{"id":2731,"date":"2021-01-15T11:05:41","date_gmt":"2021-01-15T11:05:41","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=2731"},"modified":"2021-02-05T12:58:27","modified_gmt":"2021-02-05T12:58:27","slug":"dunyanin-en-guclu-nufusu-olan-z-kusagi-mercek-altinda","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=2731","title":{"rendered":"D\u00fcnyan\u0131n En G\u00fc\u00e7l\u00fc N\u00fcfusu Olan Z Ku\u015fa\u011f\u0131, Mercek Alt\u0131nda"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2731\" class=\"elementor elementor-2731\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3ef128ae elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3ef128ae\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6c0ce5df\" data-id=\"6c0ce5df\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5aacae7a elementor-widget elementor-widget-text-editor\" data-id=\"5aacae7a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"td-paragraph-padding-1\"><h3><span style=\"color: #000000;\"><strong>T\u00fcketimden ileti\u015fime hayat\u0131n pek \u00e7ok alan\u0131nda derin etkileri olan Z ku\u015fa\u011f\u0131 hakk\u0131nda yapm\u0131\u015f oldu\u011fu analizler ve ara\u015ft\u0131rmalar\u0131n sonu\u00e7lar\u0131n\u0131 payla\u015fan McKinsey &amp; Company, di\u011fer nesilleri de etkileyerek gelece\u011fi \u015fekillendiren bu neslin de\u011ferler odakl\u0131 bir yakla\u015f\u0131m\u0131 tercih etti\u011fini ortaya koyuyor. Bu nesil ile ileti\u015fimde sahicilik ve deneyim zenginli\u011fi \u00f6nem ta\u015f\u0131yor. Ayr\u0131ca hem sanal hem de fiziksel kanallar\u0131n ayn\u0131 anda kullan\u0131ld\u0131\u011f\u0131, \u00e7ok katmanl\u0131 bir ileti\u015fim talep ediliyor. <\/strong><\/span><\/h3><p><span style=\"color: #000000;\">1996 y\u0131l\u0131 ve sonras\u0131nda do\u011fan nesli tan\u0131mlayan Z ku\u015fa\u011f\u0131 t\u00fcm d\u00fcnyada t\u00fcketim, ileti\u015fim ve ili\u015fki y\u00f6netiminde k\u00f6kl\u00fc de\u011fi\u015fimlere yol a\u00e7\u0131yor. McKinsey, derinlemesine ara\u015ft\u0131rmalar, veri analizleri ve trendlerin takibi ile bu jenerasyonun t\u00fcketim ve ya\u015fam al\u0131\u015fkanl\u0131klar\u0131na \u0131\u015f\u0131k tutuyor.<br \/>McKinsey\u2019nin son birka\u00e7 y\u0131lda bu nesil \u00fczerine yapt\u0131\u011f\u0131 ara\u015ft\u0131rmalarda \u00f6ne \u00e7\u0131kan temel \u00f6zellikleri, de\u011fer odakl\u0131 olmalar\u0131. Bir \u015firketin misyonu, amac\u0131, toplumda yaratt\u0131\u011f\u0131 de\u011fer ba\u015fl\u0131ca se\u00e7im kriterleri oluyor. Bu trend asl\u0131nda milenyum ku\u015fa\u011f\u0131 ile ba\u015flad\u0131 ancak Z ku\u015fa\u011f\u0131 bunu daha da ileriye ta\u015f\u0131yor ve h\u0131zland\u0131r\u0131yor. Bu do\u011frultuda Z ku\u015fa\u011f\u0131n\u0131n l\u00fcks anlay\u0131\u015f\u0131 da olduk\u00e7a farkl\u0131. \u2018L\u00fcks\u2019 segmentinde diye bir \u00fcr\u00fcn\u00fc, markay\u0131 ta\u015f\u0131may\u0131 de\u011fil, onlar\u0131 farkl\u0131 k\u0131lacak, ger\u00e7ekten e\u015fsiz bir \u00fcr\u00fcn\u00fc ya da hizmeti tercih ediyorlar.