{"id":4335,"date":"2025-12-22T12:20:24","date_gmt":"2025-12-22T12:20:24","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=4335"},"modified":"2025-12-22T12:22:30","modified_gmt":"2025-12-22T12:22:30","slug":"kasim-indirimleri-ayni-tuketici-davranislari-farkli","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=4335","title":{"rendered":"Kas\u0131m \u0130ndirimleri Ayn\u0131, T\u00fcketici Davran\u0131\u015flar\u0131 Farkl\u0131"},"content":{"rendered":"\t\t
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TeklifimGelsin b\u00fcnyesinde faaliyet g\u00f6steren ara\u015ft\u0131rma \u015firketi DORinsight taraf\u0131ndan ger\u00e7ekle\u015ftirilen Kas\u0131m \u0130ndirimleri Ara\u015ft\u0131rmas\u0131, indirim d\u00f6nemlerinin t\u00fcketici nezdinde h\u00e2l\u00e2 g\u00fc\u00e7l\u00fc bir ilgi g\u00f6rd\u00fc\u011f\u00fcn\u00fc ancak karar alma s\u00fcre\u00e7lerinin belirgin bi\u00e7imde rasyonelle\u015fti\u011fini ortaya koyuyor. T\u00fcrkiye genelinde bin ki\u015fiyle yap\u0131lan ara\u015ft\u0131rma, t\u00fcketicilerin plans\u0131z ve duygusal al\u0131\u015fveri\u015ften uzakla\u015farak daha analitik, kar\u015f\u0131la\u015ft\u0131rmaya dayal\u0131 bir tutum benimsedi\u011fini g\u00f6steriyor.<\/strong><\/span><\/p>

Planl\u0131 ve Temkinli T\u00fcketici Profili G\u00fc\u00e7leniyor<\/strong>
Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re kat\u0131l\u0131mc\u0131lar\u0131n %68\u2019i kendini \u201cplanl\u0131 d\u00fc\u015f\u00fcnen\u201d bir t\u00fcketici olarak tan\u0131ml\u0131yor. \u0130ndirimle kar\u015f\u0131la\u015fan her d\u00f6rt ki\u015fiden biri, \u00fcr\u00fcn\u00fc sepete eklemeden \u00f6nce fiyat ge\u00e7mi\u015fini kontrol ediyor. Bu bulgu, indirim alg\u0131s\u0131n\u0131n tek ba\u015f\u0131na sat\u0131n alma karar\u0131n\u0131 tetiklemedi\u011fini; \u015feffafl\u0131k ve ger\u00e7ek tasarruf beklentisinin \u00f6ne \u00e7\u0131kt\u0131\u011f\u0131n\u0131 g\u00f6steriyor.
Kat\u0131l\u0131mc\u0131lar\u0131n %95\u2019i kas\u0131m indirim d\u00f6nemlerinden haberdar oldu\u011funu belirtirken, %70\u2019i bu d\u00f6nemde al\u0131\u015fveri\u015f yapmay\u0131 kesin olarak planlad\u0131\u011f\u0131n\u0131 ifade ediyor. Al\u0131\u015fveri\u015f yap\u0131lmas\u0131 planlanan ba\u015fl\u0131ca kategoriler giyim, ki\u015fisel bak\u0131m ve teknoloji olurken, kat\u0131l\u0131mc\u0131lar\u0131n %40\u2019\u0131 bu d\u00f6nemde 3.000-10.000 TL aral\u0131\u011f\u0131nda harcama yapmay\u0131 \u00f6ng\u00f6r\u00fcyor.<\/p>

Duygusal Sat\u0131n Alma Yerini Analize B\u0131rak\u0131yor<\/strong>
Ara\u015ft\u0131rmaya g\u00f6re, indirim g\u00f6rd\u00fc\u011f\u00fcnde \u201cka\u00e7maz bir f\u0131rsat\u201d diyerek an\u0131nda sat\u0131n alma yapan t\u00fcketicilerin oran\u0131 yaln\u0131zca %13. Buna kar\u015f\u0131l\u0131k %87\u2019lik kesim; fiyat ge\u00e7mi\u015fi kontrol\u00fc, \u00fcr\u00fcn\u00fc favorilere ekleyip bekleme veya \u00e7evresinden g\u00f6r\u00fc\u015f alma gibi ad\u0131mlar at\u0131yor. Kat\u0131l\u0131mc\u0131lar\u0131n %25\u2019i indirim d\u00f6neminde kendini \u201cheyecanl\u0131\u201d ya da \u201cstresli\u201d de\u011fil, \u201cd\u00fc\u015f\u00fcnceli ve analitik\u201d olarak tan\u0131ml\u0131yor.
T\u00fcketicilerin al\u0131\u015fveri\u015f motivasyonlar\u0131nda da belirgin bir d\u00f6n\u00fc\u015f\u00fcm g\u00f6zlemleniyor. Kat\u0131l\u0131mc\u0131lar\u0131n %39\u2019u bu d\u00f6nemde al\u0131\u015fveri\u015fi, yeni \u00fcr\u00fcn ke\u015ffi ya da keyifli bir aktivite olarak de\u011fil, \u201c\u00f6nceden planlanan ihtiya\u00e7lar\u0131 daha uygun fiyata almak\u201d amac\u0131yla yapt\u0131\u011f\u0131n\u0131 belirtiyor.<\/p>

