{"id":35602,"date":"2024-11-28T20:01:44","date_gmt":"2024-11-28T17:01:44","guid":{"rendered":"https:\/\/www.karekod.org\/blog\/?p=35602"},"modified":"2026-11-01T00:15:47","modified_gmt":"2026-10-31T21:15:47","slug":"kuresel-tercihler-marka-sadakatinin-cografi-yolculugu","status":"publish","type":"post","link":"https:\/\/www.karekod.org\/blog\/kuresel-tercihler-marka-sadakatinin-cografi-yolculugu\/","title":{"rendered":"K\u00fcresel Tercihler: Marka Sadakatinin Co\u011frafi Yolculu\u011fu"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Marka sadakatinin co\u011frafi yolculu\u011fu<\/strong>, ayn\u0131 markan\u0131n farkl\u0131 pazarlarda neden farkl\u0131 sat\u0131n alma davran\u0131\u015flar\u0131yla kar\u015f\u0131la\u015ft\u0131\u011f\u0131n\u0131 anlamaya \u00e7al\u0131\u015f\u0131r. Ancak bir markan\u0131n \u00e7ok sat\u0131n al\u0131nmas\u0131 ile t\u00fcketicilerin alternatiflere ra\u011fmen s\u00fcrekli onu tercih etmesi ayn\u0131 \u015fey de\u011fildir. \u00dclke bazl\u0131 bir \u201cfavori marka\u201d listesi yay\u0131mlamadan \u00f6nce veri y\u0131l\u0131, \u00fcr\u00fcn kategorisi ve \u00f6l\u00e7\u00fcm y\u00f6ntemi bilinmelidir.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"853\" src=\"https:\/\/www.karekod.org\/blog\/wp-content\/uploads\/2024\/11\/kuresel-markalar-1024x853.jpg\" alt=\"K\u00fcresel Markalar\" class=\"wp-image-35607\" srcset=\"https:\/\/www.karekod.org\/blog\/wp-content\/uploads\/2024\/11\/kuresel-markalar-1024x853.jpg 1024w, https:\/\/www.karekod.org\/blog\/wp-content\/uploads\/2024\/11\/kuresel-markalar-300x250.jpg 300w, https:\/\/www.karekod.org\/blog\/wp-content\/uploads\/2024\/11\/kuresel-markalar-810x675.jpg 810w, https:\/\/www.karekod.org\/blog\/wp-content\/uploads\/2024\/11\/kuresel-markalar-730x608.jpg 730w, https:\/\/www.karekod.org\/blog\/wp-content\/uploads\/2024\/11\/kuresel-markalar-350x292.jpg 350w, https:\/\/www.karekod.org\/blog\/wp-content\/uploads\/2024\/11\/kuresel-markalar-1100x917.jpg 1100w, https:\/\/www.karekod.org\/blog\/wp-content\/uploads\/2024\/11\/kuresel-markalar.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">K\u00fcresel Markalar &#8211; K\u00fcresel Tercihler<\/figcaption><\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.karekod.org\/blog\/kuresel-tercihler-marka-sadakatinin-cografi-yolculugu\/#Populerlik_erisim_ve_sadakat_arasindaki_fark\" >Pop\u00fclerlik, eri\u015fim ve sadakat aras\u0131ndaki fark<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.karekod.org\/blog\/kuresel-tercihler-marka-sadakatinin-cografi-yolculugu\/#Brand_Footprint_neyi_olcer\" >Brand Footprint neyi \u00f6l\u00e7er?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.karekod.org\/blog\/kuresel-tercihler-marka-sadakatinin-cografi-yolculugu\/#Cografya_tuketici_tercihini_nasil_etkileyebilir\" >Co\u011frafya t\u00fcketici tercihini nas\u0131l etkileyebilir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.karekod.org\/blog\/kuresel-tercihler-marka-sadakatinin-cografi-yolculugu\/#Ulke_listesi_yayimlarken_gerekli_bilgiler\" >\u00dclke listesi yay\u0131mlarken gerekli bilgiler<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.karekod.org\/blog\/kuresel-tercihler-marka-sadakatinin-cografi-yolculugu\/#Markalar_bu_bilgiyi_nasil_kullanabilir\" >Markalar bu bilgiyi nas\u0131l kullanabilir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.karekod.org\/blog\/kuresel-tercihler-marka-sadakatinin-cografi-yolculugu\/#Ilgili_okumalar\" >\u0130lgili okumalar<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Populerlik_erisim_ve_sadakat_arasindaki_fark\"><\/span>Pop\u00fclerlik, eri\u015fim ve sadakat aras\u0131ndaki fark<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>\u00d6l\u00e7\u00fcm<\/th><th>Ne anlat\u0131r?