Research Article
BibTex RIS Cite

Otomobil Firmaları ve Geleceğin Tüketicileri Olan Z Jenerasyonu Arasındaki Etkileşime Teorik Bir Bakış

Year 2019, Volume: 23 Issue: 4, 1677 - 1692, 31.12.2019

Abstract

Bu çalışmada çocuklar tüketici olarak ele alınmıştır. Zaman, demografik ve coğrafik değişkenler gibi birçok özellikler, çocukların tüketici olma doğrultusundaki rollerinde değişiklik gösterdiği gözlemlenmiştir. Bu sebeple, tüketici olarak çocukların tarihi bir geçmişinin araştırılmasının yapılması uygun görüşmüştür. Sonrasında, çocuklar tüketici olarak bulunduğu rolü sosyal öğrenme kuramıyla konu desteklenmiştir. Çalışmanın amacı, otomobil firmalarıyla Z jenerasyonunun etkileşiminin incelenmesidir. Bu nedenle, otomobil firmaları ve Z jenerasyonu da ayrıca ele alınmıştır. Yapılan çalışma sonucunda çok az firmanın çocuklar için aktivite, toplantı, oyun ve eğitimsel etkinlik girişimlerinin bulunduğu gözlemlenmiştir. Bunların sonucunda akademik çalışmalar ve otomobil firmaları hakkında birtakım çıkarımlarda bulunulmuştur.

