{"id":3417,"date":"2021-06-23T09:29:42","date_gmt":"2021-06-23T09:29:42","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=3417"},"modified":"2021-06-23T09:31:42","modified_gmt":"2021-06-23T09:31:42","slug":"tuketiciler-guvendikleri-markalarin-surdurulebilir-urunlerine-de-guveniyor","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=3417","title":{"rendered":"T\u00fcketiciler G\u00fcvendikleri Markalar\u0131n S\u00fcrd\u00fcr\u00fclebilir \u00dcr\u00fcnlerine de G\u00fcveniyor"},"content":{"rendered":"\t\t
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Migros\u2019un, ThinkNeuro ve NielsenIQ i\u015f birli\u011fi ile ger\u00e7ekle\u015ftirdi\u011fi \u2018S\u00fcrd\u00fcr\u00fclebilirlik Alg\u0131s\u0131 ve Pazar\u0131n Gelece\u011fi\u2019 ara\u015ft\u0131rmas\u0131, t\u00fcketicilerde s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn alg\u0131s\u0131na ve bunun sat\u0131n alma \u00fczerindeki etkilerine ili\u015fkin \u00f6nemli sonu\u00e7lar ortaya koydu.<\/strong><\/span><\/h3>

Migros, ThinkNeuro ve NielsenIQ ile birlikte \u2018S\u00fcrd\u00fcr\u00fclebilirlik Alg\u0131s\u0131 ve Pazar\u0131n Gelece\u011fi\u2019 konulu bir ara\u015ft\u0131rma ger\u00e7ekle\u015ftirerek t\u00fcketicilerin s\u00fcrd\u00fcr\u00fclebilirlik alg\u0131s\u0131 ve s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler almaya y\u00f6nelik motivasyon ve engellerini belirledi. Ara\u015ft\u0131rma kapsam\u0131nda, NielsenIQ, T\u00fcrkiye \u00e7ap\u0131nda 623 ki\u015fiyle online g\u00f6r\u00fc\u015fme ve odak grup \u00e7al\u0131\u015fmalar\u0131 yapt\u0131. ThinkNeuro ise toplam 457 ki\u015fi ile al\u0131\u015fveri\u015f esnas\u0131nda t\u00fcketici davran\u0131\u015flar\u0131n\u0131 tetikleyen duygusal unsurlar\u0131 ele alan iki fazl\u0131 bir n\u00f6ro ara\u015ft\u0131rma ger\u00e7ekle\u015ftirdi. <\/span><\/p>

Ara\u015ft\u0131rma, s\u00fcrd\u00fcr\u00fclebilirli\u011fin, kelime anlam\u0131na paralel olarak \u201cdevaml\u0131l\u0131k\u201d kelimesiyle \u00f6zde\u015fle\u015ftirildi\u011fini, \u201cs\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn\u201d dendi\u011finde, t\u00fcketicinin akl\u0131na ilk olarak \u201cdo\u011fal i\u00e7erikli, organik \u00fcr\u00fcnlerin\u201d geldi\u011fini ortaya \u00e7\u0131kard\u0131. Bununla birlikte, t\u00fcketiciler s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnleri \u201ckaliteli ve g\u00fcvenilir i\u00e7eri\u011fe sahip \u00fcr\u00fcnler\u201d olarak da alg\u0131l\u0131yor.<\/span><\/p>

Ara\u015ft\u0131rma sonu\u00e7lar\u0131, d\u00fcnyan\u0131n \u00f6nde gelen perakende ve h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri \u00fcreticisi \u015firketlerin \u00e7at\u0131 kurulu\u015fu olan Consumer Goods Forum\u2019un (CGF) dijital platformunda da yay\u0131nlanarak global arenada perakende sekt\u00f6r\u00fcne referans olu\u015fturdu.<\/span><\/p>

