{"id":3141,"date":"2021-05-24T07:18:00","date_gmt":"2021-05-24T07:18:00","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=3141"},"modified":"2021-05-24T07:44:26","modified_gmt":"2021-05-24T07:44:26","slug":"tuketici-guvende-olmak-istiyor","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=3141","title":{"rendered":"T\u00fcketici G\u00fcvende Olmak \u0130stiyor"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3141\" class=\"elementor elementor-3141\">\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>KPMG\u2019nin 16 \u00fclkede 18 binden fazla ki\u015fiyle g\u00f6r\u00fc\u015ferek yapt\u0131\u011f\u0131 \u2018Ben, Hayat\u0131m, C\u00fczdan\u0131m\u2019 ba\u015fl\u0131kl\u0131 b\u00fcy\u00fck t\u00fcketici ara\u015ft\u0131rmas\u0131, Covid-19 sonras\u0131 t\u00fcketicilerin de\u011fi\u015fen ihtiya\u00e7lar\u0131na, de\u011fi\u015fen davran\u0131\u015flar\u0131na ve beklentilerine \u0131\u015f\u0131k tutuyor. Ara\u015ft\u0131rmaya g\u00f6re hayat\u0131n dijitalde ge\u00e7ti\u011fi \u015fu d\u00f6nemde \u2018g\u00fcvende hissetmek\u2019 en \u00f6nemli kriter. Ara\u015ft\u0131rmaya kat\u0131lan t\u00fcketicilerin y\u00fczde 92\u2019si kendisinin ve ailesinin g\u00fcvende olmas\u0131na b\u00fcy\u00fck \u00f6nem veriyor. T\u00fcketici, hizmet\/\u00fcr\u00fcn ald\u0131\u011f\u0131 \u015firketlerin de g\u00fcven beklentilerine yan\u0131t vermesini ve destekleyici olmas\u0131n\u0131 bekliyor.<\/strong><\/span><\/h3><p><span style=\"color: #000000;\">KPMG\u2019nin bu y\u0131l \u00fc\u00e7\u00fcnc\u00fcs\u00fcn\u00fc ger\u00e7ekle\u015ftirdi\u011fi \u2018Ben, Hayat\u0131m, C\u00fczdan\u0131m Ara\u015ft\u0131rmas\u0131\u2019 t\u00fcketicinin d\u00fcnyas\u0131ndaki de\u011fi\u015fimin izini s\u00fcr\u00fcyor. Covid-19 etkisinin t\u00fcketicinin davran\u0131\u015flar\u0131na ve beklentilerine nas\u0131l yans\u0131d\u0131\u011f\u0131n\u0131 inceleyen ara\u015ft\u0131rmaya g\u00f6re \u015fu anda t\u00fcketici i\u00e7in en \u00f6nemli \u015fey kendisinin ve ailesinin g\u00fcvende olmas\u0131. T\u00fcketiciler, i\u015fletmelerin de bu de\u011fi\u015fime ayak uydurmas\u0131n\u0131 ve g\u00fcvende hissetmekle ilgili beklentilerine yan\u0131t vermesini istiyor. <\/span><\/p><p>KPMG\u2019nin bu y\u0131l 16 \u00fclkede, 18 binden fazla t\u00fcketiciyle g\u00f6r\u00fc\u015ferek yapt\u0131\u011f\u0131 ara\u015ft\u0131rma yar\u0131n\u0131n m\u00fc\u015fterisine ve de\u011fi\u015fen m\u00fc\u015fteri davran\u0131\u015flar\u0131na odaklan\u0131yor. Ara\u015ft\u0131rmay\u0131 de\u011ferlendiren KPMG T\u00fcrkiye Perakende ve T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r Lideri G\u00f6khan Ka\u00e7maz, \u201c2020\u2019den itibaren Covid-19\u2019un y\u0131k\u0131c\u0131 etkisi i\u015fletmeleri, pazarlar\u0131, sekt\u00f6rleri, m\u00fc\u015fterileri, \u00e7al\u0131\u015fanlar\u0131 payda\u015flar\u0131yla ili\u015fkilerinde de\u011fi\u015fime zorlad\u0131. \u00c7al\u0131\u015fma ortam\u0131 de\u011fi\u015fti. \u0130\u015f yapma modelleri de\u011fi\u015fti. Y\u00fcz y\u00fcze etkile\u015fim azald\u0131, hayat dijitalde akmaya