GAYRİMENKUL SEKTÖRÜNDE GOOGLE TRENDS İLE TÜKETİCİ TERCİHLERİ

Öz

ÖZET Teknolojinin hayatın içinde her alanda yerini almaya başlamasıyla birlikte sektörlerin de bu değişime ayak uydurması kaçınılmaz olmuştur. İşletmelerin iş yapma şekillerini değiştirerek hayatta kalabilmeleri bu çağa uyum sağlamalarıyla orantılı olabilmektedir. Bu bağlamda gayrimenkul sektöründe de teknolojinin kullanılmaya başlandığı görülmektedir. Gayrimenkul araştırması yapan tüketiciler de hızlı ve detaylı bilgilere erişebilmek adına internetten arama motorları üzerinden tercihlerini daha geniş bir bakış açısıyla değerlendirme imkanı bulabilmektedirler. Bu çalışmanın amacı, Türkiye’de Google Trends verileriyle tüketicinin gayrimenkul konusunda tercihlerinin neler olduğunun tespit edilmesidir. Bu amaca ulaşabilmek için öncelikli olarak literatür araştırması yapılmıştır. Akabinde Google Trends üzerinden “gayrimenkul”, “emlak”,“satılık gayrimenkul”, “kiralık gayrimenkul”, “satılık konut”, “kiralık konut”, “satılık emlak”, “kiralık emlak”, “arsa” ve “tarla” ifadelerini kullanarak verilere ulaşılmıştır. Verilere göre, tüketicinin arama motorlarında gayrimenkul yerine emlak kavramını daha çok kullandığı tespit edilmiştir. Sonuç kısmında hem işletmeler hem de araştırmacılar için bir bakış açısı oluşturulmaya çalışılmıştır. Gayrimenkul sektöründe faaliyette bulunan işletmelerin popüler kavramları dikkate alarak potansiyel müşterilere ulaşmaları kolaylaşırken arama motorlarında üst sıralarda yer alabilmeleri mümkündür.

Anahtar Kelimeler

• Google Trends
• Dijital pazarlama
• Gayrimenkul
• Emlak

Etik Beyan

İkincil verilerin kullanılması nedeniyle etik kurul izni gerektirmeyen çalışmalar kapsamındadır.

CONSUMER PREFERENCES IN THE REAL PROPERTY SECTOR WITH GOOGLE TRENDS

Öz

As technology has started to take its place in every area of life, it has become inevitable for the sectors to keep up with this change. The survival of businesses by changing the way they do business can be proportional to their adaptation to this age. In this context, it is seen that technology has also started to be used in the real property sector. Consumers who do real property research can also find the opportunity to evaluate their preferences from a broader perspective via search engines on the internet in order to access fast and detailed information. The aim of this study is to determine what the consumer's preferences are regarding real property in Turkey with Google Trends data. In order to achieve this goal, a literature review was conducted first. Subsequently, data was accessed using the terms "real property", "real estate", "real property for sale", "real property for rent", "real estate for sale", "real estate for rent", "housing for sale", "housing for rent", "land" and "field" via Google Trends. According to the data, it has been determined that the consumer uses the concept of real estate more than real property in search engines. In the conclusion, an attempt has been made to create a perspective for both businesses and researchers. By taking into account popular concepts, businesses operating in the property sector can reach potential customers more easily and rank higher in search engines.

Anahtar Kelimeler

• Google Trends
• Digital marketing
• Real property
• Real estate

Kaynakça

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