PAZARLAMA KARMASI STRATEJİLERİ (4 P) AÇISINDAN İKİNCİ EL GİYİM ÜRÜNLERİ SATAN WEB SİTELERİNİN İÇERİK ANALİZİ YÖNTEMİYLE İNCELENMESİ

İkinci el ürünler de tüketici istek ve ihtiyaçlarını karşıladığı ölçüde talep görmektedir. Tüketiciler, özellikle otomobil, daire, cep telefonu, giyim eşyası, oyuncak gibi birçok ürünün ikinci elini (kullanılmışını) çeşitli nedenlerle tercih etmektedirler. Bu çalışmada ülkemizde ikinci el giyim ürünleri satan on web sitesi pazarlama stratejileri açısından değerlendirilmiştir. Elde edilen sonuçlara göre ürün resmi, fiyat bilgisi ve satıcı bilgisi özelliklerinin incelenen tüm websitelerinde bulunduğu tespit edilmiştir. Ürünün mevcut durumuna ilişkin bilgi bulunmasının da tüm websitelerinde satıcıya göre değişkenlik gösterdiği görülmüştür. Ürün iade/değişim ve garantilerine ilişkin incelenen web sitelerinin yarısı tüketicilere website güvencesi sunmaktadır. Ürünlere ilişkin marka bilgisinin sunulması açısından incelenen web sitelerinde ağırlıklı olarak marka bilgilerinin ve tüketici yorumlarının olduğu, websitelerinin yarısında ise markaların bulunabilirliğinin, ürün teslim bilgisinin ve ödeme bilgisinin tüketicilere sunulduğu görülmüştür. Tüketici yorumları da incelenen web sitelerinde ağırlıklı olarak bulunmaktadır.

Anahtar Kelimeler:

İkinci el, İkinci El Giyim Ürünleri, Pazarlama Stratejileri, İçerik Analizi

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