{"id":731030,"date":"2021-03-30T06:28:04","date_gmt":"2021-03-30T06:28:04","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/davranissal-segmentasyon-nedir-tanimi-ve-ozellikleri\/"},"modified":"2021-03-30T06:28:04","modified_gmt":"2021-03-30T06:28:04","slug":"davranissal-segmentasyon-nedir-tanimi-ve-ozellikleri","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/tr\/davranissal-segmentasyon-nedir-tanimi-ve-ozellikleri\/","title":{"rendered":"Davran\u0131\u015fsal Segmentasyon Nedir: Tan\u0131m\u0131 ve \u00d6zellikleri"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Davran\u0131\u015fsal segmentasyon, m\u00fc\u015fterileri sat\u0131n alma kararlar\u0131n\u0131 verirken g\u00f6sterdikleri davran\u0131\u015flara g\u00f6re grupland\u0131rma s\u00fcrecidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pazar ara\u015ft\u0131rmac\u0131lar\u0131, sat\u0131n almaya haz\u0131r olma durumu, yani \u00fcr\u00fcn hakk\u0131nda sahip olduklar\u0131 bilgi, sadakat d\u00fczeyi, markan\u0131zla etkile\u015fimleri veya \u00fcr\u00fcn kullan\u0131m deneyimi gibi hususlar\u0131 g\u00f6zlemlemekten sorumludur.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Davran\u0131\u015fsal segmentasyonun hedefleri<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"> <strong>Davran\u0131\u015fsal segmentasyonun<\/strong> ana <strong>hedefleri<\/strong> \u015funlard\u0131r:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00fc\u015fteriler taraf\u0131ndan sergilenen davran\u0131\u015flara g\u00f6re segmentleri belirleyin.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00dcr\u00fcn veya hizmetinizin her bir segmentin ihtiya\u00e7lar\u0131n\u0131 nas\u0131l kar\u015f\u0131lad\u0131\u011f\u0131n\u0131 belirleyin.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00dcr\u00fcn veya hizmeti t\u00fcketicilerin ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131layacak \u015fekilde uyarlay\u0131n.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Belirli bir segmente \u00f6zel pazarlama kampanyalar\u0131 olu\u015fturun ve sat\u0131n alma olas\u0131l\u0131\u011f\u0131n\u0131 art\u0131r\u0131n.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kurumlar\u0131n, t\u00fcketicilerin en s\u0131k sat\u0131n ald\u0131\u011f\u0131 markalar\u0131 bilmesini ve rekabeti tan\u0131mlamas\u0131n\u0131 sa\u011flar.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Davran\u0131\u015fsal segmentasyonun \u00f6zellikleri<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"> <strong>Davran\u0131\u015fsal segmentasyonun<\/strong> temel <strong>\u00f6zellikleri<\/strong> aras\u0131nda \u015funlar yer almaktad\u0131r:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u015eirketler bu y\u00f6ntemi, sahip olduklar\u0131 sat\u0131n alma davran\u0131\u015flar\u0131na ba\u011fl\u0131 olarak \u00e7abalar\u0131n\u0131 do\u011fru kitleye odaklamak i\u00e7in kullan\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zaman ve b\u00fct\u00e7e gibi kaynaklar\u0131n kullan\u0131m\u0131na dayal\u0131 kararlar\u0131n t\u00fcketiciler \u00fczerinde daha b\u00fcy\u00fck bir etkiye sahip olmas\u0131n\u0131 sa\u011flar.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gelecekteki sat\u0131n alma kararlar\u0131n\u0131 belirlemek ve etkilemek i\u00e7in t\u00fcketicilerin tutumsal ge\u00e7mi\u015fine dayan\u0131r.<br \/>\n<\/span><\/li>\n<li><span style=\"font-weight: 400;\">T\u00fcketiciler aras\u0131ndaki benzer davran\u0131\u015flar\u0131 belirleyebilir ve pazarlama \u00e7abalar\u0131n\u0131 belirli bir gruba odaklayabilirsiniz.