Z Ku\u015fa\u011f\u0131 Erkekler D\u00fcrt\u00fcsel Al\u0131\u015fveri\u015fte Ayr\u0131\u015f\u0131yor<\/strong>
Genel tabloda planl\u0131 al\u0131\u015fveri\u015f e\u011filimi \u00f6ne \u00e7\u0131ksa da baz\u0131 demografik gruplar bu e\u011filimden ayr\u0131\u015f\u0131yor. \u00d6zellikle 18-24 ya\u015f aras\u0131, d\u00fc\u015f\u00fck gelir grubundaki erkek t\u00fcketiciler, indirim d\u00f6nemlerinde daha h\u0131zl\u0131 ve d\u00fcrt\u00fcsel kararlar al\u0131yor. Bu grubun %36,6\u2019s\u0131 banka kampanyalar\u0131ndan \u201c\u00e7ok etkilendi\u011fini\u201d belirtirken, \u201cindirimi g\u00f6r\u00fcr g\u00f6rmez sat\u0131n al\u0131r\u0131m\u201d diyenlerin oran\u0131 %29,3 ile genel ortalaman\u0131n yakla\u015f\u0131k iki kat\u0131na \u00e7\u0131k\u0131yor.<\/p>

Kad\u0131nlar ve \u00dcst Gelir Grubu: En Zor \u0130kna Edilen Segment<\/strong>
Ara\u015ft\u0131rma, 25-34 ya\u015f aras\u0131, \u00fcst gelir grubundaki (AB) kad\u0131n t\u00fcketicilerin markalar a\u00e7\u0131s\u0131ndan en zor ikna edilen kitle oldu\u011funu g\u00f6steriyor. Bu segmentte hem planl\u0131 al\u0131\u015fveri\u015f e\u011filimi y\u00fcksek hem de sunulan kampanyalar\u0131 \u201cyetersiz\u201d bulanlar\u0131n oran\u0131 dikkat \u00e7ekici seviyede (%34). \u201cSadece ihtiyac\u0131m varsa al\u0131r\u0131m\u201d yakla\u015f\u0131m\u0131, bu grubun promosyonlara kar\u015f\u0131 daha se\u00e7ici davrand\u0131\u011f\u0131n\u0131 ortaya koyuyor.<\/p>

Cinsiyete G\u00f6re Kategori ve Davran\u0131\u015f Farkl\u0131l\u0131klar\u0131<\/strong>
Al\u0131\u015fveri\u015f tercihleri cinsiyet baz\u0131nda da net bi\u00e7imde ayr\u0131\u015f\u0131yor. Kad\u0131nlar en \u00e7ok moda\/giyim (%33) ve kozmetik (%20) kategorilerine y\u00f6nelirken, planl\u0131 al\u0131\u015fveri\u015f (%44) ve stok yapma (%9,3) davran\u0131\u015flar\u0131nda erkeklere k\u0131yasla daha disiplinli bir profil sergiliyor. Erkek t\u00fcketiciler ise a\u011f\u0131rl\u0131kl\u0131 olarak teknoloji\/elektronik (%30) ve moda\/giyim (%22) kategorilerini tercih ediyor; anl\u0131k f\u0131rsatlar\u0131 de\u011ferlendirme konusunda daha h\u0131zl\u0131 aksiyon al\u0131yor.<\/p>

Stok Yapma ve Gelir Seviyesi \u0130li\u015fkisi<\/strong>
\u0130ndirim d\u00f6nemlerinde g\u0131da ve temizlik gibi temel kategorilerde stok yapma davran\u0131\u015f\u0131, \u00f6zellikle alt ve orta gelir gruplar\u0131nda \u00f6ne \u00e7\u0131k\u0131yor. DE grubunda stok yapma oran\u0131 %29, C1 grubunda %27 seviyesinde. \u00dcst gelir grubu ise stoklamaktan ziyade daha se\u00e7ici ve ihtiya\u00e7 odakl\u0131 al\u0131\u015fveri\u015f yapmay\u0131 tercih ediyor.<\/p>

