{"id":68512,"date":"2024-08-07T20:00:05","date_gmt":"2024-08-07T20:00:05","guid":{"rendered":"https:\/\/ekamu.net\/?p=68512"},"modified":"2024-08-07T20:00:05","modified_gmt":"2024-08-07T20:00:05","slug":"ey-arastirmasi-tuketici-magazaya-geri-donuyor","status":"publish","type":"post","link":"https:\/\/ekamu.net\/index.php\/2024\/08\/07\/ey-arastirmasi-tuketici-magazaya-geri-donuyor\/","title":{"rendered":"EY ara\u015ft\u0131rmas\u0131: T\u00fcketici ma\u011fazaya geri d\u00f6n\u00fcyor"},"content":{"rendered":"
\n

EY (Ernst & Young), 14. Gelece\u011fin T\u00fcketicisi Endeksi ara\u015ft\u0131rmas\u0131n\u0131n ikinci versiyonuna g\u00f6re t\u00fcketici tek ba\u015f\u0131na yapay zekay\u0131 yeterli bulmuyor.<\/p>\n

30 \u00fclkede 23 binden fazla t\u00fcketiciyle yap\u0131lan anket \u00e7al\u0131\u015fmas\u0131n\u0131n sonu\u00e7lar\u0131na g\u00f6re, t\u00fcketici yapay zekaya (AI) ve teknolojiye yap\u0131lan yat\u0131r\u0131mlar\u0131n tek ba\u015f\u0131na yeterli olmad\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fckleri i\u00e7in fiziksel ma\u011fazalara geri d\u00f6n\u00fcyor. Ankete kat\u0131lanlar\u0131n y\u00fczde 57’si sat\u0131n almadan \u00f6nce \u00fcr\u00fcnleri g\u00f6rmek ve dokunmak isterken, y\u00fczde 68’i de en do\u011fru \u00fcr\u00fcn tercihini yapt\u0131\u011f\u0131ndan emin olmak i\u00e7in uzman tavsiyesi almay\u0131 tercih ediyor. Ayn\u0131 zamanda, t\u00fcketicilerin y\u00fczde 61’i yaln\u0131zca fiziksel ma\u011fazalara \u00f6zel olan promosyonlardan yararlanabilmek i\u00e7in ma\u011faza ziyaretlerini tercih ediyor.<\/p>\n<\/div>\n

\n

Ara\u015ft\u0131rma, ayr\u0131ca t\u00fcketicilerin y\u00fczde 68’inin yapay zeka (AI) taraf\u0131ndan ki\u015fiselle\u015ftirilmi\u015f teklifleri ve promosyonlar\u0131 almaktan ve bunlara g\u00fcvenmekten mutlu oldu\u011funu da g\u00f6steriyor. Buna kar\u015f\u0131l\u0131k, t\u00fcketicilerin y\u00fczde 49’u ak\u0131ll\u0131 sohbet robotlar\u0131n\u0131n sorunlar\u0131n\u0131 \u00e7\u00f6zmek konusunda yetersiz oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyor.<\/p>\n

Evde yemek yapma arzusu artt\u0131<\/b><\/p>\n

Ara\u015ft\u0131rma, t\u00fcketicilerin dijital al\u0131\u015fveri\u015f deneyiminde m\u00fc\u015fteri hizmetleri a\u00e7\u0131\u011f\u0131 oldu\u011funu ve bunun yaln\u0131zca teknolojiyle \u00e7\u00f6z\u00fclemeyece\u011fini de ortaya koyuyor. Ara\u015ft\u0131rmaya kat\u0131lanlar\u0131n y\u00fczde 26’s\u0131 \u00e7evrim i\u00e7i al\u0131\u015fveri\u015f yaparken para iadesi alma veya de\u011fi\u015fim yapma s\u00fcrecinde hayal k\u0131r\u0131kl\u0131\u011f\u0131 ya\u015fad\u0131\u011f\u0131n\u0131 s\u00f6ylerken, y\u00fczde 30’u m\u00fc\u015fteri hizmetlerinden ald\u0131\u011f\u0131 deste\u011fin zay\u0131f oldu\u011funu belirtiyor. Bu durum, m\u00fc\u015fteride olu\u015fan hayal k\u0131r\u0131kl\u0131\u011f\u0131n\u0131 \u00e7\u00f6zmek i\u00e7in g\u00fc\u00e7l\u00fc insan unsuruyla birle\u015fen geli\u015fmi\u015f bir teknolojiye ihtiya\u00e7 duyuldu\u011funu g\u00f6zler \u00f6n\u00fcne seriyor.<\/p>\n

T\u00fcketiciler y\u00fcksek de\u011ferli al\u0131\u015fveri\u015fler i\u00e7in fiziksel ma\u011fazalara geri d\u00f6nerken, EY Gelece\u011fin T\u00fcketicisi Endeksi evde ger\u00e7ekle\u015fen t\u00fcketimin b\u00fcy\u00fcmeye devam etti\u011fini ortaya koyuyor. Pandemiden bu yana, dijital hizmetlerden uzakla\u015fan t\u00fcketicilerin y\u00fczde 68’i daha ger\u00e7ek\u00e7i bir ya\u015fam tarz\u0131n\u0131 benimseyerek en \u00e7ok de\u011fer verdi\u011fi \u015feylere zaman harcamay\u0131 planl\u0131yor. Buna g\u00f6re y\u00fczde 31’i misafir a\u011f\u0131rlamay\u0131, y\u00fczde 47’si evde daha fazla yemek yapmay\u0131 arzu ediyor, bu oran\u0131n ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6neminde s\u0131ras\u0131yla y\u00fczde 29 ve y\u00fczde 39 oldu\u011fu g\u00f6r\u00fcl\u00fcyor.<\/p>\n

