{"id":3163,"date":"2023-08-09T05:31:51","date_gmt":"2023-08-09T05:31:51","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=3163"},"modified":"2023-08-09T05:35:14","modified_gmt":"2023-08-09T05:35:14","slug":"100-tllik-harcamanin-84-tlsi-gida-ve-icecege-ayriliyor","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=3163","title":{"rendered":"100 TL\u2019lik Harcaman\u0131n 84 TL\u2019si G\u0131da ve \u0130\u00e7ece\u011fe Ayr\u0131l\u0131yor"},"content":{"rendered":"\t\t
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Ipsos, Hane T\u00fcketim Paneli Ara\u015ft\u0131rmas\u0131n\u0131n ilk 6 ay\u0131n\u0131n analizini i\u00e7eren b\u00fcltenini yay\u0131nlad\u0131. Toplumun h\u0131zl\u0131 t\u00fcketim al\u0131\u015fveri\u015flerindeki tutum ve davran\u0131\u015flar\u0131n\u0131n incelendi\u011fi ara\u015ft\u0131rma, ortalama bir hanenin her 100 TL\u2019sinin 84\u2019\u00fcn\u00fc G\u0131da&\u0130\u00e7ecek, 9\u2019unu Ki\u015fisel Bak\u0131m, 7\u2019sini ise Ev Bak\u0131m \u00dcr\u00fcnleri i\u00e7in harcad\u0131\u011f\u0131n\u0131 g\u00f6steriyor. <\/strong><\/span><\/p>

Ipsos Hane T\u00fcketim Paneli Ara\u015ft\u0131rmas\u0131\u2019na g\u00f6re 2023\u2019\u00fcn ilk yar\u0131s\u0131nda, hanelerin H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri (HT\u00dc) harcamalar\u0131 ge\u00e7en y\u0131la k\u0131yasla %77 art\u0131\u015f g\u00f6sterdi. 6 ayl\u0131k d\u00f6nemde, ortalama bir hane yakla\u015f\u0131k olarak 2 g\u00fcnde bir kez HT\u00dc al\u0131\u015fveri\u015fi yapt\u0131 ve bir al\u0131\u015fveri\u015f sepetine 138 TL \u00f6dedi. Ortalama sepet de\u011feri bug\u00fcne kadarki en y\u00fcksek seviyeye ula\u015f\u0131rken, ge\u00e7en y\u0131la k\u0131yasla al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131 azald\u0131. <\/span><\/p>

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Ortalama bir hane her 100 TL\u2019sinin 84\u2019\u00fcn\u00fc G\u0131da & \u0130\u00e7ecek, 9\u2019unu Ki\u015fisel Bak\u0131m, 7\u2019sini ise Ev Bak\u0131m \u00dcr\u00fcnleri i\u00e7in harcad\u0131. Ge\u00e7en y\u0131lla k\u0131yasland\u0131\u011f\u0131nda Genel G\u0131da \u00dcr\u00fcnleri, At\u0131\u015ft\u0131rmal\u0131klar, Ki\u015fisel ve Ev Bak\u0131m \u00dcr\u00fcnlerinin harcamadaki pay\u0131 artt\u0131.<\/p>

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\u00d6ne \u00c7\u0131kan Kanallar: Ulusal ve Yerel Zincirler<\/strong>
2023 ilk yar\u0131s\u0131nda H\u0131zl\u0131 T\u00fcketim harcamalar\u0131nda \u00f6ne \u00e7\u0131kan kanallar, Ulusal ve Yerel Zincirler oldu. Y\u00fcksek enflasyon sebebiyle t\u00fcketiciler daha fazla promosyon, aktivite ve uygun fiyatl\u0131 \u00fcr\u00fcn aray\u0131\u015f\u0131nda. Bu nedenle zincir marketlere daha fazla y\u00f6nelim g\u00f6zleniyor. \u00d6zellikle ulusal zincirlerin yeni hanelere eri\u015fim ve al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131 art\u0131\u015f\u0131 ile harcama pay\u0131 kazanc\u0131 dikkat \u00e7ekici. Bu kanalda bakliyat, toz \u015feker, s\u00fct \u00fcr\u00fcnleri ve ka\u011f\u0131t \u00fcr\u00fcnlerinde T\u00fcrkiye ortalamas\u0131n\u0131n \u00fczerinde harcama art\u0131\u015f\u0131 \u00f6ne \u00e7\u0131k\u0131yor. \u0130ndirim marketleri hane harcamalar\u0131nda en y\u00fcksek paya sahip kanal olmay\u0131 s\u00fcrd\u00fcrse de bu kanalda bir miktar pay kayb\u0131 g\u00f6ze \u00e7arp\u0131yor.<\/p>