\"\"<\/p>

S\u00fcrd\u00fcr\u00fclebilir \u00dcr\u00fcnlerin Performans\u0131 T\u00fcketicide Soru \u0130\u015fareti Yarat\u0131yor<\/span><\/strong>
Ara\u015ft\u0131rma, s\u00fcrd\u00fcr\u00fclebilirlik ile organik \u00fcr\u00fcn kavramlar\u0131n\u0131n t\u00fcketicinin zihninde \u00e7ok yak\u0131n tan\u0131mlamalar olarak alg\u0131land\u0131\u011f\u0131n\u0131 g\u00f6sterirken, s\u00fcrd\u00fcr\u00fclebilirli\u011fin i\u00e7selle\u015ftirilme a\u00e7\u0131s\u0131ndan hen\u00fcz \u00f6n\u00fcnde yol oldu\u011funu ortaya koydu.<\/span><\/p>

S\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnlerin performans\u0131yla ilgili \u00e7ekincelerinin oldu\u011funu belirten t\u00fcketiciler hem fiziksel hem de fiyat olarak bu \u00fcr\u00fcnlerin ula\u015f\u0131labilir olmad\u0131\u011f\u0131 kan\u0131s\u0131n\u0131 ta\u015f\u0131yor. T\u00fcketiciler, s\u00fcrd\u00fcr\u00fclebilir kategorisindeki temizlik \u00fcr\u00fcnlerinin performans\u0131na \u00e7ok g\u00fcvenmediklerini belirtiyor.<\/span><\/p>

T\u00fcketicilerin Yar\u0131s\u0131, S\u00fcrd\u00fcr\u00fclebilir \u00dcr\u00fcnlere En Fazla %10 Daha Fazla \u00d6deme Yapar\u0131m Diyor<\/span><\/strong>
Ara\u015ft\u0131rman\u0131n sonu\u00e7lar\u0131na g\u00f6re, T\u00fcrk t\u00fcketicisi, s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnleri premium kategorisinde g\u00f6r\u00fcyor. Yayg\u0131n olarak t\u00fcm marketlerde bulunmad\u0131\u011f\u0131 d\u00fc\u015f\u00fcncesiyle de kolay ula\u015f\u0131labilir olmad\u0131\u011f\u0131n\u0131 ifade ediyor. Ayn\u0131 zamanda bu \u00fcr\u00fcnlerin daha pahal\u0131 oldu\u011fu alg\u0131s\u0131na sahip olan t\u00fcketiciler, y\u00fcksek fiyat\u0131n s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnleri sat\u0131n almalar\u0131n\u0131n \u00f6n\u00fcndeki en b\u00fcy\u00fck engel oldu\u011funu s\u00f6yl\u00fcyor. Yerel \u00fcreticiler taraf\u0131ndan \u00fcretilen \u00fcr\u00fcnler ise organik ve do\u011fal i\u00e7erikli olarak lanse edilen \u00fcr\u00fcnlere k\u0131yasla t\u00fcketicilerde olu\u015fan s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn pahal\u0131d\u0131r alg\u0131s\u0131n\u0131 daha kolay k\u0131r\u0131yor. Bununla birlikte, ara\u015ft\u0131rmaya g\u00f6re 2 t\u00fcketiciden 1\u2019i s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler i\u00e7in maksimum y\u00fczde 10 oran\u0131nda daha fazla \u00f6deyece\u011fini belirtiyor.<\/span><\/p>

