{"id":4270,"date":"2017-11-07T22:29:10","date_gmt":"2017-11-07T19:29:10","guid":{"rendered":"https:\/\/test1.xsights.co.uk\/?p=4270"},"modified":"2023-04-27T13:51:38","modified_gmt":"2023-04-27T10:51:38","slug":"markalarin-kss-karnesi","status":"publish","type":"post","link":"https:\/\/www.xsights.co.uk\/tr\/markalarin-kss-karnesi\/","title":{"rendered":"Markalar\u0131n KSS Karnesi"},"content":{"rendered":"\n

Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k’\u0131n Marketing T\u00fcrkiye i\u00e7in ger\u00e7ekle\u015ftirdi\u011fi Kurumsal Sosyal Sorumluluk Alg\u0131 Ara\u015ft\u0131rmas\u0131 t\u00fcketicinin g\u00f6z\u00fcnden KSS projelerini de\u011ferlendiriyor. \u0130\u015fte, markalar\u0131n KSS karnesi…<\/p>\n\n\n\n

G\u00fcn\u00fcm\u00fczde t\u00fcketiciler i\u00e7in alternatiflerin ve ileti\u015fim ara\u00e7lar\u0131n\u0131n artmas\u0131yla birlikte markalar i\u00e7in duygusal ba\u011f kurmak, rakiplerinden farkl\u0131la\u015fmak ad\u0131na zorunluluk haline geldi. Art\u0131k t\u00fcketiciler yaln\u0131z \u00fcr\u00fcn ve hizmet de\u011fil; markalar\u0131n yaratt\u0131\u011f\u0131 de\u011ferleri ve marka imaj\u0131n\u0131 da sat\u0131n al\u0131yor. Markalar da ileti\u015fim faaliyetlerini bu y\u00f6nde y\u00fcr\u00fcterek t\u00fcketici nezdinde olumlu bir ba\u011f kurmaya \u00e7al\u0131\u015f\u0131yor. Bu ba\u011flamda markalar ad\u0131na kullan\u0131lacak en uygun ileti\u015fim faaliyetlerinden birini de kurumsal sosyal sorumluluk projeleri olu\u015fturuyor. Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k’\u0131n Marketing T\u00fcrkiye i\u00e7in ger\u00e7ekle\u015ftirdi\u011fi Kurumsal Sosyal Sorumluluk Alg\u0131 Ara\u015ft\u0131rmas\u0131 t\u00fcketicinin g\u00f6z\u00fcnden KSS projelerini de\u011ferlendiriyor. \u0130\u015fte, markalar\u0131n KSS karnesi…<\/p>\n\n\n\n

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KSS Projeleri Marka \u0130maj\u0131na Destek Sa\u011fl\u0131yor <\/h3>\n\n\n\n

Ara\u015ft\u0131rmaya kat\u0131lanlar\u0131n y\u00fczde 78’i KSS projelernin m\u00fc\u015fteri sadakati ve el\u00e7ili\u011fi konusunda markalara katma de\u011fer sa\u011flad\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor. Bu t\u00fcr projelerin kurumun marka de\u011ferini art\u0131rd\u0131\u011f\u0131n\u0131 belirtenlerin oran\u0131 y\u00fczde 77’yken yine ayn\u0131 y\u00fczdelik de\u011ferle kat\u0131l\u0131mc\u0131lar, KSS projelerinin \u00e7al\u0131\u015fanlar\u0131n kuruma olan ba\u011fl\u0131l\u0131klar\u0131n\u0131 art\u0131rd\u0131\u011f\u0131n\u0131 ifade ediyor. <\/p>\n\n\n\n

Kad\u0131nlar ve AB Ses Grubu, KSS Projelerini Konusunda Daha Hassas <\/h3>\n\n\n\n

