{"id":730560,"date":"2018-04-19T07:56:19","date_gmt":"2018-04-19T14:56:19","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/demografik-segmentasyon-onemi-nasil-yapilir-kilavuzu-sablon-ve-avantajlar\/"},"modified":"2018-04-19T07:56:19","modified_gmt":"2018-04-19T07:56:19","slug":"demografik-segmentasyon-onemi-nasil-yapilir-kilavuzu-sablon-ve-avantajlar","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/demografik-segmentasyon-onemi-nasil-yapilir-kilavuzu-sablon-ve-avantajlar\/","title":{"rendered":"Demografik segmentasyon: \u00d6nemi, nas\u0131l yap\u0131l\u0131r k\u0131lavuzu, \u015fablon ve avantajlar"},"content":{"rendered":"

Bu makalede, demografik segmentasyonu daha iyi anlaman\u0131za yard\u0131mc\u0131 olaca\u011f\u0131z. Bu ara\u015ft\u0131rma tekni\u011fini nas\u0131l uygulayaca\u011f\u0131n\u0131z\u0131 bilmenize yard\u0131mc\u0131 olacak tan\u0131m\u0131, uygulamas\u0131, avantajlar\u0131, dezavantajlar\u0131 ve daha ilgili ayr\u0131nt\u0131lar hakk\u0131nda daha fazla bilgi edineceksiniz. <\/span><\/p>\n

Demografik segmentasyon nedir?<\/b><\/h2>\n

Demografik segmentasyon iki kelimeden olu\u015fur. Demografi kelimesi Yunanca’da insanlar anlam\u0131na gelen “demos” ve \u0130ngilizce’de “incelenmesi” anlam\u0131na gelen “graphy” kelimelerinden t\u00fcretilmi\u015ftir. Bu iki kelime bir araya geldi\u011finde “insanlar\u0131n incelenmesi” anlam\u0131na gelmektedir.<\/span><\/p>\n

Ancak pazar ara\u015ft\u0131rmas\u0131nda, kelimenin kullan\u0131m\u0131nda k\u00fc\u00e7\u00fck bir sapma vard\u0131r. Pazarlama, demografik \u00f6zelliklere dayal\u0131 olarak bir \u00fcr\u00fcn veya hizmet i\u00e7in belirli bir pazar olu\u015fturan ki\u015fileri tan\u0131mlar. Pazar alan\u0131n\u0131 incelemek i\u00e7in demografik bilgileri bilmek \u00e7ok \u00f6nemlidir.<\/span><\/p>\n

Demografik segmentasyon tan\u0131m\u0131<\/b><\/h3>\n

Demografik segmentasyon ya\u015f, cinsiyet, gelir vb. de\u011fi\u015fkenlere dayal\u0131 bir pazar<\/strong> segmentasyonu y\u00f6ntemi olarak tan\u0131mlanmaktad\u0131r. Bu segmentasyon, kurulu\u015flar\u0131n t\u00fcketici davran\u0131\u015flar\u0131n\u0131<\/a> do\u011fru bir \u015fekilde anlamalar\u0131na ve dolay\u0131s\u0131yla daha iyi performans g\u00f6stermelerine yard\u0131mc\u0131 olur.<\/span><\/p>\n

Ya\u015f, cinsiyet, toplumsal cinsiyet, din ve e\u011fitim d\u00fczeyi gibi demografik \u00f6zellikler ara\u015ft\u0131rmada \u00f6nemli bir rol oynamaktad\u0131r. \u0130ster yeni bir \u00fcr\u00fcn piyasaya s\u00fcrmek ister de\u011fi\u015fiklikleri tan\u0131tmak veya yeni hizmetler uygulamak olsun, i\u015fletmelerin s\u00fcrekli de\u011fi\u015fen bu pazara ayak uydurmas\u0131 ve g\u00fcncel kalmas\u0131 gerekir.<\/span><\/p>\n

Bu nedenle, n\u00fcfus temelli demografik segmentasyonun \u00fcr\u00fcn veya hizmetlerdeki de\u011fi\u015fikliklere kar\u015f\u0131 nas\u0131l davrand\u0131\u011f\u0131n\u0131n incelenmesi \u00f6nemlidir. Bu \u00f6zellik, i\u015fletmelerin rakiplerinin \u00f6n\u00fcne ge\u00e7mesine ve daha iyi performans g\u00f6stermesine yard\u0131mc\u0131 olur.<\/span><\/p>\n

\"pazar<\/p>\n

Demografik segmentasyon t\u00fcrleri<\/h2>\n

Demografik segmentasyonla yak\u0131ndan ili\u015fkili olan segmentasyon t\u00fcrlerinden biri de co\u011frafi segmentasyondur.<\/p>\n

