{"id":3969,"date":"2017-04-11T22:18:43","date_gmt":"2017-04-11T19:18:43","guid":{"rendered":"https:\/\/test1.xsights.co.uk\/?p=3969"},"modified":"2023-04-27T14:08:17","modified_gmt":"2023-04-27T11:08:17","slug":"markalarin-efendisi-cocuklar","status":"publish","type":"post","link":"https:\/\/www.xsights.co.uk\/tr\/markalarin-efendisi-cocuklar\/","title":{"rendered":"Markalar\u0131n Efendisi \u00c7ocuklar"},"content":{"rendered":"\n

The Brand Age 23 Nisan Ulusal Egemenlik ve \u00c7ocuk Bayram\u0131 i\u00e7in 6-12 ya\u015f aras\u0131 \u00e7ocuk sahibi anneler nezdinde \u00e7ocuk marka alg\u0131s\u0131n\u0131 \u00f6l\u00e7\u00fcmlemek amac\u0131yla ger\u00e7ekle\u015ftirdi\u011fimiz \u201c\u00c7ocuk Marka Alg\u0131 Ara\u015ft\u0131rmas\u0131\u201d The Brand Age’in Nisan say\u0131s\u0131nda Markalar\u0131n Efendisi \u00c7ocuklar ba\u015fl\u0131\u011f\u0131yla yay\u0131mland\u0131.<\/p>\n\n\n\n

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1. Y\u00f6ntem ve Ama\u00e7<\/p>\n\n\n\n

The Brand Age 23 Nisan Ulusal Egemenlik ve \u00c7ocuk Bayram\u0131 i\u00e7in 6-12 ya\u015f aras\u0131 \u00e7ocuk sahibi anneler nezdinde \u00e7ocuk marka alg\u0131s\u0131n\u0131 \u00f6l\u00e7\u00fcmlemek amac\u0131yla Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k taraf\u0131ndan 8- 10 Mart 2017 tarihleri aras\u0131nda CATI (Bilgisayar Destekli Telefon G\u00f6r\u00fc\u015fmesi) ara\u015ft\u0131rma y\u00f6ntemiyle \u201c\u00c7ocuk Marka Alg\u0131 Ara\u015ft\u0131rmas\u0131\u201d ger\u00e7ekle\u015ftirilmi\u015ftir. \u201c\u00c7ocuk Marka Alg\u0131 Ara\u015ft\u0131rmas\u0131\u201d saha s\u00fcresi i\u00e7erisinde T\u00fcrkiye temsili IBSS-1 kapsam\u0131nda yer alan 12 ilde ikamet eden toplam 400 anne kat\u0131lm\u0131\u015ft\u0131r. \u00a0\u201c\u00c7ocuk Marka Alg\u0131 Ara\u015ft\u0131rmas\u0131\u201d saha s\u00fcresi i\u00e7erisinde T\u00fcrkiye temsili IBSS-1 kapsam\u0131nda yer alan 12 ilde ikamet eden toplam 400 anne kat\u0131lm\u0131\u015ft\u0131r.<\/p>\n\n\n\n

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2. Bulgular<\/p>\n\n\n\n

Kat\u0131l\u0131mc\u0131 Bilgileri: Kat\u0131l\u0131mc\u0131lar\u0131n 6-12 ya\u015f aras\u0131 \u00e7ocuk sahibi annelerdir. Kat\u0131l\u0131mc\u0131lar\u0131n %13\u2019\u00fc AB, %22\u2019si C1, %29\u2019u C2 SES ve %36\u2019s\u0131 DE SES grubu mensubudur. Ya\u015f ortalamas\u0131 38,3 olan ve ortalama iki \u00e7ocuk sahibi annelerdir. Kat\u0131l\u0131mc\u0131 annelerin yakla\u015f\u0131k %70\u2019i tam zamanl\u0131 bir i\u015fte \u00e7al\u0131\u015fmamaktad\u0131r.<\/p>\n\n\n\n

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\u00c7ocuklar\u0131n Markalara Kar\u015f\u0131 Tutumlar\u0131n\u0131n % 44 \u2018 \u00fc Annelerinin Markalara Kar\u015f\u0131 Tutumlar\u0131 ile A\u00e7\u0131klanabiliyor.<\/p>\n\n\n\n

