BOUTIQUE PASTRY MANAGEMENT AS A RISING SERVICES MARKETING PRACTICE AND A COMPREHENSIVE SURVEY OF BOUTIQUE PASTRIES IN ISTANBUL

GLPER DEMR
B.A., Business Administration,Anadolu University, 1993 M.B.A., Business Administration, Ik University, 2002

Submitted to Graduate School of Ik University in partial fulfillment of the requirements for degree of Doctor of Philosophy in Contemporary Management Studies

IIK UNIVERSITY 2008

BOUTIQUE PASTRY MANAGEMENT AS A RISING SERVICES MARKETING PRACTICE AND A COMPREHENSIVE SURVEY OF BOUTIQUE PASTRIES IN ISTANBUL

Abstract

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. ii

YKSELEN BR HZMET PAZARLAMASI UYGULAMASI OLARAK BUTK PASTANE LETMECL VE STANBULDAK BUTK PASTANELER ZERNE KAPSAMLI BR ARATIRMA

zet

Gda ve ieceklerin tketimi, insanlarn tketim alkanlklar incelendiinde her zaman en st sraya yerlemektedir. Tketicilerin gda ve iecek rnlerine kar gsterdikleri farkl tutumlar, gda sektrndeki organizasyonlara kendi tketici profilini ve tketici profiline karlk gelen en iyi pazarlama yntemini belirleme zorunluluunu getirmektedir. Gda sektrndeki retimlerde kitlesel retimin teknolojilerin yannda ileri seviyede de kiiselletirmeler grlmektedir. Bu nedenle reticinin, tketim rnnden en ileri seviyede tatmin olmasn hedefleyen ve sanatsal bir deer tayan tketiciye zel rnler reten butik pastaneler gibi kurulularn son yllarda stanbulda says her geen gn artmaktadr. Butik pastaneler, hizmet sektrnde bulunsalar da, gerek bulunduklar pazarn talepleri, gerekse rettikleri rnlerin sonsuz eitlilii ve sanatsal deer tamak gibi farkllklar, butik pastaneleri sadece hizmetlerin pazarlanmas haricinde kendi durumlarna zel pazarlama stratejileri oluturmaya itmektedir.

Bu aratrma ile butik i yapma olgusu ve retimin eitlendirilip kiiselletirilmesi, rnlere sanat deeri katlmas aratrlm, butik pastane yneticileri ile yaplan birebir ayrntl grmeler ile butik pastanelerin gnmzdeki durumu ile ilgili bilgiler toplanrken, butik pastane tketicileri arasnda yaplan anket almalar ile de butik pastane tketicilerinin satn alma tutumlar hakknda bilgi toplanmtr. Elde edilen bilgiler eitli istatistiksel verilere dntrlerek tketicilerin demografik arka planlarnn, butik pastanelerden yaptklar alverilere etkileri analiz edilmitir. Aratrma sonucunda, eldeki verilerden yola karak, tketicilerin satn alma tutumlarna gre butik pastaneler iin en iyi pazarlama yntemleri belirtilmitir.

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Acknowledgements
There are many people who helped to build up this thesis. First, I would like to thank Prof. Dr. Murat Ferman of Ik University, my dissertation advisor. Having the opportunity to work with Prof. Dr. Ferman over the years was intellectually rewarding and fulfilling. I also thank the members of my dissertation committee, Prof. Dr. Toker Dereli of Ik University and Assoc. Prof. Emrah Cengiz who contributed much to the development of this research starting from the early stages of my dissertation work.

Many thanks to Mrs. Arzu zkeskinler and Mrs.Munise Ik, who have both patiently answered my questions and have helped me to take care of practical issues during my studies.

I also thank the owners of the boutique patisseries, as they were so kind to spend their valuable time in answering my questions during the in-depth interviews.

I would like to thank both my husband and my daughter for giving me incredible inspiration and providing continuous encouragement in completion of my graduate studies. Many special thanks to their endless insight and patience.

Finally, I would like to thank to my dear father, mother and sister for their endless support and encouragement.