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100 TL\u2019nin 55 TL\u2019si Markal\u0131 \u00dcr\u00fcnlere<\/strong>
Ortalama bir hane, her 100 TL\u2019lik harcamas\u0131n\u0131n yakla\u015f\u0131k 55 TL\u2019sini markal\u0131, 23 TL\u2019sini a\u00e7\u0131k, 22 TL\u2019sini ise market markal\u0131 \u00fcr\u00fcnlere ay\u0131rd\u0131. Ge\u00e7en y\u0131l\u0131n ilk 6 ay\u0131 ile k\u0131yaslad\u0131\u011f\u0131m\u0131zda markal\u0131 \u00fcr\u00fcnlerin pay\u0131 artt\u0131.
Zincir marketlere daha fazla y\u00f6nelim ile birlikte FMCG harcamalar\u0131nda markal\u0131 \u00fcr\u00fcnler \u00f6zellikle s\u00fct \u00fcr\u00fcnleri ve at\u0131\u015ft\u0131rmal\u0131k harcama art\u0131\u015f\u0131 ile pay kazan\u0131rken market markal\u0131 \u00fcr\u00fcnlerin pay\u0131 d\u00fc\u015f\u00fcyor.
Pazarlar\u0131n daha az rekabet g\u00f6rmesi ve daha seyrek ziyaret edilmesi nedeniyle a\u00e7\u0131k \u00fcr\u00fcnlere yap\u0131lan harcaman\u0131n toplam harcamadaki pay\u0131n\u0131n azald\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor.<\/p>

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Ge\u00e7en y\u0131lla k\u0131yasland\u0131\u011f\u0131nda 2023\u2019\u00fcn ilk yar\u0131s\u0131nda markal\u0131 \u00fcr\u00fcnlerin harcamadan ald\u0131\u011f\u0131 pay neredeyse t\u00fcm kategorilerde art\u0131\u015f g\u00f6stermi\u015f.
Market markal\u0131 \u00fcr\u00fcnlerdeki fiyat art\u0131\u015flar\u0131n\u0131n daha y\u00fcksek olmas\u0131 sebebiyle markal\u0131 \u00fcr\u00fcn tercihi art\u0131yor.
V\u00fccut bak\u0131m, et ve i\u00e7ecek kategorileri d\u0131\u015f\u0131nda t\u00fcm \u00fcr\u00fcn kategorilerinde markal\u0131 \u00fcr\u00fcnlerin hane harcamalar\u0131ndan ald\u0131\u011f\u0131 pay, ge\u00e7en senenin ayn\u0131 d\u00f6nemine g\u00f6re art\u0131\u015f g\u00f6stermi\u015f. \u00d6zellikle s\u00fct \u00fcr\u00fcnleri, ka\u011f\u0131t \u00fcr\u00fcnleri ve yumurta, zeytin gibi di\u011fer g\u0131da \u00fcr\u00fcnlerinde markal\u0131 \u00fcr\u00fcnlerin pay art\u0131\u015f\u0131 daha y\u00fcksek.<\/p>

