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Turkish consumer’ s behaviour
- 1. TURKISH CONSUMER’ S BEHAVIOUR Enes BOLFİDAN Eren ERTİT
- 2. CONTENTS A short overview to Turkish Culture Top 5 consumer trend in Turkey Consumer Segmentation according to consumer’ s ages Consumer Segmentation according to their lifestyles
- 3. TURKISH CULTURE Being a crossroad between East and West, Turkey is located between the Black Sea and the Mediterranean Sea. It has major characteristics of a Mediterranean culture. Turkish customers’demographic characteristics are significantly different from those of western customers’ in terms of age and cultural aspects. Turkey has been suited between Asia and Europe and served as a bridge between Eastern and Western ideals, cultures and societies.
- 4. TOP FIVE CONSUMER TRENDS 1. Demand for mortgages is on the rise 2. Rising interest in social media use affecting consumer habits 3. Demand for cosmetic surgery increases amongst Mid-Lifers 4. Consumers increasingly using credit cards to purchase products 5. Demand for private pensions increases significantly
- 5. CONSUMER SEGMENTATION ACCORDING TO AGE Babies and Infants Increasing health awareness drives some parents to organic diapers Kids Kids spend more time on computers Consumers increasingly going online to buy toys
- 6. Tweenagers Internet replacing traditional leisure activities Tweens increasingly interested in more complex games Teens Communication mode changed from SMS to internet Teens use multiple tools to access social media sites
- 7. Young Adults More than one-half of university students use smartphones Facebook and visual sharing applications are most popular Middle Youth Largest consumer group of tablets Middle Youth consumers value their car brands
- 8. Mid-lifers Users of the traditional communication methods Older women consumers tend to apply beauty treatments at home Late-lifers Bread is the most popular food item Demand by Late-lifers for easier-to-use mobile phones
- 9. EATING AND DRINKING Eating Habits Online demand for Far Eastern food increases Drinking Habits Consumers drinking more beer, less raki Red is the choice of wine drinkers
- 10. MONEY AND SAVINGS Attitudes toward Payment Methods Savings Loans and Mortgages Islamic banking on the rise in Turkey Growing use of credit cards by university students Increasing demand for private pensions
- 11. HOUSING AND HOUSEHOLDS Home Ownership Consumers tend to save to buy their own home Household Profiles Women living alone driving growth in the number of single-person households Household decision-making increasingly dominated by women Running Costs Women take the lead in demanding household energy efficiency Increasing awareness of the cleanliness of drinking water
- 12. GROOMING AND FASHION Perceptions of Beauty Female Grooming Male Grooming Consumers increasingly buying grooming products online Fashion Trends Turkish consumers spend less on footwear than their European counterparts Street fashion is the new trend
- 13. SHOPPING HABITS Personal Shopping Shopping Online Credit card use in online payments Turkish consumers tend to shop online during the afternoon and evening
- 14. LEISURE AND RECREATION Sport and Fitness Consumers increasingly watching TV on alternative devices Vacations Public Holidays, Celebrations and Gift-giving Consumers increasing booking holidays online More consumers shop for personal gifts online