<\/th><th>Tek ba\u015f\u0131na neyi kan\u0131tlamaz?<\/th><\/tr><\/thead><tbody><tr><td>Bilinirlik<\/td><td>Markan\u0131n tan\u0131nmas\u0131n\u0131<\/td><td>Sat\u0131n al\u0131nd\u0131\u011f\u0131n\u0131<\/td><\/tr><tr><td>Penetrasyon<\/td><td>Belirli d\u00f6nemde markay\u0131 alan hanelerin pay\u0131n\u0131<\/td><td>Her al\u0131\u015fveri\u015fte ayn\u0131 markan\u0131n se\u00e7ildi\u011fini<\/td><\/tr><tr><td>Sat\u0131n alma s\u0131kl\u0131\u011f\u0131<\/td><td>Al\u0131c\u0131lar\u0131n markay\u0131 ne s\u0131kl\u0131kta se\u00e7ti\u011fini<\/td><td>Alternatif markalardan vazge\u00e7ildi\u011fini<\/td><\/tr><tr><td>Tekrar sat\u0131n alma<\/td><td>\u00d6nceki al\u0131c\u0131n\u0131n yeniden al\u0131m yapmas\u0131n\u0131<\/td><td>Fiyat ve eri\u015fim etkisinden ba\u011f\u0131ms\u0131z ba\u011fl\u0131l\u0131\u011f\u0131<\/td><\/tr><tr><td>Marka sadakati<\/td><td>Tekrarl\u0131 tercih ve ba\u011fl\u0131l\u0131k ili\u015fkisini<\/td><td>B\u00fct\u00fcn t\u00fcketicilerin ayn\u0131 davrand\u0131\u011f\u0131n\u0131<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brand_Footprint_neyi_olcer\"><\/span>Brand Footprint neyi \u00f6l\u00e7er?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Kantar\u2019\u0131n Brand Footprint a\u00e7\u0131klamalar\u0131nda Consumer Reach Points (CRP), markan\u0131n haneler taraf\u0131ndan ka\u00e7 kez se\u00e7ildi\u011fini de\u011ferlendiren bir \u00f6l\u00e7\u00fctt\u00fcr. Hane say\u0131s\u0131, penetrasyon ve sat\u0131n alma s\u0131kl\u0131\u011f\u0131 birlikte ele al\u0131n\u0131r. Bu yakla\u015f\u0131m h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerinin eri\u015fimini ve se\u00e7ilme s\u0131kl\u0131\u011f\u0131n\u0131 anlat\u0131r; do\u011frudan bir \u201cen sad\u0131k t\u00fcketiciler\u201d s\u0131ralamas\u0131 de\u011fildir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tamamen varsay\u0131msal bir \u00f6rnekte, 1 milyon haneli bir pazarda hanelerin %20\u2019si bir markay\u0131 y\u0131lda ortalama 5 kez se\u00e7erse 1.000.000 \u00d7 0,20 \u00d7 5 = 1 milyon se\u00e7im elde edilir. Ayn\u0131 toplam, farkl\u0131 penetrasyon ve s\u0131kl\u0131k bile\u015fimlerinden olu\u015fabilir. Bu y\u00fczden tek toplam\u0131n arkas\u0131ndaki bile\u015fenleri g\u00f6rmek gerekir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cografya_tuketici_tercihini_nasil_etkileyebilir\"><\/span>Co\u011frafya t\u00fcketici tercihini nas\u0131l etkileyebilir?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>Da\u011f\u0131t\u0131m: \u00dcr\u00fcn\u00fcn yerel ma\u011fazalarda bulunabilmesi tercih f\u0131rsat\u0131n\u0131 etkiler.<\/li><li>Gelir ve fiyat: Paket boyu, promosyon ve eri\u015filebilir fiyat farkl\u0131 gruplarda farkl\u0131 sonu\u00e7 verebilir.<\/li><li>Yerel al\u0131\u015fkanl\u0131klar: Tat, kullan\u0131m bi\u00e7imi ve t\u00fcketim zaman\u0131 pazara g\u00f6re de\u011fi\u015febilir.<\/li><li>Rekabet: Yerel markalar ve ma\u011faza markalar\u0131 kar\u015f\u0131la\u015ft\u0131rma k\u00fcmesini de\u011fi\u015ftirir.<\/li><li>Ara\u015ft\u0131rma kapsam\u0131: \u015eehir, k\u0131rsal alan, sat\u0131\u015f kanal\u0131 ve hane \u00f6rneklemi sonucu etkiler.