{"id":5823,"date":"2023-01-18T08:18:02","date_gmt":"2023-01-18T08:18:02","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=5823"},"modified":"2023-01-18T08:21:43","modified_gmt":"2023-01-18T08:21:43","slug":"yeni-tuketicinin-yeni-denklemi","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=5823","title":{"rendered":"Yeni T\u00fcketicinin Yeni Denklemi"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5823\" class=\"elementor elementor-5823\">\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>PwC T\u00fcrkiye ve Ipsos i\u015f birli\u011fiyle ger\u00e7ekle\u015ftirilen &#8220;T\u00fcketici \u00d6ng\u00f6r\u00fcleri Ara\u015ft\u0131rmas\u0131 2022&#8221; yay\u0131nland\u0131. \u00c7oklu kanal\u0131n art\u0131k vazge\u00e7ilmez oldu\u011fu perakende sekt\u00f6r\u00fcnde, deneyim, al\u0131m g\u00fcc\u00fc ve s\u00fcrd\u00fcr\u00fclebilirlik T\u00fcrkiye\u2019deki t\u00fcketicilerin beklentilerini etkilemeye devam ediyor. S\u00f6z konusu beklentileri daha iyi anlayabilmek ve bu do\u011frultuda \u00f6ng\u00f6r\u00fcleri belirleyebilmek amac\u0131yla yap\u0131lan ara\u015ft\u0131rma, zorla\u015fan ekonomik ko\u015fullar\u0131n t\u00fcketicilerin davran\u0131\u015flar\u0131n\u0131 da etkiledi\u011fini ortaya koyuyor.<\/strong><\/span><\/h3><\/div><div class=\"td-paragraph-padding-1\"><p><span style=\"color: #000000;\">T\u00fcketici \u00d6ng\u00f6r\u00fcleri Ara\u015ft\u0131rmas\u0131 2022\u2019ye g\u00f6re, T\u00fcrkiye\u2019de makroekonomiye dair geli\u015fmeleri olumsuz olarak de\u011ferlendirenlerin t\u00fcketicilerin oran\u0131 y\u00fczde 50\u2019den y\u00fczde 71\u2019e \u00e7\u0131kt\u0131. Yani her 10 t\u00fcketiciden 7&#8217;si gelecek 10 y\u0131lda makroekonomi ile ilgili umutsuz ve olumsuz d\u00fc\u015f\u00fcn\u00fcyor. Buna kar\u015f\u0131n ki\u015fisel ekonomi de\u011ferlendirmesinde bu oran y\u00fczde 37 seviyesinde kald\u0131. T\u00fcketicilerin y\u00fczde 40\u2019\u0131 ekonominin gelecek 10 y\u0131lda daha iyiye gidece\u011fine kat\u0131lmazken, bu oran\u0131n 2006\u2019dan bu yana ilk kez ekonominin daha iyiye gidece\u011fine kat\u0131lanlar\u0131n oran\u0131n\u0131 ge\u00e7ti\u011fi g\u00f6r\u00fcld\u00fc.<\/span><\/p><p><strong><span style=\"color: #000000;\">Daha Ucuz Oldu\u011fu D\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fc \u0130\u00e7in Dijital Kanal Kullan\u0131m\u0131 Giderek Art\u0131yor<\/span><\/strong><br \/><span style=\"color: #000000;\">Raporda yer verilen sonu\u00e7lara bak\u0131ld\u0131\u011f\u0131nda, kategoriye ba\u011fl\u0131 olarak, her 10 t\u00fcketicinin ortalama 6\u2019s\u0131 mobil cihazlardan ve\/veya bilgisayardan al\u0131\u015fveri\u015f yap\u0131yor. Dijital kanallar\u0131n en \u00e7ok tercih edildi\u011fi kategorilerin konaklama, ula\u015f\u0131m ve e\u011flence oldu\u011fu g\u00f6r\u00fcl\u00fcrken hem al\u0131\u015fveri\u015f tercihlerine etkisi hem de bilgi kayna\u011f\u0131 ve sat\u0131n alma kanal\u0131 olarak kullan\u0131lmas\u0131, yeni ku\u015faklar\u0131n t\u00fcketici segmentine dahil olmas\u0131yla artan bir h\u0131zla yayg\u0131nla\u015fmaya devam etti\u011fi g\u00f6r\u00fcl\u00fcyor.