Pazarlamada Kültürün Etkileri Üzerine Bir İnceleme

Öz

Küresel pazardaki tüketici tutum ve alışkanlıkları ülkelerin kültürlerine göre şekillenmektedir. Kültürel farlılıklara dayalı olarak tutum, tercih ve alışkanlıklarda meydana gelen değişimler, işletmelerin pazarlama programlarını doğrudan etkilemektedir. Bu sebeple toplumlar arasındaki inanç ve değer yargılarının belirlenmesi, ayrıca benzerlik ve farklılıkların tespiti, küresel rekabet ortamında işletmeler açısından önemli olan hususlar arasında yer almaktadır. Tüketicilerin satın alma tercihlerini yaparken rasyonel bir şekilde karar aldıklarını belirtmelerine rağmen, satın alma davranışları incelendiğinde, irrasyonel şekilde hareket ettikleri görülebilmektedir. Bu sebeple küresel pazarda rekabetçi bir davranış sergileyebilmek ve başarıya ulaşabilmek için ürün ve hizmetlerin sunulacağı kültürün özellikleri çok iyi kavranmalıdır. Bu çalışmada pazarlama ve kültür ilişkisi ele alınarak, kültürün pazarlama üzerindeki etkilerinin ortaya çıkartılması amaçlanmıştır. Küresel pazarlardaki kültürel farklılıkların incelendiği akademik araştırmalara da özellikle yer verilmiştir. Araştırmada kültürün pazarlama ile olan ilişkisi incelenmiş; teorik açıdan ve uygulayıcılara yönelik olarak, kültürün daha fazla dikkate alınmasına yönelik bir farkındalık oluşturulup, bir rehber sunulmaya çalışılmıştır.

Anahtar Kelimeler

• Kültür
• Pazarlama
• Tüketici
• Küresel Pazarlar

A Study on the Effect of Culture in Marketing

Öz

In global markets, consumer attitudes and habits are shaped according to the cultures of the countries. Changes in attitudes, preferences, and behaviour due to cultural differences directly affect the marketing programs of businesses. For this reason, determining the beliefs and value judgments between societies; in addition, it is critical to identify similarities and differences for businesses in the global competitive environment. Although consumers state that they make rational decisions while making their purchasing choices, when their purchasing behaviour is examined, it is seen that consumers behave irrationally. For this reason, to exhibit competitive behavior and achieve success in global markets, the characteristics of the culture in which products and services will be presented must be understood very well. This study has tried to develop a brief overview of the relationship between marketing and culture. In the paper, the relationship between culture and marketing was examined; culture has been tried to examine more theoretically and to guide practitioners.

Anahtar Kelimeler

• Culture
• Marketing
• Consumer
• Global Markets

Kaynakça

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