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Hedef Pazar Bolumlendirmesine Yonelik Bir Uygulama: 16-29 Yas Grubu Genc Kesimin Sac Jolesi Ambalajina Yonelik Egilimlerine Gore Gruplandirilmasi

Author

Listed:
  • Ahmet SEKERKAYA

    (Istanbul Universitesi, Isletme Fakultesi, Pazarlama Anabilim Dali)

  • Nihan CIRAK

    (Istanbul Universitesi Sosyal Bilimler Enstitusu, Pazarlama Yuksek Lisans Programi)

Abstract

Pazarlama yoneticileri yapacaklari pazarlama faaliyetlerinin amacina ulasabilmesi icin benzer ozellik ve davranis gosteren hedef tuketicilerini bolumlere ayirarak, her bir bolumun yapisina gore farkli yaklasimlar uretmeleri sektorel olarak da kullanilan onemli bir stratejidir. Bu amaca yonelik olarak, genc kesimin sac jolesi ambalajina yonelik egilimlerine gore gruplandirmayi temel alan arastirmamiza; jole kullanan 16-29 yas grubu genc kesimin jole ambalajina yonelik egilimleri ve ilgili kitlenin ozellikleri belirlenerek baslanilmistir. Arastirmamiz ana kutlesi Istanbul ilinin farkli semtlerinde yasayan ve sac jolesi kullanan 16-29 yas araligindaki tuketicilerden olusmaktadir. Arastirmamizin degisken gruplarini sorgulamakta kullanilan anket formumuza gecerli cevap veren 462 tuketiciye; tesadufî olmayan kotalara gore ornekleme yontemi kullanilarak ulasilmistir. Arastirmamizin analiz surecinde; sac jolesi ambalajina yonelik egilimlerine gore anlamli gruplar halinde toplanan tuketicilerin, ait olduklari kumelerin ozellikleri saptanmistir. Bu amaca yonelik olarak; belirlenen kumeler ile tuketicilerin tercih ettikleri jole ambalajinin ozellikleri, jole kullanim aliskanliklari, jole satin alma davranisi, jole marka tercihi, kullanicinin sac tipi, satin almada etkili bilgi kaynaklari, demografik ve sosyo ekonomik ozelliklerini temsil eden degisken gruplari arasinda ki ilgiler analiz edilmistir. Son olarak; tuketicilerin sac jolesi ambalajina yonelik egilimlerine gore olusan kumelerle, kumeler uzerinde etkili olan ozellikler incelenerek hedef pazar bolumlendirilmistir.

Suggested Citation

  • Ahmet SEKERKAYA & Nihan CIRAK, 2010. "Hedef Pazar Bolumlendirmesine Yonelik Bir Uygulama: 16-29 Yas Grubu Genc Kesimin Sac Jolesi Ambalajina Yonelik Egilimlerine Gore Gruplandirilmasi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 10(1), pages 239-269.
    • Handle: RePEc:ege:journl:v:10:y:2010:i:1:p:239-269
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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