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Belirlenen hedeflere ula\u015fmak i\u00e7in her bir t\u00fcketici grubunun ki\u015fili\u011fine uyarlanabilir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Markaya sad\u0131k m\u00fc\u015fteriler elde etmek i\u00e7in pazarlama stratejilerinin olu\u015fturulmas\u0131n\u0131 sa\u011flar.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Davran\u0131\u015fsal segmentasyon t\u00fcrleri<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Davran\u0131\u015fsal segmentasyon, t\u00fcketicileri a\u015fa\u011f\u0131daki gibi gruplamaktan sorumludur:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"><strong>F\u0131rsat odakl\u0131 davran\u0131\u015fsal segmentasyon<\/strong>: Bir \u00fcr\u00fcn\u00fcn belirli bir durum i\u00e7in sat\u0131n al\u0131nd\u0131\u011f\u0131n\u0131 ifade eder, bu tekrarlanan veya bir daha asla ger\u00e7ekle\u015fmeyen bir \u015fey olabilir.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Kullan\u0131m odakl\u0131<\/strong>: Bu, t\u00fcketicinin \u00fcr\u00fcn\u00fc ka\u00e7 kez kulland\u0131\u011f\u0131n\u0131 ifade eder. A\u011f\u0131r, orta veya hafif kullan\u0131m olabilir.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Sadakat odakl\u0131<\/strong>: Bu segmentasyon t\u00fcr\u00fc m\u00fc\u015fteriyi elde tutma oranlar\u0131na odaklan\u0131r. Marka y\u00fcksek d\u00fczeyde sadakate sahip oldu\u011funda, yeni m\u00fc\u015fteriler edinme konusunda endi\u015felenmesine gerek kalmaz.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00d6nerilen makale: <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/customer-churn\/\"><br \/>\n  <span style=\"font-weight: 400;\">M\u00fc\u015fteri Kayb\u0131<\/span><br \/>\n<\/a><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Fayda <strong>odakl\u0131<\/strong>: \u0130nsanlar\u0131n bir \u00fcr\u00fcn\u00fc sat\u0131n al\u0131rken arad\u0131klar\u0131 belirli faydalar vard\u0131r. Bulunabilirlik, farkl\u0131 \u00e7e\u015fitler veya ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131layan fiyatlar ararlar. Bununla birlikte, \u00fcr\u00fcn\u00fcn kendilerine maksimum fayda sa\u011flamas\u0131n\u0131 isteyen m\u00fc\u015fteriler de vard\u0131r.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Davran\u0131\u015fsal segmentasyonun avantajlar\u0131 ve dezavantajlar\u0131<\/span><\/h2>\n<p><b>Avantajlar<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Davran\u0131\u015fsal segmentasyonun ba\u015fl\u0131ca avantajlar\u0131 aras\u0131nda \u015funlar yer almaktad\u0131r:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kurulu\u015flar\u0131n benzer sat\u0131n alma al\u0131\u015fkanl\u0131klar\u0131na ve davran\u0131\u015flar\u0131na sahip m\u00fc\u015fterileri bulmalar\u0131n\u0131 sa\u011flar.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kurulu\u015flar\u0131n t\u00fcketici ihtiya\u00e7lar\u0131n\u0131 anlamas\u0131n\u0131 sa\u011flar.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kurulu\u015flar, en \u00e7ok benzer d\u00fc\u015f\u00fcnen m\u00fc\u015fterilerde <a href=\"https:\/\/usqa.questionpro.com\/blog\/brand-loyalty\/\">marka sadakati<\/a> olu\u015fturabilir.<\/span><\/li>\n<\/ul>\n<p><b>Dezavantajlar<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Davran\u0131\u015fsal segmentasyonun baz\u0131 dezavantajlar\u0131 vard\u0131r:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/usqa.questionpro.com\/blog\/consumer-behavior-definition\/\"><br \/>\n  <span style=\"font-weight: 400;\">T\u00fcketici davran\u0131\u015f\u0131<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\"> de\u011fi\u015fkendir ve her zaman do\u011fru tahmin edilemez.