AN IN-DEPTH INTERVIEW ON THE IMPACT OF SUSTAINABILITY STRATEGIES ON DENIM BUSINESSES’ PRODUCT DEVELOPMENT AND PRICING STRATEGIES IN MARKETING

Cansu Öztürk; Evrim İldem Develi

Makale detayları

AN IN-DEPTH INTERVIEW ON THE IMPACT OF SUSTAINABILITY STRATEGIES ON DENIM BUSINESSES’ PRODUCT DEVELOPMENT AND PRICING STRATEGIES IN MARKETING

Yazarlar:

Cansu Öztürk | Evrim İldem Develi

Yayıncı:

Istanbul Ticaret University

Dergi:

İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi Vol.1 Issue 1, pp.15-31

Belge Tipi:

Makale

Yayın Tarihi:

5/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001290122

pISSN:

2980-2199

Anahtar kelimeler:

Özet:

 In this study, it is aimed to examine the role of sustainability strategies in marketing, product development and pricing in denim businesses. In this qualitative study, in-depth interview technique was used as the data collection method. Interviews were conducted face-to-face with the managers of four companies in the denim sector. As a result of the study, it was concluded that denim businesses focused on sustainable production based on increasing environmental concern, raising awareness of consumers and to compete in the sustainability market; they comply with the regulations within the scope of sustainability certificates in product development; they try not to reflect the increased cost arising from sustainable production to the consumer by reducing the profit rate; they are trying to positively affect consumer behavior by using their sustainability certificates in their promotional activities.

 In this study, it is aimed to examine the role of sustainability strategies in marketing, product development and pricing in denim businesses. In this qualitative study, in-depth interview technique was used as the data collection method. Interviews were conducted face-to-face with the managers of four companies in the denim sector. As a result of the study, it was concluded that denim businesses focused on sustainable production based on increasing environmental concern, raising awareness of consumers and to compete in the sustainability market; they comply with the regulations within the scope of sustainability certificates in product development; they try not to reflect the increased cost arising from sustainable production to the consumer by reducing the profit rate; they are trying to positively affect consumer behavior by using their sustainability certificates in their promotional activities.

 In this study, it is aimed to examine the role of sustainability strategies in marketing, product development and pricing in denim businesses. In this qualitative study, in-depth interview technique was used as the data collection method. Interviews were conducted face-to-face with the managers of four companies in the denim sector. As a result of the study, it was concluded that denim businesses focused on sustainable production based on increasing environmental concern, raising awareness of consumers and to compete in the sustainability market; they comply with the regulations within the scope of sustainability certificates in product development; they try not to reflect the increased cost arising from sustainable production to the consumer by reducing the profit rate; they are trying to positively affect consumer behavior by using their sustainability certificates in their promotional activities.

 Bu çalışmada, denim işletmelerinde sürdürülebilirlik stratejilerinin pazarlamada ürün geliştirme ve fiyatlandırmadaki rolünün incelenmesi amaçlanmıştır. Nitel olarak yürütülen bu çalışmada veri toplama yöntemi olarak derinlemesine mülakat tekniği kullanılmıştır. Mülakatlar denim sektöründe yer alan dört adet işletmenin yöneticileri ile yüz yüze görüşülerek gerçekleştirilmiştir. Çalışma sonucunda, denim işletmelerinin artan çevresel kaygı, tüketicilerin bilinçlenmesi ve sürdürülebilirlik pazarında rekabet edebilmek üzere sürdürülebilir üretime odaklandıkları; ürün geliştirmede sürdürülebilirlik sertifikaları kapsamındaki düzenlemelere uydukları; sürdürülebilir üretimden kaynaklanan artan maliyeti ise kar oranını düşürerek tüketiciye yansıtmamaya çalıştıkları; sahip oldukları sürdürülebilirlik sertifikalarını tanıtım faaliyetlerinde kullanarak tüketici davranışını olumlu etkileme gayretinde oldukları sonucuna ulaşılmıştır.

Makale detayları

AN IN-DEPTH INTERVIEW ON THE IMPACT OF SUSTAINABILITY STRATEGIES ON DENIM BUSINESSES’ PRODUCT DEVELOPMENT AND PRICING STRATEGIES IN MARKETING

Yazarlar:

Cansu Öztürk | Evrim İldem Develi

Yayıncı:

Istanbul Ticaret University

Dergi:

İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi Vol.1 Issue 1, pp.15-31

Belge Tipi:

Makale

Yayın Tarihi:

5/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001290122

pISSN:

2980-2199

Sustainability

Sustainable Marketing

Product Development

PricingSürdürülebilirlik

Sürdürülebilir Pazarlama

Ürün Geliştirme

Fiyatlandırma.

Sayı

Makale detayları

Yazarlar: Cansu Öztürk | Evrim İldem Develi

Yayıncı: Istanbul Ticaret University

Dergi: İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi Vol.1 Issue 1, pp.15-31

Belge Tipi: Makale

Yayın Tarihi: 5/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001290122

pISSN: 2980-2199

Sayı

Yazarlar:

Cansu Öztürk | Evrim İldem Develi

Yayıncı:

Istanbul Ticaret University

Dergi:

İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi Vol.1 Issue 1, pp.15-31

Belge Tipi:

Makale

Yayın Tarihi:

5/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001290122

pISSN:

2980-2199