{"id":4312,"date":"2025-11-24T06:07:55","date_gmt":"2025-11-24T06:07:55","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=4312"},"modified":"2025-11-24T06:10:44","modified_gmt":"2025-11-24T06:10:44","slug":"pwcden-efsane-cuma-arastirmasi-guven-sadakat-ve-yapay-zeka","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=4312","title":{"rendered":"PwC’den “Efsane Cuma” Ara\u015ft\u0131rmas\u0131: G\u00fcven, Sadakat ve Yapay Zek\u00e2"},"content":{"rendered":"\t\t
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PwC’nin ‘Efsane Cuma Dosyas\u0131 2025’ ara\u015ft\u0131rmas\u0131, Kas\u0131m ay\u0131 indirim d\u00f6nemindeki en yeni trendlere ve d\u00f6n\u00fc\u015fen t\u00fcketici davran\u0131\u015flar\u0131na \u0131\u015f\u0131k tutuyor. Ara\u015ft\u0131rmaya g\u00f6re t\u00fcketicilerin %87’si Efsane Cuma indirim d\u00f6nemlerinde al\u0131\u015fveri\u015f planl\u0131yor ancak karar, fiyat ve g\u00fcven s\u00fczgecinden ge\u00e7iyor. T\u00fcrkiye, yapay zek\u00e2 kullan\u0131m\u0131n\u0131 Avrupa’ya k\u0131yasla daha h\u0131zl\u0131 benimsiyor. Harcama plan\u0131 Avrupa’da 268 Euro, T\u00fcrkiye ise 320 Euro d\u00fczeyinde. Kat\u0131l\u0131mc\u0131lar\u0131n %43’\u00fc taksitli al\u0131\u015fveri\u015f yapmay\u0131 planl\u0131yor.<\/strong><\/span><\/p>

PwC\u2019nin bu y\u0131l ikinci kez yay\u0131mlad\u0131\u011f\u0131 \u201cEfsane Cuma Dosyas\u0131 2025\u201d ara\u015ft\u0131rmas\u0131, T\u00fcrkiye\u2019deki t\u00fcketicilerin %87\u2019sinin kas\u0131m ay\u0131 indirim d\u00f6nemlerinde al\u0131\u015fveri\u015f yapmay\u0131 planlad\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Kat\u0131l\u0131mc\u0131lar\u0131n b\u00fcy\u00fck b\u00f6l\u00fcm\u00fc fiyat avantaj\u0131 kadar markaya duyulan g\u00fcveni de karar s\u00fcrecinde belirleyici g\u00f6r\u00fcyor. T\u00fcrkiye\u2019de t\u00fcketiciler, Avrupa ortalamas\u0131n\u0131n \u00fczerinde bir harcama e\u011filimiyle ortalama 320 Euro harcamay\u0131 planl\u0131yor.<\/p>

Giyim ve Elektronik \u0130lk S\u0131rada<\/strong>
T\u00fcrkiye\u2019de yeti\u015fkin giyim (%52), elektronik (%36) ve \u00e7ocuk giyim (%30) en \u00e7ok tercih edilen kategoriler olarak \u00f6ne \u00e7\u0131k\u0131yor. Ayr\u0131ca t\u00fcketicilerin %82\u2019si kas\u0131m indirimlerinde yeni y\u0131l hediyelerinin tamam\u0131n\u0131 veya bir k\u0131sm\u0131n\u0131 almay\u0131 planl\u0131yor.<\/p>

Sadakat ve G\u00fcven \u00d6ne \u00c7\u0131k\u0131yor<\/strong>
Ara\u015ft\u0131rmaya g\u00f6re, t\u00fcketicilerin %53\u2019\u00fc ge\u00e7ti\u011fimiz y\u0131l ilk kez al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131 markadan bu y\u0131l tekrar al\u0131\u015fveri\u015f yapmay\u0131 planl\u0131yor. Bu oran, Avrupa ortalamas\u0131n\u0131n olduk\u00e7a \u00fczerinde bir sadakat g\u00f6stergesi olarak de\u011ferlendiriliyor. PwC T\u00fcrkiye Orta\u011f\u0131 Cihan Harman, \u201cEfsane Cuma art\u0131k yaln\u0131zca indirim de\u011fil, g\u00fcven, de\u011fer ve s\u00fcrd\u00fcr\u00fclebilirlik ekseninde yeniden \u015fekillenen bir t\u00fcketim k\u00fclt\u00fcr\u00fcn\u00fcn yans\u0131mas\u0131\u201d ifadesini kulland\u0131.
Ara\u015ft\u0131rma, sosyal medya ve fenomen etkisinin y\u00fckseldi\u011fini, T\u00fcrkiye\u2019de kat\u0131l\u0131mc\u0131lar\u0131n %31\u2019inin sosyal medya reklamlar\u0131n\u0131 takip etti\u011fini ortaya koyuyor. Ayr\u0131ca, yapay zek\u00e2 destekli al\u0131\u015fveri\u015f ara\u00e7lar\u0131n\u0131n T\u00fcrkiye\u2019de Avrupa\u2019dan daha h\u0131zl\u0131 benimsendi\u011fi belirtiliyor (%13\u2019e kar\u015f\u0131 %9).<\/p>