References

  • Acuff, D. S. & Reiher R., H. (1999). What Kids Buy and Why. The Free Press, New York.
  • Ad Age. (2018). Gen Z: Decoding the Digital Generation. Retrieved from: https://adage.com/trend-reports/report.php?id=140, erişim tarihi: 26.03.2018.
  • Adıgüzel, O., Batur, H. Z. & Ekşili, N. (2014). Kuşakların Değişen Yüzü ve Y Kuşağı ile Ortaya Çıkan Yeni Çalışma Tarzı: Mobil Yakalılar. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (19), 165-182.
  • Altunışık, R., & Güneş, V. (2010). Çocukların Satın Alma Davranışlarında Çizgi Film Karakterlerinin Rolü Üzerine Bir Araştırma. 15. Pazarlama Kongresi, İzmir.
  • Baldassarre, F., Campo, R. & Falcone, A. (2016). Food for Kids: How Children Influence Their Parents Purchasing Decisions. Journal of Food Products Marketing, 22(5), 596-609.
  • Bater, E. (2018). The history of the hybrid car. https://www.admiral.com/magazine/guides/motor/history-of-hybrid-cars date of access: 04.01.2019
  • Batı, U. (2018). Markethink ya da Farkethink. İstanbul: Destek Yayınları.
  • Carmichael, A. M. (2018). Marketing to Gen Z: Engaging a New Era of Influential Consumers. Independently Published, New York.
  • Cengiz, S. A. (2009). Modernizm, Otomobil Kültürü ve Reklam. Ankara: Ütopya Yayınevi.
  • Coffey, T., Siegel, D., & Livingston, G. (2006). Marketing to the New Super Consumer: Mom & Kid. (D. Walsh, Ed.). Paramount Market Publishing, Inc., New York.
  • Cram, F., & Ng, S. H. (1999). Consumer Socialisation. Applied Psychology, 48(3), 297-312.
  • Desilver, D. (2013.) Shop online? Many teens do it, but more prefer the store. http://www.pewresearch.org/fact-tank/2013/06/10/teens-shop-with-clicks-but-prefer-bricks/ date of access: 05.03.2018
  • Ekasasi, S. R. (2005). The Role of Children in Family Decision Making a Theoretical Review. Edisi Khusus Jsb on Marketing. 25-41.
  • Facebook Mercedes-Benz Deutschland Photo Gallery (2018). https://www.facebook.com/mercedesbenzdeutschland/photos/a.257522257629072/1937497989631482/?type=3&theater date of access: 11.01.2019
  • Facebook Mercedes-Benz Deutschland. (2018). https://www.facebook.com/mercedesbenzdeutschland/photos/a.257522257629072/1937497989631482/?type=3&theater. date of access: 13.01.2019
  • Fjortoft, N. (2017). The selfie generation and pharmacy education. American journal of pharmaceutical education, 81(4). 1 – 2.
  • Fromm, J. & Garton, C. (2013). Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever. AMACOM, New York.
  • Fromm, J. & Read, A. (2018). Marketing to Gen Z: The Rules for Reaching This Vast and Very Different Generation of Influencers. AMACOM, New York.
  • Fromm, J., & Vidler, M. (2015). Millennials with Kids: Marketing to This Powerful and Surprisingly Different Generation of Parents. American Management Association, New York.
  • Gaumer, C. J. & Arnone, C. (2009). Grocery store observation: Parent-child interaction in family purchases. Journal of Food Products Marketing, 16(1), 1-18.
  • Göksel, A. B., Baytekin, B., & Maden, D. (2013). Çocuklara Yönelik Pazarlama: Pınar’ın Çocuklara Yönelik Pazarlama Uygulamalarının Değerlendirilmesi. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 2(2), 1–23.
  • Guber, S. S. & Berry, J. (1993). Marketing to and through Kids. Mc Graw-Hill, Inc, New York.
  • Harrison, P., Chalmers, K., D’Souza, S., Coveney, J., Ward, P., Mehta, K., & Handsley, E. (2010). Targeting Children with Integrated Marketing Communications: Children and Food Marketing Project Report to SA Health. Adelaide.
  • Instagram Mercedes-Benz Museum (t.y.). https://www.instagram.com/p/BuoKUWGIRyq/?utm_source=ig_web_copy_link, date of access: 10.01.2019
  • Koştaş, M. (1987). Sosyalleşme (Socialisation). Ankara Üniversitesi İlahiyat Fakültesi Dergisi, 29 (1). 329 – 334.
  • Koulopoulos, T., & Keldsen, D. (2014). Gen Z Effect: The Six Forces Shaping the Future of Business. Bibliomotion, Inc., New York.
  • Lindstrom, M. & Seybold, P. B. (2004). Brand Child: Remarkable Insights into the Minds of Today’s Global Kids and Their Relationships with Brands. Kogan Page, Londra. Marshall, D. (Ed.). (2010). Understanding Children as Consumers. SAGE Publications Ltd., Londra.
