文章基本信息

标题：CONCEPTS of FAST FASHION and ARTIFICIAL SCARCITY IN MARKETING in THE 21th CENTURY: TCHIBO EXAMPLE
其他标题：21.YÜZYIL PAZARLAMASI AÇISINDAN HIZLI MODA VE YAPAY KITLIK KAVRAMI: TCHIBO ÖRNEĞI
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作者：Mustafa AKSU ; Mustafa AKSU ; Güzide Öncü E. PEKTAŞ 等
期刊名称：Journal of Naval Science and Engineering
印刷版ISSN：1304-2025
出版年度：2011
卷号：7
期号：1
页码：48-70
语种：English
出版社：National Defense University Barbaros Naval Sciences and Engineering Institute Journal of Naval Science and Engineering
摘要：Consumers desire continuous and new fashion trends with the changing consumer demands and needs and artificial scarcity introduced by the concept of fast fashion in the current postmodern marketing approach.Thus,corporations who intend to accommodate to these changing consumer demands and behaviors also involved in this process.The company Tchibo desires to acquire maximum profit in maturity period of the product with the concept of artificial scarcity and gets an advantage against its rivals and leads in the supply chain through the approach of artificial scarcity.Aim of this study is to explain the concept of artificial scarcity in fast fashion and to measure effect of this model on Tchibo consumers in Turkey.In addition,marketing efforts,supply chain and artificial scarcity with its relations in the product life curve are also expected to contribute in Turkish literature.The research stage,questionnaire study will be conducted by the quantitative research method.Relations between the perceived concept of artificial scarcity being the independent variable in the research model and consumer behaviors as well as so-called expensiveness,perceived payable money,perceived value and perceived quality variables being the dependent variables will be explained and interpreted with analyses in SPSS statistics program.
其他摘要：Günümüz postmodern pazarlama anlayışında,değişen tüketici istek ve ihtiyaçları hızlı moda kavramının getirdiği yapay kıtlık ile tüketiciler sürekli ve yeni moda trendleri istemektedirler.İşte bu değişen tüketici istek ve davranışlarına ayak uydurmak istey
关键词：Fast Fashion;Artificial Scarcity;Consumer Behaviors;Supply Chain;Product Life Curve
其他关键词：Hızlı moda;Yapay Kıtlık;Tüketici Davranışları;Tedarik Zinciri;Mamul Hayat Eğrisi