Browsing by Subject "Market segmentation."

Now showing 1 - 2 of 2

Open Access
Consumer behavior analysis and marketing communications strategy development: the case of Tuborg
(1995) Deniz, Mehmet Ali
Efes Pilsen and Tuborg have enjoyed an oligopolistic market stiiicture m the Turkish Beer Industry for decades. This has caused the companies to adopt a sales and product orientation and exert little effort on marketing. However, the market conditions and competition have begun to change recently, by the recent introduction of a new brand, feasibility studies of world giants to enter the Turkish market, and the Customs Union which will decrease the customs tax on import beer. On the other hand, Efes Pilsen has entered into market development efforts in foreign markets. The above competitive moves in the industry by various actors have changed the long-prevailing competitive structure in the industry, especially for the disadvantage of Tuborg. Thus, in this thesis, it is argued that the study of the consumer behavior in the Turkish Beer Market, that has long been underestimated by the agents in the industry, is crucial for Tuborg to compete the changes in the market and find differentiation points that are significant in the eyes of the consumers. It is also discussed that the adoption of a consumer orientation, which takes the current needs and perceptions of the consumers into consideration, is crucial for the success of the communications strategy, which is a sustainable differentiation factor. Therefore, a marketing research has been conducted for the beer market (taking Ankara as a pilot region for application) in order to better understand the needs of the consumers, to find out significant differences as well as similarities among the consumers. Depending on the marketing research conducted, a communications strategy has been suggested for Tuborg . This strategy has been designed to serve to differentiate the brand in the market through communications and also to constitute an entry barrier against the new entrants. On the other hand, the necessary adaptations in the organizational structure of Tuborg to the suggested consumer orientation have also been discussed within the thesis.
Open Access
The emergence and evolution of a politicized market : the production and circulation of Kurdish music Turkey
(2015) Kuruoğlu, Alev Pınar
This dissertation explicates the emergence and evolution of a market for Kurdish music in Turkey. Using ethnographic methods, I start by detailing the illegal circulation of cassettes during the restrictive and strife-laden period of the 1970s, 80s, and 90s. Through the resistive practices of circulation - recording, hiding, playing, and exchanging cassettes – cassettes became saturated with emotions, established shared emotional repertoires, and habituated individuals and collectives into common emotional dispositions. An emotional structure was generated, and accompanied the emergence of a sense of “us,” the delineation of the “other,” and the resistive relationship between the two. I thus demonstrate the entwinement of materiality with emotions, and the structuring potentiality that this entwinement generates. In the second part, I ethnographically explore the trajectory of the market after legalization in 1991. Situated within a context characterized by the sociopolitical dynamics of domination and stigmatization, I detail how market producers collectively construct an oppositional “market culture” by framing their marketrelated experiences, as well as by interacting with and borrowing ideological codes from the neighboring Kurdish political movement. These frames become entrenched as a political-normative logic, shaping artistic production and business decisions. This emergent logic negotiates societal-level conflict and stigma, and also resolves the market-level tension between artistic and commercial concerns. Finally, I explore the segmentation of the market in conjunction with changes in the socio-political atmosphere in the 2000s. I discuss how segmentation also corresponds to competing social imaginaries of a Kurdish public.