The Importance of Understanding of Turkish Consumers' Behaviors to Determine the Most Convenient Adaptation Strategy for Global Companies which Plan to Enter Turkish Market

Emel Kartal

Master's thesis

Abstract:

The main objectives of this thesis are to examine how and why as an important marketing strategy for global companies, adaptation is getting a vital subject and to analyze Turkish consumers' behavior to guide the companies which want to fulfill their demands with their products or services. In the theoretical part, it will be focused on the fields of culture, international marketing and adaptation. This chapter will help to understand these topics: differences between cultures, how the cultural factors affect consumer behaviors, the main rules of international marketing and the structure of adaptation. When this part is written, it was used the statistics from reliable sources such as books from university libraries, newspaper articles, magazine publications, related academic dissertations and so on as secondary data. In the project part, it will be analyzed Turkish consumers' behavior in terms of all aspects and evaluated them in real examples. This chapter will be also comprised the specific marketing tactics which are logical to use in Turkey. The essential information for primary data was collected from Turkish consumers and some Turkish Localization Service Agencies. In the short, this thesis targets to be kind a guide book for companies which see Turkish market as a new opportunity and plan to make business there by understanding Turks' needs and wants. As a Turkish, I believe that, this thesis will be provided interesting and useful information for these companies. Hopefully, I can bring a new point of view to the field of adaptation issue thanks to this paper.

Abstract:

The main objectives of this thesis are to examine how and why as an important marketing strategy for global companies, adaptation is getting a vital subject and to analyze Turkish consumers' behavior to guide the companies which want to fulfill their demands with their products or services. In the theoretical part, it will be focused on the fields of culture, international marketing and adaptation. This chapter will help to understand these topics: differences between cultures, how the cultural factors affect consumer behaviors, the main rules of international marketing and the structure of adaptation. When this part is written, it was used the statistics from reliable sources such as books from university libraries, newspaper articles, magazine publications, related academic dissertations and so on as secondary data. In the project part, it will be analyzed Turkish consumers' behavior in terms of all aspects and evaluated them in real examples. This chapter will be also comprised the specific marketing tactics which are logical to use in Turkey. The essential information for primary data was collected from Turkish consumers and some Turkish Localization Service Agencies. In the short, this thesis targets to be kind a guide book for companies which see Turkish market as a new opportunity and plan to make business there by understanding Turks' needs and wants. As a Turkish, I believe that, this thesis will be provided interesting and useful information for these companies. Hopefully, I can bring a new point of view to the field of adaptation issue thanks to this paper.

Keywords

Culture, International Marketing, Adaptation, Turkish Culture, Turkish Consumers' Behaviors.

Language used: English

Date on which the thesis was submitted / produced: 18. 4. 2013

Accessible from:: 18. 4. 2013

Thesis defence

• Supervisor: Mgr. Milan Hnátek

Tomas Bata University in Zlín

Faculty of Multimedia Communications

Master programme / field:
Media and Communication Studies / Marketing Communications