Z ku\u015fa\u011f\u0131 eve y\u00f6neldi<\/b><\/p>\n

Ayn\u0131 zamanda t\u00fcketicilerde g\u00f6r\u00fclen bu e\u011filim, y\u00fczde 38’inin evde daha fazla zaman ge\u00e7irmeyi planlad\u0131\u011f\u0131 daha ya\u015fl\u0131 demografik gruplarla (X ku\u015fa\u011f\u0131 ve bebek patlamas\u0131 ku\u015fa\u011f\u0131) da s\u0131n\u0131rl\u0131 olmuyor. Genellikle en sosyal olarak grup alg\u0131lanan gen\u00e7 neslin (Z ku\u015fa\u011f\u0131 ve milenyum ku\u015fa\u011f\u0131) y\u00fczde 43’\u00fcn\u00fcn de daha samimi ev aktivitelerine y\u00f6neldi\u011fi g\u00f6r\u00fcl\u00fcyor. Ara\u015ft\u0131rmaya g\u00f6re, gen\u00e7 t\u00fcketicilerin y\u00fczde 54’\u00fc evde daha fazla yemek yapmay\u0131 ve y\u00fczde 37’si de daha fazla misafir a\u011f\u0131rlamay\u0131 istiyor.<\/p>\n

Son y\u0131llarda ya\u015fanan ekonomik dalgalanmalar, t\u00fcketicilerin markal\u0131 \u00fcr\u00fcnlere k\u0131yasla \u00f6zel etiketli \u00fcr\u00fcnleri tercih etmesinde de etkili oluyor. T\u00fcketicilerin y\u00fczde 28’i artan maliyetler kar\u015f\u0131s\u0131nda markal\u0131 \u00fcr\u00fcnler yerine \u00f6zel etiketli \u00fcr\u00fcnler sat\u0131n ald\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor. Ara\u015ft\u0131rma, bu e\u011filimin s\u00fcrd\u00fcr\u00fclebilir bir al\u0131\u015fkanl\u0131k haline geldi\u011fini, t\u00fcketicilerin y\u00fczde 66’s\u0131n\u0131n daha ucuz alternatiflerin markal\u0131 alternatifler kadar ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lad\u0131\u011f\u0131n\u0131, y\u00fczde 38’inin ise markal\u0131 \u00fcr\u00fcnlere geri d\u00f6nmeyi planlamad\u0131\u011f\u0131n\u0131 g\u00f6steriyor.<\/p>\n

“\u015eirketler, hem dijital hem de fiziksel ortamda deneyim sunmal\u0131”<\/b><\/p>\n

A\u00e7\u0131klamada g\u00f6r\u00fc\u015flerine yer verilen EY T\u00fcrkiye \u015eirket Orta\u011f\u0131, T\u00fcketici \u00dcr\u00fcnleri ve Perakende Sekt\u00f6r Lideri Kaan Birdal, EY Gelece\u011fin T\u00fcketicisi Endeksi’nin t\u00fcketici davran\u0131\u015flar\u0131ndaki k\u00f6kl\u00fc de\u011fi\u015fimleri ve bu de\u011fi\u015fimlerin perakende sekt\u00f6r\u00fcn\u00fc nas\u0131l etkiledi\u011fini net bir \u015fekilde ortaya koydu\u011funu belirtti.<\/p>\n

Birdal, “Artan enflasyon ve maliyetler, t\u00fcketicilerin tasarruf etme y\u00f6n\u00fcndeki e\u011filimlerini g\u00fc\u00e7lendirirken, bu durum perakendecilere \u00fcr\u00fcnlerini t\u00fcketici beklentilerine g\u00f6re d\u00fc\u015f\u00fcnmeleri i\u00e7in bir f\u0131rsat da sunuyor. Buna ek olarak m\u00fc\u015fteriler, al\u0131\u015fveri\u015f deneyimlerinde sadece yapay zekan\u0131n sundu\u011fu ki\u015fiselle\u015ftirilmi\u015f teklifleri de\u011fil, ayn\u0131 zamanda ger\u00e7ek insan etkile\u015fimini de talep ediyor. Bu nedenle, \u015firketlerin teknolojiyi insan dokunu\u015fuyla harmanlayarak hem dijital hem de fiziksel ortamda deneyim sunmas\u0131 gerekiyor” ifadelerini kulland\u0131.<\/p>\n<\/div>\n

<\/p>\n

Kaynak :\u00a0Bloomberg HT<\/span><\/p>\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Ernst & Young (EY) taraf\u0131ndan 30 \u00fclkede yap\u0131lan ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re, t\u00fcketiciler, yapay zekaya (AI) ve teknolojiye yap\u0131lan yat\u0131r\u0131mlar\u0131n tek ba\u015f\u0131na yeterli olmad\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fckleri i\u00e7in fiziksel ma\u011fazalara geri d\u00f6n\u00fcyor. Ankete kat\u0131lanlar\u0131n…<\/p>\n","protected":false},"author":1,"featured_media":68513,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[3674,431,2126,112,1531],"class_list":["post-68512","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi","tag-kusagi","tag-tek","tag-tuketici","tag-urun","tag-zaman"],"_links":{"self":[{"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/posts\/68512","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/comments?post=68512"}],"version-history":[{"count":1,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/posts\/68512\/revisions"}],"predecessor-version":[{"id":68514,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/posts\/68512\/revisions\/68514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/media\/68513"}],"wp:attachment":[{"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/media?parent=68512"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/categories?post=68512"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/tags?post=68512"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}