Consumers opinions about marketing of orthopedic slipper and footwear which is an niche market

Today, as a result of changes in customer preferences and demands, businesses have difficulty finding new markets and they consequently feel obliged to develop different marketing strategies. One of these recently developed marketing strategies is the orientation towards the niche markets. The businesses find the opportunity to closely follow the unsatisfied needs and demands of the customers through the niche markets and they also make themselves free from the competitive environment of other markets. The companies which perform niche marketing strategies and make profit in return are increasing day by day. In this context, niche marketing strategies are gaining prominence.The businesses which use niche marketing have started developing marketing combinations by obtaining markets more easily by the help of the use of technology and internet. This study investigates the orthopedic slippers and footwear products market as the niche market.The study consists of three sections. The first section examines the basic terms in marketing. This section focuses on strategic planning and planning of marketing as well. Second section elaborates the term, history, historical development and characteristics of niche marketing, mass marketing concept, niche marketing combination strategies and the weak and strong points of niche marketing. The third and the application section examines the consumer market in Bolu province in terms of orthopedic slippers and footwear by utilizing frequency, factor, variance analysis and the Tukey test.