{"id":3126,"date":"2023-07-21T12:23:37","date_gmt":"2023-07-21T12:23:37","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=3126"},"modified":"2023-07-21T12:24:38","modified_gmt":"2023-07-21T12:24:38","slug":"gelecegin-tuketicisi-endeksi-sonuclari-aciklandi","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=3126","title":{"rendered":"Gelece\u011fin T\u00fcketicisi Endeksi Sonu\u00e7lar\u0131 A\u00e7\u0131kland\u0131"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Gelece\u011fin T\u00fcketicisi Endeksi sonu\u00e7lar\u0131na g\u00f6re, t\u00fcketiciler art\u0131k daha fazla tasarrufa giderek g\u0131da b\u00fct\u00e7elerini k\u0131s\u0131yor, ki\u015fisel sa\u011fl\u0131\u011f\u0131n\u0131 gezegenle ilgili kayg\u0131lardan \u00f6nde tutuyor ve ihtiya\u00e7lar\u0131n\u0131 y\u00f6netmek i\u00e7in teknolojiye g\u00fcveniyor.<\/strong><\/span><\/p>

Ernst & Young (EY), Gelece\u011fin T\u00fcketici Endeksi ara\u015ft\u0131rmalar\u0131n\u0131n 12.\u2019sini yay\u0131mlad\u0131. Yeni t\u00fcketici tercihleri ile de\u011fi\u015fen tutum ve al\u0131\u015fkanl\u0131klar\u0131 mercek alt\u0131na alan ara\u015ft\u0131rma, 27 \u00fclkeden 21 bin t\u00fcketici ile yap\u0131lan anket \u00e7al\u0131\u015fmalar\u0131n\u0131n sonu\u00e7lar\u0131n\u0131 kaps\u0131yor. Ara\u015ft\u0131rmaya g\u00f6re, k\u00fcresel olarak t\u00fcketicilerin %94\u2019\u00fc ya\u015fam maliyetlerinin artmas\u0131ndan endi\u015fe etti\u011fini s\u00f6yl\u00fcyor. Buna ek olarak, kat\u0131l\u0131mc\u0131lar\u0131n neredeyse yar\u0131s\u0131 daha az t\u00fcketmeyi planlarken, %67’si art\u0131k e\u015fyalar\u0131n\u0131 de\u011fi\u015ftirmek yerine tamir etti\u011fini belirtiyor. Bir di\u011fer dikkat \u00e7ekici konu ise pandemiden sonra ilk defa sa\u011fl\u0131kla ilgili endi\u015feler %7 oran\u0131nda artarak gezegenle ilgili endi\u015feleri geride b\u0131rak\u0131yor. Ara\u015ft\u0131rma, t\u00fcketicilerin \u00e7evresel problemlerden \u00f6nce ki\u015fisel sa\u011fl\u0131klar\u0131na daha \u00e7ok \u00f6nem verdi\u011fini g\u00f6steriyor. <\/span><\/p>

Ara\u015ft\u0131rma, k\u00fcresel olarak t\u00fcketicilerin %92’sinin ya\u015fad\u0131klar\u0131 \u00fclkenin ekonomisiyle yak\u0131ndan ilgilendi\u011fini ve %39’unun ekonominin \u00f6n\u00fcm\u00fczdeki alt\u0131 ay i\u00e7inde iyiye gitmeyece\u011fini s\u00f6ylediklerini g\u00f6steriyor. T\u00fcketiciler hayatlar\u0131n\u0131n bir\u00e7ok alan\u0131nda harcamalar\u0131n\u0131 k\u0131smak ve b\u00fct\u00e7elerini temel \u00fcr\u00fcnlere harcamak \u00fczere harekete ge\u00e7iyor. Kat\u0131l\u0131mc\u0131lar\u0131n %44’\u00fc daha az paketli g\u0131da almay\u0131 ve neredeyse yar\u0131s\u0131 (%49) ise daha az yiyecek t\u00fcketmeyi planl\u0131yor.<\/p>

Ara\u015ft\u0131rman\u0131n \u00e7arp\u0131c\u0131 sonu\u00e7lar\u0131ndan bir di\u011feri ise perakendecilere ve t\u00fcketici \u00fcr\u00fcnleri \u015firketlerine azalan g\u00fcven. Buna g\u00f6re, t\u00fcketicilerin d\u00f6rtte \u00fc\u00e7\u00fcnden fazlas\u0131 (%79) son \u00fc\u00e7 ila d\u00f6rt ayda g\u0131da fiyatlar\u0131n\u0131n artt\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor. %74’\u00fc baz\u0131 markalar\u0131n paket boyutlar\u0131n\u0131n k\u00fc\u00e7\u00fcld\u00fc\u011f\u00fcn\u00fc ancak fiyat\u0131n ayn\u0131 kald\u0131\u011f\u0131n\u0131 fark etti\u011fini belirtiyor. %64’\u00fc ise \u00f6zel markal\u0131 (private label) \u00fcr\u00fcnlerin, bilinen ve \u00f6ne \u00e7\u0131kan markal\u0131 \u00fcr\u00fcnler kadar iyi oldu\u011funa inan\u0131yor.<\/p>

