{"id":137296,"date":"2021-06-23T12:16:40","date_gmt":"2021-06-23T09:16:40","guid":{"rendered":"https:\/\/www.enerjigazetesi.ist\/?p=137296"},"modified":"2021-06-23T12:16:40","modified_gmt":"2021-06-23T09:16:40","slug":"surdurulebilirlik-algisi-ve-pazarin-gelecegi-arastirmasi-yayinlandi","status":"publish","type":"post","link":"https:\/\/www.enerjigazetesi.ist\/en\/surdurulebilirlik-algisi-ve-pazarin-gelecegi-arastirmasi-yayinlandi\/","title":{"rendered":"(Turkish) \u2018S\u00fcrd\u00fcr\u00fclebilirlik Alg\u0131s\u0131 ve Pazar\u0131n Gelece\u011fi\u2019 Ara\u015ft\u0131rmas\u0131 Yay\u0131nland\u0131"},"content":{"rendered":"

Sorry, this entry is only available in Turkish<\/a>. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language.<\/p>

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><\/p>\n

Migros, ThinkNeuro<\/strong> ve NielsenIQ<\/strong> ile birlikte \u2018S\u00fcrd\u00fcr\u00fclebilirlik Alg\u0131s\u0131 ve Pazar\u0131n Gelece\u011fi\u2019<\/strong> konulu bir ara\u015ft\u0131rma ger\u00e7ekle\u015ftirerek t\u00fcketicilerin s\u00fcrd\u00fcr\u00fclebilirlik alg\u0131s\u0131<\/strong> ve s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler<\/strong> almaya y\u00f6nelik motivasyon<\/strong> 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<\/strong> ger\u00e7ekle\u015ftirdi.<\/p>\n

\"\"<\/p>\n

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

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

S\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnlerin performans\u0131 t\u00fcketicide soru i\u015fareti yarat\u0131yor<\/strong><\/h2>\n

Ara\u015ft\u0131rma,\u00a0s\u00fcrd\u00fcr\u00fclebilirlik<\/strong> ile organik \u00fcr\u00fcn<\/strong> kavramlar\u0131n\u0131n t\u00fcketicinin zihninde \u00e7ok yak\u0131n tan\u0131mlamalar olarak alg\u0131land\u0131\u011f\u0131n\u0131\u00a0g\u00f6sterirken, s\u00fcrd\u00fcr\u00fclebilirli\u011fin i\u00e7selle\u015ftirilme<\/strong> a\u00e7\u0131s\u0131ndan hen\u00fcz \u00f6n\u00fcnde yol oldu\u011funu ortaya koydu.<\/p>\n

S\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnlerin performans\u0131yla<\/strong> 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,\u00a0s\u00fcrd\u00fcr\u00fclebilir kategorisindeki temizlik \u00fcr\u00fcnlerinin performans\u0131na<\/strong> \u00e7ok g\u00fcvenmediklerini\u00a0belirtiyor.<\/p>\n

T\u00fcketicilerin yar\u0131s\u0131 s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnlere en fazla % 10 daha fazla \u00f6deme yapar\u0131m diyor<\/strong><\/h2>\n

Ara\u015ft\u0131rman\u0131n sonu\u00e7lar\u0131na g\u00f6re, T\u00fcrk t\u00fcketicisi, s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnleri premium<\/strong> kategorisinde g\u00f6r\u00fcyor. Yayg\u0131n olarak t\u00fcm marketlerde bulunmad\u0131\u011f\u0131 d\u00fc\u015f\u00fcncesiyle<\/strong> 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<\/strong> 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<\/strong> ve do\u011fal i\u00e7erikli<\/strong> olarak lanse edilen \u00fcr\u00fcnlere k\u0131yasla t\u00fcketicilerde olu\u015fan s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn pahal\u0131d\u0131r<\/strong> alg\u0131s\u0131n\u0131 daha kolay k\u0131r\u0131yor. Bununla birlikte, ara\u015ft\u0131rmaya g\u00f6re 2<\/strong> t\u00fcketiciden 1\u2019i<\/strong> s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler i\u00e7in maksimum % 10<\/strong> oran\u0131nda daha fazla \u00f6deyece\u011fini<\/strong> belirtiyor.<\/p>\n

T\u00fcketici nezdinde yerel \u00fcreticiler uygun, do\u011fal ve g\u00fcvenilir<\/strong><\/h2>\n