Ara\u015ft\u0131rmaya kat\u0131lanlar\u0131n y\u00fczde 68’i firmalar\u0131n y\u00fcr\u00fctt\u00fc\u011f\u00fc kurumsal sosyal sorumluluk projelerinin marka se\u00e7imlerinde etkili oldu\u011funu belirtiyor. KSS projelerinin marka se\u00e7iminde etkisi oldu\u011funu belirtenler aras\u0131nda kad\u0131nlar ve AB SES grubuna mensup kat\u0131l\u0131mc\u0131lar anlaml\u0131 olarak \u00f6n plana \u00e7\u0131k\u0131yor.\u00a0<\/p>\n\n\n\n

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KSS Denince \u0130lk Akla Gelen Marka: \u0130\u015f Bankas\u0131<\/h3>\n\n\n\n

Kurumsal sosyal sorumluluk denildi\u011finde her d\u00f6rt ki\u015fisen birinin akl\u0131na, uzun y\u0131llard\u0131r e\u011fitim, \u00e7evre ve k\u00fclt\u00fcr-sanat alan\u0131nda bir\u00e7ok geni\u015f kapsaml\u0131 sosyal sorumluluk projesinin alt\u0131na imza atan T\u00fcrkiye \u0130\u015f Bankas\u0131 geliyor. T\u00fcrkiye \u0130\u015f Bankas\u0131’n\u0131 Turkcell ve Ko\u00e7 Holding takip ediyor. KSS dendi\u011finde akl\u0131na Turkcell geldi\u011fini belirten kat\u0131l\u0131mc\u0131lar aras\u0131nda erkekler ve AB SES grubuna mensup kat\u0131l\u0131mc\u0131lar anlaml\u0131 olarak \u00f6n plana \u00e7\u0131kt\u0131\u011f\u0131 g\u00f6zlemleniyor. <\/p>\n\n\n\n

Her On Ki\u015fiden Sadece \u00dc\u00e7\u00fc KSS Projelerini Takip Ediyor<\/h3>\n\n\n\n

Kurumsal sosyal sorumluluk projelerinin ba\u015far\u0131l\u0131 olmas\u0131 ve etki alan\u0131n\u0131n geni\u015flemesi ad\u0131na, sosyal sorumluluk faaliyetlerinin toplum nezdinde takip ediliyor ve biliniyor olmas\u0131 en \u00f6nemli etkenlerden birini olu\u015fturuyor. Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k’\u0131n Marketing T\u00fcrkiye i\u00e7in ger\u00e7ekle\u015ftirdi\u011fi ara\u015ft\u0131rman\u0131n sonu\u00e7lar\u0131na g\u00f6re kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 31’i KSS \u00e7er\u00e7evesinde firmalar\u0131n sa\u011flad\u0131\u011f\u0131 sosyal faydalar\u0131 takip etti\u011fini belirtirken y\u00fczde 34’\u00fc ise takip\u00e7i olmad\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor. Veriler kad\u0131nlar\u0131n erkeklere g\u00f6re kurumsal sosyal sorumluluk projelerini anlaml\u0131 olarak daha fazla takip ettiklerini s\u00f6zler \u00f6n\u00fcne seriyor.\u00a0<\/p>\n\n\n\n

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Her On Ki\u015fiden Alt\u0131s\u0131 KSS Projelerini Samimi Buluyor<\/h3>\n\n\n\n

Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 32’si, KSS projeleri ger\u00e7ekle\u015ftiren \u015firketleri bu konuda samimi buluyor. 2015’te yap\u0131lan \u00e7al\u0131\u015fmada bu oran y\u00fczde 61’di. Buna g\u00f6re son iki y\u0131l i\u00e7erisinde KSS projelerinin t\u00fcketici nezdindeki samimiyet alg\u0131s\u0131nda anlaml\u0131 bir de\u011fi\u015fkenlik bulunmuyor.<\/p>\n\n\n\n

KSS Projeleri Reklam Faaliyetine D\u00f6n\u00fc\u015ft\u00fck\u00e7e Memnuniyet Azal\u0131yor<\/h3>\n\n\n\n

