{"id":2818,"date":"2022-11-28T07:38:44","date_gmt":"2022-11-28T07:38:44","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=2818"},"modified":"2022-11-28T07:39:36","modified_gmt":"2022-11-28T07:39:36","slug":"surdurulebilirlik-onemli-satin-alma-faktorlerinden-biri","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=2818","title":{"rendered":"S\u00fcrd\u00fcr\u00fclebilirlik, \u00d6nemli Sat\u0131n Alma Fakt\u00f6rlerinden Biri"},"content":{"rendered":"\t\t
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Simon-Kucher & Partners taraf\u0131ndan bu y\u0131l ikincisi ger\u00e7ekle\u015ftirilen K\u00fcresel S\u00fcrd\u00fcr\u00fclebilirlik \u00c7al\u0131\u015fmas\u0131\u2019na g\u00f6re, enflasyon ve di\u011fer engellere ra\u011fmen t\u00fcketicilerin d\u00f6rtte \u00fc\u00e7\u00fc ge\u00e7en y\u0131la oranla s\u00fcrd\u00fcr\u00fclebilirli\u011fin kendileri i\u00e7in ayn\u0131 ya da daha fazla \u00f6neme sahip oldu\u011funu belirtiyor. \u00c7al\u0131\u015fma, t\u00fcketicilerin y\u00fczde 90\u2019\u0131n\u0131n sat\u0131n alma davran\u0131\u015flar\u0131nda daha \u00e7evreci hale geldiklerini ortaya koyuyor.<\/strong><\/p>

Simon-Kucher & Partners taraf\u0131ndan ger\u00e7ekle\u015ftirilen K\u00fcresel S\u00fcrd\u00fcr\u00fclebilirlik \u00c7al\u0131\u015fmas\u0131, 19 \u00fclkede yakla\u015f\u0131k 12 bin ki\u015fiyle hayata ge\u00e7irildi. Ara\u015ft\u0131rmaya g\u00f6re s\u00fcrd\u00fcr\u00fclebilirlik, t\u00fcketicilerin sat\u0131n alma kararlar\u0131nda giderek daha \u00f6nemli hale geliyor. T\u00fcketicilerin y\u00fczde 66\u2019s\u0131, s\u00fcrd\u00fcr\u00fclebilirli\u011fi en \u00f6nemli be\u015f sat\u0131n alma fakt\u00f6r\u00fcnden biri olarak belirtiyor. Ge\u00e7ti\u011fimiz y\u0131l boyunca, d\u00fcnyan\u0131n d\u00f6rt bir yan\u0131ndaki t\u00fcketicilerin ve \u00fcreticilerin enflasyonist bask\u0131lar gibi bir dizi engelle m\u00fccadele etmesine ra\u011fmen s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler, sekt\u00f6rler, ya\u015f gruplar\u0131 ve \u00fclkeler aras\u0131nda farkl\u0131l\u0131k g\u00f6steriyor ancak \u00f6nem kazanmaya devam ediyor.<\/p>

\u0130ki Temel Fakt\u00f6r: Artan Son T\u00fcketici Talebi ve Reg\u00fclasyonlar<\/strong>
Ankete kat\u0131lanlar\u0131n y\u00fczde 89\u2019u, sat\u0131n alma davran\u0131\u015flar\u0131n\u0131n ve tercihlerinin son 5 y\u0131lda \u00e7evre dostu \u00fcr\u00fcnler sat\u0131n almaya do\u011fru kayd\u0131\u011f\u0131n\u0131 belirtiyor. Bu do\u011frultuda \u00fcreticileri s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler konusunda y\u00f6nlendiren ana unsur da t\u00fcketicilerin daha fazla s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn talep etmesi olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Ayr\u0131ca, de\u011fer zincirinin sonuna yak\u0131n bile\u015fenlerinde yer alan sekt\u00f6rlerde m\u00fc\u015fteriyi \u00e7ekmek i\u00e7in s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnlere y\u00f6nelik talep daha net olarak g\u00f6r\u00fcn\u00fcyor. Bu sebeple son kullan\u0131c\u0131n\u0131n direkt sat\u0131n ald\u0131\u011f\u0131 i\u00e7 ve d\u0131\u015f cephe boyalar\u0131, ambalaj ve paketleme, ki\u015fisel bak\u0131m ve ev bak\u0131m\u0131, ki\u015fisel hijyen ve tekstil gibi sekt\u00f6rlerde s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnleri ya da geli\u015ftirme \u00e7al\u0131\u015fmalar\u0131n\u0131 daha fazla g\u00f6rmek m\u00fcmk\u00fcn.<\/p>

