{"id":3993,"date":"2017-04-22T22:20:57","date_gmt":"2017-04-22T19:20:57","guid":{"rendered":"https:\/\/test1.xsights.co.uk\/?p=3993"},"modified":"2023-04-27T14:07:14","modified_gmt":"2023-04-27T11:07:14","slug":"cocuklarin-tercihinde-reklamlar-ilk-sirada","status":"publish","type":"post","link":"https:\/\/www.xsights.co.uk\/tr\/cocuklarin-tercihinde-reklamlar-ilk-sirada\/","title":{"rendered":"\u00c7ocuklar\u0131n tercihinde reklamlar ilk s\u0131rada!"},"content":{"rendered":"\n

23 Nisan Ulusal Egemenlik ve \u00c7ocuk Bayram\u0131’na \u00f6zel The Brand Age dergisi ve Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k i\u015fbirli\u011fiyle yap\u0131lan \u201c\u00c7ocuk Marka Alg\u0131 Ara\u015ft\u0131rmas\u0131\u201d D\u00fcnya Gazetesi’ne man\u015fet oldu.<\/p>\n\n\n\n

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23 Nisan Ulusal Egemenlik ve \u00c7ocuk Bayram\u0131\u2019na \u00f6zel \u2018The Brand Age Dergisi\u2019 ve \u2018Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k\u2019 i\u015fbirli\u011fi ile yap\u0131lan \u201c\u00c7ocuk D\u00fcnyas\u0131nda Markalar Alg\u0131 Ara\u015ft\u0131rmas\u0131\u201d sonu\u00e7lar\u0131na g\u00f6re \u00e7ocuklar\u0131n marka tercihini s\u0131ras\u0131yla reklamlar, sosyal \u00e7evre ve arkada\u015f belirliyor.<\/p>\n\n\n\n

Ara\u015ft\u0131rmaya g\u00f6re, \u00e7ocuklar marka tercihlerinde en \u00e7ok reklamlardan (%58) etkileniyor. Reklamlar\u0131 s\u0131ras\u0131yla sosyal \u00e7evre (%49) ve arkada\u015flar (%46) takip ediyor. \u00c7ocuklar\u0131n en sevdi\u011fi marka LC Waikiki (%36) olurken, her 10 anneden sekizi \u00fcr\u00fcn al\u0131\u015fveri\u015finde \u00e7ocuklar\u0131n\u0131n tercihlerinden etkileniyor.<\/p>\n\n\n\n

Pazarlamada son y\u0131llar\u0131n trendi hi\u00e7 \u015f\u00fcphesiz Kids Marketing. Gelece\u011fin hem \u00fcreticileri hem de t\u00fcketicileri olan \u00e7ocuklar, bug\u00fcn de t\u00fcketimde \u00f6nemli bir paya sahip. \u00c7ocuklar, kendi t\u00fcketim d\u00fcnyalar\u0131n\u0131 ve markalarla olan ili\u015fkilerini \u00e7ok erken ya\u015flarda belirliyorlar. Ara\u015ft\u0131rma kapsam\u0131nda g\u00f6r\u00fc\u015f\u00fclen 400 anneye, \u00e7ocuklar\u0131n marka tercihlerinin \u015fekillenmesinde etkili olan nedenler soruldu.<\/p>\n\n\n\n

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\u00c7ocuklar i\u00e7in reklamlar anneler i\u00e7in fiyat etkili<\/mark><\/h3>\n\n\n\n

Ara\u015ft\u0131rma kapsam\u0131nda annelere \u201cKendiniz ve \u00e7ocu\u011funuz i\u00e7in marka se\u00e7imini etkileyen fakt\u00f6rler nelerdir?\u201d sorusu soruldu. Anneler \u00e7ocuklar\u0131n\u0131n marka tercihinde en etkili olan fakt\u00f6r\u00fcn reklamlar (%58) oldu\u011funu, kendilerinin ise fiyata (%53) g\u00f6re marka tercihi yapt\u0131\u011f\u0131n\u0131 belirtiyor. Hem \u00e7ocuklar\u0131n hem de annelerin marka tercihini etkileyen di\u011fer \u00f6nemli unsurlar ise sosyal \u00e7evre ve arkada\u015flar. \u00c7ocuklar\u0131n %44\u2019\u00fc markalara kar\u015f\u0131 tutumlar\u0131n\u0131 annelerinin tutumlar\u0131na g\u00f6re belirlerken, % 56\u2019s\u0131 di\u011fer fakt\u00f6rlere (arkada\u015f, reklam, \u00e7evre vb.) g\u00f6re belirliyor. Di\u011fer bir yandan marka ba\u011f\u0131ml\u0131l\u0131\u011f\u0131 olmayan annelerin oran\u0131 %59, markaya kar\u015f\u0131 duyarl\u0131 annelerin oran\u0131 ise %49.<\/p>\n\n\n\n

\u00c7ocuklar\u0131n ve annelerin tercih etti\u011fi markalar<\/mark><\/h3>\n\n\n\n

