Prof. Dr. Ahmed B. GÖKSEL, Doç. Dr. E. Pelin BAYTEKİN, Araş. Gör. Deniz MADEN

ÇOCUKLARA YÖNELİK PAZARLAMA: PINAR’IN ÇOCUKLARA YÖNELİK PAZARLAMA UYGULAMALARININ DEĞERLENDİRİLMESİ

Çocuklara yönelik pazarlama, tüm dünyada önemini arttıran bir konuyken, Türkiye gibi 19 yaş altı nüfusun, toplam nüfusun %36'sını oluşturduğu bir ülkede özellikle önemli bir pazarı temsil eder. Pazarlamacıların çalışmalarını çocuklara yönelik pazarlamaya yönlendirmesinin çeşitli nedenleri vardır: Öncelikle, çocuklar satınalmayı kendi kendilerine gerçekleştirebilecekleri bir pazarı oluştururlar. İkinci olarak, çocuklar, ebeveynlerinin çeşitli satınalmalarını etkilemede önemli güce sahiptir. Üçüncü olarak ise mevcut bir pazarın yanı sıra, çocuklar markalar için potansiyel bir gelecek pazarı temsil ederler. Bu çalışmada, çocuklara yönelik pazarlama kavramı, Türkiye'deki durumu ve Pınar'ın çocuklara yönelik pazarlama çalışmaları incelenmiştir.

Anahtar Kelimeler:

Çocuklara yönelik pazarlama, çocukların tüketici davranışı, Türkiye’de çocuklara yönelik pazarlama, gıda pazarlaması, Pınar örneği.

KIDS MARKETING: AN EVALUATION OF PINAR'S KIDS MARKETING OPERATIONS

While kids marketing is a growing issue in the world, it represents a very important market especially in a country like Turkey, where people aged under 19 represent the 36% of the whole population[1]. There are several reasons why marketers direct their efforts to kids marketing: First, children generate a market of their own where they can purchase on their own. Second, children have great power to influence their parents to various purchases. Third, as well as an existent market, children represent a potential future market for brands. In this paper, the concept of kids marketing, its state in Turkey and Pınar's marketing operations directed to children has been explored. [1]Turkish Statistic Institution's 2000-2020 projections on population acording to age, http://www.unicef.org/turkey/ut/_ut2_2010.html

Keywords:

Kids marketing, children’s consumer behaviour, kids marketing in Turkey, food marketing, Pınar case.,

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