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\u201cSepet Say\u0131s\u0131 Bir \u00d6nceki Seneye G\u00f6re Belirgin Bir D\u00fc\u015f\u00fc\u015f G\u00f6sterdi\u201d<\/strong>
Ipsos, T\u00fcrkiye CEO\u2019su Sidar Gedik verilerle ilgili \u015fu de\u011ferlendirmelerde bulundu: \u201cOcak-Haziran\u201923, 6 ayl\u0131k d\u00f6nemde, T\u00fcrkiye\u2019deki hanelerin h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri harcamalar\u0131 ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6nemine k\u0131yasla %77 art\u0131\u015f g\u00f6sterdi. Bu b\u00fcy\u00fcmenin kayna\u011f\u0131 enflasyon nedeniyle al\u0131\u015fveri\u015f sepetlerinin de\u011ferinin artmas\u0131 oldu.
Haneler bu 6 ayl\u0131k d\u00f6nemde ortalama iki g\u00fcnde bir kez al\u0131\u015fveri\u015fe gidip her al\u0131\u015fveri\u015fte 138 TL harcama yapt\u0131. Ge\u00e7en sene ortalama bir al\u0131\u015fveri\u015f sepetine 73 TL \u00f6derken bu sene art\u0131k hem 3 haneli rakamlara al\u0131\u015fm\u0131\u015f oldu, hem de ge\u00e7en sene 100 liraya mal olan al\u0131mlar\u0131n\u0131 ancak 177 liral\u0131k harcamayla yerine koymaya \u00e7al\u0131\u015ft\u0131.
Ge\u00e7en seneye k\u0131yasla ortalama bir hane daha seyrek al\u0131\u015fveri\u015fe gidip, her al\u0131\u015fveri\u015fte sepetine daha fazla harcad\u0131. Ortalama sepet de\u011feri en y\u00fcksek seviyeye ula\u015f\u0131rken, yerel zincirlerde sepet de\u011feri ortalaman\u0131n \u00fczerinde artt\u0131.
Ocak-Haziran\u201923 d\u00f6neminde a\u00e7\u0131k \u00fcr\u00fcnlere yap\u0131lan harcama ve sepet say\u0131s\u0131 bir \u00f6nceki seneye g\u00f6re belirgin bir d\u00fc\u015f\u00fc\u015f g\u00f6sterdi. Ortalama bir hane her 100 TL\u2019lik harcamas\u0131n\u0131n yakla\u015f\u0131k 55 TL\u2019sini markal\u0131, 23 TL\u2019sini a\u00e7\u0131k, 22 TL\u2019sini ise market markal\u0131 \u00fcr\u00fcnlere ay\u0131rd\u0131.
Haneler, ge\u00e7en sene oldu\u011fu gibi, bu 12 ayl\u0131k d\u00f6nemde de indirim marketlerinde, ba\u011f\u0131ms\u0131z s\u00fcpermarketlerde ve ulusal zincirlerde di\u011fer kanallara k\u0131yasla daha \u00e7ok harcama yapt\u0131. Ortalama bir hane her 100 TL\u2019lik harcamas\u0131n\u0131n 34 TL\u2019sini indirim marketlerinde, 22 TL\u2019sini ba\u011f\u0131ms\u0131z s\u00fcpermarketlerde, 14 TL\u2019sini ulusal zincirlerde ger\u00e7ekle\u015ftirdi.
Ge\u00e7en sene ile k\u0131yasland\u0131\u011f\u0131nda, 6 ayl\u0131k d\u00f6nemde ba\u011f\u0131ms\u0131z s\u00fcpermarketler ile yerel zincirler harcama pay\u0131n\u0131 artt\u0131r\u0131rken, \u00f6zellikle ulusal zincirlerde pay kazan\u0131m\u0131 dikkat \u00e7ekici. \u0130ndirim marketlerinde ise harcama art\u0131\u015f\u0131 ortalaman\u0131n alt\u0131nda kald\u0131, sepet say\u0131s\u0131 da d\u00fc\u015ft\u00fc. \u0130ndirim marketlerindeki pay kayb\u0131nda \u00f6zellikle su ve gazl\u0131 i\u00e7ecek kategorileri etkili olurken zincir market b\u00fcy\u00fcmesinde ise ya\u011flar ve genel g\u0131da etkili oldu.
Ocak-Haziran\u201923 d\u00f6neminde, toplam harcama b\u00fcy\u00fcmesinde genel g\u0131da (bakliyat, makarna, sal\u00e7a, \u015feker), at\u0131\u015ft\u0131rmal\u0131k \u00fcr\u00fcnler (\u00e7erez, kuruyemi\u015f, unlu mam\u00fcl), k\u0131rm\u0131z\u0131 et ve peynir harcamalar\u0131nda T\u00fcrkiye ortalamas\u0131 \u00fczerinde art\u0131\u015f g\u00f6r\u00fcld\u00fc. Bu art\u0131\u015flarda fiyat de\u011fil de t\u00fcketim kaynakl\u0131 art\u0131\u015f g\u00f6steren tek kategori, at\u0131\u015ft\u0131rmal\u0131k kategorisi oldu. G\u0131da&i\u00e7ecek harici yine ki\u015fisel bak\u0131m ve ev temizlik kategorileri harcamas\u0131 ortalama \u00fczeri artt\u0131 bunun da nedeni yine fiyat art\u0131\u015f\u0131ndan geldi.\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":"

Ipsos, Hane T\u00fcketim Paneli Ara\u015ft\u0131rmas\u0131n\u0131n ilk 6 ay\u0131n\u0131n analizini i\u00e7eren b\u00fcltenini yay\u0131nlad\u0131. Toplumun h\u0131zl\u0131 t\u00fcketim al\u0131\u015fveri\u015flerindeki tutum ve davran\u0131\u015flar\u0131n\u0131n incelendi\u011fi ara\u015ft\u0131rma, ortalama bir hanenin her 100 TL\u2019sinin 84\u2019\u00fcn\u00fc G\u0131da&\u0130\u00e7ecek, 9\u2019unu Ki\u015fisel Bak\u0131m, 7\u2019sini ise Ev Bak\u0131m \u00dcr\u00fcnleri i\u00e7in harcad\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Ipsos Hane T\u00fcketim Paneli Ara\u015ft\u0131rmas\u0131\u2019na g\u00f6re 2023\u2019\u00fcn ilk yar\u0131s\u0131nda, hanelerin H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri (HT\u00dc) harcamalar\u0131 […]<\/p>\n","protected":false},"author":2,"featured_media":3164,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-3163","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\/3163","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=3163"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3163\/revisions"}],"predecessor-version":[{"id":3174,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3163\/revisions\/3174"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/3164"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3163"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3163"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3163"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}