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.\u00a0T\u00fcketici nezdinde yerel \u00fcreticiler\u00a0bereketli, uygun fiyatl\u0131, do\u011fal<\/strong> ve\u00a0g\u00fcvenilir<\/strong> g\u00f6r\u00fcn\u00fcyor. S\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn g\u00f6rselleri i\u00e7erisinde yerel kad\u0131n \u00fcreticilerin \u00fcr\u00fcn\u00fcn\u00fc<\/strong> anlatan g\u00f6rsel en ba\u015far\u0131l\u0131 n\u00f6roskoru<\/strong> elde etti.<\/p>\n

S\u00fcrd\u00fcr\u00fclebilirlik ve markaya duyulan g\u00fcven birbiriyle derinden ba\u011fl\u0131<\/strong><\/h2>\n

T\u00fcketiciler bildikleri ve g\u00fcvendikleri markalar\u0131n s\u00fcrd\u00fcr\u00fclebilirlik \u00e7al\u0131\u015fmalar\u0131na<\/strong> ve \u00fcr\u00fcnlerine,<\/strong> di\u011fer markalara k\u0131yasla daha fazla inan\u0131yor.\u00a0G\u00fcvendi\u011fi markan\u0131n s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn\u00fcn\u00fc<\/strong> 4<\/strong>\u00a0t\u00fcketiciden\u00a03\u2019\u00fc<\/strong> inand\u0131r\u0131c\u0131 bulurken, daha \u00f6nce duymad\u0131\u011f\u0131 bir markan\u0131n s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn\u00fcn\u00fc 4<\/strong> t\u00fcketiciden sadece 1\u2019i<\/strong> inand\u0131r\u0131c\u0131 buluyor.<\/p>\n

S\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcn tercihinde sosyal \u00e7evre etkili oluyor\u00a0<\/strong><\/h2>\n

Sosyal \u00e7evrenin s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnlere<\/strong> 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<\/strong> \u00f6zde\u015fle\u015fiyor. T\u00fcketicinin\u00a0i\u00e7inde bulundu\u011fu sosyal grup \u00e7o\u011funlukla s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnler kullanan ki\u015filerden olu\u015fuyorsa \u2018geride kalma korkusu\u2019<\/strong> tetikleniyor ve ki\u015fi, toplumun bir par\u00e7as\u0131 olmaya devam edebilmek\u00a0i\u00e7in\u00a0s\u00fcrd\u00fcr\u00fclebilir \u00fcr\u00fcnleri tercih etmeye<\/strong> meyilli oluyor.<\/p>\n

S\u00fcrd\u00fcr\u00fclebilirli\u011fin do\u011faya olan katk\u0131s\u0131 t\u00fcketiciye daha k\u0131sa, \u00f6z ve somut olarak aktar\u0131lmal\u0131<\/strong><\/h2>\n

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<\/strong> gibi sosyal kabullere uygun, ancak \u201cs\u0131k\u0131c\u0131\u201d<\/strong> olarak alg\u0131lan\u0131yor. Bu nedenle t\u00fcketici nezdinde al\u0131\u015fveri\u015f i\u00e7in tetikleyici olan \u201cheyecan veren, haval\u0131\u201d<\/strong> 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.<\/p>\n

Ara\u015ft\u0131rmada, s\u00fcrd\u00fcr\u00fclebilirlik kavram\u0131na dair akla gelen imgeler soruldu\u011funda t\u00fcketiciler penguenler<\/strong>, kutup ay\u0131lar\u0131, eriyen buzullar<\/strong> ve geni\u015fleyen \u00e7\u00f6pl\u00fcklerden<\/strong> bahsediyorlar. Ancak n\u00f6ro ara\u015ft\u0131rma sonu\u00e7lar\u0131<\/strong>, 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<\/strong> 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<\/strong> ve do\u011fa olaylar\u0131<\/strong>, onlar\u0131 davran\u0131\u015f de\u011fi\u015fikli\u011fi yapmaya y\u00f6nlendirmezken, ya\u015fad\u0131klar\u0131 \u015fehirlerdeki do\u011fadan, \u00e7evrelerindeki canl\u0131lardan<\/strong> veya bizzat ya\u015fad\u0131klar\u0131 do\u011fal afetlerden<\/strong> daha fazla etkileniyorlar.<\/p>\n

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

Sorry, this entry is only available in Turkish. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language.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 […]<\/p>\n","protected":false},"author":1,"featured_media":137298,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[53],"tags":[80218,92412,92414,92415,57125,92413,92411],"views":173,"_links":{"self":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/137296"}],"collection":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/comments?post=137296"}],"version-history":[{"count":0,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/137296\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media\/137298"}],"wp:attachment":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media?parent=137296"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/categories?post=137296"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/tags?post=137296"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}