{
    "article_id": 1348,
    "public_id": "2a3283d2-0a66-40f3-8a21-4dcac1942507",
    "internal_identifier": null,
    "source_identifier": "86:24",
    "status": "published",
    "type": "research_article",
    "title": "Çay Sektöründe Yeni Ürün Geliştirilmesine Yönelik Tüketicilerin Satın Alma Davranışlarının İncelenmesi: Samsun İlinde Bir Uygulama",
    "title_secondary": null,
    "abstract": "Günümüzde işletmelerin rekabetçi güçlerini arttırması, müşteri istek ve beklentilerine uygun yeni ürün geliştirmesine ve ürünlerini pazara başarıyla sunma yeteneğine bağlıdır. Yeni ürün geliştirme stratejisi, yeni bir ürün fikrinin oluşmasından başlayan ve ürünün pazara sunulmasına kadar devam eden dinamik bir süreçtir. Dolayısıyla bu süreçte, tüketicilerin satın alma davranışlarını şekillendiren etmenlerin belirlenmesi pazarda faaliyet gösteren firmalar için büyük önem arz etmektedir. Bu bağlamda çalışmanın amacı, çay sektöründe yeni ürün geliştirilmesine yönelik tüketicilerin satın alma davranışlarının incelenmesidir. Araştırma kapsamında, Samsun ilinde ikamet eden farklı sosyo-ekonomik özelliklere sahip çay tüketicilerinden kolayda örnekleme yöntemiyle belirlenen 230 kişiye yüz-yüze anket uygulanmıştır. Tüketicilerin yeniliklere yönelik tutumunu belirlemek amacıyla, Rogers’ın (1983) tüketicilerin yenilikleri benimseme zamanına göre yenilikçi sınıfı; yenilikçiler, erken benimseyenler, erken çoğunluk, geç çoğunluk ve takipçiler (sona kalanlar) olmak üzere beş farklı kategoride sınıflandırılarak incelenmiştir. Elde edilen verilerden frekans analizi ile durum tespiti yapılırken, yenilikçi sınıfının satın alma davranışları sosyo-ekonomik değişkenlere göre ki-kare testi ile karşılaştırılmıştır. Çalışma sonuçlarına göre; ankete katılan tüketicilerin %15,2’sini yenilikçiler, %13,9’unu erken benimseyenler, %29,1’ini erken çoğunluk, %26,1’ini geç çoğunluk ve %15,7’sini ise takipçiler sınıfı oluşturmaktadır. Yenilikçi sınıfının cinsiyet, yaş, memleket, eğitim durumu değişkenlerine göre aralarında anlamlı bir farklılık bulunurken; gelir düzeyi, mesleği, medeni durumu, aile sayısı, aylık çay tüketimi değişkenlerine göre aralarında anlamlı bir farklılık bulunmadığı tespit edilmiştir. Bu çalışma, işletmelerin yenilikçi sınıfında yer alan tüketicilerin farklı sosyo-ekonomik özelliklerini dikkate alarak yeni ürün stratejileri geliştirebilmesi açısından önem taşımaktadır.",
    "language": "tr",
    "english_title": "Investigation of Buying Behavior of Consumers towards New Product Development in Tea Sector: An Application in the City of Samsun",
    "english_abstract": "Today, only those companies that develop new products in line with customer demands and expectations and successfully introduce them to the market can increase their competitive strength. New product development is a dynamic process from the generation of a new product idea to the introduction of that product to the market. It is, therefore, of paramount importance in this process for companies to determine the factors affecting consumers’ buying behavior. The aim of this study was to examine consumers’ buying behavior towards new product development in the tea sector. The study sample consisted of 230 participants with different socioeconomic backgrounds living in the city of Samsun. Participants were recruited using convenience sampling. Data were collected through face-to-face survey. Participants' attitudes towards innovation were determined using Roger's five categories; innovators, early adopters, early majority, late majority and laggards. Frequency analysis was performed on data, and chi-square test was used to compare the buying behavior of innovators based on socio-economic variables. Of participants, 15.2% were innovators, 13.9% early adopters, 29.1% early majority, 26.1% late majority and 15.7% laggards. Innovators differed significantly by gender, age, hometown and education level but not by income, occupation, marital status, number of family members and monthly tea consumption. The results indicate that companies should take into account the socio-economic characteristics of innovators when developing new product strategies.",
    "doi": "10.36287/setsci.4.8.024",
    "doi_url": "https://doi.org/10.36287/setsci.4.8.024",
    "resource_url": "https://www.set-science.com/a/2a3283d2-0a66-40f3-8a21-4dcac1942507",
    "pdf_url": "https://www.set-science.com/a/2a3283d2-0a66-40f3-8a21-4dcac1942507/pdf",
    "og_image": "https://www.set-science.com/assets/img/og-card-v2.png",
    "authors": [
        {
            "public_id": "4eacadd3-b6fd-4872-8b11-369573cd3b18",