<br \/>Z ku\u015fa\u011f\u0131n\u0131n al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131 da di\u011fer nesillere g\u00f6re \u00e7ok farkl\u0131, \u00e7ok katmanl\u0131 ve \u00e7ok kanall\u0131. Di\u011fer nesiller al\u0131\u015fk\u0131n olduklar\u0131 birka\u00e7 sabit kanala y\u00f6nelirken, bu nesil \u2018pop-up\u2019 butikler ya da Instagram\u2019dan al\u0131\u015fveri\u015f yap\u0131yor ama ayn\u0131 zamanda ma\u011fazalar\u0131 ve \u00f6zel butikleri de ziyaret ediyor. Yani \u00e7evrim i\u00e7i ve \u00e7evrim d\u0131\u015f\u0131 kanallar\u0131 \u00e7apraz bir \u015fekilde kullan\u0131yor. \u00d6rne\u011fin, Z ku\u015fa\u011f\u0131 i\u00e7erisinde market al\u0131\u015fveri\u015fini geleneksel market ve manavlardan yapmayanlar\u0131n oran\u0131 %35. Sadece online \u00e7al\u0131\u015fan marketlerin say\u0131s\u0131 da buna ba\u011fl\u0131 olarak art\u0131yor.<\/span><\/p><p><strong><span style=\"color: #000000;\">Marka \u0130leti\u015fimini \u2018Do\u011fru\u2019 Yapmak Kritik \u00d6nem Ta\u015f\u0131yor<\/span><\/strong><br \/><span style=\"color: #000000;\">Bug\u00fcn marka hikayesinde sahici olmayan bilgiler payla\u015f\u0131l\u0131yorsa, bu durum Z ku\u015fa\u011f\u0131 taraf\u0131ndan an\u0131nda ortaya \u00e7\u0131kar\u0131lacakt\u0131r. McKinsey ara\u015ft\u0131rmalar\u0131na g\u00f6re, s\u00f6ylenenle olan birbirini tutmad\u0131\u011f\u0131nda bu nesil, marka de\u011fi\u015fikli\u011fine gitmeyi se\u00e7iyor. Dolay\u0131s\u0131yla markalar\u0131n s\u00f6ylemlerinde do\u011fru ve tutarl\u0131 olmalar\u0131, m\u00fc\u015fteri sadakati a\u00e7\u0131s\u0131ndan b\u00fcy\u00fck \u00f6neme sahip.<\/span><br \/><span style=\"color: #000000;\">Ayn\u0131 zamanda bu neslin sat\u0131n alma tercihlerinde \u2018yeni\u2019 olan\u0131 deneyimlemek \u00f6nemli bir etken. Bu nedenle t\u00fcketici \u00fcr\u00fcnleri kategorilerinde k\u00fc\u00e7\u00fck \u00f6l\u00e7ekli markalar\u0131n di\u011fer markalara g\u00f6re \u00e7ok daha h\u0131zl\u0131 b\u00fcy\u00fcd\u00fckleri g\u00f6ze \u00e7arp\u0131yor. \u00c7\u00fcnk\u00fc Z ku\u015fa\u011f\u0131 i\u00e7in marka de\u011fil, markan\u0131n sundu\u011fu deneyim \u00f6nemli. \u00dcr\u00fcn\u00fcn ya da hizmetin nas\u0131l bir deneyim sunaca\u011f\u0131 daha g\u00fc\u00e7l\u00fc bir tercih kriteri.<\/span><br \/><span style=\"color: #000000;\">Dolay\u0131s\u0131yla markalar\u0131n \u00fcr\u00fcn inovasyonu ile birlikte t\u00fcm kanallardaki al\u0131\u015fveri\u015f deneyimlerinde inovatif olmalar\u0131 gerek. M\u00fc\u015fterilerine sunduklar\u0131 \u00fcr\u00fcn ve hizmetin her a\u015famas\u0131nda t\u00fcketici deneyimini s\u00fcrekli olarak geli\u015ftirmeli ve t\u00fcketicilere ma\u011fazalar\u0131n\u0131 yeniden ziyaret i\u00e7in nedenler sunmal\u0131lar.