T\u00fcketici Nezdinde Yerel \u00dcreticiler Uygun, Do\u011fal ve G\u00fcvenilir<\/span><\/strong>
Marketlerin s\u00fcrd\u00fcr\u00fclebilirlik alan\u0131nda yapabilece\u011fi \u00e7al\u0131\u015fmalara y\u00f6nelik olarak 5 t\u00fcketiciden 3\u2019\u00fc marketlerin yerli mal\u0131 \u00fcr\u00fcnler sunmas\u0131n\u0131; 2 t\u00fcketiciden 1\u2019i ise marketlerin yerel, k\u00fc\u00e7\u00fck ve yak\u0131n b\u00f6lgelerdeki \u00fcreticileri desteklemesini bekledi\u011fini belirtiyor. T\u00fcketici nezdinde yerel \u00fcreticiler bereketli, uygun fiyatl\u0131, do\u011fal ve g\u00fcvenilir g\u00f6r\u00fcn\u00fcyor. S\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn g\u00f6rselleri i\u00e7erisinde yerel kad\u0131n \u00fcreticilerin \u00fcr\u00fcn\u00fcn\u00fc anlatan g\u00f6rsel en ba\u015far\u0131l\u0131 n\u00f6roskoru elde etti.<\/span><\/p>

S\u00fcrd\u00fcr\u00fclebilirlik ve Markaya Duyulan G\u00fcven Birbiriyle Derinden Ba\u011fl\u0131<\/span><\/strong>
T\u00fcketiciler bildikleri ve g\u00fcvendikleri markalar\u0131n s\u00fcrd\u00fcr\u00fclebilirlik \u00e7al\u0131\u015fmalar\u0131na ve \u00fcr\u00fcnlerine, di\u011fer markalara k\u0131yasla daha fazla inan\u0131yor. G\u00fcvendi\u011fi markan\u0131n s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn\u00fcn\u00fc 4 t\u00fcketiciden 3\u2019\u00fc inand\u0131r\u0131c\u0131 bulurken, daha \u00f6nce duymad\u0131\u011f\u0131 bir markan\u0131n s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn\u00fcn\u00fc 4 t\u00fcketiciden sadece 1\u2019i inand\u0131r\u0131c\u0131 buluyor.<\/span><\/p>

S\u00fcrd\u00fcr\u00fclebilir \u00dcr\u00fcn Tercihinde Sosyal \u00c7evre Etkili Oluyor<\/span><\/strong>
Sosyal \u00e7evrenin s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnlere y\u00f6nelmeyi art\u0131rd\u0131\u011f\u0131n\u0131 ortaya koyan ara\u015ft\u0131rmaya g\u00f6re, s\u00fcrd\u00fcr\u00fclebilirlik, sosyal kabuller aras\u0131nda \u201cdo\u011fru olan\u0131 yapmakla\u201d \u00f6zde\u015fle\u015fiyor. T\u00fcketicinin i\u00e7inde bulundu\u011fu sosyal grup \u00e7o\u011funlukla s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler kullanan ki\u015filerden olu\u015fuyorsa \u2018geride kalma korkusu\u2019 tetikleniyor ve ki\u015fi, toplumun bir par\u00e7as\u0131 olmaya devam edebilmek i\u00e7in s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnleri tercih etmeye meyilli oluyor.<\/span><\/p>

S\u00fcrd\u00fcr\u00fclebilirli\u011fin Do\u011faya Olan Katk\u0131s\u0131 T\u00fcketiciye Daha K\u0131sa, \u00d6z ve Somut Olarak Aktar\u0131lmal\u0131<\/span><\/strong>
Ara\u015ft\u0131rmaya g\u00f6re s\u00fcrd\u00fcr\u00fclebilirlik, genel olarak t\u00fcketicinin alg\u0131s\u0131nda \u201csayg\u0131l\u0131, hassas, d\u00fcr\u00fcst, sorumlu\u201d gibi sosyal kabullere uygun, ancak \u201cs\u0131k\u0131c\u0131\u201d olarak alg\u0131lan\u0131yor. Bu nedenle t\u00fcketici nezdinde al\u0131\u015fveri\u015f i\u00e7in tetikleyici olan \u201cheyecan veren, haval\u0131\u201d gibi kavramlarla \u00f6zde\u015fle\u015fmiyor. Ara\u015ft\u0131rma sonu\u00e7lar\u0131, s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn kullanman\u0131n markalar taraf\u0131ndan daha ilgi \u00e7ekici bir hale getirilmesi halinde, t\u00fcketici alg\u0131s\u0131n\u0131n olumlu y\u00f6nde de\u011fi\u015febilece\u011fini g\u00f6steriyor.<\/span><\/p>