            "given": "Derya",
            "family": "Öztürk",
            "full": "Derya Öztürk",
            "literal": null,
            "orcid": null,
            "orcid_url": null,
            "email": "deroz5560@hotmail.com",
            "corresponding": true,
            "sequence": "first",
            "affiliations": [
                {
                    "name": "Ordu University",
                    "department": null,
                    "country": null,
                    "country_code": null,
                    "ror": null,
                    "ror_url": null
                }
            ]
        }
    ],
    "keywords": [],
    "translations": [
        {
            "language": "en",
            "title": "Investigation of Buying Behavior of Consumers towards New Product Development in Tea Sector: An Application in the City of Samsun",
            "abstract": "Today, only those companies that develop new products in line with customer demands and expectations and successfully introduce them to the market can increase their competitive strength. New product development is a dynamic process from the generation of a new product idea to the introduction of that product to the market. It is, therefore, of paramount importance in this process for companies to determine the factors affecting consumers’ buying behavior. The aim of this study was to examine consumers’ buying behavior towards new product development in the tea sector. The study sample consisted of 230 participants with different socioeconomic backgrounds living in the city of Samsun. Participants were recruited using convenience sampling. Data were collected through face-to-face survey. Participants' attitudes towards innovation were determined using Roger's five categories; innovators, early adopters, early majority, late majority and laggards. Frequency analysis was performed on data, and chi-square test was used to compare the buying behavior of innovators based on socio-economic variables. Of participants, 15.2% were innovators, 13.9% early adopters, 29.1% early majority, 26.1% late majority and 15.7% laggards. Innovators differed significantly by gender, age, hometown and education level but not by income, occupation, marital status, number of family members and monthly tea consumption. The results indicate that companies should take into account the socio-economic characteristics of innovators when developing new product strategies.",
            "keywords": [
                "Yeni ürün, yeni ürün geliştirme, ürün inovasyonu, satın alma davranışı, çay sektörü"
            ]
        }
    ],
    "subjects": [],
    "subject_names": [],
    "published_date": "2019-12-23",
    "published_year": "2019",
    "received_date": null,
    "accepted_date": null,
    "volume": "11",
    "issue": null,
    "page_first": "152",
    "page_last": "158",
    "article_number": null,
    "conference": {
        "short_name": "ISAS WINTER-2019 (SHS)",
        "full_title": "4th International Symposium on Innovative Approaches in Social, Human and Administrative Sciences",
        "name": "4th International Symposium on Innovative Approaches in Social, Human and Administrative Sciences",
        "acronym": "ISAS WINTER-2019 (SHS)",
        "location": "Samsun, Türkiye",
        "start_date": "2019-11-22",
        "end_date": null,
        "public_id": "73307755-0f4d-4992-a1c3-d225b24f9d10"
    },
    "proceedings": {
        "title": "4th International Symposium on Innovative Approaches in Social, Human and Administrative Sciences",
        "series_title": "SETSCI Conference Proceedings",
        "publisher": "SET Technology",
        "isbn": "978-605-69925-0-6",
        "eisbn": null,
        "issn": null,
        "eissn": "2687-5527",
        "doi": null,
        "doi_prefix": "10.36287",
        "slug": "setsci-volume-11-2019-legacy-86",
        "public_id": "c7eface9-586c-439b-b400-37065e23904e",
        "url": "https://www.set-science.com/p/setsci-volume-11-2019-legacy-86"
    },
    "license": {
        "name": "CC BY 4.0",
        "url": "https://creativecommons.org/licenses/by/4.0/",
        "code": "CC-BY-4.0",
        "open_access": true
    },
    "copyright": {
        "holder": "SET Technology",
        "year": "2019"
    },
    "funding_statement": null,
    "funders": [],
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    "statements": {
        "acknowledgements": null,
        "conflict_of_interest": null,
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    },
    "credit": [],
    "history": {
        "published": "2019-12-23"
    }
}