Türkiye şekerleme pazarı ve uygulanan pazarlama stratejileri

Abstract

So, a new entrant must benefit from this niche in the market, by focusing on natural products and by positioning products on this attribute. On the other hand the firms to supply those natural and tooth friendly products have to set higher prices resulting from higher production cost to meet consumer expectation on natural products. The new entrant must target middle level feminen users at 18-25 age group and from C socio-economic group. The reason of targeting this group of consumer can be explained as feminen consumers between the age of 18-25 are ready to pay high level of prices to get products offering natural ingrediants and products which are "tooth friendly". It is important also to obtain spatial availibility. Because consumer consider high level of availibility as an extra benefit offered by a product. To capture brand shifthing consumer, the new entrant must try to obtain better spatial availibility than main competitors. SPSS ststistics programme was used in the processing of the data gathered by the research. The hypothesis are tested by ki-square,t-statistics and one way anova model. To define consumer personal characteristic profiles, factor analysis and to obtain a perceptual mapping for 5 candy brand, multidimensional scaling analysis were the methods I used in te research. However, since multidimensional scaling results were not reliable, perceptual mapping is not shown in the analyse. The result of the marketing research shows that candy consumers can be clustered in to three groups by consumption level. The demographic socio economic profile of these three groups of consumers are as follows. HEAVY USER: Both feminine and masculine, in all age groups, at any of education levels with high/middle/low level of income but especially from C socio-economic, group. MIDDLE LEVEL USER : Both feminine and masculine, in all age groups, at any of education levels with middle/low level of income, from C,D and E socio economic group but especially from the C group. RARE USER : Both feminine and masculine, in all age groups, at any of education levels with low level of income, from C,D and E socio economic group but especially from the C group. Consumers evaluate alternatives first off all by quality veriables such as natural ingredients and not causing tooth decay. Then they expect from candy producing companies offer them some extra benefit such as products including vitamin C, spatial availibility, the convenience between smell and taste of th product. Visual attractiveness of the product has the lowest importance on the buying decesions of consumers. The results of the marketing research shows also that any brand in the market do not satisfy consumer expectations for natural products. Candy consumers especially rare and middle level users give importance to the ingredients of the products which define their quality veriables. So, a new entrant must benefit from this niche in the market, by focusing on natural products and by positioning products on this attribute. On the other hand the firms to supply those natural and tooth friendly products have to set higher prices resulting from higher production cost to meet consumer expectation on natural products. The new entrant must target middle level feminen users at 18-25 age group and from C socio-economic group. The reason of targeting this group of consumer can be explained as feminen consumers between the age of 18-25 are ready to pay high level of prices to get products offering natural ingrediants and products which are "tooth friendly". It is important also to obtain spatial availibility. Because consumer consider high level of availibility as an extra benefit offered by a product. To capture brand shifthing consumer, the new entrant must try to obtain better spatial availibility than main competitors. So, a new entrant must benefit from this niche in the market, by focusing on natural products and by positioning products on this attribute. On the other hand the firms to supply those natural and tooth friendly products have to set higher prices resulting from higher production cost to meet consumer expectation on natural products. The new entrant must target middle level feminen users at 18-25 age group and from C socio-economic group. The reason of targeting this group of consumer can be explained as feminen consumers between the age of 18-25 are ready to pay high level of prices to get products offering natural ingrediants and products which are "tooth friendly". It is important also to obtain spatial availibility. Because consumer consider high level of availibility as an extra benefit offered by a product. To capture brand shifthing consumer, the new entrant must try to obtain better spatial availibility than main competitors.