{"id":4766,"date":"2020-03-10T11:45:02","date_gmt":"2020-03-10T08:45:02","guid":{"rendered":"https:\/\/test1.xsights.co.uk\/?p=4766"},"modified":"2023-04-27T10:50:59","modified_gmt":"2023-04-27T07:50:59","slug":"kadin-dostu-markalar-arastirmasi","status":"publish","type":"post","link":"https:\/\/www.xsights.co.uk\/tr\/kadin-dostu-markalar-arastirmasi\/","title":{"rendered":"Kad\u0131n Dostu Markalar Ara\u015ft\u0131rmas\u0131"},"content":{"rendered":"\n

Marketing T\u00fcrkiye i\u00e7in Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k’\u0131n ger\u00ad\u00e7ekle\u015ftirdi\u011fi \u201cKad\u0131n Dostu Markalar Ara\u015ft\u0131rmas\u0131” na g\u00f6re mar\u00adkalar\u0131n sosyal sorumluluk \u00e7al\u0131\u015fmalar\u0131 yapmas\u0131 her 4 kad\u0131ndan 3’\u00fcn\u00fcn o markan\u0131n \u00fcr\u00fcn ve hizmetlerini sat\u0131n alma karar\u0131n\u0131 olumlu y\u00f6nde etkiliyor.
Kad\u0131nlar cinsiyet e\u015fitli\u011fi, toplumsal f\u0131rsat e\u015fitli\u011fi, kad\u0131na kar\u015f\u0131 \u015fiddet ve kad\u0131n istihdam\u0131 gibi konularda markalardan fark\u0131ndal\u0131k kampanyalar\u0131 yapmalar\u0131n\u0131 bekliyor. Her y\u0131l 8 Mart D\u00fcnya Kad\u0131nlar G\u00fcn\u00fc\u2019nde markalar\u0131n ger\u00e7ekle\u015ftirdi\u011fi kad\u0131n odakl\u0131 ileti\u015fim \u00e7al\u0131\u015fmalar\u0131n\u0131 samimi bulanlar\u0131n oran\u0131 ise y\u00fczde 50.
Peki, 8 Mart D\u00fcnya Kad\u0131nlar G\u00fcn\u00fc kampanyalar\u0131 s\u00f6z konusu oldu\u011funda ka\u00add\u0131nlar en \u00e7ok hangi markalan be\u011feniyor? S\u00f6z konusu kad\u0131nlara y\u00f6nelik sosyal sorumluluk \u00e7al\u0131\u015fmalar\u0131 oldu\u011funda kad\u0131nlar markalardan neler bekliyor? Ya\u00adn\u0131tlar \u201cKad\u0131n Dostu Markalar” Ara\u015ft\u0131rmas\u0131nda…<\/p>\n\n\n\n

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Kad\u0131nlar\u0131n y\u00fczde 68’i T\u00fcrkiye\u2019de kad\u0131nlar\u0131n ya\u015fad\u0131\u011f\u0131 sorunlar\u0131n \u00e7\u00f6z\u00fcm\u00fc konusunda h\u00fck\u00fcmet politikalar\u0131n\u0131 yeterli bulmad\u0131klar\u0131n\u0131 belirtirken, yap\u0131lan \u00e7al\u0131\u015fmalar\u0131 yeterli bulanlar\u0131n oran\u0131 y\u00fczde 7’de kal\u0131yor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 25’i ise bu konuda “karars\u0131z” oldu\u011funu ifade ediyor.<\/p>\n\n\n\n

Marka f\u0131rsat e\u015fitli\u011fi i\u00e7in neler yapabilir?<\/p>\n\n\n\n

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\u0130ST\u0130HDAM VE MAA\u015e KONUSUNDA E\u015e\u0130TL\u0130K SA\u011eLANMALI<\/strong><\/p>\n\n\n\n

