Sosyal Nedene Dayalı Pazarlama Kavramı; Türk İşadamı ve Yöneticilerin Konuya İlişkin Algılamalarını Belirlemeye Yönelik Ampirik Bir Analiz

Sosyal bir neden veya sorun çoğu işletmeler için önemli bir unsur olarak görülmektedir. Bu yaklaşım işletmelerin pazarlama faaliyetlerinde de kullanılmaktadır. Tüketicilerin satın alma ve sosyal sorumluluk bilinci bu yeni pazarlama aracının temelini oluşturmaktadır. Artık, işletmeler tüketicilerin sosyal tepkilerini yanıtlamak için yenilikçi yollar uygulamaya başlamışlardır. Bu kapsamda sosyal nedenlere dayalı pazarlama kavramı olarak açıklanan kavram sosyal sorumluluk çerçevesinde yeni bir araç olmuştur. Bu bakış açısından hareketle, Türkiye’deki işadamları ve yöneticilerin kavrama yönelik algılarını ölçmeye yönelik bir araştırma yapılmıştır. Araştırmada web tabanlı anket kullanılmış, veriler açıklayıcı faktör analizine tabi tutulmuştur. Araştırma neticesinde elde edilen ana boyutlar bireyci düşünme, marka tercihi yaratma ve toplumsal duyarlılıktır.

Anahtar Kelimeler:

pazarlama

Cause-Related Marketing Concept; An Emprical Analysis on Determining the Perceptions of Turkish Businessmen and Managers

Social causes or issues are seen as an important elements by almost all businesses. This approach is used in marketing actions recently. Buying and social responsibility consciousness of consumers is a key for this approach. Businesses have been found some creative ways to answer for consumers’social reactions. In this context, a concept that called as cause- related marketing is a new area in social responsibility frame. From this point of view, a research conducted on Turkish businessmen and managers to examine their perceptions toward cause-related marketing concept. Web-based survey was used and datas were analyzed with descriptive factor analysis. Three dimensions were identified in this research. These were care of self, brand choice and social sensitivity.

Keywords:

marketing,

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