{"id":5188,"date":"2021-10-03T19:05:00","date_gmt":"2021-10-03T16:05:00","guid":{"rendered":"https:\/\/test1.xsights.co.uk\/?p=5188"},"modified":"2023-04-18T11:21:38","modified_gmt":"2023-04-18T08:21:38","slug":"hayata-anlam-katan-markalar","status":"publish","type":"post","link":"https:\/\/www.xsights.co.uk\/tr\/hayata-anlam-katan-markalar\/","title":{"rendered":"Hayata Anlam Katan Markalar"},"content":{"rendered":"\n
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Son d\u00f6nemde pazarlama sekt\u00f6r\u00fcn\u00fcn en s\u0131cak konular\u0131ndan biri “Brand purpose…\u201d Zira art\u0131k t\u00fcketiciler hayatlar\u0131na dahil ettikleri markalar\u0131n fayda yaratmas\u0131n\u0131, daha iyi bir ya\u015fam i\u00e7in hayatlar\u0131n\u0131 kolayla\u015ft\u0131rmas\u0131n\u0131 bekliyor. Peki, T\u00fcrk t\u00fcketicisine g\u00f6re “Hayata Anlam Katan Markalar” hangileri? T\u00fcketicilerin anlam aray\u0131\u015f\u0131ndaki en \u00f6nemli \u00f6ncelikleri neler? Yan\u0131tlar Marketing T\u00fcrkiye i\u00e7in Xsights\u2019\u0131n ger\u00e7ekle\u015ftirdi\u011fi “Hayata Anlam Katan Markalar Ara\u015ft\u0131rmas\u0131nda… <\/p>\n\n\n\n

Marketing T\u00fcrkiye i\u00e7in Xsights’\u0131n ger\u00e7ekle\u015ftirdi\u011fi “Hayata Anlam Katan Markalar” ara\u015ft\u0131rmas\u0131 t\u00fcketicinin bir markay\u0131 anlaml\u0131 bulmas\u0131n\u0131n temel ko\u015fulu olarak “g\u00fcven” kavram\u0131na i\u015faret ediyor. G\u00fcvenle ba\u015f\u00adlayan anlam aray\u0131\u015f\u0131nda, hayat\u0131 kolayla\u015ft\u0131rma, \u00f6zel hissettirme ve ilham verme gibi ko\u015fullar markalan bir ad\u0131m ileriye ta\u015f\u0131yor. Baz\u0131 katego\u00adrilerde markalar\u0131n anlaml\u0131 olmas\u0131 t\u00fcketicideki sadakat duygusunu ciddi oranda beslerken baz\u0131 kategorilerde ise bu oran d\u00fc\u015f\u00fcyor Peki, hangi sekt\u00f6rlerde “anlam” kar\u015f\u0131l\u0131\u011f\u0131n\u0131 sadakat olarak buluyor? Kategorisinin lideri olan markalar kimler? Anlam aray\u0131\u015f\u0131nda hangi markalar han\u00adgi ya\u015f gruplar\u0131n\u0131n g\u00f6nl\u00fcne girmeyi ba\u015fard\u0131? Yan\u0131tlar\u0131 Marketing T\u00fcrkiye okurlar\u0131 i\u00e7in haz\u0131rlad\u0131k.<\/p>\n\n\n\n

35-44 Ya\u015f Grubunun Bariyeri “G\u00fcven”<\/h3>\n\n\n\n
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Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re bir markay\u0131 anlaml\u0131 bulmas\u0131n\u0131n temel ko\u015fullar\u0131n\u0131n ba\u015f\u0131nda “Kaliteli \u00fcr\u00fcnler sunmas\u0131” (y\u00fczde 31) geliyor. Bu cevab\u0131 y\u00fczde 24 iIe “Hayat\u0131 kolayla\u015ft\u0131rmas\u0131” ve y\u00fczde 19 ile de “\u00d6zel hissettirmesi veya ilham vermesi” tak\u0131p ediyor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 20’sinin ise bu konuda net bir fikri yok. “G\u00fcvenilir olmas\u0131” yan\u0131t\u0131n\u0131 veren 35-44 ya\u015f grubundaki kat\u0131l\u0131mc\u0131lar\u0131n oran\u0131n\u0131n (y\u00fczde 22,7). 25-34 ya\u015f grubuna g\u00f6re (y\u00fczde 3) olduk\u00e7a y\u00fcksek olmas\u0131 \u00e7al\u0131\u015fman\u0131n \u00f6ne \u00e7\u0131kan sonu\u00e7lar\u0131ndan biri. <\/p>\n\n\n\n