Kat\u0131l\u0131mc\u0131lara “Sizce markalar toplumsal f\u0131rsat e\u015fitli\u011fi i\u00e7in ne yapabilir?\u201d sorusu y\u00f6\u00adneltildi\u011finde kad\u0131nlar\u0131n y\u00fczde 39’u istihdam ve maa\u015f konular\u0131nda markalar\u0131n e\u015fitli\u011fe katk\u0131 sa\u011flayabilece\u011fini d\u00fc\u015f\u00fcn\u00fcyor. \u00d6te yandan y\u00fczde 30\u2019luk bir kesim kad\u0131nlara \u00f6zel uygulama, indirim ve promosyonlarla ekonomik anlamdaki f\u0131rsat e\u015fitli\u011fine katk\u0131 sa\u011f\u00adlanabilece\u011fini d\u00fc\u015f\u00fcn\u00fcrken y\u00fczde 25\u2019i f\u0131rsat e\u015fitli\u011fi konusunda markalar\u0131n \u00e7al\u0131\u015fmalar y\u00fcr\u00fcterek toplumun bu konudaki fark\u0131ndal\u0131\u011f\u0131n\u0131 art\u0131rabileceklerine inan\u0131yor.<\/p>\n\n\n\n

C\u0130NS\u0130YET AYRIMCILI\u011eINA SON VER\u0130LMEL\u0130<\/strong><\/p>\n\n\n\n

Ara\u015ft\u0131rmaya kat\u0131lan kad\u0131nlar cinsiyet ayr\u0131mc\u0131l\u0131\u011f\u0131na son verilmesi gerekti\u011fini ifade ederken, bu kavram alt\u0131nda e\u011fitim, istihdam gibi konularda cinsiyet e\u015fitsizli\u011finin giderilmesi, tipik kad\u0131n ve erkek rollerinin reklam ve dizilerde yer almamas\u0131 ve \u00fcr\u00fcnlerin kad\u0131n ve erkek \u00fcr\u00fcnleri olarak konumland\u0131r\u0131lmamas\u0131  gerekti\u011fini dile getiriyor. Markalar\u0131n toplumsal cinsiyet e\u015fitli\u011fini sa\u011flamak amac\u0131yla kad\u0131nlara promosyonlar, indirimli tarifeler, istihdam imk\u00e2nlar\u0131 ve \u00f6zel haklar gibi pozitif ayr\u0131mc\u0131l\u0131k sa\u011flamalar\u0131 gerekti\u011fini belirten kat\u0131l\u0131mc\u0131lar ayn\u0131 zamanda yasalar ve uygulamalarla haklar\u0131n\u0131n daha yak\u0131ndan korunmas\u0131n\u0131 da talep ediyor.<\/p>\n\n\n\n

Toplumsal cinsiyet e\u015fitli\u011fi<\/p>\n\n\n\n


MARKALAR KADIN ODAKLI \u0130LET\u0130\u015e\u0130M \u00c7ALI\u015eMALARINA \u00d6NCEL\u0130K VERMEL\u0130<\/strong><\/p>\n\n\n\n

Ara\u015ft\u0131rmaya g\u00f6re kad\u0131nlar\u0131n y\u00fczde 62’si \u201cSizce markalar kad\u0131na kar\u015f\u0131 \u015fiddet konusunda ne yapmal\u0131?\u201d sorusuna kar\u015f\u0131l\u0131k cevap olarak \u201c\u015fiddete kar\u015f\u0131 fark\u0131ndal\u0131k kampanyas\u0131” yan\u0131t\u0131n\u0131 veriyor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 19’u markalar\u0131n bu konuda e\u011fitimler, seminerler ve etkinlikler d\u00fczenleyebileceklerini, y\u00fczde 9’u \u015fiddet ma\u011fduru kad\u0131nlara psikolojik destek hatt\u0131 sa\u011flanmas\u0131 gerekti\u011fini belirtti.<\/p>\n\n\n\n

Markalar kad\u0131na kar\u015f\u0131 \u015fiddet konusunda ne yapabilir?<\/p>\n\n\n\n

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KATILIMCILARIN Y\u00dcZDE 58\u2019\u0130 \u201cDAHA FAZLA KADIN \u0130ST\u0130HDAM ED\u0130LMEL\u0130\u201d D\u0130YOR<\/strong><\/p>\n\n\n\n

“Sizce markalar kad\u0131n istihdam\u0131 konusunda ne yapmal\u0131?” sorusuna al\u0131nan yan\u0131tlara g\u00f6re kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 58\u2019i “daha fazla kad\u0131n istihdam” edilmesi gerekti\u011fini belirtiyor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 22’si kad\u0131nlara \u00f6zel haklar, ek \u00fccret ve e\u011fitimler \u00f6nerirken, her 1O kat\u0131l\u0131mc\u0131dan biri liyakata \u00f6nem verilerek e\u015fitli\u011fin sa\u011flanabilece\u011fine inan\u0131yor.<\/p>\n\n\n\n


