HEDEF PAZAR BÖLÜMLENDIRMESINE YÖNELIK BIR UYGULAMA: 16-29 YAS GRUBU GENÇ KESIMIN SAÇ JÖLESI AMBALAJINA YÖNELIK EGILIMLERINE GÖRE GRUPLANDIRILMASI/AN IMPLEMENTATION OF TARGET MARKET SEGMENTATION: SEGMENTATION OF 16- 29 YEAR-OLD YOUNG PEOPLE'S ATTITUDE TOWARDS HAIR-GEL PACKAGES

In order to succeed in marketing, Marketing Managers segment the target consumers of similar characteristics and develop different approaches for each segment. This eminent strategy is used in the whole sector. Stemming from the same objective, we have started our research on segmenting 16- 29 year-old young people's approach towards hair-gel packages by determining their approach to hair-gel packages as well as their own characteristics. Our research covers 16-29 year-old consumers living in different regions of Istanbul. Using non-random quota sampling method has chosen a total of 462 consumers, who have responded to our questionnaire form that is used for questioning the variable groups. During the analysis process of our research; consumers gathering in significant groups accordingly with their approaches towards hair-gel packages are traced. During this process the following issues have been analyzed in the above-mentioned groups; the features of hair-gel package, hair-gel using habits, hair-gel buying behavior, hair-gel brand preference, hair type of the consumer, efficient sources of information during the purchasing process, connections between variable groups that represent demographical and socio-economic characteristics. Finally consumer groups formed depending on the approaches towards the hair-gel package and factors influencing those groups have been studied and the market has been segmented. [PUBLICATION ABSTRACT]