<\/span><\/p><p><strong><span style=\"color: #000000;\">Z Ku\u015fa\u011f\u0131n\u0131n \u00dc\u00e7 Temel T\u00fcketim Al\u0131\u015fkanl\u0131\u011f\u0131<\/span><\/strong><br \/><span style=\"color: #000000;\">McKinsey taraf\u0131ndan yap\u0131lan ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re Z ku\u015fa\u011f\u0131 t\u00fcketicilerinin \u00fc\u00e7 temel kategoriye ayr\u0131ld\u0131klar\u0131 belirtiliyor. Bunlar \u015f\u00f6yle s\u0131ralan\u0131yor:<\/span><br \/><span style=\"color: #000000;\"><strong>Fiyat odakl\u0131lar:<\/strong> Bir \u00fcr\u00fcn ya da hizmete ne kadar para ay\u0131rd\u0131klar\u0131 konusunda hassas olanlar.<\/span><br \/><span style=\"color: #000000;\"><strong>Kalite odakl\u0131lar:<\/strong> En y\u00fcksek kalitede ve ihtiya\u00e7lar\u0131na tam olarak yan\u0131t verecek \u00fcr\u00fcn almak isteyen, bunun i\u00e7in para harcamaktan \u00e7ekinmeyenler.<\/span><br \/><span style=\"color: #000000;\"><strong>\u0130maj odakl\u0131lar:<\/strong> Kendilerini yans\u0131tan \u00fcr\u00fcn ve hizmetlerin pe\u015finde olanlar. Bu grup i\u00e7erisinde d\u0131\u015f g\u00f6r\u00fcn\u00fc\u015flerini \u00f6nemseyen ve bu nedenle al\u0131\u015fveri\u015f yapanlar oldu\u011fu kadar kimliklerini e\u015fsiz bir \u015fekilde ortaya koymak ve sat\u0131n alma tercihleri ile bunu g\u00f6r\u00fcn\u00fcr k\u0131lmak isteyenler de var.<\/span><\/p><p><strong><span style=\"color: #000000;\">Z Ku\u015fa\u011f\u0131 Pazar Dinamiklerini Yeniden \u015eekillendiriyor<\/span><\/strong><br \/><span style=\"color: #000000;\">\u0130\u015f d\u00fcnyas\u0131n\u0131n Z ku\u015fa\u011f\u0131n\u0131 yak\u0131ndan tan\u0131mas\u0131n\u0131n stratejik \u00f6nem ta\u015f\u0131d\u0131\u011f\u0131n\u0131 ifade eden McKinsey &amp; Company T\u00fcrkiye \u00dclke Direkt\u00f6r\u00fc Can Kendi, \u201cZ ku\u015fa\u011f\u0131n\u0131n milenyum ve X ku\u015fa\u011f\u0131n\u0131n \u00fczerindeki etkileri de dikkate al\u0131nd\u0131\u011f\u0131nda bug\u00fcn\u00fc ve gelece\u011fi \u015fekillendiklerini s\u00f6yleyebiliriz. B\u00f6yle g\u00fc\u00e7l\u00fc bir n\u00fcfusun t\u00fcketim, ileti\u015fim ve ili\u015fki y\u00f6netimi tercihlerini bilmek, COVID-19 ile birlikte h\u0131zla de\u011fi\u015fen trendler ve al\u0131\u015fkanl\u0131klar kapsam\u0131nda her zamankinden b\u00fcy\u00fck bir \u00f6nem ta\u015f\u0131yor. McKinsey olarak d\u00fcn oldu\u011fu gibi bug\u00fcn de bu trendlerin takip\u00e7isi olarak t\u00fcketicilerin ihtiya\u00e7lar\u0131na en do\u011fru \u015fekilde yan\u0131t verilmesi ve bu sayede markalar\u0131n en do\u011fru stratejiyle hareket etmeleri noktas\u0131nda kolayla\u015ft\u0131r\u0131c\u0131 bir rol \u00fcstlenmeye \u00e7al\u0131\u015f\u0131yoruz.