Ara\u015ft\u0131rmada, s\u00fcrd\u00fcr\u00fclebilirlik kavram\u0131na dair akla gelen imgeler soruldu\u011funda t\u00fcketiciler penguenler, kutup ay\u0131lar\u0131, eriyen buzullar ve geni\u015fleyen \u00e7\u00f6pl\u00fcklerden bahsediyorlar. Ancak n\u00f6ro ara\u015ft\u0131rma sonu\u00e7lar\u0131, penguenler ve kutup ay\u0131lar\u0131 gibi farkl\u0131 co\u011frafyalardaki canl\u0131lar, t\u00fcketicinin g\u00fcnl\u00fck hayat\u0131nda yer almad\u0131\u011f\u0131 i\u00e7in bu canl\u0131lar\u0131n soylar\u0131n\u0131n t\u00fckenmesinin kendi ya\u015famlar\u0131n\u0131 etkileyemeyece\u011fini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fc ortaya koyuyor. Bu nedenle insanlar\u0131n g\u00fcnl\u00fck ya\u015fant\u0131s\u0131nda yer almayan canl\u0131lar ve do\u011fa olaylar\u0131, onlar\u0131 davran\u0131\u015f de\u011fi\u015fikli\u011fi yapmaya y\u00f6nlendirmezken, ya\u015fad\u0131klar\u0131 \u015fehirlerdeki do\u011fadan, \u00e7evrelerindeki canl\u0131lardan veya bizzat ya\u015fad\u0131klar\u0131 do\u011fal afetlerden daha fazla etkileniyorlar.<\/span><\/p>

S\u00fcrd\u00fcr\u00fclebilirli\u011fin gelecekten ziyade bug\u00fcn i\u00e7in \u00f6nemine dikkat \u00e7ekilmesi, t\u00fcketicilerin g\u00fcnl\u00fck hayatlar\u0131na dokunan alanlardaki faydas\u0131na y\u00f6nelik, zihninde canland\u0131rabilece\u011fi k\u0131sa ve net mesajlar daha fazla ki\u015fiye ula\u015f\u0131yor.<\/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":"

Migros\u2019un, ThinkNeuro ve NielsenIQ i\u015f birli\u011fi ile ger\u00e7ekle\u015ftirdi\u011fi \u2018S\u00fcrd\u00fcr\u00fclebilirlik Alg\u0131s\u0131 ve Pazar\u0131n Gelece\u011fi\u2019 ara\u015ft\u0131rmas\u0131, t\u00fcketicilerde s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn alg\u0131s\u0131na ve bunun sat\u0131n alma \u00fczerindeki etkilerine ili\u015fkin \u00f6nemli sonu\u00e7lar ortaya koydu. Migros, ThinkNeuro ve NielsenIQ ile birlikte \u2018S\u00fcrd\u00fcr\u00fclebilirlik Alg\u0131s\u0131 ve Pazar\u0131n Gelece\u011fi\u2019 konulu bir ara\u015ft\u0131rma ger\u00e7ekle\u015ftirerek t\u00fcketicilerin s\u00fcrd\u00fcr\u00fclebilirlik alg\u0131s\u0131 ve s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler almaya y\u00f6nelik motivasyon ve engellerini […]<\/p>\n","protected":false},"author":2,"featured_media":3418,"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-3417","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\/06\/migros-surdurulebilirlik-arastirma-1.jpg","author_info":{"display_name":"H\u00fcnkar G\u00f6rel","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=2"},"yoast_head":"\nT\u00fcketiciler G\u00fcvendikleri Markalar\u0131n S\u00fcrd\u00fcr\u00fclebilir \u00dcr\u00fcnlerine de G\u00fcveniyor - 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