G\u0131da Sekt\u00f6r\u00fcn\u00fcn En Anlaml\u0131 Markas\u0131 \u201c\u00dclker\u201d  <\/h3>\n\n\n\n

\"\"Kat\u0131l\u0131mc\u0131lara g\u0131da sekt\u00f6r\u00fcndeki hayata anlam katan marka soruldu\u011funda uzunca bir suredir s\u00fcrd\u00fcr\u00fclebilirlik \u00e7al\u0131\u015fmalar\u0131na odaklanan \u00dclker (y\u00fczde 22) a\u00e7\u0131k ara farkla zirveye yerle\u015fiyor. Y\u00fczde 12,6 ile Migros ve y\u00fczde 10,2 ile de Torku onu izleyen di\u011fer markalar oluyor. G\u0131da marka\u00adlar\u0131n\u0131n hayata anlam katmas\u0131 y\u00fczde 84’l\u00fck bir kesim i\u00e7in sadakat nedeni olarak g\u00f6r\u00fcl\u00fcyor. <\/p>\n\n\n\n

\u0130stasyon \u0130nsanlar\u0131n\u0131n Tercihi Opet!  <\/h3>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Hayata anlam katan marka s\u00f6ylemi kat\u0131l\u0131mc\u0131lar\u0131n akl\u0131na akaryak\u0131t sekt\u00f6r\u00fcnde ilk Opet’i (y\u00fczde 33,4) getiriyor. Shell (y\u00fczde 17,9) ve Petrol Ofisi (y\u00fczde 6,3) de akla gelen ilk \u00fc\u00e7 marka aras\u0131nda yer al\u0131yor Shell’in “hayata anlam katma” konusunda 25-34 ya\u015f (y\u00fczde 29) ve 35-44 ya\u015f gruplar\u0131nda, 45-54 ya\u015f grubuna g\u00f6re daha \u00e7ok kar\u0131\u015f\u0131k buldu\u011fu g\u00f6r\u00fcl\u00fcyor. Enerji\/akaryak\u0131t markalar\u0131n\u0131n hayata anlam katmas\u0131, kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 72’sine g\u00f6re markaya sad\u0131k olunmas\u0131na sebepken, y\u00fczde 28’lik bir kesim i\u00e7in b\u00f6yle bir tan\u0131mlama yok.
 <\/p>\n\n\n\n

E-Ticaret Kategorisinde Rekabet Sert!  <\/h3>\n\n\n\n
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Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re e-ticaret siteleri aras\u0131ndaki anlam yar\u0131\u015f\u0131n\u0131n galibi y\u00fczde 33,4 ile Trendyol. Onu y\u00fczde 28,2 ile Hepsiburada takip ediyor. Listesin s\u00fcrprizi ise y\u00fczde 5.6 ile \u00fc\u00e7\u00fcnc\u00fc s\u0131raya yerle\u015fen \u201cAliExpress” oluyor. Ara\u015ft\u0131rma sonu\u00e7lar\u0131nda Hepsiburada’n\u0131n erkek kat\u0131l\u0131mc\u0131lardan (y\u00fczde 4O,8) kad\u0131nlara oranla (y\u00fczde 15,5) daha fazla destek ald\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 68\u2019ine g\u00f6re e-ticaret markalar\u0131n\u0131n hayata anlam katmas\u0131 sadakat i\u00e7in iyi bir neden. <\/p>\n\n\n\n

Garati BBVA’n\u0131n Anlam\u0131 Bir Ba\u015fka  <\/h3>\n\n\n\n

Banka kategorisinin en anlaml\u0131 markas\u0131 y\u00fczde 22,3’l\u00fck bir kesim i\u00e7in Garanti BBVA\u2019dan ba\u015fkas\u0131 de\u011fil. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 14,4’\u00fc Ziraat Bankas\u0131, y\u00fczde 11,9’u Akbank ve y\u00fczde 11,7’si ise Denizbank’\u0131 tercih ediyor. Ziraat Bankas\u0131 tercihinde ya\u015f gruplan aras\u0131nda dramatik farklar oldu\u011funu g\u00f6r\u00fcyoruz. Buna g\u00f6re 18-24 ya\u015f grubunun bankay\u0131 “anlaml\u0131” olarak tan\u0131mlama oran\u0131n y\u00fczde 27,4 iken 45-54 ya\u015f grubuna bakt\u0131\u011f\u0131m\u0131zda bu oran y\u00fczde 0,3’e kadar d\u00fc\u015f\u00fcyor. Bankalar\u0131n hayata anlam katmas\u0131, kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 77’si i\u00e7in sadakat sebebi. <\/p>\n\n\n\n

