Türkiye'de şarap sektörü, firmaların sürdürülebilir rekabet gücü, pazarlama strarejileri ve tüketici eğilimleri
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Dosyalar
Tarih
2013
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Namık Kemal Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu araştırmanın amacı, 'Türk ?arap Sektörünün' genel yapısını ve yakın gelecekte de potansiyel gelişmeleri değerlendirmektir. Araştırma bağ üreticileri, şarap işletmeleri ve şarap tüketicileri olmak üzere üç aşamada yapılmıştır. Tüm veriler anket yöntemi ile yüz yüze yapılan görüşmelerden elde edilmiştir. Sınıflandırma rastgele örnekleme yöntemine göre yapılmıştır. Araştırma hem üzüm yetiştiriciliği hem de şarap üretimi için önemli ve popüler alan olan Tekirdağ‘da yapılmıştır. Tüketici tercihleri ile ilgili araştırma en kalabalık ve kozmopolit nüfusun yaşadığı istanbul ilinde yapılmıştır. Araştırma, şarap sektörünün genel yapısının makro düzeyde inceleme ile birlikte mikro düzeyde yapılan; üretici davranışları, bir dekar bağın ve birim üzümün maliyeti, geçinebilmek için yeterli bağ alanı, kapasite kullanımı, şarap işletmelerinin brüt ve net karı gibi konularda gerçekleştirilmiştir.Ayrıca sürdürülebilir rekabet ve pazarlama stratejileri aşamalarıda analiz edilmiştir. Son aşamada şarap tüketicilerinin tercihleri ile ilgili veriler farklı sosyal ve gelir gruplarına göre incelenmiştir. Araştırma sonuçlarına göre belirlenen sonuçlarına göre; şaraba yüksek talep şarap üretimini büyük oranda olumlu yönde etkilemiş, vergi oranlarının yüksek olması şarap üretimini olumsuz olarak etkilemiş, yakın gelecekte üzüm fiyatlarının yükseleceği beklentisi üreticilerin üretim kararlarını yeniden olumlu yönde etkilemektedir. Akdeniz bölgesindeki ?her şey dahil? sistemi uygulayan otellerde artan talep, özellikle sofra şarabı talebi, küçük ve orta ölçekli işletmeleri pozitif yönde etkileyecektir. Düşük gelirli tüketiciler kaliteli şaraplar yerine fiyatı düşük olanı tercih etmektedirler. Orta gelir düzeyine sahip olan tüketiciler ise genellikle maksimum 6-8 Euro fiyata sahip olanları satın almayı tercih etmektedirler. Yüksek gelir grubundaki tüketiciler kaliteli ve popüler markaları kabul edilebilir fiyatlarla satın alabilmektedirler. Lüks retaurantlar ekstra yüksek satış fiyatı uygulayabilmektedirler. Bu nedenle tüketiciler ( genellikle aynı fiyata sahip olan ) şarap yerine rakıyı tercih edebilmektedirler
The aim of this resarch is to evaluate the general structure of ?Turkish Wine Sector ? and also potential development in the near future. Resarch has been done into three stages which are vineyard procuders, wine-making enterprises and wine consumers respectively. All data is the original data which was collected via face to face interviewings by using questionnaires. Classified random sampling was applied to be calculated adequate interviewings. Tekirdağ province was chosen both vineyards producers and wine-making enterprices as the resarch area which is the most important and popular area for these productions. ?stanbul province was chosen for consumer preferences as the most crowded and cosmopolitian population living still in this city. In the resarch, behind general structure of wine sector at macro level, there were also many micro studies realized such as; procuders‘s behaviours, cost of one decar of vineyard and grapes (per/kg), adequate vineyard area to be living well; capacity usage, wine production cost, gross and net profit of wine-making enterprices. In addition to, sustainable competitive relationships and using marketing strategies were also analysed. Data related with preferences of wine customers was realised according to the different social and income groups as the final stage. According the resarch results there were determined that; higher demand of wine has been effected wine production positively one great deal, higher rate of taxes has been effected wine production negatively, becauese of getting higher prices for grapes in the near future has been effected positively again for producer‘s production decisions, because of all exclusive system applied hotels which are located along Mediterenian region have been demanded especially ?table wine? one great deal; especially small and medium sized enterprises will be affected positively, the consumers which have relatively low income prefer to buy low prices of wine instead of quality, the consumers which have average income level prefer to buy max 6-8 Euro price level generally, having higer income level of costomers prefer quality and popular brands but demanded also suitable/acceptable prices and luxury restaurant‘s have been applied extra higerlevel of selling prices. Therefore consumers have been demanded rakı instead of wine (same selling prices usually).
The aim of this resarch is to evaluate the general structure of ?Turkish Wine Sector ? and also potential development in the near future. Resarch has been done into three stages which are vineyard procuders, wine-making enterprises and wine consumers respectively. All data is the original data which was collected via face to face interviewings by using questionnaires. Classified random sampling was applied to be calculated adequate interviewings. Tekirdağ province was chosen both vineyards producers and wine-making enterprices as the resarch area which is the most important and popular area for these productions. ?stanbul province was chosen for consumer preferences as the most crowded and cosmopolitian population living still in this city. In the resarch, behind general structure of wine sector at macro level, there were also many micro studies realized such as; procuders‘s behaviours, cost of one decar of vineyard and grapes (per/kg), adequate vineyard area to be living well; capacity usage, wine production cost, gross and net profit of wine-making enterprices. In addition to, sustainable competitive relationships and using marketing strategies were also analysed. Data related with preferences of wine customers was realised according to the different social and income groups as the final stage. According the resarch results there were determined that; higher demand of wine has been effected wine production positively one great deal, higher rate of taxes has been effected wine production negatively, becauese of getting higher prices for grapes in the near future has been effected positively again for producer‘s production decisions, because of all exclusive system applied hotels which are located along Mediterenian region have been demanded especially ?table wine? one great deal; especially small and medium sized enterprises will be affected positively, the consumers which have relatively low income prefer to buy low prices of wine instead of quality, the consumers which have average income level prefer to buy max 6-8 Euro price level generally, having higer income level of costomers prefer quality and popular brands but demanded also suitable/acceptable prices and luxury restaurant‘s have been applied extra higerlevel of selling prices. Therefore consumers have been demanded rakı instead of wine (same selling prices usually).
Açıklama
Anahtar Kelimeler
şarap, Dış Ticaret, Ekonomik Yapı, Pazarlama Stratejileri, Rekabet, Tüketici Eğilimleri, Wine, Foreign Trade, Economic Structure, Marketing Strategies, Competetion, Consume Trends