\u00dcreticilerin s\u00fcrd\u00fcr\u00fclebilirlik konusunda kar\u015f\u0131la\u015ft\u0131\u011f\u0131 bir di\u011fer itici g\u00fc\u00e7 de reg\u00fclasyon bask\u0131s\u0131. G\u00fc\u00e7l\u00fc reg\u00fclasyon bask\u0131s\u0131 nedeniyle s\u00fcrd\u00fcr\u00fclebilirlik a\u00e7\u0131s\u0131ndan daha olgun pazarlarda, \u00fcreticiler mevcut s\u00fcrd\u00fcr\u00fclebilirlik seviyelerini geli\u015ftirmek i\u00e7in h\u0131zl\u0131 ad\u0131mlar at\u0131yor. T\u00fcrkiye \u00f6zelinde ise AB\u2019ye ithal edilen baz\u0131 \u00fcr\u00fcnlere karbon fiyatlamas\u0131 getirecek S\u0131n\u0131rda Karbon D\u00fczenlemesi Mekanizmas\u0131\u2019n\u0131n 2026 y\u0131l\u0131na kadar devreye al\u0131nmas\u0131 plan\u0131, T\u00fcrk \u00fcreticilerin karbon maliyetlerini d\u00fc\u015f\u00fcrerek daha s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler \u00fcretmesini sa\u011flayacak.<\/p>

S\u00fcrd\u00fcr\u00fclebilirlik \u0130\u00e7in \u00d6deme \u0130steklili\u011fi, Sekt\u00f6rler Aras\u0131nda Farkl\u0131l\u0131k G\u00f6steriyor<\/strong>
Bug\u00fcn t\u00fcketicilerin ortalama y\u00fczde 32\u2019si s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler\/hizmetler i\u00e7in daha fazla \u00f6demeye istekli. Ankete kat\u0131lanlar, t\u00fcketim \u00fcr\u00fcnleri (y\u00fczde 37) s\u00f6z konusu oldu\u011funda; s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn ve hizmetler i\u00e7in daha fazla \u00f6demeye istekli olduklar\u0131n\u0131 belirtiyor. Enerji ve kamu hizmetleri ise t\u00fcketicilerin s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn ve hizmetlere daha \u00e7ok \u00f6deme yapma konusunda en az istekli oldu\u011fu sekt\u00f6rler. Simon-Kucher Direkt\u00f6r\u00fc \u00d6yk\u00fc Elmas, \u201cT\u00fcrkiye pazar\u0131nda tekstil, ki\u015fisel ve ev bak\u0131m\u0131, hijyen \u00fcr\u00fcnleri ve i\u00e7\/d\u0131\u015f cephe boyalar\u0131 gibi sekt\u00f6rler; s\u00fcrd\u00fcr\u00fclebilirlik alan\u0131nda s\u00fcrekli geli\u015fme kaydediyor ve bu alandaki \u015firketler, \u00fcr\u00fcnlerinin fiyatlar\u0131n\u0131 do\u011fru pozisyon ve stratejilerle beraber y\u00fczde 40 oran\u0131nda daha y\u00fcksek fiyatlamalarla satabiliyor\u201d dedi.<\/p>

A\u015f\u0131lmas\u0131 Gereken Engeller Var<\/strong>
D\u00fcnyay\u0131 etkisi alt\u0131na alan enflasyon bask\u0131s\u0131, s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn ve hizmetlerin sat\u0131n al\u0131nmas\u0131 \u00fczerinde olumsuz bir etkiye sahip. K\u00fcresel kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 33\u2019\u00fc enflasyon sonucu artan fiyatlar nedeniyle s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn ve hizmetleri sat\u0131n alma ihtimallerinin daha d\u00fc\u015f\u00fck oldu\u011funu s\u00f6yl\u00fcyor. Hammadde tedari\u011fi ise s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn talebinin \u00f6n\u00fcndeki di\u011fer bir engel. S\u0131n\u0131rl\u0131 miktarda s\u00fcrd\u00fcr\u00fclebilir hammadde tedarik\u00e7isinin olmas\u0131, \u00fcreticileri eri\u015fim ve maliyet y\u00f6netimi taraf\u0131nda zor durumda b\u0131rak\u0131yor.<\/p>