ba\u015flad\u0131. Ya\u015fl\u0131lar ilk kez dijital kanallar\u0131 kullan\u0131rken gen\u00e7lerin dijital alandaki varl\u0131klar\u0131 artt\u0131. Ba\u011flam ve i\u00e7erik dijitalle\u015fti. \u0130\u015fletmeler de\u011fi\u015fen t\u00fcketiciye hizmet vermek i\u00e7in ba\u011fl\u0131l\u0131k modellerini s\u00fcrekli geli\u015ftirmek zorunda. Temel yol g\u00f6sterici ise m\u00fc\u015fteri ihtiya\u00e7lar\u0131. Eskiden kalma i\u00e7g\u00f6r\u00fclerle hareket etmek \u00e7ok tehlikeli. M\u00fc\u015fteri ihtiya\u00e7lar\u0131n\u0131 anlamak i\u00e7in veri analizinden makine \u00f6\u011frenimine bir\u00e7ok yeni teknolojiyi kullanmak gerekiyor\u201d dedi.<\/p><p><strong>Ara\u015ft\u0131rmadan \u00e7\u0131kan baz\u0131 ba\u015fl\u0131klar \u015f\u00f6yle:<\/strong><br \/>\u2022 Covid-19\u2019la birlikte beklentiler de\u011fi\u015firken, \u015firketlerin dijital hizmetlere ge\u00e7i\u015fiyle birlikte t\u00fcketicide \u00f6nemli bir anksiyete duygusu ortaya \u00e7\u0131kt\u0131.<br \/>\u2022 Ara\u015ft\u0131rmaya kat\u0131lanlar\u0131n b\u00fcy\u00fck b\u00f6l\u00fcm\u00fc \u2018endi\u015feli\u2019 oldu\u011funu ifade ediyor. Y\u00fczde 73\u2019\u00fc salg\u0131nla, y\u00fczde 81\u2019i ekonomik durgunlukla ve y\u00fczde 61\u2019i sa\u011fl\u0131kla ilgili endi\u015fe duyuyor. T\u00fcketici kendisini \u2018g\u00fcvende hissetmek\u2019 istiyor ve bu beklenti \u015fu anda \u00e7ok kritik.<br \/>\u2022 D\u00fcnyadaki belirsizlik devam ettik\u00e7e t\u00fcketiciler de o kadar fazla alternatif \u00e7\u00f6z\u00fcmlerle g\u00fcnl\u00fck ya\u015famlar\u0131n\u0131 g\u00fcvence alt\u0131na almak istiyorlar. Beslenme, spor, i\u015f, e\u011fitim, al\u0131\u015fveri\u015f, e\u011flence ve ibadet gibi alanlarda al\u0131\u015fkanl\u0131klar\u0131n\u0131 dijital ve g\u00fcvenli olarak s\u00fcrd\u00fcrmeye \u00e7al\u0131\u015f\u0131yorlar. \u0130\u015fletmelerin de bu de\u011fi\u015fime ayak uydurmas\u0131n\u0131 ve destekleyici olmas\u0131n\u0131 bekliyorlar.<br \/>\u2022 Online kanallara radikal ve h\u0131zl\u0131 ge\u00e7i\u015f, g\u00fcvenlik ihtiyac\u0131n\u0131n do\u011frudan bir sonucu olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Art\u0131k \u015firketler \u2018en yak\u0131n rakibine\u2019 g\u00f6re de\u011fil \u2018en iyi deneyim standard\u0131n\u0131 sa\u011flama\u2019 kriterine g\u00f6re se\u00e7iliyor. T\u00fcketici g\u00fcven endi\u015fesini en \u00e7ok ya\u015fad\u0131\u011f\u0131 bu d\u00f6nemde hizmet ald\u0131\u011f\u0131 \u015firketin g\u00fcvenlik ihtiya\u00e7lar\u0131n\u0131 da kar\u015f\u0131lamas\u0131n\u0131 bekliyor.<br \/>\u2022 T\u00fcketicilerin y\u00fczde 55\u2019inin bir \u015firketten en b\u00fcy\u00fck beklentileri ki\u015fisel verilerinin korunmas\u0131 ve y\u00fczde 47\u2019si ise bu verilerin sat\u0131lmamas\u0131n\u0131 istiyor.<br \/>\u2022 T\u00fcketicilerin y\u00fczde 26&#8217;s\u0131 siber tehditlerden b\u00fcy\u00fck \u00f6l\u00e7\u00fcde endi\u015fe duyuyor.