An examination of electronic marketing activities in the underwear sector in terms of manufacturers and consumers

Today, the most important channel introducing companies to the world at home and abroad is web-sites. The fact that online shopping has become more and more widespread every day and underwear companies have been more active on the sites has enabled even further access to consumers. World's major suppliers of underwear industry E-marketing activities in the determination of underwear industry in Turkey, the services they offer to consumers, consumers in the E-marketing use cases, this research aimed to reveal preferences and expectations, underwear obtain information from the first registered on E-commerce to new research ground to form, E-marketing activities with the determination of the expectations of consumers to contribute to the planning and execution is important. Manufacturer sample group is applied to online underwear companies conducting E-marketing activities, the sample group of consumers who purchase the Emedia, underwear and consumers responding to the survey are published in E-media. Two different questionnaires are used within the research. Questionnaire form was sent by e-mail underwear manufacturers. Consumer survey form in order to reach the target sample group was published on several web sites and on facebook. The data were 8 underwear manufacturer and 100 underwear consumer obtained from questionnaires to answer. Data collected is analyzed using SPSS version 16.0, and explained. The data obtained from manufacturers with the number and percentage values are interpreted. The data obtained from the consumer sample group number, percentage, standard viii deviation and mean values are given and questions the meaningfulness of gender with the Chi-Square test was applied for the examination. In addition, factor analysis was applied to the questions of the likert scale was used to examine the demographic characteristics of the factors affecting the variance analysis. According to the analyzes; E-shopping, the importance given by consumers to the product information and consumer factor gender, age, education, occupation and income levels showed significant differences depending on the results achieved. Factor underwear products to make a comparison of gender and income, to the profession and income factor analysis products, underwear companies trust factor of education and income, E-shopping convenience factor and promotional factor in education, to the profession and income showed significant differences depending on the results achieved. Income status of all the factors to be effective has been found to be effective in providing E-shopping of price advantage. E-media, gender consumers to shop, Eshopping to be comfortable, convenience and shopping before the E-media showed significant differences between receipt of information. E-media is easily accessible female consumers, male consumers are preferred because of convenience and price advantage that is concluded. Consumers interest in E-media, set aside time, to adapt more quickly, as a result of their visits to social networks and web sites, often; The best product, trying to get the best quality and most reliable shopping sites have been identified. E-marketing activities of producers to a wider audience, more easily and quickly in order to achieve the identified uses. Consumer satisfaction was given importance to consumers according to gender and different marketing strategies by developing the best products, the best service and to provide a safe working environment has been concluded that site. Key Words: Underwear, Electronic Marketing, Online Shopping, Online Shopping Stores