Annelerin % 22\u2019 si markalar aras\u0131nda fark g\u00f6zetmedi\u011fini belirtirken, % 37\u2019 si baz\u0131 markalar\u0131 \u00e7ok severim ama di\u011ferlerini de reddetmem demektedir, % 26\u2019 s\u0131 hem \u00e7ok sevdi\u011fim hem de reddetti\u011fim markalar vard\u0131r ifadesine kat\u0131lmaktad\u0131r. Annelerin % 15\u2019 i ise marka \u2018 konusunda \u00e7ok se\u00e7iciyimdir, sadece sevdi\u011fim markalarda \u0131srar ederim\u2019 ifadesini kendilerine daha yak\u0131n g\u00f6rmektedir. Annelere, \u00e7ocuklar\u0131n\u0131n markalara kar\u015f\u0131 tutumu ayn\u0131 ifadelerle sorulmu\u015f ve anne ile \u00e7ocuk verileri aras\u0131nda anlaml\u0131 pozitif bir ili\u015fki oldu\u011fu g\u00f6zlemlenmi\u015ftir. \u00c7ocuklar\u0131n markalara kar\u015f\u0131 tutumlar\u0131n\u0131n % 44 \u2018\u00fc annelerinin tutumlar\u0131na g\u00f6re belirlenirken, % 56\u2019 s\u0131 di\u011fer fakt\u00f6rlere g\u00f6re de\u011fi\u015fkenlik g\u00f6stermektedir.<\/p>\n\n\n\n

\u00c7ocuklar i\u00e7in Reklamlar, Anneler i\u00e7in Fiyat Marka Tercihini Ekilemekte<\/p>\n\n\n\n

Annelere marka se\u00e7imini nelerin etkiledi\u011fi soruldu\u011funda ise anneler \u00e7ocuklar\u0131n\u0131n marka tercihinde en etkili olan fakt\u00f6r\u00fcn \u201cReklamlar (%58)\u201d oldu\u011funu kendilerinin ise \u201cFiyata\u201d g\u00f6re marka tercihi yapt\u0131\u011f\u0131n\u0131 belirtmektedir (%53). Hem \u00e7ocuklar\u0131n hem de annelerin marka tercihini etkileyen ikinci \u00f6nemli unsur ise arkada\u015flar, sosyal \u00e7evredir (\u00c7:%49,A:%46). Annelerin \u00e7evre ve sosyal sorumluluk hassasiyetlerinin \u00f6nceki ara\u015ft\u0131rmalara g\u00f6re artt\u0131\u011f\u0131 g\u00f6zlenmektedir.<\/p>\n\n\n\n

G\u00f6n\u00fclleri Fetheden Markalar<\/p>\n\n\n\n

T\u00fcm bu fakt\u00f6rlerin etkisinde, annelere g\u00f6re \u00e7ocuklar\u0131n\u0131n en fazla sevdi\u011fi markalar aras\u0131nda;LC Waikiki (%36), Adidas (%11) ve \u00dclker (%9) \u00f6n plana \u00e7\u0131kmaktad\u0131r. Annelerin en fazla sevdi\u011fi ilk \u00fc\u00e7 marka ise \u00dclker (%19), Adidas (%12) ve Nike (%11,3)\u2019t\u0131r. \u00c7ocuklar\u0131n ve annelerinin en sevdi\u011fi marka uyumuna bak\u0131ld\u0131\u011f\u0131nda, annelere gore, \u00e7ocuklar\u0131n %20\u2019sinin anneleriyle ayn\u0131 markay\u0131 en \u00e7ok sevdi\u011fi marka olarak benimsedikleri g\u00f6zlemlenmektedir. Adidas anne ve \u00e7ocuk marka uyumunda %6\u2019l\u0131k oran\u0131yla anne-\u00e7ocuk sevgisini ayn\u0131 anda kazanm\u0131\u015f en ba\u015far\u0131l\u0131 marka olarak ortaya \u00e7\u0131kmaktad\u0131r.<\/p>\n\n\n\n

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Kategori Bazl\u0131 En Sevilen Markalar<\/p>\n\n\n\n

Kat\u0131l\u0131mc\u0131larla 20 kategori bazl\u0131 yapt\u0131\u011f\u0131m\u0131z anne-\u00e7ocuk sevdi\u011fi marka sorgulamas\u0131nda;<\/p>\n\n\n\n

