NİŞ SEGMENT OLARAK KOLEKSİYONERLERİN ALIM VE SATIM MOTİVASYONLARININ BELİRLENMESİ VE TİPOLOJİSİNİN ÇIKARILMASI

Tüketici davranışının niş bir alanı olan koleksiyonculuk, pazarlama uzmanları tarafından çok az araştırma konusu olmuştur. Kapsamlı bir literatür taraması ve Türkiye'de gerçekleştirilen derinlemesine görüşmeler yoluyla birincil veri toplamaya dayanan bu çalışma, koleksiyonerlerin motivasyonlarını ve sürecin duygusal çıktılarını anlamayı amaçlamaktadır. Ayrıca, koleksiyoncu tipolojilerini, toplama çıkış noktalarına göre sınıflandırmayı ve her bir tipolojinin farklılaşan güdülerini ve duygusal sonuçlarını ortaya çıkarmayı amaçlamaktadır. Bulgular, tüm gruplardaki katılımcıların tamamının koleksiyonculuk bağımlısı olduğunu belirttiklerini göstermektedir. Gruplar içinde Aile koleksiyoncuları araştırma tutkusu ile farklılaşırken, çocukluk koleksiyoncuları nostalji ile geleceğe bir miras bırakmak ve kendini ifade etmek yetişkinlik koleksiyonerlerinin temel motivasyonlarıdır. Çıktı tarafında ise koleksiyonculuğun verdiği haz/memnuniyet tüm koleksiyoncu gruplarının ortak noktası olmuştur. Ayrıca, Aile koleksiyoncuların da zevk alanların yüzdesi diğer gruplara göre biraz daha düşüktür. Koleksiyonerlerin diğer olumlu çıktıları ise sosyalleşme, farklılaşma ve özgüven olarak sıralanıyor. Bu tipoloji, bilim adamlarına yardımcı olacak daha fazla netlik ve daha fazla iç görü getirecek; koleksiyon satıcılarına, toplama hizmeti sağlayıcılarına ve diğer işletmelere koleksiyoncuları daha iyi hedefleyebilmelerine olanak sağlayacak.

Anahtar Kelimeler:

TOPLAMA, TOPLAYICI TİPOLOJİSİ, MOTİVASYON, ÇIKTILAR, Collecting, Collector Typology, Motivations, Outputs

DETERMINING BUYING AND SELLING MOTIVATIONS OF COLLECTORS: A COLLECTOR TYPOLOGY

Collecting, which is a niche area of consumer behavior, has been given little research attention by marketing scholars. Based on an extensive literature review and primary data collection through in-depth interviews, conducted in Turkey, the present study intends to understand collectors’ motivations and emotional outputs of the process. Additionally, it also aims at classifying collector typologies based on their starting point of collecting and revealing the differentiated motives and emotional outcomes of each typology. The findings indicate that all of the participants in all groups stated that they are addicted to collecting. Within groups, Family collectors differentiate with passion for research and childhood collectors with nostalgia whereas leaving a heritage to the future and self-expression are the main motives of adulthood collectors. On the output side, the pleasure/satisfaction derived from collecting has been the common point of all collector groups. Besides, the percentage of pleasure takers in the A.C. is slightly lower than in other groups. Other positive outputs of collectors are listed as socializing, differentiation, and self-confidence. This typology will bring in more clarity and further insights that will help scholars; expand the research domain and it helps sellers of collectibles.

Keywords:

Collecting, Collector Typology, Motivations, Outputs,

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