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Türkiye genelinde birçok firmanın bulunduğu örme sektörü istihdam ve ihracatta önemli bir paya sahiptir. Kadın dış giyim örme ürünleri bu alanda önemli bir yer edinmiştir. Teknolojinin gelişmesiyle beraber, üretim hızı artarak gelen talebi karşılamaya çalışan firmalar, tasarım ve pazarlama tekniklerini geliştirmektedirler.
Firmaların müşteri tarafından tercih edilmesinde kaliteli ürünler üretmesi önemli bir etkendir, bu nedenle sektörlerin örme ürünlerin tasarım, hammadde seçim ve temini, üretim, pazarlama vb. süreçlerinde müşteri ihtiyaç ve memnuniyeti doğrultusunda bilinçli çalışma yapmaları önem arz etmektedir. Yurt dışı pazarlama yapan işletmelerin kalite konusunda daha dikkatli olmaları sürekliliği sağlamada önemli bir unsurdur.
Bu araştırmada amacımız, Ankara ve İstanbul illerinde örme bayan dış giyim üreten işletme yetkililerinin; demografik özellikleri, işletmenin kurum ve personel özellikleri, tasarım ve pazarlama anlayışları ve uygulamaları ile ilgili görüşlerini tespit etmektir. Ankara ve İstanbul illerinde yürütülen araştırmada 32 yetkiliye araştırmacı tarafından geliştirilen görüşme formu uygulanmıştır. Bulgular SPSS 14.0 istatistik programına aktarılarak istatistiksel değerlendirilmesi ile tablolar halinde sunulmuştur. Araştırma sonucunda, işletmeler yurt içi ve yurt dışı ürünlerini pazarlamada yüz-yüze iletişimi tercih ettikleri anlaşılmaktadır. Ürünlerin yurt içinde Marmara bölgesine, yurt dışında ise Asya ve Avrupa ülkelerine toptan olarak pazarlandıkları görülmektedir. Yetkililer, ürünlerinin pazarlanmasında vadelerin uzun olması nedeniyle ödeme alamadıklarını ve bir sorun yaşadıklarını belirtmişlerdir. Tasarımcıların tasarım oluşturmada müşteri talebi ve moda faktörlerinden etkilendiği renk seçiminde ise modanın öncülük ettiği belirlenmiştir.
Bu çalışmada elde edilen verilerin bu alanda çalışma yapmak isteyenlere rehber olması düşünülmektedir.
There are a lot of companies in the country that have an important role in exports and employment. Women’s clothes have gained an important place in this area. With the development of technology, companies that try to meet the demand that comes by increasing production speed develop design and marketing techniques.
It is an important factor that companies produce quality products when preferred by customers, therefore the sectors design, selection and supply of raw materials, production, marketing, etc. It is important to work consciously in accordance with the needs and satisfaction of the customer. Foreign marketing companies are more careful about quality is an important element in ensuring continuity.
In this research, our goal is to identify the views of the business authorities that produce female outdoors in the provinces of Ankara and Istanbul; demographic characteristics, the company’s institution and staff characteristics, design and marketing concepts and applications. In the research conducted in Ankara and Istanbul provinces, 32 officials were applied to the interview form developed by the researcher. The findings are transmitted to the SPSS 14.0 statistical program and presented in tables with statistical assessment. The research finds that
The data obtained in this study is thought to be a guide for those who want to work in this field.
The knitting industry, in which there are many companies throughout Turkey, has an important share in employment and exports. Women's outerwear knitted products have gained an important place in this field. With the development of technology, companies that try to meet the demand with increasing production speed are developing design and marketing techniques.
The fact that companies produce quality products is an important factor in being preferred by customers, so the sectors' design, raw material selection and supply, production, marketing etc. of knitted products is an important factor. It is important that they work consciously in line with customer needs and satisfaction in their processes. Being more careful about quality is an important factor in ensuring the continuity of the companies that make marketing abroad.
In this research, our aim is to determine the opinions of the business officials producing knitted women's outerwear in Ankara and Istanbul provinces regarding their demographic characteristics, corporate and personnel characteristics of the business, design and marketing understandings and practices. In the research conducted in Ankara and Istanbul provinces, the interview form developed by the researcher was applied to 32 officials. The findings were transferred to the SPSS 14.0 statistical program and presented in the form of tables with statistical evaluation.
As a result of the research, it is understood that enterprises prefer face-to-face communication in marketing their products at home and abroad. It is seen that the products are sold wholesale to the Marmara region at home and to Asian and European countries abroad.
Authorities stated that they could not get paid due to the long maturities in the marketing of their products and they had a problem. It has been determined that fashion is the leader in color selection, where designers are influenced by customer demand and fashion factors in creating designs.
It is thought that the data obtained in this study will be a guide for those who want to study in this field.
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