{"id":2707,"date":"2022-09-07T08:54:17","date_gmt":"2022-09-07T08:54:17","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=2707"},"modified":"2022-09-07T08:55:40","modified_gmt":"2022-09-07T08:55:40","slug":"nielseniq-tuketici-pandemi-sonrasi-daha-cesitli-markalara-yoneldi","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=2707","title":{"rendered":"NielsenIQ: T\u00fcketici, Pandemi Sonras\u0131 Daha \u00c7e\u015fitli Markalara Y\u00f6neldi!"},"content":{"rendered":"\t\t
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NielsenIQ, t\u00fcketicilerin marka tercihleri hakk\u0131nda en g\u00fcncel bilgileri ortaya koyan \u201cBalancing Act\u201d ara\u015ft\u0131rmas\u0131n\u0131n sonu\u00e7lar\u0131n\u0131 a\u00e7\u0131klad\u0131. Ara\u015ft\u0131rmaya g\u00f6re; T\u00fcrkiye\u2019deki t\u00fcketicilerin %62’si Covid-19 d\u00f6nemi \u00f6ncesine g\u00f6re \u00e7ok daha \u00e7e\u015fitli markalar\u0131 sat\u0131n ald\u0131klar\u0131n\u0131 ifade ediyor. T\u00fcketiciler, b\u00fcy\u00fck \u00f6l\u00e7\u00fcde kendileriyle m\u00fckemmel bir \u015fekilde e\u015fle\u015fen markalar\u0131 ararken, kat\u0131l\u0131mc\u0131lar\u0131n %72’si yeterince dikkatli bir \u015fekilde ara\u015ft\u0131rmalar\u0131 halinde tam ihtiya\u00e7lar\u0131na uyan bir marka bulabileceklerini d\u00fc\u015f\u00fcn\u00fcyor.<\/strong><\/p>

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K\u00fc\u00e7\u00fck ve orta \u00f6l\u00e7ekli markalar\u0131n kendi de\u011ferleriyle var olma \u00e7abalar\u0131na ve t\u00fcketicilerin arad\u0131\u011f\u0131 temel de\u011ferlerle uyumlu kalma \u015fekillerini nas\u0131l de\u011fi\u015ftirdiklerine odaklanan Balancing Act ara\u015ft\u0131rmas\u0131, t\u00fcketici tercihleri ile ilgili \u00f6nemli verilerin alt\u0131n\u0131 \u00e7iziyor. NielsenIQ T\u00fcrkiye Genel M\u00fcd\u00fcr\u00fc ve Afrika ve Orta Do\u011fu Analitik Ba\u015fkan Yard\u0131mc\u0131s\u0131 Didem \u015eekerel Erdo\u011fan, ara\u015ft\u0131rma sonucunda elde edilen di\u011fer \u00e7arp\u0131c\u0131 bulgular\u0131 \u015f\u00f6yle a\u00e7\u0131kl\u0131yor: \u201cAra\u015ft\u0131rmam\u0131z, T\u00fcrkiye\u2019deki t\u00fcketicilerin %62’sinin kendi b\u00f6lgelerindeki k\u00fc\u00e7\u00fck i\u015fletmelerden, yerel olarak \u00fcretilmi\u015f \u00fcr\u00fcnleri sat\u0131n almay\u0131 tercih etti\u011fini g\u00f6sterdi. Yine t\u00fcketicilerimizin %65’i m\u00fcmk\u00fcn oldu\u011funda k\u00fc\u00e7\u00fck markalar\u0131 desteklemeye \u00e7al\u0131\u015f\u0131yor. Ayn\u0131 \u015fekilde t\u00fcketicilerin %54’\u00fc, k\u00fc\u00e7\u00fck markalar\u0131n \u00f6zg\u00fcn oldu\u011funu, %46’s\u0131 ise k\u00fc\u00e7\u00fck markalar\u0131n genellikle daha pahal\u0131 oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyor, ancak bu markalar i\u00e7in biraz daha fazla \u00f6demeye haz\u0131rlar.\u201d<\/p>

