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21. YÜZYIL PAZARLAMASI AÇISINDAN HIZLI MODA VE YAPAY KITLIK KAVRAMI: TCHIBO ÖRNEĞI

CONCEPTS of FAST FASHION and ARTIFICIAL SCARCITY IN MARKETING in THE 21th CENTURY: TCHIBO EXAMPLE

Journal Name:

  • Journal of Naval Sciences And Engineering

Publication Year:

  • 2011

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Consumers desire continuous and new fashion trends with the changing consumer demands and needs and artificial scarcity introduced by the concept of fast fashion in the current postmodern marketing approach. Thus, corporations who intend to accommodate to these changing consumer demands and behaviors also involved in this process. The company Tchibo desires to acquire maximum profit in maturity period of the product with the concept of artificial scarcity and gets an advantage against its rivals and leads in the supply chain through the approach of artificial scarcity. Aim of this study is to explain the concept of artificial scarcity in fast fashion and to measure effect of this model on Tchibo consumers in Turkey. In addition, marketing efforts, supply chain and artificial scarcity with its relations in the product life curve are also expected to contribute in Turkish literature. The research stage, questionnaire study will be conducted by the quantitative research method. Relations between the perceived concept of artificial scarcity being the independent variable in the research model and consumer behaviors as well as so-called expensiveness, perceived payable money, perceived value and perceived quality variables being the dependent variables will be explained and interpreted with analyses in SPSS statistics program.
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Abstract (Original Language): 
Günümüz postmodern pazarlama anlayışında, değişen tüketici istek ve ihtiyaçları hızlı moda kavramının getirdiği yapay kıtlık ile tüketiciler sürekli ve yeni moda trendleri istemektedirler. İşte bu değişen tüketici istek ve davranışlarına ayak uydurmak isteyen işletmelerde bu sürecin içine girmiştir. Yapay kıtlık kavramı ile ürünün olgunluk dönemindeki kazancını maksimum etmek isteyen Tchibo firması, yapay kıtlık yaklaşımı ile rakiplerine göre avantaj sağlayarak tedarik zincirinde öne geçmektedir. Bu çalışmanın amacı hızlı modada yapay kıtlık kavramını açıklamak ve bu modelin Tchibo tüketicileri üzerindeki etkisini ölçmektir. Pazarlama çabaları ve tedarik zinciri ile ürün yaşam eğrisindeki ilişkileriyle beraber yapay kıtlığın Türkçe literatüre de katkısı hedeflenmiştir. Araştırmanın kantitatif kısmında yüz yüze anket çalışması yapılmıştır. Araştırma modelinde bağımsız değişken olan algılanan yapay kıtlık kavramı ile bağımlı değişken olan tüketici davranışları ve ayrıca sözde pahalılık, algılanan ödenebilen para, algılanan değer ve algılanan kalite değişkenlerinin kendi aralarındaki ilişkiler SPSS istatistik programı analizleriyle açıklanarak yorumlanmıştır.
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REFERENCES

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70
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