Yükselen bir hizmet pazarlaması uygulaması olarak butik pastane işletmeciliği ve İstanbul'daki butik pastaneler üzerine kapsamlı bir araştırma

Consumption of food and beverages always holds a place at the top of the list when we analyze the daily habits of consumption of human beings. The different behaviors of consumers towards food and beverage products force the relevant producers to define their consumer profiles and most appropriate marketing strategies in accordance with their target group. In food industry, customization of products can also be observed in addition to the traditional massive production strategies. Therefore, the number of enterprises like boutique pastries which produce customized products that both possess an artistic value and aims complete contentment of their customers as well is increasing very rapidly day by day in Istanbul. Although boutique pastries exist in service sector, they are forced to develop marketing strategies that are specific to their need due to the several reasons such as market demands and infinite diversity of the product opportunities, which carry artistic value.With this research, certain phenomena are explored: boutique business making, customization of production and adding artistic value to the products. While conducting interviews with managers of boutique pastries provided us with information about the current state of the business, the surveys enabled us to learn more about purchase behaviors of boutique pastry customers. By converting the information derived into statistical data, impact analyses have been made which shows the impact of the demographic backgrounds of boutique pastry customers over their related purchase behaviors. As a result of this research, the most appropriate marketing methodologies for boutique pastry businesses are defined in accordance with the analyses consumer behaviors.