PAZARLAMA KARMASI STRATEJİLERİ (4 P) AÇISINDAN İKİNCİ EL GİYİM ÜRÜNLERİ SATAN WEB SİTELERİNİN İÇERİK ANALİZİ YÖNTEMİYLE İNCELENMESİ

Yıl 2020, Cilt: 19 Sayı: 74, 1020 - 1032, 01.04.2020

Serkan Kılıç

https://doi.org/10.17755/esosder.593967

Cited By: 3

Öz

İkinci
el ürünler de tüketici istek ve ihtiyaçlarını karşıladığı ölçüde talep
görmektedir. Tüketiciler, özellikle otomobil, daire, cep telefonu, giyim
eşyası, oyuncak gibi birçok ürünün ikinci elini (kullanılmışını) çeşitli
nedenlerle tercih etmektedirler. Bu çalışmada ülkemizde ikinci el giyim
ürünleri satan on web sitesi pazarlama stratejileri açısından değerlendirilmiştir.
Elde edilen sonuçlara göre ürün resmi, fiyat bilgisi ve satıcı bilgisi
özelliklerinin incelenen tüm websitelerinde bulunduğu tespit edilmiştir. Ürünün
mevcut durumuna ilişkin bilgi bulunmasının da tüm websitelerinde satıcıya göre
değişkenlik gösterdiği görülmüştür. Ürün iade/değişim ve garantilerine ilişkin
incelenen web sitelerinin yarısı tüketicilere website güvencesi sunmaktadır.
Ürünlere ilişkin marka bilgisinin sunulması açısından incelenen web sitelerinde
ağırlıklı olarak marka bilgilerinin ve tüketici yorumlarının olduğu,
websitelerinin yarısında ise markaların bulunabilirliğinin, ürün teslim
bilgisinin ve ödeme bilgisinin tüketicilere sunulduğu görülmüştür. Tüketici
yorumları da incelenen web sitelerinde ağırlıklı olarak bulunmaktadır. 

Anahtar Kelimeler

İkinci el, İkinci El Giyim Ürünleri, Pazarlama Stratejileri, İçerik Analizi

Kaynakça

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