<\/span><br \/><span style=\"color: #000000;\">Dijital kanallar\u0131n tercih edilme nedenlerinin ba\u015f\u0131nda &#8216;daha ucuz oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorum&#8217; \u00f6nermesi geliyor. \u00dcr\u00fcn \u00e7e\u015fitlili\u011fi ve fiyat kar\u015f\u0131la\u015ft\u0131rma kolayl\u0131\u011f\u0131 ve avantaj\u0131 ise di\u011fer \u00f6nemli etkenler&#8230;<\/span><br \/><span style=\"color: #000000;\">Dijital kanallar\u0131n en \u00f6nemli etkenlerinden birini de teslimat i\u00e7in herhangi bir \u00f6deme yap\u0131lmamas\u0131 olu\u015fturuyor.<\/span><\/p><p><strong><span style=\"color: #000000;\">Ma\u011fazalar Bilgi ve Deneyim Merkezine D\u00f6n\u00fc\u015f\u00fcyor<\/span><\/strong><br \/><span style=\"color: #000000;\">Market al\u0131\u015fveri\u015fi, giyim ve t\u00fcketici elektroni\u011fi\/elektrikli ev aletleri kategorilerinde t\u00fcketici, ma\u011fazay\u0131 halen en \u00f6nemli bilgi alma kanal\u0131 olarak g\u00f6r\u00fcyor. T\u00fcketici elektroni\u011finde en \u00e7ok tercih edilen sat\u0131n alma kanallar\u0131 y\u00fczde 67 ile ma\u011fazalar, y\u00fczde 44 ile mobil telefondan online al\u0131\u015fveri\u015f ve y\u00fczde 30 ile bilgisayardan online al\u0131\u015fveri\u015f olarak s\u0131ralan\u0131yor.<\/span><br \/><span style=\"color: #000000;\">Elektrikli ev aletlerinde de sat\u0131n almada tercih s\u0131ralamas\u0131 ayn\u0131 olmakla birlikte ma\u011fazalar\u0131n pay\u0131 y\u00fczde 73\u2019e \u00e7\u0131karken, mobil telefondan online al\u0131\u015fveri\u015f y\u00fczde 40 ve bilgisayardan online al\u0131\u015fveri\u015f de y\u00fczde 25 olarak kaydedildi.<\/span><br \/><span style=\"color: #000000;\">Market al\u0131\u015fveri\u015finde t\u00fcketicilerin y\u00fczde 81\u2019i bilgi ama\u00e7l\u0131 ma\u011faza ziyareti yaparken, giyim kategorisinde sat\u0131n alma kanal\u0131 olarak, her 15 t\u00fcketiciden 7\u2019si ma\u011fazalar\u0131, 5\u2019i mobil telefondan online al\u0131\u015fveri\u015fi ve 3\u2019\u00fc bilgisayardan online al\u0131\u015fveri\u015fi tercih ediyor<\/span><\/p><p><strong><span style=\"color: #000000;\">\u00d6ne \u00c7\u0131kan Trendler<\/span><\/strong><br \/><span style=\"color: #000000;\">Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re, \u00f6n\u00fcm\u00fczdeki d\u00f6nemde ge\u00e7erlili\u011fini koruyacak ve giderek \u00f6nem kazanacak \u00f6nde gelen trendler 5 ba\u015fl\u0131kta kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor:<\/span><br \/><span style=\"color: #000000;\"><strong>1-<\/strong> Zorla\u015fan ekonomik ko\u015fullar\u0131n t\u00fcketicilerin al\u0131m g\u00fcc\u00fc \u00fczerindeki etkisi<\/span><br \/><span style=\"color: #000000;\"><strong>2-<\/strong> Yeni