TÜKETİCİLERİN RAMAZAN AYINDA TELEVİZYONLARDAKİ YİYECEKİÇECEK REKLAMLARINA YÖNELİK GÖRÜŞLERİNİN BELİRLENMESİ

Televizyon günümüzün en önemli kitle iletişim araçlarından biri durumdadır. Dolayısıyla da birçok işletme, ulaşabileceği kişi sayısı düşünüldüğünde ürün ve hizmetlerini televizyon üzerinde tanıtmakta ve pazarlama faaliyetlerini televizyon üzerinden gerçekleştirmektedir. Televizyon reklamları içerisinde en çok dikkat çeken ürün gruplarından biri de yiyecek ve içeceklerdir. İşletmeler, satışlarını arttırmak için yoğun bir şekilde televizyon reklamlarını kullanmaktadır. Bu çalışmanın amacı, tüketicilerin ramazan ayı içerisinde televizyonlarda yer alan yiyecekiçecek reklamlarına yönelik görüşlerini belirlemektir. Araştırmada veri toplama aracı olarak anket kullanılmıştır. Araştırma sonucunda; araştırmaya katılan kişilerin Ramazan ayında televizyonda yer alan et ve et ürünleri, tatlılar ve su reklamlarından etkilendikleri belirlenmiştir. Bununla birlikte katılım oranları her ne kadar çok yüksek düzeyde olmasa da özellikle Ramazan ayında oruç tutan ve TV seyretme süreleri uzun olan kişilerin, televizyonlardaki yiyecek-içecek reklamları ile ilgili bazı olumsuz düşüncelere sahip olduğu da tespit edilmiştir.

CONSUMERS DETERMINATION OF FOOD-BEVERAGE ADVERTISING ON TV IN RAMADAN

Television is one of the most important mass communication tools of our time. Therefore, many businesses are introducing their products and services on television when they are considering the number of people they can reach and are carrying out marketing activities. Food and beverages are one of the most notable product groups among TV advertisements. Businesses use television advertisements intensively to increase their sales. The aim of this study is to determine the opinions of consumers on the food and beverage advertisements on television during Ramadan. Survey was used as data collection tool in the research. The questionnaire consists of three parts. As a result of the research; it was determined that the people who participated in the research were affected by meat and meat products, sweets and water advertisements on TV during Ramadan. However, although the participation rates were not very high, it was also found that people who fasted during Ramadan and had a long watching time had some negative thoughts about the food and beverage advertisements on the television

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