Duygusal Bağ: Türkiye Olgun Tüketici Pazarı Üzerine Bir Araştırma

Yıl 2014, Cilt: 23 Sayı: 2, 269 - 284, 15.10.2014

Deniz Zeren

Öz

Tüketiciler sahip oldukları materyallerle zamanla duygusal bağ kurmaktadırlar. Bu bağın tüketici yaşı ilerledikçe artması beklenmektedir. Bu çalışma bir tüketici anketi ile Türkiye’de yaşayan olgun (50 yaş ve üzeri) tüketicilerin üç ürün grubundan (deterjan, cep telefonu, otomobil) ürüne ilişkin duygusal bağlılıklarını ortaya koymayı amaçlamaktadır. Veriler Türkiye genelinden 1065 tüketiciden yüz yüze görüşme tekniği ile önceden yapılandırılmış bir anketle toplanmıştır. Veri toplanması sürecinde Türkiye’nin nüfus göstergeleri göz önünde bulundurulmuştur. Toplanan veriler SPSS paket programı aracılığıyla faktör analizi, t testi, ANOVA ve regresyon analizlerine tabi tutulmuştur. Sonuçlar bu ihmal edilmiş pazar bölümüne ilişkin yol gösterici bulgular içermektedir. Sonuçlar işletmeler/yöneticiler, pazarlama yazını ve tüketiciler açısından tartışılmıştır.

Anahtar Kelimeler

Marka tercihleri, Duygusal bağlılık, Olgun tüketiciler

Kaynakça

• Ball, A.D. ve Tasaki, L.H. (1992), The Role and Measurement of Attachment in Consumer Behavior, Journal of Consumer Psychology, 1 (2): 155–72. Baltes, P. B., Baltes, M. M. (1990), Psychological perspectives on successful aging: The model of selective optimization with compensation. In P. B. Baltes, & M. M. Baltes (Eds.), Successful aging: Perspectives from the behavioral sciences (pp. 1–34). New York, NY: Cambridge. Beneke,J., Frey,N., Chapman,R., Mashaba,N., Howie, T., (2011),The grey awakening: a South African perspective, Journal of Consumer Marketing, 28 ( 2):114 – 124. Dawes,J. (2007), Do data characteristics change according to the number of scale points used?, International Journal of Market Researcgh,50(1):61-77. Goldsmith, R.E. ve Hofacker, C. (1991), Measuring consumer innovativeness, Journal of the Academy of Marketing Science, 19(Summer): 209-21. Hoffmann,S., Liebermann,S.C., Schwarz, U. (2012), Ads for Mature Consumers: The Importance of Addressing the Changing Self-View Between the Age Groups 50+ and 60+, Journal of Promotion Management, 18(1): 60-82. Holbrook,H.M. ve Schindler, R.M. (1991), Echoes of the Dear Departed Past: Some Work in Progress on Nostalgia, Advances in Consumer Research, 18, Rebecca H. Holman and Michael R. Solomon, eds. Provo, UT: Association for Consumer Research: 330–33. Holbrook,H.M. ve Schindler, R.M. (1994), Age, Sex, and Attitude Toward the Past as Predictors of Consumers’ Aesthetic Tastes for Cultural Products,” Journal of Marketing Research, 31 (August):412–22. Holmlund, M., Hagman, A., Polsa,P. (2011),An exploration of how mature women buy clothing: empirical insights and a model, Journal of Fashion Marketing and Management, 15 (1):108 – 122. Jayanti, R.K., McManamon,M.K., Whipple,T.W., (2004),The effects of aging on brand attitude measurement, Journal of Consumer Marketing, 21 (4):264 – 273. Kleine, S.S. ve Baker, S.M. (2004), An Integrative Review of Material Possession Attachment, Academy of Marketing Science Review, (accessed May 11, 2010), [available at http://www.amsreview.org/articles/kleine01-2004.pdf]. Lambert-Pandraud, R., Laurent,G., Lapersonne, E. (2005), Repeat Purchasing of New Automobiles by Older Consumers: Empirical Evidence and Interpretations, Journal of Marketing, 69 (April): 97–113. Lambert-Pandraud, R. ve Laurent,G. (2010), Why Do Older Consumers Buy Older Brands?The Role of Attachment and Declining Innovativeness, Journal of Marketing, 74 (July 2010): 104–121. Moschis, G. P., Lee, E., Mathur, A. (1997) Targeting the mature market, Journal of Consumer Marketing, 14(4): 282–293. Myers, H. ve Lumbers, M. (2008), Understanding older shoppers: a phenomenological investigation, Journal of Consumer Marketing, 25(5):294 – 301. Perry,V.G. ve Wolburg,J.M. (2011), Aging Gracefully: Emerging Issues for Public Policy and Consumer Welfare, The Journal of Consumer Affairs, Fall 2011: 365–371. Price, L.L., Arnould, A.J. ve Curasi, C.F.(2000), Older Consumers’ Disposition of Special Possessions, Journal of Consumer Research, 27 (September):179–201. Reisenwitz,T., Iyer,R., Kuhlmeier,D.B., Eastman,J.K. (2007),The elderly's internet usage: an updated look, Journal of Consumer Marketing, 24 (7): 406 – 418. Rogers, E.M. (2003), Diffusion of Innovations, 5th ed. New York: The Free Press. Sorce, P. (1995), Cognitive competence of older consumers, Psychology & Marketing, 12(6): 467–480. Thomson, M., MacInnis, D.J. ve Park, C.W. (2005), The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands, Journal of Consumer Psychology, 15 (1): 77–91. Tongren, H. N. (1988), Determinant Behavior Characteristics of Older Consumers, The Journal of Consumer Affairs, 22 (1): 136-57. Yang,Z., Zhou,N., Chen,J. (2005), Brand Choice of Older Chinese Consumers, Journal of International Consumer Marketing, 17(4): 65-81. Yoon, C., Cole,C.A. ve Lee,M.P. (2009), Consumer Decision Making and Aging: Current Knowledge and Future Directions, Journal of Consumer Psychology, 19 (1): 2-16.