  • Martin, E. S. (2006). The Influence of Children on Family Purchasing: Capturing Children's Voices. Aberdeen Üniversitesi Yayımlanmış Doktora Tezi. ProQuest Dissertations Publishing: Ann Arbor, Michigan.
  • Mayo, E. & Nairn, A. (2009). Consumer Kids: How Big Business is Grooming Our Children for Profit. Constable & Robinson Ltd., Londra.
  • McCrindle Research. (2012). Generations defined: 50 years of change over 5 generations. Sydney.
  • Mcneal, J. U. (1992). Kids as Customers: A Handbook of Marketing to Children. Lexington Books, New York.
  • Mcneal, J. U. (1999). The Kids Market: Myths and Realities. New York: Paramount Market Publishing, Inc., New York.
  • Mitchell, S. (2013). American generations: Who they are and how they live. New York: New Strategist Publications.
  • MobileKids. (t.y.). Türkiye’de MobileKids. https://tr.mobilekids.net/turkiyede-mobilekids/turkiyede-mobilekids/turkiyede-mobilekids_d237.aspx date of access: 04.01.2019
  • Oblinger, D., Oblinger, J. L. & Lippincott, J. K. (2005). Educating the Net Generation. Educase, Washington DC.
  • Odabaşı, Y., & Barış, G. (2017). Tüketici Davranışı (17. Baskı), İstanbul: Mediacat Yayınları.
  • Oz, J. (2019). How to Reach Gen Z with Targeted Influencer Marketing. https://talkinginfluence.com/2019/07/22/reach-gen-z-influencer-marketing/ date of access: 17.08.2019.
  • Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z Consumers' Expectations of Interactions in Smart Retailing: A Future Agenda. Computers in Human Behavior, 77, 374-381.
  • Puiu, S. (2016). Generation Z – A New Type of Consumers. Young Economists Journal/Revista Tinerilor Economisti, 13(27), 67-78.
  • Rota, S. (2017). The Gen Z Answer Key for Business: The Go-To Guide for Marketing to Generation Z. WaveCloud Publishing., Aurora.
  • Sarıyer, N. & Ayar, H. (2013). Filmlere Yerleştirilen Markaların Çocuklar Tarafından Hatırlanması – Toy Story III Filmi Örneği. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 15(1), 79-99.
  • Schor, J. B. (2005). Born to Buy: Commercialized Child and the New Consumer Culture. Scribner, New York.
  • Sladek, S. & Grabinger, A. (2014). Gen Z. Introducing the first Generation of the 21st Century. Retrieved from: https://www.xyzuniversity.com/wp-content/uploads/2018/08/GenZ_Final-dl1.pdf, erişim tarihi: 26.03.2018.
  • Smith, K. T. (2019). Mobile advertising to Digital Natives: preferences on content, style, personalization, and functionality. Journal of Strategic Marketing, 27 (1), 67-80.
  • Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12. Baskı). Pearson Education Ltd., Essex.
  • Sondhi, N. & Basu, R. (2014). Role of Children in Family Purchase across Indian Parental Clusters. Young Consumers, 15(4), 365-379.
  • Taş, H. Y., Demirdöğmez, M. & Küçükoğlu, M. (2017). Geleceğimiz olan Z kuşağının çalışma hayatına muhtemel etkileri. OPUS Uluslararası Toplum Araştırmaları Dergisi, 7 (13), 1031-1048.
  • Thomson, E. S., Laing, A. W. & McKee, L. (2007). Family purchase decision making: Exploring child influence behaviour. Journal of Consumer Behaviour: An International Research Review, 6 (4), 182-202.
  • Toyota DreamCar (t.y.). https://www.toyota-dreamcarart.com/gallery/en/ date of access: 03.01.2019
  • Toyota Kids. (t.y.). https://www.toyota.co.jp/en/kids/eco/index.html date of access: 03.01.2019
  • Tulgan, B. (2013). Meet Generation Z: The Second Generation within The Giant" Millennial" Cohort. Rainmaker Thinking, 1-12.
  • Turner, A. (2015). Generation Z: Technology and Social Interest. The Journal of Individual Psychology, 71(2), 103-113.
  • Verma, D. P. S., & Kapoor, N. (2004). Influence of TV Advertisements on Children's Buying Response: Role of Parent-Child Interaction. Global Business Review, 5(1). 51-71.
  • Vogel, P. (2015). Millennials and Digital Natives. In Generation Jobless. 45-56. Palgrave Macmillan, Londra.
  • Ward, S. (1974). Consumer Socialization. Journal of consumer research, 1 (2), 1-14.
  • Witt, G. L., & Baird, D. E. (2018). The Gen Z Frequency: How Brands Tune In and Build Credibility. Kogan Page, New York.
  • Wood, S. (2013). Generation Z as consumers: trends and innovation. Institute for Emerging Issues: NC State University, 1-3.
  • Wut, M. T. & Chou, T. J. (2009). Children's Influences on Family Decision Making in Hong Kong. Young Consumers, 10 (2), 146-156.