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Bu unsurlar olas\u0131 a\u00e7\u0131klamalard\u0131r; belirli bir \u00fclke i\u00e7in veri olmadan neden-sonu\u00e7 iddias\u0131 kurulamaz. \u00d6rne\u011fin <a href=\"https:\/\/tr.wikipedia.org\/wiki\/Japonya\">Japonya<\/a> pazar\u0131 hakk\u0131nda konu\u015furken yaln\u0131zca k\u00fclt\u00fcrel bir genelleme yapmak yerine kategori, d\u00f6nem ve sat\u0131\u015f kanal\u0131 d\u00fczeyinde veri aranmal\u0131d\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ulke_listesi_yayimlarken_gerekli_bilgiler\"><\/span>\u00dclke listesi yay\u0131mlarken gerekli bilgiler<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Bilgi<\/th><th>Yaz\u0131lmas\u0131 gereken ayr\u0131nt\u0131<\/th><\/tr><\/thead><tbody><tr><td>D\u00f6nem<\/td><td>\u00d6l\u00e7\u00fclen y\u0131l ile raporun yay\u0131n y\u0131l\u0131<\/td><\/tr><tr><td>Kapsam<\/td><td>\u00dclke, \u00fcr\u00fcn kategorileri, hane veya ki\u015fi taban\u0131<\/td><\/tr><tr><td>Metrik<\/td><td>Sat\u0131\u015f de\u011feri, hacim, CRP, bilinirlik veya sadakat<\/td><\/tr><tr><td>Kaynak<\/td><td>Raporun ad\u0131, \u00fcreticisi ve y\u00f6ntem a\u00e7\u0131klamas\u0131<\/td><\/tr><tr><td>Kar\u015f\u0131la\u015ft\u0131rma<\/td><td>Ayn\u0131 s\u00fcr\u00fcmdeki ayn\u0131 kapsaml\u0131 veriler<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Yaz\u0131n\u0131n \u00f6nceki s\u00fcr\u00fcm\u00fcndeki \u00fclke\u2013favori marka tablosunun y\u0131l\u0131 ve ara\u015ft\u0131rma y\u00f6ntemi do\u011frulanamad\u0131\u011f\u0131ndan tablo g\u00fcncel s\u0131ralama olarak korunmad\u0131. B\u00f6yle bir listeyi kaynak belirtmeden 2026 ara\u015ft\u0131rmas\u0131 gibi sunmak, eri\u015fim ile sadakat kavramlar\u0131n\u0131 da kar\u0131\u015ft\u0131r\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Markalar_bu_bilgiyi_nasil_kullanabilir\"><\/span>Markalar bu bilgiyi nas\u0131l kullanabilir?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00d6nce hedefi belirleyin: yeni al\u0131c\u0131ya ula\u015fmak m\u0131, mevcut al\u0131c\u0131n\u0131n tekrar tercihi mi? Ard\u0131ndan ayn\u0131 kategori ve d\u00f6nemde penetrasyon, tekrar sat\u0131n alma ve fiyat etkisini birlikte inceleyin. B\u00fcy\u00fck bir pazar\u0131n toplam se\u00e7im say\u0131s\u0131 y\u00fcksek olsa bile daha k\u00fc\u00e7\u00fck pazarda ki\u015fi veya hane ba\u015f\u0131na davran\u0131\u015f farkl\u0131 olabilir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kaynak notu:<\/strong> \u00d6l\u00e7\u00fcm ayr\u0131mlar\u0131nda Kantar Brand Footprint a\u00e7\u0131klamalar\u0131 ve Worldpanel by Numerator Brand Footprint 2026 y\u00f6ntem sayfas\u0131 kullan\u0131ld\u0131. Bu sayfa do\u011frulanmam\u0131\u015f \u00fclke liderli\u011fi iddialar\u0131 yerine kar\u015f\u0131la\u015ft\u0131rman\u0131n nas\u0131l yap\u0131laca\u011f\u0131n\u0131 a\u00e7\u0131klar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ilgili_okumalar\"><\/span>\u0130lgili okumalar<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.karekod.org\/blog\/gida-sektorunun-en-degerli-sirketleri\/\">g\u0131da sekt\u00f6r\u00fcn\u00fcn en de\u011ferli \u015firketleri listesini<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Marka sadakatinin co\u011frafi yolculu\u011fu, ayn\u0131 markan\u0131n farkl\u0131 pazarlarda neden farkl\u0131 sat\u0131n alma davran\u0131\u015flar\u0131yla kar\u015f\u0131la\u015ft\u0131\u011f\u0131n\u0131 anlamaya \u00e7al\u0131\u015f\u0131r. Ancak bir markan\u0131n \u00e7ok [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":35606,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[53,19],"tags":[],"class_list":["post-35602","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-haberler","category-pozitif"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marka Sadakati ve Co\u011frafya: \u00dclke Verileri Nas\u0131l Okunur?<\/title>\n<meta name=\"description\" content=\"Marka sadakati, penetrasyon ve sat\u0131n alma s\u0131kl\u0131\u011f\u0131 aras\u0131ndaki farklar. 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