Demografik segmentasyon i\u00e7inde \u00e7e\u015fitli de\u011fi\u015fkenler vard\u0131r:<\/p>\n

1. Ya\u015fa dayal\u0131 demografik segmentasyon<\/strong>: Demografik segmentasyon i\u00e7in en \u00f6nemli de\u011fi\u015fkenlerden biri ya\u015ft\u0131r. Bir ku\u015fak, ayn\u0131 d\u00f6nemde do\u011fmu\u015f, ayn\u0131 t\u00fcr deneyimlerle b\u00fcy\u00fcm\u00fc\u015f ve baz\u0131 co\u011frafi b\u00f6l\u00fcmlere ayr<\/a>\u0131lm\u0131\u015f bir dizi insand\u0131r.<\/p>\n

\u00d6rne\u011fin, baby boomers 1946 ile 1964 y\u0131llar\u0131 aras\u0131nda do\u011fanlard\u0131r. Bu ku\u015fakta do\u011fan insanlar belirli benzer \u00f6zelliklere ve d\u00fc\u015f\u00fcnce s\u00fcre\u00e7lerine sahiptir. X ku\u015fa\u011f\u0131ndaki insanlar 1965 ile 1981 y\u0131llar\u0131 aras\u0131nda do\u011fmu\u015flard\u0131r.<\/p>\n

Dolay\u0131s\u0131yla, pazar ara\u015ft\u0131rman\u0131z<\/a> baby boomers ve X ku\u015fa\u011f\u0131n\u0131 ayn\u0131 stratejik planlamayla hedefliyor ve ayn\u0131 sorular\u0131 soruyorsa, bu iki ku\u015fa\u011f\u0131n d\u00fc\u015f\u00fcnme ve hareket etme bi\u00e7imleri aras\u0131nda b\u00fcy\u00fck bir u\u00e7urum oldu\u011fu i\u00e7in sonu\u00e7suz kalmas\u0131 muhtemeldir.<\/p>\n

2. Cinsiyete dayal\u0131 demografik segmentasyon<\/strong>: Erkekler ve kad\u0131nlar\u0131n pazar\u0131n i\u015fleyi\u015fini alg\u0131lama bi\u00e7imlerinde farkl\u0131l\u0131klar vard\u0131r. Pazar ara\u015ft\u0131rmac\u0131lar\u0131 bile iki grubun muhakemesindeki farkl\u0131l\u0131k konusunda \u00e7ok netler ve bu nedenle cinsiyete \u00f6zel \u00fcr\u00fcnler yap\u0131yorlar.<\/p>\n

Parf\u00fcmler, giysiler, ayakkab\u0131lar ve hatta arabalar i\u00e7in \u00fcr\u00fcn \u00fcreticilerinin anlad\u0131\u011f\u0131 ve bu \u00f6zel ihtiya\u00e7lara g\u00f6re \u00e7al\u0131\u015ft\u0131\u011f\u0131 cinsiyet \u00f6zellikleri vard\u0131r.<\/p>\n

3. Gelir temelli demografik segmentasyon<\/strong>: Gelir de \u00fcr\u00fcn fiyatland\u0131rmas\u0131n\u0131n belirlenmesine yard\u0131mc\u0131 oldu\u011fu i\u00e7in \u00f6nemli bir de\u011fi\u015fkendir. \u00c7o\u011fu \u00fcretici, \u00fcr\u00fcn\u00fc fiyatland\u0131r\u0131rken demografik segmenti dikkate al\u0131r.<\/p>\n

Ancak, sadece toplumun y\u00fcksek gelirli kesimine odaklanan ba\u015fka \u00fcreticiler de var. Otomobiller, teknoloji, giyim, vb. bu segmentler i\u00e7in daha \u00f6zel olarak \u00fcretiliyor, \u00e7\u00fcnk\u00fc l\u00fcks\u00fc her \u015feyden daha \u00e7ok tercih ediyorlar.<\/p>\n

4. Din, \u0131rk ve milliyete dayal\u0131 demografik segmentasyon<\/strong>: Alkoll\u00fc i\u00e7ecekler Orta Do\u011fu \u00fclkelerinde \u00e7ok s\u0131n\u0131rl\u0131 bir eri\u015fim alan\u0131na sahiptir ve s\u0131cak iklim nedeniyle yumu\u015fak veya gazl\u0131 i\u00e7eceklere yer b\u0131rakmaktad\u0131r. D\u00fcnyan\u0131n d\u00f6rt bir yan\u0131ndaki markalar\u0131n b\u00fcy\u00fck \u00f6l\u00e7ekli reklam kampanyalar\u0131 vard\u0131r.<\/p>\n