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Table of Contents
Abstract zet Acknowledgements Table of Contents List of Figures List of Tables 1. Introduction 2. Introducing Foodstuff and Pastry ii iii iv vii xi xii 1 4

2.1 Basic Definitions .......................................................................................................... 4 2.1.1 Patisserie ........................................................................................................... 4 2.1.2 Cafes ............................................................................................................... 4 2.1.3 Bakery ............................................................................................................. 5 2.2 A Brief History of Pastry ........................................................................................... 5 2.2.1 Ancient Egypt and Greece .............................................................................. 5 2.2.2 The Roman Empire ........................................................................................... 6 2.2.3 India, Japan, China ......................................................................................... 7 2.2.4 The Middle East ................................................................................................ 7 2.2.5 Religious Crusades, Middle Ages, Europe ..................................................... 8 2.3 Pastry Business in the World ..................................................................................... 8 2.3.1 France ............................................................................................................... 8 2.3.2 Italy ................................................................................................................. 9 2.3.3 Austria............................................................................................................. 9 2.4 Pastry Marketing ...................................................................................................... 10 2.5 European Union........................................................................................................ 10 2.5.1 Hazard Analysis Critical Control Points (HACCP)...................................... 11 2.5.2 ISO 9000 ......................................................................................................... 12

3. Pastry Business as a Rising Service Marketing

13

3.1 Definition of Pastry Business Marketing ................................................................... 14 3.1.1 Boutique Pastry Business Marketing ............................................................ 14 vii

3.2 Service Marketing and Pastry Business ................................................................... 14 3.3 Customization and Pastry Business.......................................................................... 15 3.3.1 Mass Customization...................................................................................... 16 3.3.2 Individual Customization.............................................................................. 17 3.3.2.1 Personalization and Uniqueness .......................................................... 17 3.3.2.2 Adding Artistic Values to Products..................................................... 18 3.4 The Marketing Mix for Pastry Services (Marketing Plan) ....................................... 19 3.4.1 The Four Ps ................................................................................................... 20 3.4.1.1 Product .................................................................................................. 20 3.4.1.2 Price....................................................................................................... 20 3.4.1.3 Place ...................................................................................................... 21 3.4.1.4 Promotion .............................................................................................. 22 3.4.2 The Four Cs.. ......................... 22 3.5 Pastry Marketing and SMEs ..................................................................................... 23 3.5.1 Adaptation of Standard Textbook Marketing Frameworks ............................ 24 3.5.2 Marketing in Context ................................................................................. 24 3.5.3 Competency Marketing ................................................................................ 26 3.5.4 Network Marketing ....................................................................................... 26 3.5.5 Innovative Marketing.................................................................................... 27 3.6 Pastry Marketing and Ethics .................................................................................... 28 3.7 Buying Process ......................................................................................................... 28 3.7.1 Models of Buyer Behavior .............................................................................. 28 3.7.2 Market Segmentation and Buyer Behavior ..................................................... 30 3.8 Customer Loyalty ..................................................................................................... 30 3.9 Forward Planning With Marketing Research ........................................................... 31 3.10 Service Positioning and Targeting ........................................................................... 31 3.10.1 Product/Service Life-Cycle Concept ............................................................ 31 3.11 Service Quality ....................................................................................................... 31 3.11.1 Quality and Satisfaction ................................................................................ 32 3.11.2 Expectations, Consumers Perceptions of Quality ..................................... 33 3.12 Promoting Services ................................................................................................ 33 3.12.1 Advertising and the Media ............................................................................ 34 3.12.2 Sales Promotion ............................................................................................ 35 viii

3.12.3 Online Marketing .......................................................................................... 35 4. Pastry Marketing in Turkey 37

