Publication: Effects of 2008-2010 global crisis and tax reductions on marketing and sales in the turkish white goods sector
Abstract
2008-2009 GLOBAL KRİZİNİN VE VERGİ İNDİRİMLERİNİN TÜRK BEYAZ EŞYA SEKTÖRÜNDEKİ PAZARLAMA VE SATIŞ FAALİYETLERİNE ETKİLERİ DİLEK ÖLEZ ÖZET Türk Beyaz Eşya Sektörü 2008-2010 dönemindeki global ekonomik krizden olumsuz etkilenmiş sektörlerden biridir. Krizin negatif etikilerini azaltmak ve iç pazardaki talebi canlandırmak amacıyla Türkiye hükümeti yeni yasal düzenlemeler yapmış ve sektör için vergi indirimleri getirmiştir. Fakat kriz döneminde vergi indirimleri uygulamaları hızlı bir şekilde devreye alındığı için, öncesinde uygulamanın olası etkileri ve sektördeki firmaların karşılaşılabileceği güçlükler detaylıca analiz edilememiştir. Bu çalışma vergi indirimlerinin beyaz eşya bayilerinin iş performansı, nihai tüketicinin satınalma davranışı ve üreticilerin pazarlama stratejileri üzerindeki etkilerini bayilerin gözünden ortaya koymaktadır. Bayilerin, üretici firmanın kriz dönemindeki aktiviteleri ve hükümetin uygulamaları konusundaki değerlendirmeleri ve beklentileri de bu çalışmanın içinde yansıtılmıştır. Ayrıca bayilerin karakteristik özellikleri (bayi tipi, ciro büyüklüğü, üretici firma ile ilişki yaşı, iş detayı ve mağaza lokasyonu) ile bayilerin üretici firma ve hükümet hakkındaki değerlendirmeleri, beklentileri ve iş performansı arasındaki ilişkiler de analiz edilmiştir. Bu çalışmada kantitatif araştırma yöntemi kullanılmış olup, veriler yüz yüze anket yönetimi kullanılarak İstanbul’da çalışan beyaz eşya bayilerinden elde edilmiştir. Sektördeki satış ve pazarlama yöneticileri gibi konunun uzmanları ile yapılan yüz yüze görüşmeler de krizin sektör üzerindeki etkilerini ortaya çıkarmada faydalı olmuştur. Beyaz eşya sektörü, kriz, vergi indirimleri, tüketicilerin satınalma davranışı, üretici pazarlama stratejileri, üretici-bayi ilişkisi EFFECTS OF 2008-2010 GLOBAL CRISIS AND TAX REDUCTIONS ON MARKETING AND SALES IN THE TURKISH WHITE GOODS SECTOR
Turkish white goods sector was one of the main sectors that negatively affected from the 2008-2010 global economic crisis. In order to reduce the negative effects of the crisis and to revitalize the domestic demand in the sector, Turkish government came up with new regulations and made tax cuts. Since the tax reductions were applied very quickly, their possible effects and the difficulties the parties in the sector may face during the application have not been studied deeper. This study explores the effects of those tax reductions on dealers’ business performance, on consumer purchasing behavior and manufacturer marketing mix strategies from the view point of white goods dealers. Evaluations of the dealers about the manufacturer activities and government policies were also reflected and the expectations were detected. Additionally, the relationship between the dealers’ characteristics (type, size, age of the dyad, business details, shop locations) and the dealer related facts, evaluations and expectations were studied. This study is mainly based on a quantitative research aiming to analyze data by descriptive approach with a self administered questionnaire applied to the white goods dealers operating in Istanbul. Expert interviews conducted with the marketing and sales managers in the sector also helped to explore the sector during crisis. Key words: White goods sector, crisis, tax reductions, consumer purchasing behavior, manufacturer marketing strategies, manufacturer-dealer relation
Turkish white goods sector was one of the main sectors that negatively affected from the 2008-2010 global economic crisis. In order to reduce the negative effects of the crisis and to revitalize the domestic demand in the sector, Turkish government came up with new regulations and made tax cuts. Since the tax reductions were applied very quickly, their possible effects and the difficulties the parties in the sector may face during the application have not been studied deeper. This study explores the effects of those tax reductions on dealers’ business performance, on consumer purchasing behavior and manufacturer marketing mix strategies from the view point of white goods dealers. Evaluations of the dealers about the manufacturer activities and government policies were also reflected and the expectations were detected. Additionally, the relationship between the dealers’ characteristics (type, size, age of the dyad, business details, shop locations) and the dealer related facts, evaluations and expectations were studied. This study is mainly based on a quantitative research aiming to analyze data by descriptive approach with a self administered questionnaire applied to the white goods dealers operating in Istanbul. Expert interviews conducted with the marketing and sales managers in the sector also helped to explore the sector during crisis. Key words: White goods sector, crisis, tax reductions, consumer purchasing behavior, manufacturer marketing strategies, manufacturer-dealer relation