Bunlara ek olarak ara\u015ft\u0131rmaya g\u00f6re, kat\u0131l\u0131mc\u0131lar\u0131n %62’si giyim, ayakkab\u0131 ve aksesuarlarda en son moda trendleri takip etme ihtiyac\u0131 hissetmiyor. T\u00fcketicilerin \u00fc\u00e7te birinden fazlas\u0131 (%36) giysilere daha az harcamay\u0131 planlarken, yar\u0131s\u0131ndan fazlas\u0131 ise art\u0131k e\u015fyalar\u0131n\u0131 de\u011fi\u015ftirmek yerine tamir etmeyi tercih ediyor. Bu b\u00fcy\u00fck oran her zaman en yeni \u00fcr\u00fcnlere sahip olma \u015feklindeki geleneksel t\u00fcketici arzusunun de\u011fi\u015fti\u011fini ortaya koyuyor.<\/p>

Sa\u011fl\u0131k Konusu Gezegenle \u0130lgili Endi\u015feleri Geride B\u0131rak\u0131yor<\/strong>
Ara\u015ft\u0131rman\u0131n ortaya koydu\u011fu \u00f6nemli sonu\u00e7lardan bir di\u011feri ise sa\u011fl\u0131kla ilgili endi\u015felerin, May\u0131s 2021’den bu yana ilk kez gezegenle ilgili endi\u015felerin \u00f6n\u00fcne ge\u00e7mesi oluyor. Gelece\u011fin T\u00fcketici Endeksi, de\u011fi\u015fen tercih ve al\u0131\u015fkanl\u0131klar\u0131n yaratt\u0131\u011f\u0131 f\u0131rsat ve zorluklar\u0131n \u00f6ng\u00f6r\u00fclebilmesini kolayla\u015ft\u0131rmak i\u00e7in t\u00fcketicileri 5 kategoride (\u201c\u00f6nce gezegen\u201d, \u201c\u00f6nce deneyim\u201d, \u201c\u00f6nce toplum\u201d, \u201c\u00f6nce sa\u011fl\u0131k\u201d ve \u201c\u00f6nce sat\u0131n al\u0131nabilirlik\u201d ba\u015fl\u0131klar\u0131nda) ele al\u0131yor. Son ara\u015ft\u0131rmada be\u015f segment aras\u0131ndan “\u00f6nce gezegen” %9 ile en b\u00fcy\u00fck d\u00fc\u015f\u00fc\u015f\u00fc g\u00f6r\u00fcyor (%25’ten %16). Sonu\u00e7, t\u00fcketicilerin sat\u0131n al\u0131nabilirli\u011fe ve fiyata \u00f6ncelik verdi\u011fini, art\u0131k s\u00fcrd\u00fcr\u00fclebilirli\u011fi daha az endi\u015fe verici g\u00f6rd\u00fc\u011f\u00fcn\u00fc g\u00f6steriyor.<\/p>

Ara\u015ft\u0131rma sonucu, \u201c\u00f6nce sa\u011fl\u0131k\u201d t\u00fcketici grubunun Ekim 2022’den bu yana %7 (%17’den %24’e) artarak sat\u0131n al\u0131nabilirli\u011fin ard\u0131ndan ikinci en b\u00fcy\u00fck segment haline geldi\u011fini de ortaya koyuyor. Bu \u00f6nemli art\u0131\u015f; t\u00fcketicilerin kendi mali durumlar\u0131na ve sa\u011fl\u0131klar\u0131na odakland\u0131\u011f\u0131, kolektif \u00e7abalar yerine bireysel ihtiya\u00e7lar\u0131 yeniden \u00f6nceliklendirdi\u011fi anlam\u0131na geliyor.<\/p>

Teknoloji, Endi\u015felere Ra\u011fmen G\u00fcvenli Alan
<\/strong>Gelece\u011fin T\u00fcketici Endeksi, t\u00fcketicilerin neredeyse yar\u0131s\u0131n\u0131n (%46) g\u00fcnl\u00fck ya\u015famlar\u0131n\u0131 y\u00f6netmek i\u00e7in teknolojiye g\u00fcvendi\u011fini ortaya koyuyor. Teknolojiye ve teknolojik \u00e7\u0131kt\u0131lara artan g\u00fcven, sat\u0131n alma kararlar\u0131n\u0131 ve genel t\u00fcketimi de \u015fekillendiriyor. Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re, kat\u0131l\u0131mc\u0131lar\u0131n %46\u2019s\u0131n\u0131n son \u00fc\u00e7 ayda \u00e7evrimi\u00e7i market teslimat\u0131 hizmetlerini kulland\u0131\u011f\u0131n\u0131 ortaya koyuyor. Bu oran, Haziran 2022’den bu yana %12’lik bir art\u0131\u015f anlam\u0131na geliyor.<\/p>