ku\u015faklarla birlikte giderek artan dijital kanal kullan\u0131m\u0131<\/span><br \/><span style=\"color: #000000;\"><strong>3-<\/strong> Ma\u011fazan\u0131n bilgi ve deneyim merkezine d\u00f6n\u00fc\u015fmesi<\/span><br \/><span style=\"color: #000000;\"><strong>4-<\/strong> Trend teknolojilerin adaptasyonunun beklentilerin alt\u0131nda kalmas\u0131<\/span><br \/><span style=\"color: #000000;\"><strong>5-<\/strong> S\u00fcrd\u00fcr\u00fclebilirli\u011fin artan \u00f6nemi<\/span><\/p><p><span style=\"color: #000000;\">PWC T\u00fcrkiye, T\u00fcketici \u00d6ng\u00f6r\u00fcleri Ara\u015ft\u0131rmas\u0131 2022 raporuna g\u00f6re, zorla\u015fan ekonomik ko\u015fullar t\u00fcketicilerin davran\u0131\u015flar\u0131n\u0131 etkiliyor. S\u00fcrecin perakende sekt\u00f6r\u00fc i\u00e7in olumsuz olabilece\u011fine dikkat \u00e7eken PwC T\u00fcrkiye Perakende ve T\u00fcketici \u00dcr\u00fcnleri Lideri Adnan Akan, \u201cAyn\u0131 anda, fiyat\u0131 daha sonra artar diye y\u00fcksek sat\u0131\u015f\u0131 ve enflasyon nedeniyle al\u0131m g\u00fcc\u00fcn\u00fcn azald\u0131\u011f\u0131n\u0131 birlikte g\u00f6rd\u00fck. Zorla\u015fan ekonomik ko\u015fullar\u0131n l\u00fckste bu kadar etkisini g\u00f6rm\u00fcyoruz, daha \u00e7ok haz\u0131r giyim ve g\u0131dada etkisi var\u201d dedi.<\/span><br \/><span style=\"color: #000000;\">Her 10 t\u00fcketiciden 6\u2019s\u0131n\u0131n al\u0131\u015fveri\u015fte dijital kanal\u0131 kulland\u0131\u011f\u0131; bu oran\u0131n pandemiden \u00f6nce 10 ki\u015fiden 2 ya da 3\u2019\u00fc \u015feklinde oldu\u011fu kaydedilirken; Akan, \u201cT\u00fcrkiye gen\u00e7 n\u00fcfusuyla dijitalle\u015fme konusunda pozitif ayr\u0131\u015f\u0131yor. \u015eirketler a\u00e7\u0131s\u0131ndan dijital kanal kullan\u0131m\u0131n\u0131n h\u0131zlanarak artaca\u011f\u0131n\u0131 \u00f6ng\u00f6r\u00fcyoruz\u201d bilgisini verdi. Pandemide \u00c7in kaynakl\u0131 ciddi bir tedarik bozulmas\u0131 oldu\u011funu hat\u0131rlatan Akan, \u201cPandemi sonras\u0131 artan talep, sava\u015f ortam\u0131, k\u00fcresel enflasyonla zorla\u015fan ekonomik ko\u015fullar, t\u00fcketim sekt\u00f6r\u00fcnde belirleyici bir rol oynuyor. Gerek k\u00fcresel gerek \u00fclkemizde zorla\u015fan ekonomik ko\u015fullar\u0131n t\u00fcketicilerin al\u0131m g\u00fcc\u00fcne olumsuz etkisi, dijital kanal kullan\u0131m\u0131, yeni ma\u011faza konsepti, yeni trend teknolojilerin adaptasyonu bir devrimden ziyade evrimsel bir geli\u015fimi g\u00f6steriyor. Enflasyonla m\u00fccadelede T\u00fcrkiye\u2019deki \u015firketler biraz daha esnek davranabiliyor; Bat\u0131 buna daha yeni ge\u00e7iyor. Enflasyonla ilgili t\u00fcketici g\u00f6z\u00fcnde Avrupa\u2019da daha olumsuz bir tablo var. D\u00fcnyada belirsiz bir ortam var. Belirsizlikler \u015firketler i\u00e7in olumsuzluktur\u201d dedi.