Publication: Reklamlarda demarketing (pazarlamama) stratejisi kullanımının tüketicinin reklama tutumuna yansıması
Abstract
Mal ya da hizmetlere yönelik mevcut talebi düzenlemek için kullanılan demarketing stratejisi, kimi zaman talebi arttırmaya kimi zaman da azaltmaya çalışan bir reklam ve pazarlama stratejisidir. Tüketicilerin davranışlarını değiştirip yaşam kalitesini de arttıran demarketing stratejisi, devamlı artış gösteren bir talep yerine değer ve kalite yaratmayı amaçlamaktadır. Yaşadığımız yüzyılda çevre ve sürdürülebilirlik gibi meselelerin giderek daha önemli hale gelmesiyle birlikte demarketing stratejileri üzerine daha fazla çalışma yapılmaya başlanmıştır. Yerli literatürde demarketing stratejisiyle ilgili az sayıda çalışma bulunmakta olup, bu çalışmada demarketing stratejisi daha kapsamlı bir şekilde ele alınmıştır. Ayrıca, deneysel araştırma yöntemi kullanılarak demarketing stratejisiyle ilgili nicel sonuçlar oraya konulmaya çalışılmıştır. Bu doğrultuda araştırmada, T-testi analiziyle katılımcıların demarketing reklam, geleneksel reklam ve genel olarak reklamlara yönelik tutum, algısal öncül ve satın alma niyeti arasındaki farklar ortaya konulmaya çalışılmıştır. Ayrıca grup içi regresyon analizi yapılarak algısal öncüllerin tutuma ve satın alma niyetine etkisine bakılırken, tutumun ise satın alma niyetine etkisi olup olmadığı araştırılmıştır. Örneklemini, Marmara Üniversitesi İletişim Fakültesi öğrencilerinin oluşturduğu araştırmada t- testi analizine bağlı olarak, geleneksel strateji kullanılan reklamın izlettirildiği deneklerin bilgilendirme unsurları demarketing reklama maruz kalan deneklere oranla daha yüksektir. Bunun yanı sıra, kontrol grubu deneklerinin bilgilendirme unsuru ve satın alma niyetleri demarketing stratejisi kullanılan reklama oranla daha yüksek, rahatsız edicilik ise düşüktür. Kontrol grubu katılımcılarının tutum, satın alma niyeti, eğlence ve bilgilendirme unsurları geleneksel reklama oranla yüksek, rahatsız edicilik unsurları ise düşük bulunmuştur. Çalışmadaki regresyon analizi sonucunda deney 1, deney 2 ve kontrol grubu bilgilendirme unsurlarının reklama yönelik tutuma etkisi olmadığı belirlenmiştir. Ancak eğlence unsurunun her üç grupta da reklama yönelik tutumu etkilediği tespit edilmiştir. Araştırmada deney 1, deney 2 ve kontrol grubu katılımcılarının algısal öncüllerinin satın alma niyetine etkisi de incelenmiştir. Bu bağlamda, her grupta eğlence unsurunun satın alma niyeti üzerinde etkisi olduğu görülmüştür. Ancak hiçbir grupta bilgilendirme, rahatsız edicilik ve güvenilirlik unsurlarının satın alma niyeti üzerinde etkisi bulunamamıştır. Son olarak çalışmada deney 1, deney 2 ve kontrol grubu katılımcılarının tutumlarının satın alma niyetini etkilediği tespit edilmiştir.
The demarketing strategy which tries to reduce or increase the demand for a product is used to regulate the excessive or low demand. The use of this strategy, which focuses on creating value and quality instead of an ever-increasing demand, in advertisements changes the behavior of consumers and increases their quality of life. Today, with the increasing importance of issues such as environment and sustainability, more studies on demarketing strategies have begun. There are few studies on demarketing strategy in the domestic literature. In this study, the demarketing strategy has been comprehensively examined and the results have been tried to be revealed by using the experimental research method. In this context, in the research, whether there is a difference between the attitudes, perceptual antecedents and purchase intentions of the participants between traditional, demarketing and general advertising was examined examined using the experimental research method. In addition, in-group regression analysis was conducted to examine the effects of perceptual antecedents on attitude and purchase intention, and it was investigated whether attitude had an effect on purchase intention. According to the t-test analysis made in the study whose sample consisted of Marmara University students, the informational elements of the participants who were exposed to traditional advertisements were higher than those of demarketing advertisements. In addition, the information elements and purchase intentions of the control group participants were higher than the advertisements using the demarketing strategy, and the disturbing elements were lower. Attitudes, purchase intentions, perceived entertainment and information elements of the participants in the control group were higher than the traditional advertisements, and the disturbing elements were lower. As a result of the regression analysis in the study, it was determined that the informative element of experiment 1, experiment 2 and control group did not affect the attitude towards advertising. However, it was determined that the element of entertainment affected the attitude towards advertising in all three groups. In the study, the effect of perceptual antecedents of the participants in experiment 1, experiment 2 and control group on purchase intention was also examined. In this context, it was seen that the entertainment element had an effect on the purchase intention in each group. However, information, irritability and reliability factors did not have an effect on purchase intention in any group. Finally, in the study, it was determined that the attitudes of the participants in the experiment 1, experiment 2 and control group affected the purchase intention.
The demarketing strategy which tries to reduce or increase the demand for a product is used to regulate the excessive or low demand. The use of this strategy, which focuses on creating value and quality instead of an ever-increasing demand, in advertisements changes the behavior of consumers and increases their quality of life. Today, with the increasing importance of issues such as environment and sustainability, more studies on demarketing strategies have begun. There are few studies on demarketing strategy in the domestic literature. In this study, the demarketing strategy has been comprehensively examined and the results have been tried to be revealed by using the experimental research method. In this context, in the research, whether there is a difference between the attitudes, perceptual antecedents and purchase intentions of the participants between traditional, demarketing and general advertising was examined examined using the experimental research method. In addition, in-group regression analysis was conducted to examine the effects of perceptual antecedents on attitude and purchase intention, and it was investigated whether attitude had an effect on purchase intention. According to the t-test analysis made in the study whose sample consisted of Marmara University students, the informational elements of the participants who were exposed to traditional advertisements were higher than those of demarketing advertisements. In addition, the information elements and purchase intentions of the control group participants were higher than the advertisements using the demarketing strategy, and the disturbing elements were lower. Attitudes, purchase intentions, perceived entertainment and information elements of the participants in the control group were higher than the traditional advertisements, and the disturbing elements were lower. As a result of the regression analysis in the study, it was determined that the informative element of experiment 1, experiment 2 and control group did not affect the attitude towards advertising. However, it was determined that the element of entertainment affected the attitude towards advertising in all three groups. In the study, the effect of perceptual antecedents of the participants in experiment 1, experiment 2 and control group on purchase intention was also examined. In this context, it was seen that the entertainment element had an effect on the purchase intention in each group. However, information, irritability and reliability factors did not have an effect on purchase intention in any group. Finally, in the study, it was determined that the attitudes of the participants in the experiment 1, experiment 2 and control group affected the purchase intention.