Geli\u015fmekte olan teknolojilerin de Haziran 2022 ile kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda iki kattan fazla oranda artt\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor. T\u00fcketiciler k\u00fcresel olarak art\u0131k sanal platformlar\u0131 tercih ediyor. Kat\u0131l\u0131mc\u0131lar\u0131n %66’s\u0131 daha uygun b\u00fct\u00e7eli alternatifler kar\u015f\u0131l\u0131\u011f\u0131nda verilerini payla\u015fmaya istekli olduklar\u0131n\u0131 belirtirken, %24’l\u00fck bir kesim ise yapay zekan\u0131n rollerini tamamen de\u011fi\u015ftirebilece\u011finden endi\u015fe duyuyor. Ancak ara\u015ft\u0131rmaya g\u00f6re; teknoloji konusunda endi\u015felenen t\u00fcketicilerin de kendilerine zaman veya para kazand\u0131ran ara\u00e7lar\u0131 h\u0131zla benimseyece\u011fi g\u00f6r\u00fcl\u00fcyor.<\/p>

\u201cT\u00fcketiciler, Ya\u015fam Maliyeti Bask\u0131lar\u0131yla Ba\u015fa \u00c7\u0131kmak \u0130\u00e7in Tutumlu Olmay\u0131 Tercih Ediyor\u201d<\/strong>
EY T\u00fcrkiye Denetim B\u00f6l\u00fcm\u00fc \u015eirket Orta\u011f\u0131, T\u00fcketici \u00dcr\u00fcnleri ve Perakende Sekt\u00f6r Lideri Kaan Birdal ara\u015ft\u0131rmayla ilgili \u015fu de\u011ferlendirmelerde bulundu: \u201cT\u00fcketiciler, ya\u015fam maliyeti bask\u0131lar\u0131yla ba\u015fa \u00e7\u0131kmak i\u00e7in \u00f6ncelikle tutumlu olmay\u0131 tercih ediyor. Ayr\u0131ca, b\u00fct\u00e7elerini koruyabilmek i\u00e7in marka al\u0131\u015fkanl\u0131klar\u0131ndan uzakla\u015fmaya, temel ihtiya\u00e7 listelerini azaltmaya ve teknolojinin getirdi\u011fi avantajlar\u0131 kullanmaya daha fazla y\u00f6neliyorlar. Perakendecilere ve t\u00fcketici \u00fcr\u00fcnleri i\u015fletmelerine olan g\u00fcvenin azalmas\u0131 sebebiyle i\u015fletmelerin, t\u00fcketici sadakati \u00fczerine alacaklar\u0131 kararlar\u0131n uzun vadeli etkilerini d\u00fc\u015f\u00fcnmeleri gerekiyor. Bu \u00e7er\u00e7evede, rekabet etmek i\u00e7in inovasyon ve pazarlama \u00e7abalar\u0131n\u0131 h\u0131zland\u0131rmalar\u0131 faydal\u0131 olabilir.
Di\u011fer taraftan teknoloji; hayat\u0131 kolayla\u015ft\u0131rd\u0131\u011f\u0131, paradan ve zamandan tasarruf sa\u011flad\u0131\u011f\u0131 ve \u00e7evresel etkileri azaltmaya yard\u0131mc\u0131 oldu\u011fu i\u00e7in t\u00fcketiciler, teknolojinin s\u00fcrekli kullan\u0131c\u0131lar\u0131 haline geliyorlar. T\u00fcketicilerin teknolojiye y\u00f6nelik tutumlar\u0131 da teknolojinin kendisi kadar h\u0131zl\u0131 bir \u015fekilde geli\u015fiyor. \u0130\u015fletmeler, m\u00fc\u015fterileriyle teknoloji etraf\u0131nda g\u00fcven, sayg\u0131 ve de\u011fere dayal\u0131 bir ili\u015fki geli\u015ftirmelidir. Bunu yaparak uzun vadede t\u00fcketici sadakati korunabilir.\u201d<\/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":"

Gelece\u011fin T\u00fcketicisi Endeksi sonu\u00e7lar\u0131na g\u00f6re, t\u00fcketiciler art\u0131k daha fazla tasarrufa giderek g\u0131da b\u00fct\u00e7elerini k\u0131s\u0131yor, ki\u015fisel sa\u011fl\u0131\u011f\u0131n\u0131 gezegenle ilgili kayg\u0131lardan \u00f6nde tutuyor ve ihtiya\u00e7lar\u0131n\u0131 y\u00f6netmek i\u00e7in teknolojiye g\u00fcveniyor. Ernst & Young (EY), Gelece\u011fin T\u00fcketici Endeksi ara\u015ft\u0131rmalar\u0131n\u0131n 12.\u2019sini yay\u0131mlad\u0131. Yeni t\u00fcketici tercihleri ile de\u011fi\u015fen tutum ve al\u0131\u015fkanl\u0131klar\u0131 mercek alt\u0131na alan ara\u015ft\u0131rma, 27 \u00fclkeden 21 bin t\u00fcketici ile […]<\/p>\n","protected":false},"author":2,"featured_media":3127,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-3126","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\/3126","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=3126"}],"version-history":[{"count":4,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3126\/revisions"}],"predecessor-version":[{"id":3131,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3126\/revisions\/3131"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/3127"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3126"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3126"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3126"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}