Pazarlamada Tüketim Ritüellerine İlişkin Kavramsal Bir Çalışma
A Conceptual Study on Consumption Rituals in Marketing
Author(s): Özlem Şenlik
Subject(s): Customs / Folklore, Business Economy / Management, Behaviorism, Marketing / Advertising, Socio-Economic Research
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: Marketing; marketing activities; consumption rituals; businesses;
Summary/Abstract: Culture is the most basic building block that connects individuals living in groups. Customs, customs, weddings, holidays, funerals... contain many behaviors that are realized and passed on from generation to generation thanks to this bond. These behaviors are defined as rituals. Even if the individual lives alone or with the community, he has many behaviors that come from the past, sometimes he cannot make sense of it, and there is no cause and effect relationship, but still repeats. Behaviors in the form of celebration, commemoration, commemoration and blessing necessitate consumption. Whether the consumer is an individual or a society, these behaviors show consumption behaviors shaped by reasons such as offerings, presentations and showing off. Consistent consumption behaviors are expressed as consumption rituals. Consumption rituals can be the ongoing behavior of the existing society, or they can be transferred by being influenced by other geographies. It is predicted that the goods and services used as consumption instruments while performing consumption rituals will increase the efficiency of businesses in understanding the consumer and responding to their expectations. The fact that the effect of consumption rituals is not sufficiently included in studies related to consumer behavior and purchasing in the literature constitutes the purpose of researching this subject. The subject will be discussed conceptually and it is expected to shed light on both the literature and the businesses that want to consider consumption rituals in their marketing activities.
- Page Range: 63-73
- Page Count: 11
- Publication Year: 2023
- Language: Turkish