Flormar Global Devleri Geride B\u0131rakt\u0131…  <\/h3>\n\n\n\n
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Kat\u0131l\u0131mc\u0131lar\u0131n hayat\u0131na anlam katan ilk kozmetik markas\u0131 y\u00fczde 16.3 ile Flormar oluyor. Watsons (y\u00fczde 12,9) ve Nivea (y\u00fczde 12,1) aras\u0131ndaki e\u015fitlik ise dikkat \u00e7ekici. Kat\u0131l\u0131mc\u0131lara g\u00f6re kozmetik markalar\u0131n\u0131n hayata anlam katmas\u0131 y\u00fczde 68 oran\u0131nda sadakat sebebi. <\/p>\n\n\n\n

LC Waikiki Hayata Anlam Kat\u0131yor  <\/h3>\n\n\n\n
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Y\u00fczde 39,4’l\u00fck bir kesim “LC Waikiki hayata anlam kat\u0131yor” diyor. Defacto y\u00fczde 21,2 ile, Mavi \u0131se y\u00fczde 8,5 ile \u00f6ne \u00e7\u0131kan di\u011fer haz\u0131r giyim markalar\u0131. Defacto yan\u0131t\u0131n\u0131 veren kat\u0131l\u0131mc\u0131 arda 45-54 ya\u015f grubunun (y\u00fczde 45,1) a\u011f\u0131rl\u0131kta oldu\u011fu g\u00f6r\u00fcl\u00fcyor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 76’s\u0131 i\u00e7in markan\u0131n hayata anlam katmas\u0131 sadakati destekliyor. <\/p>\n\n\n\n

Ko\u00e7 Holding \u00c7\u0131tay\u0131 Y\u00fckseltiyor!<\/h3>\n\n\n\n
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Kat\u0131l\u0131mc\u0131lara holdingler aras\u0131nda hayatlar\u0131na anlam katanlar soruldu\u011funda y\u00fczde 32,2 gibi belirgin bir farkla Ko\u00e7 Holding \u00f6ne \u00e7\u0131k\u0131yor. Onu ikinci s\u0131rada y\u00fczde 18,4 ile Sabanc\u0131 Holding takip ediyor. <\/p>\n\n\n\n

Bayer Zirvede  <\/h3>\n\n\n\n
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\u00c7al\u0131\u015fmaya g\u00f6re Bayer, y\u00fczde 27’lik bir kesim i\u00e7in hayata en \u00e7ok anlam katan ila\u00e7 firmas\u0131. Onu s\u0131ras\u0131yla Eczac\u0131ba\u015f\u0131 (y\u00fczde 18,4). Abdi \u0130brahim (y\u00fczde 17,3) ve Pfizer (y\u00fczde 4,6) tak\u0131p ediyor. \u0130la\u00e7 sekt\u00f6r\u00fc markalar\u0131n\u0131n hayata anlam katmas\u0131, kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 70’ine g\u00f6re markaya sad\u0131k olunmas\u0131na sebep oluyor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 30’u ise markaya sad\u0131k olmak i\u00e7in bunu bir neden olarak g\u00f6rmedi\u011fini belirtiyor. “Hay\u0131r” yan\u0131t\u0131n\u0131 veren kat\u0131l\u0131mc\u0131lar\u0131n \u00e7o\u011funlu\u011funu 18-24 ya\u015f grubu (y\u00fczde 57,9) olu\u015fturuyor. <\/p>\n\n\n\n

Hayata Anlam Katan Hipermarket: Migros  <\/h3>\n\n\n\n
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Kat\u0131l\u0131mc\u0131lar \u201chayata anlam katan hipermarket” tan\u0131mlamas\u0131n\u0131 on \u00e7ok Migros. (y\u00fczde 35.9) ile e\u015fle\u015ftiriyor Migros’un en yak\u0131n takip\u00e7isi Carrefoursa (y\u00fczde 24,6) olurken BiM de (y\u00fczde 14,1) ilk \u00fc\u00e7 marka aras\u0131nda yer al\u0131yor. Carrefour yan\u0131t\u0131n\u0131 veren 18-24 ya\u015f grubunun oran\u0131 (y\u00fczde 30,6). 25-34 ya\u015f grubuna g\u00f6re (y\u00fczde 2,5) anlaml\u0131 bir bi\u00e7imde y\u00fcksek oldu\u011fu g\u00f6r\u00fcl\u00fcyor. Kat\u0131l\u0131mc\u0131lara g\u00f6re hipermarketlerin hayata anlam katmas\u0131 y\u00fczde 71 oran\u0131nda sadakat sebebi <\/p>\n\n\n\n