Annelere genel anlamda kendilerinin ve \u00e7ocuklar\u0131n\u0131n en sevdi\u011fi markalar soruldu. Annelere g\u00f6re \u00e7ocuklar\u0131n\u0131n en fazla sevdi\u011fi markalar s\u0131ralamas\u0131nda LC Waikiki %36 ile ilk s\u0131rada yer al\u0131yor. LC Waikiki\u2019yi %11 ile Adidas, %9 ile \u00dclker takip ediyor. Annelere g\u00f6re ise en be\u011fenilen marka %19 ile \u00dclker. Di\u011fer iki marka ise Adidas (%12) ve Nike (%11). \u00c7ocuklar\u0131n ve annelerinin en sevdi\u011fi markalar\u0131n uyumuna bak\u0131ld\u0131\u011f\u0131nda, annelere g\u00f6re \u00e7ocuklar\u0131n %20\u2019sinin, anneleriyle ayn\u0131 markay\u0131 \u2018\u2019en \u00e7ok sevdi\u011fi marka\u2019\u2019 olarak benimsedikleri g\u00f6zlemleniyor. 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\u0131k\u0131yor. \u00c7ocuklar\u0131n tercihi sat\u0131n almada etkili Annelerin %66\u2019s\u0131 genel olarak \u00e7ocuklar\u0131n\u0131n tercihlerinin, kendi sat\u0131n alma kararlar\u0131 \u00fczerinde etkili oldu\u011funu belirtiyor. AB SES mensubu annelerin \u00e7ocuklar\u0131n\u0131n tercihinden etkilenme oran\u0131 %85, C1 SES mensubu annelerin ise etkilenmeme oran\u0131 %27. Yani, refah seviyesi artt\u0131k\u00e7a annelerin \u00e7ocuklar\u0131n\u0131n marka tercihlerinden etkilenme oranlar\u0131n\u0131n artt\u0131\u011f\u0131, \u00fcr\u00fcn\u00fcn fiyat\u0131 artt\u0131k\u00e7a ise annelerin etkilenme oran\u0131n\u0131n azald\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor.<\/p>\n\n\n\n

Ara\u015ft\u0131rman\u0131n bir di\u011fer \u00e7arp\u0131c\u0131 sonucu ise her 10 anneden yakla\u015f\u0131k sekizi (%75) \u00fcr\u00fcn al\u0131\u015fveri\u015finde \u00e7ocuklar\u0131n\u0131n tercihlerinden etkileniyor. Bu etkilenmenin k\u0131rsal b\u00f6lgelerde ya\u015fayan annelerde daha fazla oldu\u011fu g\u00f6r\u00fcl\u00fcyor. Ortalama etkilenme skorunun en y\u00fcksek oldu\u011fu kategoriler oyuncak ve kek (3,4). \u00c7ocuklar\u0131n sat\u0131n almada en az etkisi oldu\u011fu kategoriler ise cep telefonu ve (2,8) ve beyaz e\u015fya (2,6).<\/p>\n\n\n\n

Farkl\u0131 gelir gruplar\u0131ndaki annelerle g\u00f6r\u00fc\u015f\u00fcld\u00fc<\/mark><\/h3>\n\n\n\n

Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k taraf\u0131ndan ger\u00e7ekle\u015ftirilen \u201cMarkalar\u0131n Efendisi \u00c7ocuklar: \u00c7ocuk D\u00fcnyas\u0131nda Markalar Alg\u0131 Ara\u015ft\u0131rmas\u0131\u201917\u201d ara\u015ft\u0131rmas\u0131na, T\u00fcrkiye temsili, IBSS-1 kapsam\u0131nda yer alan ve 12 ilde ikamet eden toplam 400 anne kat\u0131ld\u0131. 6-12 ya\u015f aras\u0131 \u00e7ocuk sahibi (sahip olunan \u00e7ocuk say\u0131s\u0131 ortalama iki) ve ya\u015f ortalamas\u0131 38 olan annelerin %13\u2019\u00fc AB, %22\u2019si C1, %29\u2019u C2 ve %36\u2019s\u0131 DE SES grubuna dahil. 8-10 Mart 2017 tarihleri aras\u0131nda CATI (Bilgisayar Destekli Telefon G\u00f6r\u00fc\u015fmesi) y\u00f6ntemiyle ger\u00e7ekle\u015fen ara\u015ft\u0131rmada kat\u0131l\u0131mc\u0131 annelerin yakla\u015f\u0131k %70\u2019i ev han\u0131m\u0131, %30\u2019u ise \u00e7al\u0131\u015fan anne.<\/p>\n","protected":false},"excerpt":{"rendered":"

23 Nisan Ulusal Egemenlik ve \u00c7ocuk Bayram\u0131’na \u00f6zel The Brand Age dergisi ve Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k i\u015fbirli\u011fiyle yap\u0131lan \u201c\u00c7ocuk Marka Alg\u0131 Ara\u015ft\u0131rmas\u0131\u201d D\u00fcnya Gazetesi’ne man\u015fet oldu. 23 Nisan Ulusal Egemenlik ve \u00c7ocuk Bayram\u0131\u2019na \u00f6zel \u2018The Brand Age Dergisi\u2019 ve \u2018Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k\u2019 i\u015fbirli\u011fi ile yap\u0131lan \u201c\u00c7ocuk D\u00fcnyas\u0131nda Markalar Alg\u0131 Ara\u015ft\u0131rmas\u0131\u201d sonu\u00e7lar\u0131na g\u00f6re \u00e7ocuklar\u0131n […]<\/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-3993","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\/3993","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=3993"}],"version-history":[{"count":0,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts\/3993\/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=3993"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/categories?post=3993"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/tags?post=3993"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}