4.1 Definition of Pastry Business ..................................................................................... 37 4.2 Pastry Business in Turkey .......................................................................................... 37 4.3 The Marketing Environment ...................................................................................... 42 4.4 Classification of Pastry Shops .................................................................................... 43 4.5 Cultural Influences ..................................................................................................... 43 4.6 The Importance of Knowing the Customer ................................................................ 44 4.7 Developing New Items ............................................................................................... 45 4.7.1 Advertising and the Media.............................................................................. 46 4.7.2 Sales Promotion .............................................................................................. 46 4.7.3 Online Marketing ............................................................................................ 47 4.8 Factors Supporting the Progress of Pastry Business in Turkey ................................. 47 4.9 Factors Preventing the Improvement of Pastry Business in Turkey .......................... 49 4.10 European Union........................................................................................................ 50 5. Boutique Pastry Business in Turkey 52

5.1. Definition of Boutique .............................................................................................. 52 5.1.1 Boutique Pastry Concept in Turkey ................................................................ 54 5.2 Characteristics of Boutique Pastry ............................................................................. 55 5.3 Service as a Concept .................................................................................................. 56 5.3.1 Boutique Branches .......................................................................................... 56 5.3.2 Choosing Personnel ........................................................................................ 57 5.3.3 Advertising ..................................................................................................... 58 5.3.4 Choosing Location .......................................................................................... 60 5.4 Marketing Mix (4Ps) in Boutique Pastry Business .................................................... 62 5.4.1 Product ............................................................................................................ 62 5.4.2 Price ................................................................................................................ 62 5.4.3 Promotion ....................................................................................................... 63 5.4.4 Place ................................................................................................................ 64 5.6 Visual Miracle in Boutique Pastry Business .............................................................. 65 5.7 Marketing in Boutique Pastry Business ..................................................................... 65 6. Exploratory Research on Boutique Patisseries in Istanbul 67

6.1 Problem Statement ..................................................................................................... 67 ix

6.2 Methodology .............................................................................................................. 68 6.2.1 Sampling ......................................................................................................... 68 6.2.2 Data Collection and Instruments .................................................................... 70 6.2.2.1 In-Depth Interviews .............................................................................. 70 6.2.2.1.1 Methods Used in in-Depth Interviews ............................................ 71 6.2.2.2 Advantages/Disadvantages of Depth Interviews .................................. 72 6.2.2.2 Questionnaires ....................................................................................... 73 6.3 Analysis on the Findings of Exploratory Research .................................................... 75 6.3.1 Exploratory Research Model .......................................................................... 75 6.3.2 Detailed Findings and Discussions on Detailed Findings .............................. 76 7. Discussion and Conclusions 158

7.1 Discussions on Present Study................................................................................. 158 7.2 Suggestions for Further Studies ............................................................................. 163 References Appendix A Appendix B Appendix C 166 172 175 179

List of Figures

Figure 1. Marketing in Context .25 Figure 2. A Basic Model of Buyer Behavior ................................................................... 29 Figure 3. Model of Buyer Behavior for Service Sector .............................. .29 Figure 4. Actors in the Microenvironment ............................. 43 Figure 5. Actors in the Macro environment ................. 44 Figure 6. The Distribution of the Factors between Trademarks Pastry Shop and a Regular Pastry Shop. 63 Figure 7. The Model of the Exploratory Research ........................................................... 75