<br \/>\u2022 Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 76\u2019s\u0131 e-ticaret ve online al\u0131\u015fveri\u015fi \u00e7ok \u00f6nemli ve \u00f6nemli olarak de\u011ferlendiriyor. Y\u00fczde 62\u2019si uygulamalar i\u00e7in ayn\u0131 \u015feyi d\u00fc\u015f\u00fcn\u00fcyor. Y\u00fczde 92\u2019si ailesinin ve kendisinin g\u00fcvende olmas\u0131na b\u00fcy\u00fck \u00f6nem veriyor. Bu yeni beklentiler ve motivasyonlar kal\u0131c\u0131 olacak. T\u00fcketiciler sa\u011fl\u0131k, g\u00fcvenlik, temizlik ve dijital deneyimlere \u00f6nem vermeye devam edecek.<\/p><p><strong>Telefonumuz mu, C\u00fczdan\u0131m\u0131z m\u0131?<\/strong><br \/>\u2022 T\u00fcketicilerin y\u00fczde 40\u2019\u0131 telefonlar\u0131n\u0131 kaybetmektense c\u00fczdanlar\u0131n\u0131 kaybetmeyi tercih ediyor.<br \/>\u2022 Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 44\u2019\u00fc Covid-19 \u00f6ncesine g\u00f6re daha fazla ve daha farkl\u0131 teknolojilerden yararland\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor.<br \/>\u2022 T\u00fcketicilerin y\u00fczde 31\u2019i \u015firketlerin onlar\u0131 \u00e7ok iyi tan\u0131malar\u0131n\u0131 etkileyici bulsa da m\u00fc\u015fterinin kendisinin ne istedi\u011fini daha bilmeden \u015firketin bilebilmesini \u00fcrk\u00fct\u00fcc\u00fc buluyor.<br \/>\u2022 T\u00fcketicilerin y\u00fczde 80\u2019i kendi de\u011ferleri ve inan\u00e7lar\u0131yla \u00f6rt\u00fc\u015fen markalardan al\u0131\u015fveri\u015f yapmay\u0131 tercih ediyor.<br \/>\u2022 T\u00fcketicilerin y\u00fczde 37\u2019sinin \u00f6nceli\u011fi s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler.<br \/>\u2022 T\u00fcketicilerin y\u00fczde 90\u2019\u0131 kazand\u0131\u011f\u0131n\u0131 topluma geri veren, etik kurulu\u015flara daha fazla \u00f6deme yapmaya istekli.<br \/>\u2022 Belirsizlik, bir k\u0131s\u0131m t\u00fcketiciyi birikim yapmaya y\u00f6neltmi\u015f. Ara\u015ft\u0131rmaya kat\u0131lanlar\u0131n y\u00fczde 49\u2019u daha fazla para biriktirmeye ba\u015flad\u0131\u011f\u0131n\u0131 belirtiyor.<\/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>KPMG\u2019nin 16 \u00fclkede 18 binden fazla ki\u015fiyle g\u00f6r\u00fc\u015ferek yapt\u0131\u011f\u0131 \u2018Ben, Hayat\u0131m, C\u00fczdan\u0131m\u2019 ba\u015fl\u0131kl\u0131 b\u00fcy\u00fck t\u00fcketici ara\u015ft\u0131rmas\u0131, Covid-19 sonras\u0131 t\u00fcketicilerin de\u011fi\u015fen ihtiya\u00e7lar\u0131na, de\u011fi\u015fen davran\u0131\u015flar\u0131na ve beklentilerine \u0131\u015f\u0131k tutuyor. Ara\u015ft\u0131rmaya g\u00f6re hayat\u0131n dijitalde ge\u00e7ti\u011fi \u015fu d\u00f6nemde \u2018g\u00fcvende hissetmek\u2019 en \u00f6nemli kriter. Ara\u015ft\u0131rmaya kat\u0131lan t\u00fcketicilerin y\u00fczde 92\u2019si kendisinin ve ailesinin g\u00fcvende olmas\u0131na b\u00fcy\u00fck \u00f6nem veriyor. T\u00fcketici, hizmet\/\u00fcr\u00fcn ald\u0131\u011f\u0131 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3142,"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-3141","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\/05\/komg-tuketici-guven.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>T\u00fcketici G\u00fcvende Olmak \u0130stiyor - 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