Nostaljinin Pazar Bölümleme Değişkeni Olarak Kullanılması Üzerine Bir Araştırma

Son yıllarda hem akademisyenlerin hem de pazarlama yöneticilerinin ilgilerini çeken nostalji psikografik pazarlama değişkeni olarak kullanılmaya başlanmıştır. Nostalji pazarlamada temel olarak köklülük ve güvenilirlik ile geçmişe duyulan özlemi vurgulamak için kullanılmaktadır. Pazar bölümlemesinde nostalji öğelerini kullanırken, yaş, cinsiyet, ürün kategorisi gibi biyolojik mekanizmaların yanında referans grupları ve sosyal normlar gibi çevresel mekanizmaları da göz önünde bulundurmak gereklidir. Ayrıca, nostalji kullanımında tüketicilerde hangi tematik nostalji kategorilerinin daha yoğun olduğu konusunda araştırmalar yapılarak ürün tasarımında ve tutundurma faaliyetlerinde bu temaların kullanılmasına önem verilmelidir

Anahtar Kelimeler:

Nostalji, pazarlama, pazar bölümleme değişkeni

A CONCEPTUAL STUDY ON THE USE OF NOSTALGIA AS A MARKET SEGMENTATION VARIABLE

Nostalgia that aroused interest of both academicians and marketing managers has been used as psychographic segmentation variable in recent years. Basically, nostalgia is used in marketing to emphasize the long standing and trust, and yearning to the past. While nostalgia is used for market segmentation, besides the biological mechanism such as age, gender and product type and environmental mechanism such as reference groups, social norms should also be taken into consideration. In addition, some researches should be conducted on consumers to find out which thematic categories are intensively used in nostalgia and these themes should be used during the product design and promotion activities

Keywords:

Nostalgia, marketing, market segmentation variable,

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