Markalar kad\u0131n istihdam\u0131 konusunda ne yapmal\u0131?<\/p>\n\n\n\n

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\u201cKADIN DOSTU MARKA\u201d OLMANIN YAPI TA\u015eLARI<\/strong><\/p>\n\n\n\n

“Kad\u0131n dostu marka” nas\u0131l olur?<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Ara\u015ft\u0131rmaya g\u00f6re kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 41’i markalar\u0131n “Promosyon\/\u0130ndirim” yaparak kad\u0131n dostu marka olabilece\u011fini belirtiyor. Ayn\u0131 zamanda kat\u0131l\u0131mc\u0131lar kad\u0131n sorunlar\u0131na e\u011filen sosyal sorumluluk projelerinin (y\u00fczde 21), kad\u0131nlara istihdam f\u0131rsatlar\u0131n\u0131n (y\u00fczde 15), e\u015fit davran\u0131\u015f\u0131n (y\u00fczde 10) ve kad\u0131nlara \u00f6zel \u00fcr\u00fcnlerin (y\u00fczde 4) “Kad\u0131n Dostu Marka” olman\u0131n temel yap\u0131 ta\u015flar\u0131 oldu\u011funu dile getiriyor.<\/p>\n\n\n\n

KSS\u2019LER SATIN ALMA TERC\u0130HLER\u0130N\u0130 ETK\u0130L\u0130YOR<\/strong><\/p>\n\n\n\n

Kurumsal sosyal sorumluluk projelerine \u00f6nem veren markalar kad\u0131nlar taraf\u0131ndan daha \u00e7ok tercih ediliyor.
Ara\u015ft\u0131rmaya kat\u0131lan her 4 kad\u0131ndan 3\u2019\u00fc markalar\u0131n sosyal sorumluluk projelerinin, markay\u0131 sat\u0131n alma kararlar\u0131n\u0131 etkiledi\u011fini belirtiyor.<\/p>\n\n\n\n

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HER 2 K\u0130\u015e\u0130DEN 1\u2019\u0130 8 MART KAMPANYALARINI SAM\u0130M\u0130 BULUYOR<\/strong><\/p>\n\n\n\n


Markalar\u0131n her y\u0131l 8 Mart D\u00fcnya Kad\u0131nlar G\u00fcn\u00fc i\u00e7in ger\u00e7ekle\u015ftirdi\u011fi ileti\u015fim \u00e7al\u0131\u015fmalar\u0131 her 2 kat\u0131l\u0131mc\u0131dan 1\u2019i taraf\u0131ndan samimi bulunurken, kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 3O’u ileti\u015fim \u00e7al\u0131\u015fmalar\u0131n\u0131 samimi bulmad\u0131\u011f\u0131n\u0131 dile getirdi. Ara\u015ft\u0131rmaya kat\u0131lan \u00e7al\u0131\u015fan kad\u0131nlar\u0131n 8 Mart kampanyalar\u0131n\u0131 y\u00fczde 67\u2019lik bir oranla samimi bulduklar\u0131 g\u00f6r\u00fcl\u00fcrken \u00e7al\u0131\u015fmayan kad\u0131nlar\u0131n y\u00fczde 53\u2019l\u00fck bir oranla yap\u0131lanlar\u0131 samimi bulmad\u0131\u011f\u0131 ortaya \u00e7\u0131k\u0131yor. Ara\u015ft\u0131rmaya g\u00f6re ge\u00e7ti\u011fimiz y\u0131llarda markalar\u0131n ger\u00e7ekle\u015ftirdi\u011fi 8 Mart D\u00fcnya Kad\u0131nlar G\u00fcn\u00fc kampanyalar\u0131 aras\u0131nda en \u00e7ok be\u011fenilen ilk iki marka Atasay (y\u00fczde 22) ve Orkid (y\u00fczde 22) oldu.<\/p>\n\n\n\n

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T\u00dcRK KADININI EN \u0130Y\u0130 TEMS\u0130L EDEN \u0130S\u0130MLER<\/strong><\/p>\n\n\n\n


