KÜRESEL TÜKETİM ODAKLILIK, TÜKETİCİ YENİLİKÇİLİĞİ, KÜRESEL VE YEREL MARKA TUTUMLARI AÇISINDAN KÜMELEME ANALİZİ İLE PAZAR BÖLÜMLEME

Yıl 2020, Sayı: 27, 159 - 178, 08.04.2020

Aydın Kayabaşı , Pınar Özkan

https://doi.org/10.18092/ulikidince.609124

Cited By: 1

Öz

Küreselleşme
ile birlikte değişmeye başlayan tüketici beklentileri ve davranışlarının analiz
edilmesi hem küresel hem de yerel ölçekte faaliyet gösteren firmalar için doğru
hedef pazarların seçimi ve uygun pazarlama stratejilerinin geliştirilmesinde
önem taşımaktadır. Bu çalışmada tüketicilerin tüketim davranışlarını etkileyen
faktörler arasında yer alan küresel tüketim odaklılık, yenilikçilik ve küresel marka
tutumları incelenerek, genç tüketicilerin bu faktörler bazında farklı pazar
bölümleri oluşturacak şekilde doğal kümelere sahip olup olmadıkları tespit
edilmeye çalışılmıştır. Bu amaçla kolayda örnekleme yöntemi ile 600 üniversite
öğrencisi üzerinde bir anket çalışması yapılmıştır. Araştırma bulguları genç
tüketicilerin bu faktörler açısından üç farklı küme oluşturduğunu ortaya
koymuştur.

Anahtar Kelimeler

Küresel Tüketim Odaklılık, Tüketici Yenilikçiliği, Küresel Marka Tutumu

MARKET SEGMENTATİON WITH CLUSTER ANALYSIS BASED ON GLOBAL CONSUMPTİON ORIENTATION, CONSUMER INNOVATIVENESS, GLOBAL AND LOCAL BRAND ATTITUDES

Öz

Analyzing changes in consumer behavior and expectations over the course of globalization is vital for all firms trying to identify the right market to target, and to develop appropriate marketing strategies, irrespective of whether they serve to local or global markets. This paper investigates whether it is possible to study the behavior of young consumers after dividing them into natural clustered based on their global brand attitudes, global consumption orientation and innovativeness. Based on descriptive statistics, exploratory factor analysis and clustering analysis results obtained from a survey conducted with nearly 600 university students, the study concludes that young consumers could indeed be divided into three different clusters based on the characteristics considered in this research, allowing development of segment-specific marketing tools and policies.

Anahtar Kelimeler

Global Consumption Orientation, Consumer Innovativeness, Global Brand Attitudes

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