Uluslararas\u0131 ticaretin artmas\u0131yla birlikte, bu markalar dini inan\u00e7lara ve hatta milliyetlere daha uygun kampanyalar olu\u015fturdular ve kimsenin duygular\u0131n\u0131 incitmemeye \u00f6zen g\u00f6sterdiler. Co\u011frafi i\u015f alan\u0131ndaki art\u0131\u015fla birlikte din, \u0131rk ve milliyete dayal\u0131 demografik segmentasyonda da art\u0131\u015f g\u00f6r\u00fclmektedir.<\/p>\n

\"Demografik<\/p>\n

Pazarlamada demografik segmentasyonun \u00f6nemi<\/b><\/h3>\n

Demografik segmentasyon neden gereklidir? Demografi, pazarlama ve pazarlama ara\u015ft\u0131rmalar\u0131nda \u00e7ok \u00f6nemlidir ve i\u015fte nedeni:<\/span><\/p>\n

Pazar segmentasyonu, potansiyel t\u00fcketicilerinize kolayca ula\u015fman\u0131za yard\u0131mc\u0131 oldu\u011fu i\u00e7in hayati \u00f6nem ta\u015f\u0131r. Mesajla\u015fma tarz\u0131n\u0131, hedeflenen pazar segmentasyonu ile etkile\u015fim kurmak istedi\u011finiz kitle t\u00fcr\u00fcne uyacak \u015fekilde hassasla\u015ft\u0131rabilirsiniz. M\u00fc\u015fterileri do\u011fru zamanda do\u011fru \u015fekilde hedeflemek \u00f6d\u00fcller getirir.<\/span><\/p>\n

H\u0131zl\u0131 bir \u015fekilde y\u00fcksek konu\u015fma oranlar\u0131na ula\u015fabilir, sat\u0131\u015flar\u0131n\u0131z\u0131 art\u0131rabilir ve daha fazla k\u00e2r elde edebilirsiniz. Uygun hedefleme, m\u00fc\u015fteri memnuniyeti yoluyla marka sadakati sa\u011flar. Pazarlamada demografik segmentasyon, bireyleri katmanlara ay\u0131rmaya yard\u0131mc\u0131 olur ve kitlesel pazarlama i\u00e7in m\u00fckemmel bir ara\u00e7t\u0131r.<\/span><\/p>\n

Demografik segmentasyonun avantajlar\u0131 ve dezavantajlar\u0131<\/h2>\n

Demografik segmentasyon, \u00e7e\u015fitli \u00e7al\u0131\u015fma t\u00fcrlerinde kullan\u0131lmas\u0131na izin veren bir\u00e7ok \u00f6zelli\u011fe sahiptir, ancak sizin i\u00e7in do\u011fru olup olmad\u0131\u011f\u0131na karar vermek i\u00e7in dikkate al\u0131nmas\u0131 gereken baz\u0131 \u00f6zellikler vard\u0131r, a\u015fa\u011f\u0131da projelerinizde bu segmentasyon t\u00fcr\u00fcn\u00fc kullanman\u0131n avantajlar\u0131n\u0131 ve dezavantajlar\u0131n\u0131 payla\u015f\u0131yoruz.<\/p>\n

Demografik segmentasyonun art\u0131lar\u0131<\/h3>\n

1. Bulmas\u0131 kolay<\/strong>: Eri\u015filebilir ve kullan\u0131m\u0131 kolayd\u0131r. \u00d6rne\u011fin, devlet n\u00fcfus say\u0131mlar\u0131 \u00e7o\u011fu \u00fclkede mevcuttur.
\n2. Potansiyel pazar\u0131 belirleme<\/strong>: Bir kurulu\u015f demografik segmentasyona bakt\u0131\u011f\u0131nda, bir \u00fcr\u00fcn\u00fc sat\u0131n alma olas\u0131l\u0131\u011f\u0131 en y\u00fcksek olan ki\u015filere odaklan\u0131r. Bu, hedef pazar\u0131n belirlenmesine yard\u0131mc\u0131 olur.
\n3. Pazarlama<\/strong>: Demografik m\u00fc\u015fteri segmentasyonu, kurulu\u015flar\u0131n daha iyi pazarlama stratejileri i\u00e7in pazar eri\u015fimi geli\u015ftirmelerine yard\u0131mc\u0131 olur.<\/p>\n

Demografik segmentasyonun eksileri<\/h3>\n

1. Varsay\u0131mlar<\/strong>: Demografik segmentasyon, ayn\u0131 demografik gruptaki t\u00fcketicilerin benzer ihtiya\u00e7lara sahip olaca\u011f\u0131 varsay\u0131m\u0131na dayan\u0131r.<\/p>\n