Banka Kampanyalar\u0131: Etkili Ama Beklentiyi Kar\u015f\u0131lam\u0131yor<\/strong>
Ara\u015ft\u0131rman\u0131n finansal boyutuna bak\u0131ld\u0131\u011f\u0131nda, banka kampanyalar\u0131n\u0131n (taksit, puan, iade) al\u0131\u015fveri\u015f kararlar\u0131n\u0131 %55 oran\u0131nda etkiledi\u011fi g\u00f6r\u00fcl\u00fcyor. Ancak t\u00fcketicilerin yakla\u015f\u0131k %70\u2019i bu kampanyalar\u0131 \u201cyetersiz\u201d veya \u201ck\u0131smen yeterli\u201d olarak de\u011ferlendiriyor. \u00d6zellikle \u00fcst gelir grubunda banka kampanyalar\u0131na y\u00f6nelik memnuniyetsizlik daha belirgin.<\/p>

Teslimat ve \u00d6deme Tercihlerinde Ayr\u0131\u015fma<\/strong>
Teslimat beklentileri de sosyo-ekonomik gruplara g\u00f6re farkl\u0131la\u015f\u0131yor. \u00dcst gelir grubu kargo h\u0131z\u0131na daha az \u00f6nem verirken, \u00fcr\u00fcn orijinalli\u011fi ve sorunsuz teslimat deneyimini \u00f6nceliklendiriyor. Orta ve alt gelir gruplar\u0131 ise g\u00fcnl\u00fck ya\u015fam pratikleri do\u011frultusunda h\u0131z fakt\u00f6r\u00fcn\u00fc daha \u00f6nemli g\u00f6r\u00fcyor.
\u00d6deme al\u0131\u015fkanl\u0131klar\u0131nda ise dijitalle\u015fmeye ra\u011fmen nakit ve kap\u0131da \u00f6deme tercihi %48 gibi y\u00fcksek bir oranda korunuyor. Bu durum, t\u00fcketicinin \u00fcr\u00fcn\u00fc g\u00f6rmeden \u00f6deme yapma konusundaki temkinli yakla\u015f\u0131m\u0131n\u0131n devam etti\u011fine i\u015faret ediyor.<\/p>

Ara\u015ft\u0131rma Metodolojisi<\/strong><\/em>
Ara\u015ft\u0131rma, DORinsight taraf\u0131ndan 17-21 Kas\u0131m tarihleri aras\u0131nda online olarak ger\u00e7ekle\u015ftirildi. T\u00fcrkiye\u2019yi temsilen ABC1C2DE sosyo-ekonomik segmentlerinden bin kat\u0131l\u0131mc\u0131n\u0131n yer ald\u0131\u011f\u0131 \u00e7al\u0131\u015fma, kas\u0131m indirim d\u00f6nemlerine y\u00f6nelik t\u00fcketici davran\u0131\u015flar\u0131n\u0131 kapsaml\u0131 bi\u00e7imde analiz ediyor.<\/em><\/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":"

TeklifimGelsin b\u00fcnyesinde faaliyet g\u00f6steren ara\u015ft\u0131rma \u015firketi DORinsight taraf\u0131ndan ger\u00e7ekle\u015ftirilen Kas\u0131m \u0130ndirimleri Ara\u015ft\u0131rmas\u0131, indirim d\u00f6nemlerinin t\u00fcketici nezdinde h\u00e2l\u00e2 g\u00fc\u00e7l\u00fc bir ilgi g\u00f6rd\u00fc\u011f\u00fcn\u00fc ancak karar alma s\u00fcre\u00e7lerinin belirgin bi\u00e7imde rasyonelle\u015fti\u011fini ortaya koyuyor. T\u00fcrkiye genelinde bin ki\u015fiyle yap\u0131lan ara\u015ft\u0131rma, t\u00fcketicilerin plans\u0131z ve duygusal al\u0131\u015fveri\u015ften uzakla\u015farak daha analitik, kar\u015f\u0131la\u015ft\u0131rmaya dayal\u0131 bir tutum benimsedi\u011fini g\u00f6steriyor. Planl\u0131 ve Temkinli T\u00fcketici Profili […]<\/p>\n","protected":false},"author":2,"featured_media":4336,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-4335","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\/4335","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=4335"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/4335\/revisions"}],"predecessor-version":[{"id":4341,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/4335\/revisions\/4341"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/4336"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4335"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4335"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}