Dondurma kategorisinin anne ve \u00e7ocuklar\u0131 taraf\u0131ndan sevilen ilk \u00fc\u00e7 marka paralellik g\u00f6stermektedir. Marka s\u0131ralamas\u0131na bak\u0131ld\u0131\u011f\u0131n Algida (\u00c7:%82, A:%85), Golf (\u00c7:%10,A: %13) ve Panda (\u00c7:%8,A:%3)\u2019d\u0131r. Panda markas\u0131 gen\u00e7(%21) ve C1 SES mensubu(%18) annelerin \u00e7ocuklar\u0131 taraf\u0131ndan anlaml\u0131 olarak daha fazla sevilmektedir.<\/p>\n\n\n\n

Cips kategorisinde anne ve \u00e7ocuklar\u0131 taraf\u0131ndan sevilen markalara bak\u0131ld\u0131\u011f\u0131nda ilk \u00fc\u00e7 marka de\u011fi\u015fmemekle beraber s\u0131ralamada farkl\u0131l\u0131klar g\u00f6zlenmektedir. Doritos (%69) \u00e7ocuklar\u0131n en sevdi\u011fi cips markas\u0131 iken annelerin en sevdi\u011fi cips markas\u0131 ise Lays\u2019tir (%66). <\/p>\n\n\n\n

\u00c7ikolata kategorisinin \u00e7ocuklar taraf\u0131ndan en sevilen ilk \u00fc\u00e7 markas\u0131; \u00dclker (%68), Nestle (%8) ve Eti (%7)\u2019dir. Bu kategori de annelerin nezdinde \u00f6ne \u00e7\u0131kan il \u00fc\u00e7 marka ; \u00dclker (%63), Nutella (%13) ve Eti (%9)\u2019dir.<\/p>\n\n\n\n

Kek kategorisinin sevilen ilk \u00fc\u00e7 markas\u0131; Dankek(\u00c7:59,A:%6), \u00dclker (\u00c7:%20, A:%75) ve Eti(\u00c7:%14, A:%10)\u2019dir. SES grubu farkl\u0131l\u0131klar\u0131na bak\u0131ld\u0131\u011f\u0131nda Eti markas\u0131 AB SES grubu mensubu \u00e7ocuklar taraf\u0131ndan en fazla sevilen kek markas\u0131d\u0131r(%37).<\/p>\n\n\n\n

Kraker kategorisinin \u00e7ocuklar taraf\u0131ndan en sevilen ilk \u00fc\u00e7 markas\u0131; \u00dclker (%80), Eti(%14) ve \u00c7ubuk Kraker(%4)\u2019dir.Bu kategoride anneler taraf\u0131ndan en sevilen ilk \u00fc\u00e7 markas\u0131; \u00dclker (%79), Eti (%17) ve Torku (%4)\u2019dur.<\/p>\n\n\n\n

Sak\u0131z kategorisinin sevilen ilk \u00fc\u00e7 markas\u0131; Fal\u0131m (\u00c7:70,A:%82), Vivident (\u00c7:%12, A:%8) ve First(\u00c7:%6, A:%6)\u2019t\u00fcr. Vivident gen\u00e7 (%26) ve \u00e7al\u0131\u015fan(%7) annelerin \u00e7ocuklar\u0131 taraf\u0131ndan anlaml\u0131 d\u00fczeyde daha fazla sevilmektedir.<\/p>\n\n\n\n

\u015eekerleme kategorisinin \u00e7ocuklar taraf\u0131ndan en sevilen ilk \u00fc\u00e7 markas\u0131; \u00dclker (%78), Topitop(%5) ve Eti (%4,5) iken anneler taraf\u0131ndan en sevilen ilk \u00fc\u00e7 marka ise; \u00dclker (%86), Kent (%4) ve Eti(%3)\u2019dir.<\/p>\n\n\n\n

S\u00fct kategorisinin sevilen ilk \u00fc\u00e7 markas\u0131; P\u0131nar (\u00c7:30,A:%27), S\u00fcta\u015f(\u00c7:%26, A:%29) ve SEK (\u00c7:%24, A:%23)\u2019tir. Al\u0131\u015fveri\u015fte \u00e7ocu\u011funun marka tercihinden etkilendi\u011fini belirten annelerin (%35), etkilenmeyen annelere(%19) g\u00f6re daha fazla P\u0131nar s\u00fct\u00fc sevdi\u011fini belirtmektedir.<\/p>\n\n\n\n