Operasyonel M\u00fckemmellik ve Stok Y\u00f6netimi Kritik<\/strong>
Kat\u0131l\u0131mc\u0131lar\u0131n %26\u2019s\u0131 stok eksikli\u011fini al\u0131\u015fveri\u015f deneyimini olumsuz etkileyen ba\u015fl\u0131ca unsur olarak de\u011ferlendiriyor. Raporda, markalar\u0131n k\u0131sa vadede operasyonel m\u00fckemmeliyete, uzun vadede ise g\u00fcven in\u015fas\u0131na odaklanmas\u0131n\u0131n rekabet avantaj\u0131 yarataca\u011f\u0131 vurgulan\u0131yor.<\/p>

Ara\u015ft\u0131rman\u0131n \u00f6ne \u00e7\u0131kan bulgular\u0131 \u015f\u00f6yle:<\/strong>
\u2022 T\u00fcrkiye’deki t\u00fcketicilerin %87’si indirim d\u00f6nemlerinde al\u0131\u015fveri\u015f planl\u0131yor; ancak karar fiyat ve g\u00fcven s\u00fczgecinden ge\u00e7iyor. (2024> %85)
\u2022 T\u00fcrkiye’de t\u00fcketicilerin %53’\u00fc bu d\u00f6nemde ilk defa al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131 markadan tekrar al\u0131\u015fveri\u015f yapmaya olumlu bak\u0131yor. Bu d\u00f6nem, m\u00fc\u015fteri sadakati i\u00e7in de \u00f6nemli bir temas noktas\u0131.
\u2022 T\u00fcrkiye’de t\u00fcketicilerin %31’i sosyal medya ak\u0131\u015f\u0131ndaki reklamlar\u0131 takip ettiklerini s\u00f6yl\u00fcyor. (2024> %16)
\u2022 T\u00fcrkiye, al\u0131\u015fveri\u015f i\u00e7in yapay zek\u00e2 kullan\u0131m\u0131n\u0131 Avrupa’ya k\u0131yasla daha h\u0131zl\u0131 benimsiyor. Bu oran T\u00fcrkiye’de %13 Avrupa’da %9 olarak g\u00f6r\u00fcl\u00fcyor.
\u2022 Stok eksikli\u011fi, %26 ile T\u00fcrkiye’de al\u0131\u015fveri\u015f deneyimini en olumsuz etkileyen fakt\u00f6rler aras\u0131nda \u00f6ne \u00e7\u0131k\u0131yor; k\u0131sa vadede operasyonel m\u00fckemmeliyet ve uzun vadede ise g\u00fcven in\u015fas\u0131 rekabet avantaj\u0131 sa\u011flayacak. (2024> %28)
\u2022 T\u00fcketicilerin %23’\u00fc indirim d\u00f6nemlerinde, ger\u00e7ek f\u0131rsat yakalad\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnm\u00fcyor. Bu durum indirim d\u00f6nemlerine y\u00f6nelik g\u00fcven eksi\u011fini ortaya koyuyor.
\u2022 T\u00fcrkiye’de Yeti\u015fkin giyim (%52), elektronik\/teknoloji (%36) ve \u00e7ocuk giyim (%30) \u00f6ne \u00e7\u0131kan kategoriler.
\u2022 T\u00fcrkiye’deki t\u00fcketicilerin %82’si Efsane Cuma \/ Kas\u0131m ay\u0131 indirimlerinde yeni y\u0131l hediyelerinin t\u00fcm\u00fcn\u00fc veya bir k\u0131sm\u0131n\u0131 almay\u0131 planl\u0131yor.<\/p>

Raporun tamam\u0131 i\u00e7in t\u0131klay\u0131n\u0131z.<\/a><\/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":"

PwC’nin ‘Efsane Cuma Dosyas\u0131 2025’ ara\u015ft\u0131rmas\u0131, Kas\u0131m ay\u0131 indirim d\u00f6nemindeki en yeni trendlere ve d\u00f6n\u00fc\u015fen t\u00fcketici davran\u0131\u015flar\u0131na \u0131\u015f\u0131k tutuyor. Ara\u015ft\u0131rmaya g\u00f6re t\u00fcketicilerin %87’si Efsane Cuma indirim d\u00f6nemlerinde al\u0131\u015fveri\u015f planl\u0131yor ancak karar, fiyat ve g\u00fcven s\u00fczgecinden ge\u00e7iyor. T\u00fcrkiye, yapay zek\u00e2 kullan\u0131m\u0131n\u0131 Avrupa’ya k\u0131yasla daha h\u0131zl\u0131 benimsiyor. Harcama plan\u0131 Avrupa’da 268 Euro, T\u00fcrkiye ise 320 Euro d\u00fczeyinde. […]<\/p>\n","protected":false},"author":2,"featured_media":4313,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-4312","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\/4312","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=4312"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/4312\/revisions"}],"predecessor-version":[{"id":4318,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/4312\/revisions\/4318"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/4313"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4312"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4312"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4312"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}