Tüketici Davranışı Analizinde Büyük Verinin Kullanımı: Nitel Bir Çalışma

Pazarlama alanında yoğun bir biçimde kullanılmaya başlanan büyük veri, tüketici davranışlarının analizinde, gelecekte oluşabilecek tüketici istek ve ihtiyaç değişikliklerinin önceden belirlemesinde ve söz konusu istek ve ihtiyaçlara uygun pazarlama stratejilerinin geliştirilmesinde büyük önem taşımaktadır. Yine de, büyük verilerle tüketici davranışlarına ilişkin çok az ampirik çalışma var. Bu bağlamda yapılan çalışma ile amaçlanan, büyük verinin tüketici davranışlarının analizinde nasıl ve ne şekilde kullanıldığını ele almak ve tüketici davranışlarının büyük veri kullanımıyla analizinin avantajlarını ortaya koymaktır. Buna ek olarak, büyük verinin tüketici davranışlarını nasıl belirlediğine dair uygulayıcıların görüşlerinin de gözlemlenmesi amaçlanmaktadır. Bu amaçla çalışmada veri toplamak amacıyla görüşme tekniği seçilmiştir. Çalışmanın saha araştırması olarak İstanbul ilinde yer alan ve büyük veri kullanan 10 farklı şirketin üst düzey yöneticileri ile görüşmeler yapılmıştır ve NVIVO programında nitel veri analizi yapılmıştır. Yapılan analizler sonucunda, şirketlerin büyük veriyi kullanarak tüketiciler hakkında kapsamlı bilgiler elde ettiği görülmektedir. Şirketler, toplanan bu bilgiler ışığında tüketici davranışlarını tahmin edebilmekte, dijitalleşme faaliyetlerini daha verimli yürütebilmekte ve veriye dayalı tüketiciye özel reklamlar geliştirebilmektedir.

Anahtar Kelimeler:

Büyük Veri, Dijital Pazarlama, Tüketici Davranışları, Sosyal Medya

Using Big Data In Analysis Of Consumer Behavior: A Qualitative Study

Big data, which has been used intensively in the field of marketing, is of great importance in the analysis of consumer behavior, in predetermining the changes in consumer needs and wants that may occur in the future, and in the development of marketing strategies suitable for these wishes and needs. Yet, there are few empirical studies of consumer behavior with big data. In this context, the aim of the study is to discuss how big data is used in the analysis of consumer behavior and to reveal its advantages. In addition to this, it is also aimed to observe the practitioners' attitudes on how big data determines consumer behavior. For this purpose, the interview technique was chosen in order to collect data in the study. In the survey, senior managers of 10 different companies in Istanbul, which are currently using big data, were interviewed as field research, and qualitative data analysis was carried out in the NVIVO program. As a result of the analysis, it is seen that companies obtain comprehensive information about consumers by using big data. In light of this information collected, companies can predict consumer behavior, carry out their digitalization activities more efficiently, and develop data-based consumer-specific advertisements.

Keywords:

Big Data, Digital Marketing, Consumer Behavior, Social Media,

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