Yo\u011furt kategorisinin sevilen ilk \u00fc\u00e7 markas\u0131; S\u00fcta\u015f(\u00c7:%27, A:%29), P\u0131nar (\u00c7:22,A:%47) ve SEK (\u00c7:%18, A:%11)\u2019tir.<\/p>\n\n\n\n

Bal kategorisinde hem anne hem de \u00e7ocuklar\u0131 nezdinde \u00f6ne \u00e7\u0131kan marka Balparmak\u2019t\u0131r (\u00c7:%96, A:%97).<\/p>\n\n\n\n

S\u00fcpermarket kategorisinin sevilen ilk \u00fc\u00e7 markas\u0131; Migros (\u00c7:35,A:%35), Carrefour(\u00c7:%33, A:%33) ve<\/p>\n\n\n\n

\u015eok (\u00c7:%16, A:%16)\u2019tur.<\/p>\n\n\n\n

Giyim kategorisinin \u00e7ocuklar taraf\u0131ndan en sevilen ilk \u00fc\u00e7 markas\u0131; LC Waikiki (%47), Koton (%14) ve<\/p>\n\n\n\n

Adidas (%13)\u2019t\u0131r. Koton markas\u0131 daha fazla gen\u00e7 annelerin \u00e7ocuklar\u0131na hitap etmektedir.Giyim kategorisinin anneler taraf\u0131ndan en sevilen ilk \u00fc\u00e7 markas\u0131; Adidas (%41), DeFacto(%20) ve H&M(%12)\u2019dir.<\/p>\n\n\n\n

K\u0131rtasiye kategorisinin hem anneler hem de \u00e7ocuklar nezdinde sevilen ilk \u00fc\u00e7 markas\u0131; NT (\u00c7:13,A:%22), Faber Castell(\u00c7:%9, A:%11) ve D&R (\u00c7:%4, A:%19)\u2019d\u0131r.<\/p>\n\n\n\n

Oyuncak kategorisinin \u00e7ocuklar taraf\u0131ndan en sevilen ilk \u00fc\u00e7 markas\u0131; Toyzz Shop (%16), Barbie(%5) ve Marvel(%4,8) iken anneler taraf\u0131ndan en sevilen ilk \u00fc\u00e7 marka ise; Toyzz Shop (%8), Disney (%2) ve Marvel (%1)\u2019dir.<\/p>\n\n\n\n

Mobilya kategorisinin \u00e7ocuklar taraf\u0131ndan en sevilen ilk \u00fc\u00e7 markas\u0131; Ko\u00e7ta\u015f (%8), \u00c7ilek (%7) ve IKEA (%6) iken anneler taraf\u0131ndan en sevilen ilk \u00fc\u00e7 marka ise; \u0130stikbal (%36), IKEA (%17) ve Bellona (%13)\u2019d\u0131r.<\/p>\n\n\n\n

Beyaz E\u015fya kategorisinin en sevilen ilk \u00fc\u00e7 markas\u0131; Ar\u00e7elik (\u00c7:%11, A:%26), Vestel (\u00c7:%8,A:%22) ve Samsung (\u00c7:%7,5; A:%30)\u2019tur.<\/p>\n\n\n\n

Cep telefonu kategorisinin en sevilen ilk \u00fc\u00e7 markas\u0131; Samsung(\u00c7:%51;A:%61), \u0130Phone (\u00c7:%38; A:%33) ve LG(\u00c7:%4; A:%4)\u2019dir.<\/p>\n\n\n\n

Banka kategorisinde \u00e7ocuklar nezdinde markala\u015fman\u0131n olu\u015fmad\u0131\u011f\u0131 g\u00f6zlenmektedir. Annelerin en sevdi\u011fi banka ise Garanti\u2019dir(%25).<\/p>\n\n\n\n

Havayollar\u0131 \u015firketlerinden \u00e7ocuklar\u0131n en sevdi\u011fi marka %71 oran\u0131yla Anadolujet iken annelerin en sevdi\u011fi marka ise %72 oran\u0131yla T\u00fcrk Hava Yollar\u0131\u2019d\u0131r.<\/p>\n\n\n\n

Tatil destinasyon markalar\u0131 aras\u0131nda hem anne hem de \u00e7ocuklar taraf\u0131ndan en sevilen marka Ets turdur (\u00c7:%13;A:%75).<\/p>\n\n\n\n

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Kategori Bazl\u0131 Anne-\u00c7ocuk Sevilen Marka Uyumu<\/p>\n\n\n\n