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sadece ki\u015filik ve davran\u0131\u015fa dayal\u0131 bir referans \u00e7er\u00e7evesi sa\u011flayabilir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00c7\u00fcnk\u00fc kulland\u0131\u011f\u0131 <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/qualitative-data\/\"><br \/>\n  <span style=\"font-weight: 400;\">Nitel veriler<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\">Tahmin, b\u00fct\u00e7eleme, harcama vb. i\u00e7in belirli varsay\u0131mlara dayan\u0131r.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Davran\u0131\u015fsal segmentasyonun \u00f6nemi<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Davran\u0131\u015fsal segmentasyon, ayn\u0131 davran\u0131\u015flar\u0131 sergileyen ki\u015fileri grupland\u0131rmak ve t\u00fcm pazarlama \u00e7abalar\u0131n\u0131 tek bir gruba y\u00f6nelik <a href=\"https:\/\/usqa.questionpro.com\/blog\/behavioral-targeting\/\">davran\u0131\u015fsal olarak hedeflemek<\/a> amac\u0131yla yap\u0131l\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu y\u00f6ntemle \u015firketler, m\u00fc\u015fterilerin ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131layarak \u00fcr\u00fcnlerini etkili bir \u015fekilde tan\u0131tabilir ve pazarlayabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Davran\u0131\u015fsal segmentasyonun temel amac\u0131, m\u00fc\u015fterilerin bir \u00fcr\u00fcn veya hizmet sat\u0131n al\u0131rken g\u00f6sterdikleri davran\u0131\u015flara dayal\u0131 olarak benzersiz bir \u015fey sunarak onlar\u0131n ihtiya\u00e7 ve isteklerini anlamakt\u0131r. Ayr\u0131ca \u015firketlerin \u00f6zelle\u015ftirilmi\u015f \u00fcr\u00fcnleri potansiyel t\u00fcketicilere \u00f6zel olarak pazarlamas\u0131na da olanak tan\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A\u015fa\u011f\u0131dakilerin yard\u0131m\u0131yla ni\u015f pazar\u0131n\u0131z\u0131 bulun <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/what-are-online-surveys\/\"><br \/>\n  <span style=\"font-weight: 400;\">online anketler<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\">. QuestionPro&#8217;da, \u00fcr\u00fcn ve hizmetleriniz i\u00e7in do\u011fru hedef kitleyi bulman\u0131za yard\u0131mc\u0131 olabiliriz. Destek temsilcimizle ba\u011flant\u0131 kurmak i\u00e7in <a href=\"https:\/\/www.questionpro.com\/chat\/\">\u00e7evrimi\u00e7i sohbetimizi<\/a> kullan\u0131n ve 5 dakikadan k\u0131sa s\u00fcrede \u00e7evrimi\u00e7i anketlerin nas\u0131l olu\u015fturulaca\u011f\u0131n\u0131 \u00f6\u011frenin!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Davran\u0131\u015fsal segmentasyon, m\u00fc\u015fterileri sat\u0131n alma kararlar\u0131n\u0131 verirken g\u00f6sterdikleri davran\u0131\u015flara g\u00f6re grupland\u0131rma s\u00fcrecidir. Pazar ara\u015ft\u0131rmac\u0131lar\u0131, sat\u0131n almaya haz\u0131r olma durumu, yani [&hellip;]<\/p>\n","protected":false},"author":68,"featured_media":692887,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1127,1036],"tags":[],"class_list":{"0":"post-731030","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-anketler","8":"category-uncategorized-tr","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Davran\u0131\u015fsal Segmentasyon: Tan\u0131m ve \u00d6zellikler | QuestionPro<\/title>\n<meta name=\"description\" content=\"Davran\u0131\u015fsal segmentasyon verilerini toplamak i\u00e7in anketleri nas\u0131l kullanabilece\u011finizi \u00f6\u011frenin. 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