Abstract:

Although the social policies are the main actors in the implementation and the local governments are currently developing social responsibility projects, campaigns and/or marketing communications for disadvantaged groups. The main objective of this study is to thoroughly examine the general expectations of disabled people from GSM operators, the marketing communication of to disabled people and the criteria that disabled people take into account when choosing GSM operators. The importance of the study is the assessment of marketing communications to disabled people rarely addressed in past year’s studies. In the framework of the research, the data was collected using the deep-interview method. The data collected was analyzed by keeping the method and process of content analysis, which is one of the quality research methods. The results of the analysis are interpreted using the visual analysis technique. According to the study, the General Expectations from the Disabled GSM Operator consisting of fair price and service quality codes; the General Expectations from the Disabled GSM Operator consisting of the Marketing Communication Awareness Code; the General Expectations from the Disabled GSM Operator consisting of the Disabled GSM Operator's Marketing Communication and the Perceived Value, the Efficiency of Marketing Communication and the Attraction Power Codes, including the Disabled GSM Operator's Selection Criteria. The study found that, parallel to the social state concept that has changed with the neo-liberal policies that have been adopted after the 1980s and claimed that social policies should not be implemented only by the state, non-governmental organizations, including profitable enterprises, have taken various steps towards the fair participation of disadvantaged groups, including disabled groups, in social life. The study also concluded that the implementation of marketing communications by as a non-governmental organization, such as disabled campaigns, discount prices and available stores for disabled people, although it is a determining criterion for selecting a GSM operator for some participants, and for some participants it is not a determining element of these marketing efforts.

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