\u201cPandemi T\u00fcketici \u0130htiya\u00e7lar\u0131n\u0131, De\u011fer Alg\u0131s\u0131n\u0131 ve \u00d6nceliklerini De\u011fi\u015ftirdi\u201d<\/strong>
Didem \u015eekerel Erdo\u011fan \u201cS\u00f6z konusu k\u00fc\u00e7\u00fck ve orta \u00f6l\u00e7ekli markalar, g\u00fcn\u00fcm\u00fcz\u00fcn de\u011fi\u015fen t\u00fcketici ortam\u0131nda b\u00fcy\u00fck bir f\u0131rsata sahipler. Ara\u015ft\u0131rmam\u0131z kapsam\u0131nda elde etti\u011fimiz veriler pandeminin t\u00fcketici ihtiya\u00e7lar\u0131n\u0131, de\u011fer alg\u0131s\u0131n\u0131 ve \u00f6nceliklerini de\u011fi\u015ftirdi\u011fini ve bunun t\u00fcketicilerin sat\u0131n alma davran\u0131\u015flar\u0131 \u00fczerinde \u00f6nemli bir etkisi oldu\u011funu g\u00f6steriyor. \u00dcr\u00fcn\u00fcn \u00f6denen paraya de\u011fer olmas\u0131 (%94), \u00fcr\u00fcn kalitesi (%91) ve bulunabilirlik (%90), t\u00fcketicilerin bir markay\u0131 sat\u0131n alma karar\u0131n\u0131 etkileyen en \u00f6nemli unsurlar olarak dikkat \u00e7ekiyor. Fiyatlar t\u00fcm kategorilerde y\u00fckselmeye devam ettik\u00e7e, i\u015flevsel sat\u0131n alma s\u00fcrecinde uygun fiyat, bu e\u011filimi destekleyen ba\u015fl\u0131ca neden olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor\u201d diyor.<\/p>

\"\"Didem \u015eekerel Erdo\u011fan, global kat\u0131l\u0131mc\u0131lar\u0131n %48’inin gelecekte daha k\u00fc\u00e7\u00fck markalardan al\u0131\u015fveri\u015f yapma s\u0131kl\u0131klar\u0131n\u0131 art\u0131rmay\u0131 planlad\u0131klar\u0131n\u0131 ifade ederken, geli\u015fen bu yeni ortamda sat\u0131n alma motivasyonlar\u0131n\u0131 anlayabilen k\u00fc\u00e7\u00fck ve orta \u00f6l\u00e7ekli i\u015fletmelerin, b\u00fcy\u00fck olas\u0131l\u0131kla t\u00fcketicilerin en g\u00fcncel tercihlerinden faydalanacaklar\u0131n\u0131 vurguluyor. \u015eekerel Erdo\u011fan\u2019a g\u00f6re; g\u00fcn\u00fcm\u00fcz\u00fcn makroekonomik ortam\u0131, k\u00fc\u00e7\u00fck ve orta \u00f6l\u00e7ekli i\u015fletmelerin t\u00fcketicilerle ba\u011flant\u0131 kurmas\u0131 i\u00e7in m\u00fckemmel bir alan yarat\u0131yor ve bu alanda yenilik yapmak i\u00e7in do\u011fru t\u00fcketici verilerine dayal\u0131 do\u011fru kald\u0131ra\u00e7lar\u0131 ke\u015ffetmek ise as\u0131l \u00f6nemli nokta olacak.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

NielsenIQ, t\u00fcketicilerin marka tercihleri hakk\u0131nda en g\u00fcncel bilgileri ortaya koyan \u201cBalancing Act\u201d ara\u015ft\u0131rmas\u0131n\u0131n sonu\u00e7lar\u0131n\u0131 a\u00e7\u0131klad\u0131. Ara\u015ft\u0131rmaya g\u00f6re; T\u00fcrkiye\u2019deki t\u00fcketicilerin %62’si Covid-19 d\u00f6nemi \u00f6ncesine g\u00f6re \u00e7ok daha \u00e7e\u015fitli markalar\u0131 sat\u0131n ald\u0131klar\u0131n\u0131 ifade ediyor. T\u00fcketiciler, b\u00fcy\u00fck \u00f6l\u00e7\u00fcde kendileriyle m\u00fckemmel bir \u015fekilde e\u015fle\u015fen markalar\u0131 ararken, kat\u0131l\u0131mc\u0131lar\u0131n %72’si yeterince dikkatli bir \u015fekilde ara\u015ft\u0131rmalar\u0131 halinde tam ihtiya\u00e7lar\u0131na uyan bir marka […]<\/p>\n","protected":false},"author":2,"featured_media":2708,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-2707","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler"},"_links":{"self":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2707","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2707"}],"version-history":[{"count":4,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2707\/revisions"}],"predecessor-version":[{"id":2714,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2707\/revisions\/2714"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/2708"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2707"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2707"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2707"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}