Abstract
Reaching a much more effective intelligence by means of marketing communication tools these days, the consumer also represents a new form of derivative demand for business enterprises with product differentiation strategy. Following the consumer creating a new possible target market forms a significant advantage for a business enterprise. This also brings up the new facts about the consumer’s purchasing and suggestions. The most important one of these suggestions is planning of new and innovative products in the face of growing consumer demand, and differentiation of existing products after reviewing. In order to emphasize the importance of this topic and make these innovative products discussed in an academic debate in this field, it has been aimed, in a questionnaire survey applied to 402 people, to determine the credit card consumers’ use levels and awareness of credit card users in Turkey, and of an innovative product/service applications along with the credit cards. The data conducted from this questionnaire survey considering Garanti Bankas?, Yap? Kredi Bankas?, Akbank, ?? Bankas? credit card users was processed in One-way Anova and Logistic Regression analysis. According to the results conducted, Akbank card users compare to other bank card users, in terms of product / services awareness, have a higher level of awareness; income, gender, the variables such as duration and amount of card use were found to be statistically significant in terms of logistic regression models.
Highlights
The perception of this situation by business enterprise is the shortening of product life-times, planning new and innovative products in the face of growing consumer demand, and reviewing of existing products and product differentiation
In order to determine the awareness and use of the new products and services offered by the banks to credit card users, the validity and reliability tests were conducted for the questions: "I know, I am using and/or I have used", "I know, but never used", "Never heard of it," and "This product/service is not about me, or my credit card does not have it", and the result is as follows: The result of the test sample of all competencies were all from 0,5 to 1,0 in the range as Cronbach's alpha values is (0,60 <
We may say, with hypothesis H1, that credit card users' awareness for the products and services offered by their banks is different in terms of banks; and with hypothesis H2, that the rate of use by credit card users of the products and services offered by their banks is different in terms of banks
Summary
The perception of this situation by business enterprise is the shortening of product life-times, planning new and innovative products in the face of growing consumer demand, and reviewing of existing products and product differentiation. The developments of the banking sector and the structure of purchasing by using credit cards in accordance with the development in technology has recently transformed the credit cards into a financing tool used by everyone (Yılmaz, Budak & Başaran, 2013). This is only possible with more detailed studies on routing the consumer behavior and awareness of the current users and potential buyers, in terms of and when determining variety of services and products that businesses offer. Along the lines of innovation in order to gain new customers and retain existing customer portfolio, the credit cards, offered only as a means of purchase and payment, have nowadays become exclusive products with different meanings (such as a source of prestige and status)
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