Sayfalar 389 - 407 2016-08-25

Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)

Gülnil AYDIN , Erdoğan KOÇ

36 31

ABSTRACT

This study aims to explore the reasons behind the low-level purchases of compulsory earthquake insurance policies in Turkey. Based on online surveys with 667 people the findings of the study point out that there is a major communications gap to be filled in by the authorities and the insurance companies. The findings of the study also show that in addition to the demographic variables the personality characteristics of people also influence the attitude towards and the purchasing of compulsory earthquake insurance policies.

Key Words: Social Marketing, Attitude, Risk Perception, Personality Characteristics, Earthquake Insurance, Turkey.  

JEL Classification: M31, M38

ÖZ

Bu çalışma, Türkiye’de uygulanan zorunlu deprem sigortasına yönelik tutumu ve beklentilere kıyasla düşük düzeyde seyreden satışların nedenlerini araştırmak amacıyla gerçekleştirilmiştir. 667 kişinin katılımıyla tamamlanan çevrimiçi (online) anket çalışması sonucunda elde edilen bulgular, iletişim sorunlarına işaret etmektedir. Çalışmanın bulguları ayrıca, zorunlu deprem sigortasına yönelik tutum üzerinde bireylerin kişilik özelliklerinin ve demografik değişkenlerin de etkili olduğunu göstermektedir.

Anahtar Kelimeler: Sosyal Pazarlama, Tutum, Algılanan Risk, Kişilik Özellikleri, Deprem Sigortası, Türkiye. 

JEL Sınıflaması: M31, M38


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Konular
Yazarlar

Yazar: Gülnil AYDIN

Yazar: Erdoğan KOÇ

Bibtex @ { yonveek256509, journal = {Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi}, issn = {1302-0064}, eissn = {2458-8253}, address = {Celal Bayar Üniversitesi}, year = {2016}, pages = {389 - 407}, doi = {10.18657/yecbu.81769}, title = {Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)}, key = {cite}, author = {AYDIN, Gülnil and KOÇ, Erdoğan} }
APA AYDIN, G , KOÇ, E . (2016). Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi). Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, , 389-407. DOI: 10.18657/yecbu.81769
MLA AYDIN, G , KOÇ, E . "Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)". Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi (2016): 389-407 <http://dergipark.gov.tr/yonveek/article/256509>
Chicago AYDIN, G , KOÇ, E . "Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)". Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi (2016): 389-407
RIS TY - JOUR T1 - Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi) AU - Gülnil AYDIN , Erdoğan KOÇ Y1 - 2016 PY - 2016 N1 - doi: 10.18657/yecbu.81769 DO - 10.18657/yecbu.81769 T2 - Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi JF - Journal JO - JOR SP - 389 EP - 407 SN - 1302-0064-2458-8253 M3 - doi: 10.18657/yecbu.81769 UR - http://dx.doi.org/10.18657/yecbu.81769 Y2 - 2018 ER -
EndNote %0 Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi) %A Gülnil AYDIN , Erdoğan KOÇ %T Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi) %D 2016 %J Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi %P 1302-0064-2458-8253 %R doi: 10.18657/yecbu.81769 %U 10.18657/yecbu.81769
ISNAD AYDIN, Gülnil , KOÇ, Erdoğan . "Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)". Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi (Ağustos 2016): 389-407. http://dx.doi.org/10.18657/yecbu.81769