<\/span><br \/><span style=\"color: #000000;\">Son yapm\u0131\u015f oldu\u011fumuz ara\u015ft\u0131rmalar markalar\u0131n etik de\u011ferlerinin, s\u00fcrd\u00fcr\u00fclebilirlik bak\u0131\u015f a\u00e7\u0131lar\u0131n\u0131n ve bunlar\u0131 en do\u011fru ve samimi \u015fekilde ileti\u015fime ta\u015f\u0131malar\u0131n\u0131n \u00f6nemini g\u00f6zler \u00f6n\u00fcne seriyor. Bununla birlikte marka stratejilerinin deneyim zenginli\u011fi ve \u00e7ok kanall\u0131 bir ileti\u015fim deste\u011fine ihtiyac\u0131 var. Bu kapsamda markalara \u00f6nerimiz, anl\u0131k ve h\u0131zl\u0131 de\u011fi\u015fimlere haz\u0131r olmalar\u0131, m\u00fc\u015fteri kitleleri ile interaktif bir diyalog kurmalar\u0131, m\u00fc\u015fterilerin ihtiya\u00e7lar\u0131n\u0131 net olarak belirlemeleri ve bunlar\u0131 kar\u015f\u0131lamak \u00fczere s\u00fcrekli geli\u015fim i\u00e7erisinde olmalar\u0131 y\u00f6n\u00fcnde. Bu sayede \u015firketlerin zorlu pazar ko\u015fullar\u0131nda ba\u015far\u0131y\u0131 yakalamalar\u0131n\u0131n ve end\u00fcstrilerinde lider bir konum \u00fcstlenmelerinin m\u00fcmk\u00fcn oldu\u011funa inan\u0131yoruz\u201d dedi.<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>T\u00fcketimden ileti\u015fime hayat\u0131n pek \u00e7ok alan\u0131nda derin etkileri olan Z ku\u015fa\u011f\u0131 hakk\u0131nda yapm\u0131\u015f oldu\u011fu analizler ve ara\u015ft\u0131rmalar\u0131n sonu\u00e7lar\u0131n\u0131 payla\u015fan McKinsey &amp; Company, di\u011fer nesilleri de etkileyerek gelece\u011fi \u015fekillendiren bu neslin de\u011ferler odakl\u0131 bir yakla\u015f\u0131m\u0131 tercih etti\u011fini ortaya koyuyor. Bu nesil ile ileti\u015fimde sahicilik ve deneyim zenginli\u011fi \u00f6nem ta\u015f\u0131yor. Ayr\u0131ca hem sanal hem de fiziksel kanallar\u0131n [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2732,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[23,32],"tags":[],"class_list":{"0":"post-2731","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler","8":"category-sektorden-haberler-haberler"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2021\/01\/zkusagi-arastirma.jpg","author_info":{"display_name":"H\u00fcnkar G\u00f6rel","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=2"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>D\u00fcnyan\u0131n En G\u00fc\u00e7l\u00fc N\u00fcfusu Olan Z Ku\u015fa\u011f\u0131, Mercek Alt\u0131nda - GPD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gidaperakendecileri.org\/?p=2731\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00fcnyan\u0131n En G\u00fc\u00e7l\u00fc N\u00fcfusu Olan Z Ku\u015fa\u011f\u0131, Mercek Alt\u0131nda - GPD\" \/>\n<meta property=\"og:description\" content=\"T\u00fcketimden ileti\u015fime hayat\u0131n pek \u00e7ok alan\u0131nda derin etkileri olan Z ku\u015fa\u011f\u0131 hakk\u0131nda yapm\u0131\u015f oldu\u011fu analizler ve ara\u015ft\u0131rmalar\u0131n sonu\u00e7lar\u0131n\u0131 payla\u015fan McKinsey &amp; Company, di\u011fer nesilleri de etkileyerek gelece\u011fi \u015fekillendiren bu neslin de\u011ferler odakl\u0131 bir yakla\u015f\u0131m\u0131 tercih etti\u011fini ortaya koyuyor. 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