olması katılımcıların düşünceleri üzerinde az da olsa bir etkiye sahip gözükmekte, alıcıların ortalama olarak %43 daha düşük teklifler vermelerine de neden olabilmektedir. Dövme sahipliği fiyat gibi niceliksel kavramlardan daha çok işlem kalitesi gibi niteliksel kavramları tetiklemektedir. Dövmeli katılımcılar bir hayır kurumuna daha yüksek (%49) bağışlar yapmayı vaad etmişlerdir. Diğer yandan alış verişlerdeki ürünün niteliği dövmenin etkilerini değiştirebilmektedir. Bu farklılıkların pazarlama stratejistleri tarafından dikkate alınması, özellikle müşterilerle iletişime geçecek çalışanların belirlenmesinde yararlar sağlayabilecektir.

Anahtar Kelimeler

• Dövme
• Tüketici Davranışları
• Fiyat Teklifi
• Satış Personeli
• Pazarlama Araştırması

THE IMPACT OF TATTOOS ON CONSUMER BEHAVIOR AND PURCHASING DECISIONS: AN EMPIRICAL RESEARCH

Öz

The purpose of this study is to understand the effects of tattoos, which have become increasingly widespread and undergone changes in meaning, on potential consumers through various variables (whether the researcher has a tattoo, the region where they live, whether the participant has a tattoo) and to provide brand managers with enlightening information, particularly when making decisions related to employees. The researchers conducted live applications with one tattooed and one non-tattooed researcher. They conducted interviews with 260 participants in two different locations. They tested the cognitive, emotional, and behavioural effects of tattoos on participants through both a marketing research approach and a product (book) shopping scenario. The findings indicate that tattoos have become socially internalized and widespread. Additionally, while the researchers' possession of a tattoo slightly affects participants' thoughts, it may lead to an average of 43% lower offers from buyers. Tattoo ownership triggers qualitative concepts such as transaction quality rather than quantitative ones like price. Tattooed participants promised to donate 49% more to a charity. On the other hand, the nature of the product in purchases can alter the effects of tattoos. Marketing strategists should consider these differences, particularly when determining employees who will communicate with customers.

Anahtar Kelimeler

• Tattoo
• Consumer Behavior
• Price Offer
• Sales Personnel
• Marketing Research

Kaynakça

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