\u00d6rne\u011fin; cep telefonu sat\u0131n almak s\u00f6z konusu oldu\u011funda 30’lu ya\u015flardaki herkesin ihtiya\u00e7lar\u0131 ayn\u0131 olmayacakt\u0131r. Baz\u0131lar\u0131 y\u00fcksek \u00e7\u00f6z\u00fcn\u00fcrl\u00fckl\u00fc bir kamera isterken, di\u011ferleri depolama \u00f6zellikleri, daha iyi hoparl\u00f6rler vb. isteyebilir.<\/p>\n

2. S\u00fcrekli de\u011fi\u015fimler<\/strong>: Davran\u0131\u015f hi\u00e7bir zaman sabit de\u011fildir. Pazarlamac\u0131lar demografik verileri bir kez toplay\u0131p ayn\u0131 bilgileri y\u0131llarca kullanamazlar. \u00c7\u00fcnk\u00fc n\u00fcfus de\u011fi\u015fiyor. N\u00fcfus say\u0131m\u0131 verileri her y\u0131l g\u00fcncellenmektedir. Ger\u00e7ek bir senaryo elde etmek i\u00e7in bu bilgiler s\u00fcrekli olarak toplanmal\u0131d\u0131r.<\/p>\n

Segmentasyon vs Hedefleme<\/h3>\n

Segmentasyon ve hedefleme aras\u0131ndaki bu yayg\u0131n kar\u0131\u015f\u0131kl\u0131\u011fa a\u00e7\u0131kl\u0131k getirelim. A\u015fa\u011f\u0131da a\u00e7\u0131klanan baz\u0131 temel farkl\u0131l\u0131klar\u0131 \u00f6\u011frenmenize yard\u0131mc\u0131 olaca\u011f\u0131z:<\/p>\n

Segment, potansiyel hedeflerin bulundu\u011fu bir yerdir; hedef ise segmentin bir par\u00e7as\u0131d\u0131r.<\/p>\n

Segmentasyon, pazarlamac\u0131lar\u0131n bir pop\u00fclasyonu tan\u0131mlamas\u0131na ve bu segmentlerden hedefler se\u00e7mesine yard\u0131mc\u0131 olur.<\/p><\/blockquote>\n

Segment tan\u0131mlamak i\u00e7in bir hedefe ihtiyac\u0131n\u0131z yoktur, ancak segmentleri se\u00e7tikten sonra bir hedef \u00fczerinde s\u0131f\u0131rlama yapabilirsiniz.<\/p>\n

Segmentasyon, \u00fcr\u00fcn tan\u0131t\u0131m s\u00fcrecinin ilk ad\u0131m\u0131d\u0131r. Hedefleme, ancak segmentasyon ger\u00e7ekle\u015ftirdikten sonra elde edebilece\u011finiz ikinci ad\u0131md\u0131r.<\/p>\n

\u00dccretsiz demografik segmentasyon \u015fablonu
\n<\/b><\/h3>\n

Bu \u00fccretsiz \u015fablon ile demografik segmentasyonunuzdan yararlan\u0131n. <\/span><\/b><\/p>\n

BU \u00dcCRETSIZ \u015eABLONU KULLANIN<\/a><\/p>\n

QuestionPro ile projenizi olumlu y\u00f6nde etkileyecek ilgili bilgileri elde etmek i\u00e7in b\u00f6l\u00fcmlere ayr\u0131lm\u0131\u015f \u00f6rnekler kullanarak anketler olu\u015fturabilirsiniz.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Bu makalede, demografik segmentasyonu daha iyi anlaman\u0131za yard\u0131mc\u0131 olaca\u011f\u0131z. Bu ara\u015ft\u0131rma tekni\u011fini nas\u0131l uygulayaca\u011f\u0131n\u0131z\u0131 bilmenize yard\u0131mc\u0131 olacak tan\u0131m\u0131, uygulamas\u0131, avantajlar\u0131, […]<\/p>\n","protected":false},"author":65,"featured_media":611223,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1114],"tags":[],"yoast_head":"\nDemografik segmentasyon: \u00d6nemi, nas\u0131l yap\u0131l\u0131r k\u0131lavuzu, \u015fablon ve avantajlar | QuestionPro<\/title>\n<meta name=\"description\" content=\"T\u00fcketici davran\u0131\u015f\u0131n\u0131 anlamak i\u00e7in pazar ara\u015ft\u0131rmas\u0131nda demografik segmentasyonu kullan\u0131n. 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