Tüketici Davranışı Analizinde Büyük Verinin Kullanımı: Nitel Bir Çalışma

Abstract

Big data, which has been used intensively in the field of marketing, is of great importance in the analysis of consumer behavior, in predetermining the changes in consumer needs and wants that may occur in the future, and in the development of marketing strategies suitable for these wishes and needs. Yet, there are few empirical studies of consumer behavior with big data. In this context, the aim of the study is to discuss how big data is used in the analysis of consumer behavior and to reveal its advantages. In addition to this, it is also aimed to observe the practitioners' attitudes on how big data determines consumer behavior. For this purpose, the interview technique was chosen in order to collect data in the study. In the survey, senior managers of 10 different companies in Istanbul, which are currently using big data, were interviewed as field research, and qualitative data analysis was carried out in the NVIVO program. As a result of the analysis, it is seen that companies obtain comprehensive information about consumers by using big data. In light of this information collected, companies can predict consumer behavior, carry out their digitalization activities more efficiently, and develop data-based consumer-specific advertisements.