Hilton\u2019la Ya\u015fam Daha Anlaml\u0131!  <\/h3>\n\n\n\n
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Hayata anlam katan oteller aras\u0131nda ilk s\u0131ray\u0131 Hilton al\u0131yor. Onu y\u00fczde 11 ile Dedeman. y\u00fczde 9,9 ile Divan ve y\u00fczde 5,3 ile Princess Otelleri takip ediyor. Otel markalar\u0131n\u0131n hayata anlam katmas\u0131, kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 68’ine g\u00f6re markaya sad\u0131k olunmas\u0131na sebep oluyor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 32’si ise markaya sad\u0131k olmak i\u00e7in bunu bir neden olarak g\u00f6rm\u00fcyor. <\/p>\n\n\n\n

Burger King Zirvede Yaln\u0131z  <\/h3>\n\n\n\n
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Burger King (y\u00fczde 26,1) hayata anlam katan marka olma konusunda a\u00e7\u0131k ara farkla sekt\u00f6r\u00fcnde zirvede yer al\u0131yor. Y\u00fczde 15,2 ile ezeli rakibini takip eden McDonalds’\u0131n hemen arkas\u0131nda y\u00fczde 15 ile KFC var. Y\u00fczde 9,9’luk bir kesimin oyuyla Dominos da \u00f6ne \u00e7\u0131kan fast food markalan aras\u0131nda yerini al\u0131yor. KFC yan\u0131t\u0131nda erkek kat\u0131l\u0131mc\u0131lar\u0131n (y\u00fczde 28,2) kad\u0131nlara (y\u00fczde 1,7) g\u00f6re daha bask\u0131n oldu\u011fu dikkat \u00e7ekiyor. <\/p>\n\n\n\n

Toyota, Mercedes\u2019ten Daha Anlaml\u0131! <\/h3>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Otomotiv sekt\u00f6r\u00fcn\u00fcn hayata anlam katan markalar\u0131 olarak Toyota y\u00fczde 20,6 ile \u00f6ne \u00e7\u0131karken onu y\u00fczde 10,5 ile Mercedes takip ediyor. Hyundai ise y\u00fczde 9,3 ile \u00fc\u00e7\u00fcnc\u00fc s\u0131rada kendine yer buluyor. <\/p>\n\n\n\n

Ara\u015ft\u0131rman\u0131n Metodolojisi  <\/h3>\n\n\n\n

Bireylerin hayat\u0131na anlam katan markalan ve tercih nedenlerini belirlemek amac\u0131yla Marketing T\u00fcrkiye i\u00e7in Xsights\u2019\u0131n ger\u00e7ekle\u015ftirdi\u011fi \u201cHayata Anlam Katan Markalar Ara\u015ft\u0131rmas\u0131” 7-14 Haziran 2021 tarihleri aras\u0131nda online anket y\u00f6ntemiyle ger\u00e7ekle\u015ftirildi. 500 ki\u015finin kat\u0131ld\u0131\u011f\u0131 ara\u015ft\u0131rma kapsam\u0131nda veriler y\u00fczde 95 g\u00fcven d\u00fczeyinde anlaml\u0131l\u0131k testine tabi tutuldu. <\/p>\n","protected":false},"excerpt":{"rendered":"

Son d\u00f6nemde pazarlama sekt\u00f6r\u00fcn\u00fcn en s\u0131cak konular\u0131ndan biri “Brand purpose…\u201d Zira art\u0131k t\u00fcketiciler hayatlar\u0131na dahil ettikleri markalar\u0131n fayda yaratmas\u0131n\u0131, daha iyi bir ya\u015fam i\u00e7in hayatlar\u0131n\u0131 kolayla\u015ft\u0131rmas\u0131n\u0131 bekliyor. Peki, T\u00fcrk t\u00fcketicisine g\u00f6re “Hayata Anlam Katan Markalar” hangileri? T\u00fcketicilerin anlam aray\u0131\u015f\u0131ndaki en \u00f6nemli \u00f6ncelikleri neler? Yan\u0131tlar Marketing T\u00fcrkiye i\u00e7in Xsights\u2019\u0131n ger\u00e7ekle\u015ftirdi\u011fi “Hayata Anlam Katan Markalar Ara\u015ft\u0131rmas\u0131nda…  Marketing […]<\/p>\n","protected":false},"author":3,"featured_media":8532,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[133],"tags":[],"class_list":["post-5188","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\/5188","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\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/comments?post=5188"}],"version-history":[{"count":0,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts\/5188\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/media\/8532"}],"wp:attachment":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/media?parent=5188"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/categories?post=5188"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/tags?post=5188"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}