Presentation illustrate Turkish Consumer' s behaviour recently, and some consumer trends in order to show what are the choices of Turkish people

1. TURKISH CONSUMER’ S BEHAVIOUR
Enes BOLFİDAN
Eren ERTİT

2. 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

3. 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.

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. SHOPPING HABITS
Personal Shopping
Shopping Online
 Credit card use in online payments
 Turkish consumers tend to shop online during the
afternoon and evening

14. 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