\u201cS\u00fcrd\u00fcr\u00fclebilirlik Bir Moda De\u011fil\u201d<\/strong>
Simon-Kucher \u0130stanbul Ofisi Orta\u011f\u0131 Cem Bal\u0131k\u00e7\u0131o\u011flu, \u201cS\u00fcrd\u00fcr\u00fclebilirlik bir moda de\u011fil ve \u00f6n\u00fcm\u00fczdeki d\u00f6nemde kal\u0131c\u0131 bir t\u00fcketici davran\u0131\u015f\u0131 olacak\u201d diyor. Bal\u0131k\u00e7\u0131o\u011flu s\u00f6zlerini \u015f\u00f6yle s\u00fcrd\u00fcr\u00fcyor: \u201cT\u00fcketiciler, \u015firketlerden daha fazlas\u0131n\u0131 beklemeye devam edecek ve enflasyonist bask\u0131lar gibi engellere ra\u011fmen uyum sa\u011flayamayan ve yenilik\u00e7i olmayan \u015firketler, uzun vadede talep, k\u00e2rl\u0131l\u0131k ve sat\u0131\u015f konusunda zorluklar ya\u015fayacak.\u201d<\/p>

\u0130\u015fletmelerin Atmas\u0131 Gereken \u00dc\u00e7 Ad\u0131m<\/strong>
Simon-Kucher & Partners K\u0131demli M\u00fcd\u00fcr\u00fc Alperen Kayacan, \u201cS\u00fcrd\u00fcr\u00fclebilirlik konusuna odaklanan ve b\u00fcnyesinde C-Level bir s\u00fcrd\u00fcr\u00fclebilirlik y\u00f6neticisinin oldu\u011fu \u015firketler, muadillerine g\u00f6re y\u00fczde 15 daha y\u00fcksek \u00e7arpanlar ile de\u011ferleniyorlar. \u00c7\u00fcnk\u00fc yat\u0131r\u0131mc\u0131lar bu konunun \u015firket y\u00f6netimi ve vizyonu a\u00e7\u0131s\u0131ndan olduk\u00e7a \u00f6nemli bir g\u00f6sterge oldu\u011fu kanaatinde. Bu do\u011frultuda s\u00fcrd\u00fcr\u00fclebilirlik konusunu u\u00e7tan uca i\u015fleyi\u015flerine dahil eden \u015firketler hem t\u00fcketiciler hem de yat\u0131r\u0131mc\u0131lar g\u00f6z\u00fcnde k\u0131sa ve uzun vadede pozitif ayr\u0131\u015facak\u201d diyor.<\/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":"

Simon-Kucher & Partners taraf\u0131ndan bu y\u0131l ikincisi ger\u00e7ekle\u015ftirilen K\u00fcresel S\u00fcrd\u00fcr\u00fclebilirlik \u00c7al\u0131\u015fmas\u0131\u2019na g\u00f6re, enflasyon ve di\u011fer engellere ra\u011fmen t\u00fcketicilerin d\u00f6rtte \u00fc\u00e7\u00fc ge\u00e7en y\u0131la oranla s\u00fcrd\u00fcr\u00fclebilirli\u011fin kendileri i\u00e7in ayn\u0131 ya da daha fazla \u00f6neme sahip oldu\u011funu belirtiyor. \u00c7al\u0131\u015fma, t\u00fcketicilerin y\u00fczde 90\u2019\u0131n\u0131n sat\u0131n alma davran\u0131\u015flar\u0131nda daha \u00e7evreci hale geldiklerini ortaya koyuyor. Simon-Kucher & Partners taraf\u0131ndan ger\u00e7ekle\u015ftirilen K\u00fcresel S\u00fcrd\u00fcr\u00fclebilirlik […]<\/p>\n","protected":false},"author":2,"featured_media":2819,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-2818","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\/2818","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=2818"}],"version-history":[{"count":4,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2818\/revisions"}],"predecessor-version":[{"id":2823,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2818\/revisions\/2823"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/2819"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2818"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2818"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2818"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}