Ara\u015ft\u0131rmada farkl\u0131 kategorilerde T\u00fcrk kad\u0131n\u0131n\u0131 en iyi temsil eden isimler soruldu\u011funda siyasette Meral Ak\u015fener, i\u015f d\u00fcnyas\u0131nda G\u00fcler Sabanc\u0131, sporda \u015eahika Erc\u00fcmen, akademideyse Deniz \u00dclk\u00fc Ar\u0131bo\u011fan \u00f6ne \u00e7\u0131k\u0131yor.<\/p>\n\n\n\n

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\u201cKADIN DOSTU MARKA”LAR DAHA \u00c7OK TERC\u0130H ED\u0130L\u0130YOR<\/strong><\/p>\n\n\n\n

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    \n
  • \u00dclkemiz toplumsal cinsiyet e\u015fitli\u011fi noktas\u0131nda radikal bir de\u011fi\u015fim ihtiyac\u0131nda. Markalar toplumlarda derin de\u011fi\u015fimleri ate\u015fleyebilir ve yepyeni bir paradigma ba\u015flatabilir. <\/li>\n\n\n\n
  • “Kad\u0131n Dostu Markalardan kad\u0131nlar\u0131m\u0131z\u0131n beklentisi, mevcut yasa ve uygulamalar\u0131n yeterli olmad\u0131\u011f\u0131 bir d\u00fczende markalar\u0131n operasyonlar\u0131n\u0131n her a\u015famas\u0131nda; insan kaynaklar\u0131ndan, ileti\u015fime, yeni \u00fcr\u00fcn geli\u015ftirmeden pazarlamaya kadar, toplumsal cinsiyet e\u015fitli\u011fini desteklemeleri ve kad\u0131nlara her ad\u0131mda pozitif ayr\u0131mc\u0131l\u0131k g\u00f6stermeleri oluyor. Ara\u015ft\u0131rmaya g\u00f6re “Kad\u0131n Dostu Marka lar\u0131n kad\u0131n t\u00fcketiciler nezdinde daha \u00c7ok tercih edildi\u011fi net olarak anla\u015f\u0131l\u0131yor.<\/li>\n\n\n\n
  • T\u00fcrkiye’yi en iyi temsil eden kad\u0131nlar\u0131n g\u00fc\u00e7l\u00fc, \u00f6z g\u00fcveni y\u00fcksek, ba\u015far\u0131l\u0131, merakl\u0131 kendini hep geli\u015ftiren, kolay kolay vazge\u00e7meyen, sosyal konulara duyarl\u0131 ki\u015filer aras\u0131ndan se\u00e7ilmi\u015f olmalar\u0131, markalar\u0131m\u0131za “Kad\u0131n Dostu Marka” olma yolunda de\u011ferli i\u00e7g\u00f6r\u00fcler sa\u011fl\u0131yor.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

    Marketing T\u00fcrkiye i\u00e7in Xsights Ara\u015ft\u0131rma ve Dan\u0131\u015fmanl\u0131k’\u0131n ger\u00ad\u00e7ekle\u015ftirdi\u011fi \u201cKad\u0131n Dostu Markalar Ara\u015ft\u0131rmas\u0131” na g\u00f6re mar\u00adkalar\u0131n sosyal sorumluluk \u00e7al\u0131\u015fmalar\u0131 yapmas\u0131 her 4 kad\u0131ndan 3’\u00fcn\u00fcn o markan\u0131n \u00fcr\u00fcn ve hizmetlerini sat\u0131n alma karar\u0131n\u0131 olumlu y\u00f6nde etkiliyor.Kad\u0131nlar cinsiyet e\u015fitli\u011fi, toplumsal f\u0131rsat e\u015fitli\u011fi, kad\u0131na kar\u015f\u0131 \u015fiddet ve kad\u0131n istihdam\u0131 gibi konularda markalardan fark\u0131ndal\u0131k kampanyalar\u0131 yapmalar\u0131n\u0131 bekliyor. Her y\u0131l 8 Mart D\u00fcnya […]<\/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-4766","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\/4766","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=4766"}],"version-history":[{"count":0,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts\/4766\/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=4766"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/categories?post=4766"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/tags?post=4766"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}