<\/span><\/p><p><strong><span style=\"color: #000000;\">S\u00fcrd\u00fcr\u00fclebilirlik Hedefleri<\/span><\/strong><br \/><span style=\"color: #000000;\">Ara\u015ft\u0131rmaya kat\u0131lan t\u00fcketicilerin y\u00fczde 40\u2019\u0131 ekonominin \u00f6n\u00fcm\u00fczdeki 10 y\u0131lda daha iyiye gidece\u011fine kat\u0131lmazken; bu oran\u0131n 2006\u2019dan bu yana ilk kez, ekonominin daha iyiye gidece\u011fine kat\u0131lanlar\u0131n oran\u0131n\u0131 ge\u00e7ti\u011fi belirtildi. Perakende ve T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r\u00fc, Y\u00f6netim Dan\u0131\u015fmanl\u0131\u011f\u0131 Hizmetleri Lideri Yi\u011fit Arslan ise \u015funlar\u0131 s\u00f6yledi: \u201cPazarda \u00f6ne \u00e7\u0131kmak isteyen \u015firketler, \u2018m\u00fc\u015fteri odakl\u0131 deneyim\u2019 tasar\u0131m\u0131n\u0131 ajandalar\u0131na almal\u0131lar. T\u00fcketicilerin beklentisi do\u011frultusunda \u015firketlerin s\u00fcrd\u00fcr\u00fclebilirli\u011fe de odaklanmas\u0131 gerekiyor. \u015eirketlerin \u00fcr\u00fcn, kanal, tedarik zinciri gibi alanlarda yap\u0131labilecek iyile\u015ftirmeler \u00fczerinde durmas\u0131 gerekiyor.\u201d<\/span><\/p><p><strong><span style=\"color: #000000;\">T\u00fcketici Davran\u0131\u015flar\u0131 Ne Kadar De\u011fi\u015fiyor?<\/span><\/strong><br \/><span style=\"color: #000000;\">\u2022 Sosyal medyan\u0131n sat\u0131n alma karar\u0131nda etkisi b\u00fcy\u00fck ama sat\u0131n alma eylemi konusundaki etkisi o kadar y\u00fcksek de\u011fil.<\/span><br \/><span style=\"color: #000000;\">\u2022 S\u00fcrd\u00fcr\u00fclebilirlikte T\u00fcrkiye\u2019de gen\u00e7 n\u00fcfustan ciddi bir talep var ancak as\u0131l ad\u0131m devletten ve firmalardan bekleniyor.<\/span><br \/><span style=\"color: #000000;\">\u2022 T\u00fcrkiye, marka sadakatinin en d\u00fc\u015f\u00fck, fiyat\u0131n en \u00f6nemli oldu\u011fu pazarlardan biri.<\/span><br \/><span style=\"color: #000000;\">\u2022 Metaverse\u2019te potansiyel var ama yat\u0131r\u0131mlar biraz daha zamana yay\u0131lacak.<\/span><br \/><span style=\"color: #000000;\">\u2022 T\u00fcketiciler bilgi almak ve sosyalle\u015fmek i\u00e7in ma\u011fazalara gitmeyi s\u00fcrd\u00fcrecek; ma\u011fazalarda ise d\u00f6n\u00fc\u015f\u00fcm s\u00fcrecek.<\/span><\/p><p><strong><span style=\"color: #000000;\">T\u00fcketiciler Taleplerini \u00d6ne \u00c7ekiyor<\/span><\/strong><br \/><span style=\"color: #000000;\">K\u00fcresel \u00e7apta y\u00fcksek seyreden enflasyon, \u00fclkemizde de t\u00fcketicilerin belirli kategorileri \u00f6nceliklendirerek taleplerini \u00f6ne \u00e7ekmesine sebep oluyor. T\u00fcketiciler, talep ettikleri \u00fcr\u00fcn ve hizmetlere dair bilgi ald\u0131klar\u0131 kanallardan direkt al\u0131\u015fveri\u015f yapmak yerine, al\u0131\u015fveri\u015f kararlar\u0131n\u0131 alana kadar ara\u015ft\u0131rma ve kar\u015f\u0131la\u015ft\u0131rma yapabilmek i\u00e7in s\u00fcreci geni\u015fletiyor.