The Theorical Overview of Interplay between Car Firms and Gen Z as Future Consumers

Year 2019, Volume: 23 Issue: 4, 1677 - 1692, 31.12.2019

Abstract

In this study, kids are examined as consumers. It is observed that kids and the roles of kids are changing according to many variables such as time, geographical and demographical. Therefore, historical background of Kids as consumers is one of the topics that is researched. Then, the roles of children as consumers were part of the study supported by a theorical social learning background. The aim of the study is to explore the interaction between automotive firms and Generation Z. Automobile firms and Gen Z are also examined for this reason. The findings about this research show that there are some attempts for kids such as activities, meetings, games, educational events, yet these attempts seem inefficient due to organized by a few companies. As a consequence of these findings, there some conclusions in terms of both academic studies and automobile companies in the end.

References

  • Acuff, D. S. & Reiher R., H. (1999). What Kids Buy and Why. The Free Press, New York.
  • Ad Age. (2018). Gen Z: Decoding the Digital Generation. Retrieved from: https://adage.com/trend-reports/report.php?id=140, erişim tarihi: 26.03.2018.
  • Adıgüzel, O., Batur, H. Z. & Ekşili, N. (2014). Kuşakların Değişen Yüzü ve Y Kuşağı ile Ortaya Çıkan Yeni Çalışma Tarzı: Mobil Yakalılar. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (19), 165-182.
  • Altunışık, R., & Güneş, V. (2010). Çocukların Satın Alma Davranışlarında Çizgi Film Karakterlerinin Rolü Üzerine Bir Araştırma. 15. Pazarlama Kongresi, İzmir.
  • Baldassarre, F., Campo, R. & Falcone, A. (2016). Food for Kids: How Children Influence Their Parents Purchasing Decisions. Journal of Food Products Marketing, 22(5), 596-609.
  • Bater, E. (2018). The history of the hybrid car. https://www.admiral.com/magazine/guides/motor/history-of-hybrid-cars date of access: 04.01.2019
  • Batı, U. (2018). Markethink ya da Farkethink. İstanbul: Destek Yayınları.
  • Carmichael, A. M. (2018). Marketing to Gen Z: Engaging a New Era of Influential Consumers. Independently Published, New York.
  • Cengiz, S. A. (2009). Modernizm, Otomobil Kültürü ve Reklam. Ankara: Ütopya Yayınevi.
  • Coffey, T., Siegel, D., & Livingston, G. (2006). Marketing to the New Super Consumer: Mom & Kid. (D. Walsh, Ed.). Paramount Market Publishing, Inc., New York.
  • Cram, F., & Ng, S. H. (1999). Consumer Socialisation. Applied Psychology, 48(3), 297-312.
  • Desilver, D. (2013.) Shop online? Many teens do it, but more prefer the store. http://www.pewresearch.org/fact-tank/2013/06/10/teens-shop-with-clicks-but-prefer-bricks/ date of access: 05.03.2018
  • Ekasasi, S. R. (2005). The Role of Children in Family Decision Making a Theoretical Review. Edisi Khusus Jsb on Marketing. 25-41.
  • Facebook Mercedes-Benz Deutschland Photo Gallery (2018). https://www.facebook.com/mercedesbenzdeutschland/photos/a.257522257629072/1937497989631482/?type=3&theater date of access: 11.01.2019
  • Facebook Mercedes-Benz Deutschland. (2018). https://www.facebook.com/mercedesbenzdeutschland/photos/a.257522257629072/1937497989631482/?type=3&theater. date of access: 13.01.2019
  • Fjortoft, N. (2017). The selfie generation and pharmacy education. American journal of pharmaceutical education, 81(4). 1 – 2.
  • Fromm, J. & Garton, C. (2013). Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever. AMACOM, New York.
  • Fromm, J. & Read, A. (2018). Marketing to Gen Z: The Rules for Reaching This Vast and Very Different Generation of Influencers. AMACOM, New York.
  • Fromm, J., & Vidler, M. (2015). Millennials with Kids: Marketing to This Powerful and Surprisingly Different Generation of Parents. American Management Association, New York.
  • Gaumer, C. J. & Arnone, C. (2009). Grocery store observation: Parent-child interaction in family purchases. Journal of Food Products Marketing, 16(1), 1-18.
  • Göksel, A. B., Baytekin, B., & Maden, D. (2013). Çocuklara Yönelik Pazarlama: Pınar’ın Çocuklara Yönelik Pazarlama Uygulamalarının Değerlendirilmesi. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 2(2), 1–23.
  • Guber, S. S. & Berry, J. (1993). Marketing to and through Kids. Mc Graw-Hill, Inc, New York.
  • Harrison, P., Chalmers, K., D’Souza, S., Coveney, J., Ward, P., Mehta, K., & Handsley, E. (2010). Targeting Children with Integrated Marketing Communications: Children and Food Marketing Project Report to SA Health. Adelaide.
  • Instagram Mercedes-Benz Museum (t.y.). https://www.instagram.com/p/BuoKUWGIRyq/?utm_source=ig_web_copy_link, date of access: 10.01.2019
  • Koştaş, M. (1987). Sosyalleşme (Socialisation). Ankara Üniversitesi İlahiyat Fakültesi Dergisi, 29 (1). 329 – 334.
  • Koulopoulos, T., & Keldsen, D. (2014). Gen Z Effect: The Six Forces Shaping the Future of Business. Bibliomotion, Inc., New York.
  • Lindstrom, M. & Seybold, P. B. (2004). Brand Child: Remarkable Insights into the Minds of Today’s Global Kids and Their Relationships with Brands. Kogan Page, Londra. Marshall, D. (Ed.). (2010). Understanding Children as Consumers. SAGE Publications Ltd., Londra.
