Although the leading actors in the implementation of social policies are central and local administrations, today firms also conduct social responsibility projects, campaigns and/or marketing communications for disadvantaged groups. The main purpose of this study is to investigate general expectations of the disabled people, who are described as a disadvantaged group by the World Health Organization and considered as a niche market segment in the context of marketing, from the GSM service providers, the marketing communication of the brands for the disabled people, and the criteria that the disabled people consider when choosing the GSM service providers. The importance of the study is the evaluation of marketing communication for the disabled, which was rarely addressed in previous studies. Data were collected using in-depth interview method. The collected data were analyzed in accordance with the content analysis method and process, which is one of the qualitative research methods. The analysis results were interpreted using the descriptive analysis technique. As a result, the General Expectations of the Disabled from the GSM Service Provider, consisting of fair price and service quality; GSM Operator Selection Criteria for the Disabled, including the perceived value; effectiveness of marketing communication, and network covarege were determined. As a result of the research, it has been found that in parallel with the social state principle, which has been adopted after the 1980s and changed with the neo-liberal policies that believe that social policies should not be implemented only by the state, firms have also taken various steps towards the fair participation of the disabled in social life. Furthermore, it was concluded that the running of service providers as a non-governmental organization with marketing communications such as special campaigns for the disabled people, price reduction and accessible store for the disabled is important for some of the participants. In addition, it has been concluded that although this marketing communication is the determining criterion for the GSM operator selection of the participants, these marketing efforts are not the determining criteria for some participants.
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
Alan : Eğitim Bilimleri; Güzel Sanatlar; İlahiyat; Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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