<\/span><br \/><span style=\"color: #000000;\">Ara\u015ft\u0131rmada ayr\u0131ca perakende sekt\u00f6r\u00fcndeki \u00f6nc\u00fc \u015firketlerin yeni m\u00fc\u015fteri denkleminde rekabet\u00e7ili\u011fini koruyabilmesi i\u00e7in a\u015fa\u011f\u0131daki stratejik sorular\u0131 cevaplamas\u0131 gerekti\u011fi belirtiliyor.<\/span><br \/><span style=\"color: #000000;\">\u2022 M\u00fc\u015fterinin ekonomik endi\u015felerine cevap verebilmek i\u00e7in \u00fcr\u00fcn, kanal, tedarik zinciri gibi alanlarda yap\u0131labilecek iyile\u015ftirmeler nelerdir?<\/span><br \/><span style=\"color: #000000;\">\u2022 \u00c7oklu kanal y\u00f6netiminde nas\u0131l bir strateji izlenmeli? Bu stratejiyi hayata ge\u00e7irmek i\u00e7in nas\u0131l bir operasyon modeli kurgulanmal\u0131d\u0131r?<\/span><br \/><span style=\"color: #000000;\">\u2022 Gelece\u011fin perakendesinde rakiplerden ayr\u0131\u015fmak i\u00e7in m\u00fc\u015fteri odakl\u0131 deneyim nas\u0131l tasarlanmal\u0131d\u0131r?<\/span><br \/><span style=\"color: #000000;\">\u2022 Sosyal medya ve yeni dijital teknolojiler ticari faydaya nas\u0131l d\u00f6n\u00fc\u015ft\u00fcr\u00fclebilir?<\/span><br \/><span style=\"color: #000000;\">\u2022 S\u00fcrd\u00fcr\u00fclebilirlik i\u00e7in \u015firketler ve m\u00fc\u015fteriler nezdinde ne kadar haz\u0131r\u0131z? Haz\u0131r olmak i\u00e7in neler yap\u0131lmal\u0131d\u0131r?<\/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>PwC T\u00fcrkiye ve Ipsos i\u015f birli\u011fiyle ger\u00e7ekle\u015ftirilen &#8220;T\u00fcketici \u00d6ng\u00f6r\u00fcleri Ara\u015ft\u0131rmas\u0131 2022&#8221; yay\u0131nland\u0131. \u00c7oklu kanal\u0131n art\u0131k vazge\u00e7ilmez oldu\u011fu perakende sekt\u00f6r\u00fcnde, deneyim, al\u0131m g\u00fcc\u00fc ve s\u00fcrd\u00fcr\u00fclebilirlik T\u00fcrkiye\u2019deki t\u00fcketicilerin beklentilerini etkilemeye devam ediyor. S\u00f6z konusu beklentileri daha iyi anlayabilmek ve bu do\u011frultuda \u00f6ng\u00f6r\u00fcleri belirleyebilmek amac\u0131yla yap\u0131lan ara\u015ft\u0131rma, zorla\u015fan ekonomik ko\u015fullar\u0131n t\u00fcketicilerin davran\u0131\u015flar\u0131n\u0131 da etkiledi\u011fini ortaya koyuyor. T\u00fcketici \u00d6ng\u00f6r\u00fcleri [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5824,"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":[32],"tags":[],"class_list":{"0":"post-5823","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sektorden-haberler-haberler"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2023\/01\/pwc-ipsos-ongoru.jpeg","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>Yeni T\u00fcketicinin Yeni Denklemi - GPD<\/title>\n<meta name=\"description\" content=\"PwC T\u00fcrkiye ve Ipsos i\u015f birli\u011fiyle ger\u00e7ekle\u015ftirilen &quot;T\u00fcketici \u00d6ng\u00f6r\u00fcleri Ara\u015ft\u0131rmas\u0131 2022&quot; yay\u0131nland\u0131.\" \/>\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=5823\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Yeni T\u00fcketicinin Yeni Denklemi - 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