Annelerin ve \u00e7ocuklar\u0131n\u0131n \u00f6zellikle s\u00fcpermarket, bal ve giyim kategorilerinde ayn\u0131 markay\u0131 sevme oranlar\u0131 y\u00fcksekken; banka, mobilya, tatil destinasyon, beyaz e\u015fya ve havayollar\u0131 kategorilerinde ayn\u0131 markalar\u0131 sevme uyumu d\u00fc\u015fmektedir.<\/p>\n\n\n\n

Olgun Anneler \u00c7ocuklar\u0131n\u0131 Daha \u00c7ok Dinliyor!<\/p>\n\n\n\n

Annelerin %66\u2019s\u0131 genel olarak \u00e7ocuklar\u0131n\u0131n tercihlerinin sat\u0131n alma kararlar\u0131 \u00fczerinde etkili oldu\u011funu belirtmektedir. K\u0131rsal b\u00f6lgede ya\u015fayan ve 40 ya\u015f \u00fczeri annelerin etkilenme ortalama skoru anlaml\u0131 olarak daha y\u00fcksek iken gen\u00e7 annelerin ise \u00e7ocuklar\u0131ndan etkilenme oran\u0131 (%42) anlaml\u0131 olarak daha d\u00fc\u015f\u00fckt\u00fcr. AB SES mensubu annelerin \u00e7ocuklar\u0131n\u0131n tercihinden etkilenme oran\u0131 (%85) anlaml\u0131 d\u00fczeyde daha y\u00fcksek iken, C1 SES mensubu annelerin ise etkilenmeme oran\u0131 (%27) anlaml\u0131 d\u00fczeyde daha y\u00fcksektir. Refah seviyesi artt\u0131k\u00e7a annelerin \u00e7ocuklar\u0131n\u0131n marka tercihlerinden etkilenme oranlar\u0131 artmakta, \u00fcr\u00fcn\u00fcn fiyat\u0131 artt\u0131k\u00e7a ise annelerin etkilenme oran\u0131 azalmaktad\u0131r.<\/p>\n\n\n\n

Kek ve \u00c7ikolatada \u00c7ocuklar Kral<\/p>\n\n\n\n

Her 10 anneden yakla\u015f\u0131k sekizi ( % 75) \u00fcr\u00fcn al\u0131\u015fveri\u015finde \u00e7ocuklar\u0131n\u0131n tercihlerinden etkilenmektedir. Bu etkilenme k\u0131rsal b\u00f6lgede ya\u015fayan annelerde daha fazlad\u0131r. Ortalama etkilenme oran\u0131n\u0131n en y\u00fcksek oldu\u011fu kategoriler kek (%56) ve \u00e7ikolatad\u0131r (%55). \u00c7ocuklar\u0131n sat\u0131n almada en az etkisi oldu\u011fu kategoriler ise beyaz e\u015fya(%27) ve mobilyad\u0131r (%30). \u00dcr\u00fcn fiyat\u0131 artt\u0131k\u00e7a, \u00e7ocuklar\u0131n etkisi azalmaktad\u0131r. <\/p>\n","protected":false},"excerpt":{"rendered":"

The Brand Age 23 Nisan Ulusal Egemenlik ve \u00c7ocuk Bayram\u0131 i\u00e7in 6-12 ya\u015f aras\u0131 \u00e7ocuk sahibi anneler nezdinde \u00e7ocuk marka alg\u0131s\u0131n\u0131 \u00f6l\u00e7\u00fcmlemek amac\u0131yla ger\u00e7ekle\u015ftirdi\u011fimiz \u201c\u00c7ocuk Marka Alg\u0131 Ara\u015ft\u0131rmas\u0131\u201d The Brand Age’in Nisan say\u0131s\u0131nda Markalar\u0131n Efendisi \u00c7ocuklar ba\u015fl\u0131\u011f\u0131yla yay\u0131mland\u0131. 1. Y\u00f6ntem ve Ama\u00e7 The Brand Age 23 Nisan Ulusal Egemenlik ve \u00c7ocuk Bayram\u0131 i\u00e7in 6-12 ya\u015f […]<\/p>\n","protected":false},"author":5,"featured_media":2696,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[133],"tags":[],"class_list":["post-3969","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-one-cikanlar"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts\/3969","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/comments?post=3969"}],"version-history":[{"count":0,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts\/3969\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/media\/2696"}],"wp:attachment":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/media?parent=3969"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/categories?post=3969"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/tags?post=3969"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}