TURKISH CONSUMER’ S BEHAVIOUR

Enes BOLFİDAN

Eren ERTİT

CONTENTS

A short overview to Turkish Culture

Top 5 consumer trend in Turkey

Consumer Segmentation according to consumer’ s

ages

Consumer Segmentation according to their

lifestyles

TURKISH CULTURE

Being a crossroad

between East and West, Turkey

is located between the Black

Sea and the Mediterranean

Sea. It has major

characteristics of a

Mediterranean culture. Turkish

customers’demographic

characteristics are significantly

different from those of western

customers’ in terms of age and

cultural aspects. Turkey has

been suited between Asia and

Europe and served as a bridge

between Eastern and Western

ideals, cultures and societies.

TOP FIVE CONSUMER TRENDS

1. Demand for mortgages is on the rise

2. Rising interest in social media use affecting

consumer habits

3. Demand for cosmetic surgery increases

amongst Mid-Lifers

4. Consumers increasingly using credit cards to

purchase products

5. Demand for private pensions increases

significantly

CONSUMER SEGMENTATION ACCORDING TO

AGE

Babies and Infants

Increasing health awareness drives some parents

to organic diapers

Kids

Kids spend more time on computers

Consumers increasingly going online to buy toys

Tweenagers

Internet replacing traditional leisure activities

Tweens increasingly interested in more complex

games

Teens

Communication mode changed from SMS to

internet

Teens use multiple tools to access social media

sites

Young Adults

More than one-half of university students use

smartphones

Facebook and visual sharing applications are most

popular

Middle Youth

Largest consumer group of tablets

Middle Youth consumers value their car brands

Mid-lifers

Users of the traditional communication methods

Older women consumers tend to apply beauty

treatments at home

Late-lifers

Bread is the most popular food item

Demand by Late-lifers for easier-to-use mobile

phones

EATING AND DRINKING

Eating Habits

Online demand for Far Eastern food increases

Drinking Habits

Consumers drinking more beer, less raki

Red is the choice of wine drinkers

MONEY AND SAVINGS

Attitudes toward Payment Methods

Savings

Loans and Mortgages

Islamic banking on the rise in Turkey

Growing use of credit cards by university students

Increasing demand for private pensions

HOUSING AND HOUSEHOLDS

Home Ownership

Consumers tend to save to buy their own home

Household Profiles

Women living alone driving growth in the number of single-person households

Household decision-making increasingly dominated by women

Running Costs

Women take the lead in demanding household energy efficiency

Increasing awareness of the cleanliness of drinking water

GROOMING AND FASHION

Perceptions of Beauty

Female Grooming

Male Grooming

Consumers increasingly buying grooming products

online

Fashion Trends

Turkish consumers spend less on footwear than

their European counterparts

Street fashion is the new trend

SHOPPING HABITS

Personal Shopping

Shopping Online

Credit card use in online payments

Turkish consumers tend to shop online during the

afternoon and evening

LEISURE AND RECREATION

Sport and Fitness

Consumers increasingly watching TV on alternative

devices

Vacations

Public Holidays, Celebrations and Gift-giving

Consumers increasing booking holidays online

More consumers shop for personal gifts online