Ara\u015ft\u0131rmaya kat\u0131lanlar\u0131n y\u00fczde 61’i kurumsal sosyal sorumluluk projeleri hakk\u0131nda ileti\u015fim faaliyetleri y\u00fcr\u00fct\u00fclmesini do\u011fru bulup desteklerken, yap\u0131lan yard\u0131mlar\u0131n reklam haline getirilmesi durumundaysa bu oran y\u00fczde 54’e d\u00fc\u015f\u00fcyor. Kurumsal sosyal sorumluluk projeleri hakk\u0131nda ileti\u015fim faaliyetleri y\u00fcr\u00fct\u00fclmesini destekleyenler aras\u0131nda 30-34 ya\u015f aral\u0131\u011f\u0131nda ve AB SES grubuna mensup kat\u0131l\u0131mc\u0131lar \u00f6n plana \u00e7\u0131karken, ayn\u0131 kat\u0131l\u0131mc\u0131 k\u00fctlesi projelerin marka reklam\u0131na d\u00f6n\u00fc\u015ft\u00fcr\u00fclmesine de anlaml\u0131 olarak daha fazla kar\u015f\u0131 olduklar\u0131n\u0131 belirtiyor.\u00a0<\/p>\n\n\n\n

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Kat\u0131l\u0131mc\u0131lar “E\u011fitim \u015fart” diyor<\/h3>\n\n\n\n

Ara\u015ft\u0131rma kapsam\u0131nda sosyal sorumluluk projelerine ihtiya\u00e7 duyulan alanlar soruldu\u011funda kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 63’\u00fc bu t\u00fcr projelerin e\u011fitim alan\u0131nda ger\u00e7ekle\u015ftirilmesi gerekti\u011fini s\u00f6yl\u00fcyor. E\u011fitimi s\u0131rayla sa\u011fl\u0131k (y\u00fczde55), elgelsiz ya\u015fam (y\u00fczde 45), \u00e7evre (y\u00fczde 42), kad\u0131n haklar\u0131 (y\u00fczde 39), giri\u015fimcilik (y\u00fczde 32), spor (y\u00fczde 27), k\u00fclt\u00fcr-sanat (y\u00fczde 27), Suriyeli s\u0131\u011f\u0131nmac\u0131lar (y\u00fczde 17) ve \u015fehit aileleri (y\u00fczde 2) ile ilgili sosyal sorumluluk \u00e7al\u0131\u015fmalar\u0131na olan talep izliyor.<\/p>\n\n\n\n

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En Ba\u015far\u0131l\u0131 Projeler E\u011fitim Alan\u0131nda<\/h3>\n\n\n\n

Kat\u0131l\u0131mc\u0131lara en ba\u015far\u0131l\u0131 bulduklar\u0131 sosyal sorumluluk projeleri soruldu\u011fundaysa; “Ayd\u0131n Do\u011fan Vakf\u0131” taraf\u0131ndan 2004 y\u0131l\u0131nda ba\u015flat\u0131lan “Baba Beni Okula G\u00f6nder” projesi \u00f6ne \u00e7\u0131k\u0131yor. Bu projeyi Turkcell ve \u00c7a\u011fda\u015f Ya\u015fam\u0131 Destekleme Derne\u011fi taraf\u0131ndan ba\u015flat\u0131lan e\u011fitim projesi “Kardelenler” takip ediyor. Kat\u0131l\u0131mc\u0131lar taraf\u0131ndan ba\u015far\u0131l\u0131 bulunan bir di\u011fer KSS projesiyse; “T\u00fcrkiye \u0130\u015f bankas\u0131, TEMA Vakf\u0131 ve Orman ve Su \u0130\u015fleri Bakanl\u0131\u011f\u0131” i\u015f birli\u011finde 2008 y\u0131l\u0131nda ba\u015flat\u0131lan “81 \u0130lde 81 Orman” \u00e7al\u0131\u015fmas\u0131.\u00a0<\/p>\n\n\n\n

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\u0130\u015f Kazas\u0131 Ge\u00e7irenlere ve Afetzedelere Yeterli Destek Verilmiyor<\/h3>\n\n\n\n

