SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ'DE BİR ARAŞTIRMA

Tüketici satın alma davranışlarına etki etmesi ve işletmeler tarafından farklılaşma aracı olması nedeniile sevimlilik kültürü ve sevimli pazarlama yaklaşımları pazarlama literatüründe önemli hale gelmiştir.Bu çalışmanın kavramsal analiz bölümünde, sevimlilik, sevimlilik kültürü, pazarlamada sevimlilik vesevimli pazarlama konuları açıklanmış, araştırma bölümünde ise tüketicilerin sevimli ürünlere yöneliktutumları ve sevimli ürünlerin satın alma davranışlarına etkisi sevimli ürünlerin kalite algısı, fiyatı,sosyal etki ve duygusal etki çerçevesinde analiz edilmiştir. 404 katılımcı ile yapılan araştırmasonuçlarına göre; katılımcıların (1) sevimli ürünlere yönelik olumlu bir tutuma sahip olduğu, (2) sevimliürünlere karşı olan tutumlarının duygusal ve sosyal etkilerden etkilendiği ve (3) satın alma tercihlerindeise sevimli ürünleri pahalı ve düşük kaliteli değerlendirdikleri belirlenmiştir. Araştırma sonuçlarıışığında sevimli ürünler için en olumlu tutum gösteren tüketicilerin özellikleri açıklanmış ve pazarlamayöneticilerine önerilerde bulunulmuştur.

IMPACT OF CUTENESS PERCEPTION ON BUYING BEHAVIOUR: A RESEARCH IN DENİZLİ

Cuteness culture and cute marketing approaches have become important in the marketing literature, because of their influence on consumer buying behaviors and using the tools for differentiation strategy by the enterprises. In the conceptual analysis part of this study, cuteness, cuteness culture, cuteness in marketing and cute marketing issues were explained. In the research part, in the framework of the social and emotional impacts, price and quality of cute products, consumer attitudes towards cute products and their effects to buying behavior were analyzed. According to the research results from 404 participants, participants (1) respondents had positive attitudes towards the cute products, (2) their attitudes towards cute products were affected by social and emotional impact and (3) they rated cute products as expensive and low quality in their purchasing preferences. In the light of the research results, the features of consumers who had the positive attitudes towards the cute products were defined and some suggestions were given to marketing managers.

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