Tüketicilerin pazarlama ve pazarlamacı kavramı algılarına ilışkin karşılaştırmalı bir analiz: Türkiye ve Gine örneği

This study will allow us to detect the major problems in which marketing is confronted in both countries; series of solutions will be developed according to current realities that will allow interlocutors to have an in-depth idea of the application of marketing while basing themselves on concrete data, it is aimed to determine the perceptions of consumers about the concept of marketing and marketer in two different country samples (Türkiye and Guinea). The work methodology will be centred on two (2) main chapters which will be the focus of our explanation and tables which will allow us to be clear and precise, namely: MARKETING CONCEPT AND ITS HISTORICAL DEVELOPMENT and THE RESEARCH ON THE PERCEPTIONS OF CONSUMERS IN GUINEA AND TÜRKİYE ON THE CONCEPT OF MARKETING AND MARKETERS. With the help of 47 5-point Likert-type expressions developed by scanning the literature, it was tried to measure the perceptions of the respondents, who were selected by easy sampling from two countries, about the concept of marketing and marketer. . Explanatory factor analysis was applied to the scale used for two samples separately. A structure with eight factors was obtained in the sample of Türkiye and with seven factors in the sample of Guinea. The tendency of the participants in Türkiye to adopt the social marketing approach is also higher than the participants from Guinea, that's why marketing is an academic discipline not one that is based just on the sale of products.