\u00dclkemizde toplumun t\u00fcm kesimini derinden yaralayan olaylar\u0131n ba\u015f\u0131nda ya\u015fanan i\u015f kazalar\u0131 ve afetler geliyor. Kazazedelere ve yak\u0131nlar\u0131na yeterli yard\u0131m yap\u0131lm\u0131yor. Her on kat\u0131l\u0131mc\u0131dan alt\u0131s\u0131 (y\u00fczde 64) \u00fclkemizde ya\u015fanan i\u015f kazalar\u0131 ve afetler sonucunda zarar g\u00f6renler ve yak\u0131nlar\u0131na yeterli yard\u0131m\u0131n yap\u0131lmad\u0131\u011f\u0131n\u0131 belirtiyor.<\/p>\n\n\n\n

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Ara\u015ft\u0131rman\u0131n Metodolojisi<\/strong><\/p>\n\n\n\n

Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k taraf\u0131ndan kurulan ve y\u00f6netilen “T\u00fcrkiye’nin Sesi” paneli arac\u0131l\u0131\u011f\u0131 ile CAWI (Bilgisayar Destekli WEB G\u00f6r\u00fc\u015fmesi) y\u00f6ntemi kullan\u0131larak ger\u00e7ekle\u015ftirilen ara\u015ft\u0131rmaya \u0130stanbul, ANkara ve \u0130zmir’de ikamet eden 600 ki\u015fi kat\u0131ld\u0131. G\u00f6r\u00fc\u015fmeler 28 A\u011fustos – 8 Eyl\u00fcl 2017 tarihleri aras\u0131nda yap\u0131ld\u0131. Ara\u015ft\u0131rmaya kat\u0131lanlar\u0131n SES (sosyo-ekonomik stat\u00fc) da\u011f\u0131l\u0131m\u0131; T\u00dc\u0130K (T\u00fcrkiye \u0130statistik Kurumu) verileri do\u011frultusunda T\u00fcrkiye temsili olarak y\u00fczde 13’\u00fc AB, y\u00fczde 22’si C1, y\u00fczde 29’u C2 ve y\u00fczde 36’s\u0131 DE SES mensubu ki\u015filerden olu\u015fuyor.<\/p>\n\n\n\n

Xsights 2004 y\u0131l\u0131nda Londra’da kuruldu. Xsights ad\u0131ndaki ‘X’ matematik form\u00fcllerindeki bilinmeyeni, ‘SIGHTS’ da g\u00f6r\u00fc\u015f\u00fc ve \u00f6ng\u00f6r\u00fcy\u00fc temsil eder. Xsights bug\u00fcne kadar alt\u0131 k\u0131tada ve bir\u00e7ok sekt\u00f6rde yapt\u0131\u011f\u0131 \u00e7e\u015fitli ara\u015ft\u0131rmalarla bilinmeyenin ke\u015ffine d\u00fcnya \u00e7a\u011f\u0131nda \u00e7\u0131kan dinamik, ak\u0131ll\u0131 ve global g\u00f6r\u00fc\u015fl\u00fc bir \u015firkettir. <\/p>\n","protected":false},"excerpt":{"rendered":"

Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k’\u0131n Marketing T\u00fcrkiye i\u00e7in ger\u00e7ekle\u015ftirdi\u011fi Kurumsal Sosyal Sorumluluk Alg\u0131 Ara\u015ft\u0131rmas\u0131 t\u00fcketicinin g\u00f6z\u00fcnden KSS projelerini de\u011ferlendiriyor. \u0130\u015fte, markalar\u0131n KSS karnesi… G\u00fcn\u00fcm\u00fczde t\u00fcketiciler i\u00e7in alternatiflerin ve ileti\u015fim ara\u00e7lar\u0131n\u0131n artmas\u0131yla birlikte markalar i\u00e7in duygusal ba\u011f kurmak, rakiplerinden farkl\u0131la\u015fmak ad\u0131na zorunluluk haline geldi. Art\u0131k t\u00fcketiciler yaln\u0131z \u00fcr\u00fcn ve hizmet de\u011fil; markalar\u0131n yaratt\u0131\u011f\u0131 de\u011ferleri ve marka imaj\u0131n\u0131 […]<\/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-4270","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\/4270","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=4270"}],"version-history":[{"count":0,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts\/4270\/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=4270"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/categories?post=4270"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/tags?post=4270"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}