Tüketici Araştırmasının Ortaya Çıkışı

Yıl 2021, Cilt: 5 Sayı: 1, 38 - 49, 26.07.2021

Harold Kassarjıan Ronald C. Goodsteın Çevirmen: Uğur Öncül

Öz

Tüketici araştırmalarının ortaya çıkışı, pazarlama biliminin temelleri ve üzerinde yükselen fikirler konusunda çekişmelere sebep olmuştur. Bu çalışmanın amacı, alanın mevcut durumunun bir incelemesini sağlamaktan ziyade, bu temelleri ve gelişimin ilk yıllarında tüketici davranışının ortaya çıkışını incelemektir. Çalışma kapsamında İkinci Dünya Savaşı sonrası dönem, Yale iletişim çalışmaları, Freudyen teori, davranışsal öğrenme kuramları, tüketici davranışı teorileri, mesleğin ortaya çıkışı gibi bölümler ele alınarak incelenmiştir. Buradan hareketle çalışma, alanın bugünü hakkında tespitlerde bulunmaktan ziyade zaman içinde gelişimine ışık tutarak, her parçası önemli olan değişiklikleri heyecan verici bir araştırma alanı olarak sunmaktadır.

Anahtar Kelimeler

Tüketici Araştırması, Tüketici Davranışları, Davranışsal Öğrenme

Kaynakça

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