Cilt 11 Sayı 1 (2023): Business & Management Studies: An International Journal
Makaleler

Pazarlama bilim yazınında piramidin tabanına pazarlama ve yoksulluk pazaryeri: Bibliyometrik bir araştırma

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  • Şefika ÖZDEMİR
Şefika ÖZDEMİR
Dr. Öğr. Üyesi, Süleyman Demirel Üniversitesi, Isparta, Türkiye
DOI: https://doi.org/10.15295/bmij.v11i1.2199

Yayınlanmış 2023-03-25

Anahtar Kelimeler

  • Piramidin Tabanı Pazarlar, Piramidin Tabanına Pazarlama, Bibliyometrik Analiz, VOSviewer
  • Bottom of the Pyramid Markets, Marketing to the Bottom of the Pyramid, Bibliometric Analysis, VOSviewer

Nasıl Atıf Yapılır

ÖZDEMİR, Şefika. (2023). Pazarlama bilim yazınında piramidin tabanına pazarlama ve yoksulluk pazaryeri: Bibliyometrik bir araştırma. Business & Management Studies: An International Journal, 11(1), 184–207. https://doi.org/10.15295/bmij.v11i1.2199

Telif Hakkı (c) 2023 Şefika ÖZDEMİR

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Özet

Şirketler tarafından tüketici potansiyeli tam olarak değerlendirilmemiş ve ihtiyaçları tam olarak karşılanmamış ekonomik piramidin tabanında yer alan önemli büyüklükte bir pazar olarak yoksul tüketiciler dikkat çekmektedir. Nüfus verilerine göre dünya nüfusunun yarısından fazlası piramidin tabanında yer bireylerden oluşmakta ve bu pazarlar hızlı bir büyüme eğilimi göstermektedir. Gelişmekte olan ekonomilerde düşük ücretlerle günde 2 dolardan daha az parayla yaşayan tüketiciler piramidin tabanında yer alan bireyleri tanımlamaktadır. Piramidin tabanında yer alan bireylerin küresel pazar ekonomisine bütünleşmesi ve bundan faydalanması için bu alanda pazarlama stratejileri tasarlanmaktadır. Pazarlama stratejileri yoksullukla mücadele, ekonomik ve sosyal kalkınma için kendini bir çözüm önerisi olarak sunmaktadır. Piramidin tabanı pazarlar ve bu pazarlara yönelik stratejileri konu alan işletmecilik ve pazarlama alanında çok sayıda akademik çalışma bulunmaktadır. Araştırmada piramidin tabanına pazarlama konusuna ilişkin akademik ilgiyi ve çalışma yoğunluğunu ortaya koymak üzere bu alanda yapılan çalışmaların belirlenen kriterlere göre bibliyometrik analizi yapılmıştır. Bibliyometik analiz için Web of Science (WoS) veri tabanında yer alan yayınlar kullanılmıştır. Verilerin bilimsel haritalamasını gerçekleştirmek için VOSviwer 1.6.18 programında piramidin tabanına pazarlamaya ilişkin yayınların ortak yazarlık, ortak oluşum, bibliyografik eşleştirme, atıf, ortak atıf analizleri yapılarak bulgular değerlendirilmiştir.

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