  • Martin, E. S. (2006). The Influence of Children on Family Purchasing: Capturing Children's Voices. Aberdeen Üniversitesi Yayımlanmış Doktora Tezi. ProQuest Dissertations Publishing: Ann Arbor, Michigan.
  • Mayo, E. & Nairn, A. (2009). Consumer Kids: How Big Business is Grooming Our Children for Profit. Constable & Robinson Ltd., Londra.
  • McCrindle Research. (2012). Generations defined: 50 years of change over 5 generations. Sydney.
  • Mcneal, J. U. (1992). Kids as Customers: A Handbook of Marketing to Children. Lexington Books, New York.
  • Mcneal, J. U. (1999). The Kids Market: Myths and Realities. New York: Paramount Market Publishing, Inc., New York.
  • Mitchell, S. (2013). American generations: Who they are and how they live. New York: New Strategist Publications.
  • MobileKids. (t.y.). Türkiye’de MobileKids. https://tr.mobilekids.net/turkiyede-mobilekids/turkiyede-mobilekids/turkiyede-mobilekids_d237.aspx date of access: 04.01.2019
  • Oblinger, D., Oblinger, J. L. & Lippincott, J. K. (2005). Educating the Net Generation. Educase, Washington DC.
  • Odabaşı, Y., & Barış, G. (2017). Tüketici Davranışı (17. Baskı), İstanbul: Mediacat Yayınları.
  • Oz, J. (2019). How to Reach Gen Z with Targeted Influencer Marketing. https://talkinginfluence.com/2019/07/22/reach-gen-z-influencer-marketing/ date of access: 17.08.2019.
  • Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z Consumers' Expectations of Interactions in Smart Retailing: A Future Agenda. Computers in Human Behavior, 77, 374-381.
  • Puiu, S. (2016). Generation Z – A New Type of Consumers. Young Economists Journal/Revista Tinerilor Economisti, 13(27), 67-78.
  • Rota, S. (2017). The Gen Z Answer Key for Business: The Go-To Guide for Marketing to Generation Z. WaveCloud Publishing., Aurora.
  • Sarıyer, N. & Ayar, H. (2013). Filmlere Yerleştirilen Markaların Çocuklar Tarafından Hatırlanması – Toy Story III Filmi Örneği. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 15(1), 79-99.
  • Schor, J. B. (2005). Born to Buy: Commercialized Child and the New Consumer Culture. Scribner, New York.
  • Sladek, S. & Grabinger, A. (2014). Gen Z. Introducing the first Generation of the 21st Century. Retrieved from: https://www.xyzuniversity.com/wp-content/uploads/2018/08/GenZ_Final-dl1.pdf, erişim tarihi: 26.03.2018.
  • Smith, K. T. (2019). Mobile advertising to Digital Natives: preferences on content, style, personalization, and functionality. Journal of Strategic Marketing, 27 (1), 67-80.
  • Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12. Baskı). Pearson Education Ltd., Essex.
  • Sondhi, N. & Basu, R. (2014). Role of Children in Family Purchase across Indian Parental Clusters. Young Consumers, 15(4), 365-379.
  • Taş, H. Y., Demirdöğmez, M. & Küçükoğlu, M. (2017). Geleceğimiz olan Z kuşağının çalışma hayatına muhtemel etkileri. OPUS Uluslararası Toplum Araştırmaları Dergisi, 7 (13), 1031-1048.
  • Thomson, E. S., Laing, A. W. & McKee, L. (2007). Family purchase decision making: Exploring child influence behaviour. Journal of Consumer Behaviour: An International Research Review, 6 (4), 182-202.
  • Toyota DreamCar (t.y.). https://www.toyota-dreamcarart.com/gallery/en/ date of access: 03.01.2019
  • Toyota Kids. (t.y.). https://www.toyota.co.jp/en/kids/eco/index.html date of access: 03.01.2019
  • Tulgan, B. (2013). Meet Generation Z: The Second Generation within The Giant" Millennial" Cohort. Rainmaker Thinking, 1-12.
  • Turner, A. (2015). Generation Z: Technology and Social Interest. The Journal of Individual Psychology, 71(2), 103-113.
  • Verma, D. P. S., & Kapoor, N. (2004). Influence of TV Advertisements on Children's Buying Response: Role of Parent-Child Interaction. Global Business Review, 5(1). 51-71.
  • Vogel, P. (2015). Millennials and Digital Natives. In Generation Jobless. 45-56. Palgrave Macmillan, Londra.
  • Ward, S. (1974). Consumer Socialization. Journal of consumer research, 1 (2), 1-14.
  • Witt, G. L., & Baird, D. E. (2018). The Gen Z Frequency: How Brands Tune In and Build Credibility. Kogan Page, New York.
  • Wood, S. (2013). Generation Z as consumers: trends and innovation. Institute for Emerging Issues: NC State University, 1-3.
  • Wut, M. T. & Chou, T. J. (2009). Children's Influences on Family Decision Making in Hong Kong. Young Consumers, 10 (2), 146-156.
There are 58 citations in total.

Details

Primary Language English
Journal Section Makaleler
Authors

Kaan Eray Kaval

Mustafa Gülmez

Publication Date December 31, 2019
Published in Issue Year 2019 Volume: 23 Issue: 4

Cite

APA Kaval, K. E., & Gülmez, M. (2019). The Theorical Overview of Interplay between Car Firms and Gen Z as Future Consumers. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(4), 1677-1692.

Creative Commons Lisansı
ATASOBEDAtatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Creative Commons Atıf-GayriTicari-AynıLisanslaPaylaş 4.0 Uluslararası Lisansı ile lisanslanmıştır.