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List of Tables

Table 1. Figures of Purchasing Frequency from Boutique Pastry ......................................... 76 Table 2. Figures of Purchasing Frequency from Boutique Pastry (Combined) ..................... 77 Table 3. Figures of First Preferences Among Special Days .................................................. 77 Table 4. Frequencies of Preferences for Mothers Day ......................................................... 78 Table 5. Frequencies of Preferences for Fathers Day ........................................................... 78 Table 6. Frequencies of Preferences for Wedding/Engagement Occasions .......................... 79 Table 7. Frequencies of Preferences for Valentines Day...................................................... 79 Table 8. Figures of for Whom the Consumers Shop Most .................................................... 80 Table 9. Frequencies of Preferences for Who Shop for Their Families................................. 81 Table 10. Frequencies of Preferences for Who Shop for Theirselves.................................... 81 Table 11. Frequencies of Preferences for Who Shop for Their Guests ................................. 82 Table 12. Frequencies of Preferences for Who Shop for Their Visits ................................... 82 Table 13. Frequencies of Preferences for Who Shop for Their Friends ................................ 83 Table 14. Whether Customers Only Buy Cakes Or Consider Other Products As Well ........ 83 Table 15. Customers Preferences About Products................................................................ 84 Table 16. Frequencies of Preferences for Cheese Cake ......................................................... 85 Table 17. Frequencies of Preferences for Brownie ................................................................ 85 Table 18. Frequencies of Preferences for Cookies................................................................. 86 Table 19. Frequencies of Preferences for Chocolates ............................................................ 86 Table 20. Frequencies of Preferences for Pie......................................................................... 87 Table 21. Whether Any Other Pastry Shops Around Or Not ................................................. 87 Table 22. Level of Satisfaction Towards Products of Boutique Pastries ............................... 88

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Table 23. Frequencies of Reasons of Preference the Boutique Pastries (First Preferences) ............................................................................................................................ 89 Table 24. Frequencies of Reasons of Preference the Boutique Pastries (Second Preferences) ............................................................................................................................ 90 Table 25. Frequencies of Reasons of Preference the Boutique Pastries (Second Preferences) ............................................................................................................................ 91 Table 26. Frequencies of Preferences for Recommendation Among the Reasons of Preference ............................................................................................................................... 92 Table 27. Frequencies of Preferences for Accessibility Among the Reasons of Preference ............................................................................................................................... 93 Table 28. Frequencies of Preferences for Product Variety Among the Reasons of Preference ............................................................................................................................... 94 Table 29. Frequencies of Preferences for Hygiene Among the Reasons of Preference ........ 94 Table 30. Frequencies of Preferences for Attentive Service Among the Reasons of Preference ............................................................................................................................... 95 Table 31. Frequencies of Preferences for Special Products Among the Reasons of Preference ............................................................................................................................... 96 Table 32. Frequencies of Preferences for Allergy Among the Reasons of Preference .......... 96 Table 33. Frequencies of Preferences for Taste of Product Among the Reasons of Preference ............................................................................................................................... 97 Table 34. Frequencies of Preferences for Freshness of Product Among the Reasons of Preference .......................................................................................................................... 97 Table 35. Frequencies of Preferences for Pleasure Among the Reasons of Preference ........ 98 Table 36. Frequencies of Preferences for Proximity to My House Among the Reasons of Preference ............................................................................................................ 99 Table 37. Frequencies of Preferences for Non-Use of Preservatives To My House Among the Reasons of Preference ......................................................................................... 99 Table 38. Frequencies of Preferences for Ways to Reach Boutique Pastry Shops .............. 101 Table 39. Frequencies of Preferences of Internet as Selected Way to Reach Boutique Pastry Shops ......................................................................................................... 101 Table 40. Frequencies of Preferences for Internet as Selected Way to Reach Boutique Pastry Shops ......................................................................................................... 102 xiii

Table 41. Frequencies of Preferences for Delivery as Selected Way to Reach Boutique Pastry Shops ......................................................................................................... 102 Table 42. Frequencies of Preferences for Products Quality ............................................... 103 Table 43. Frequencies of Preferences for Products Quality (Combined) ........................... 104 Table 44. Frequencies of Preferences for Sufficiency ......................................................... 104 Table 45. Frequencies of Preferences for Sufficiency (Combined) ..................................... 105 Table 46. Frequencies of Preferences for Attentive Service ................................................ 105 Table 47. Frequencies of Preferences for Attentive Service (Combined) ........................... 106 Table 48. Frequencies of Preferences for Special Products ................................................. 106 Table 49. Frequencies of Preferences for Special Products (Combined)............................. 107 Table 50. Frequencies of Preferences for Hygiene of Products ........................................... 107 Table 51. Frequencies of Preferences for Hygiene of Products (Combined) ...................... 108 Table 52. Frequencies of Preferences for Catering for Taste............................................... 108 Table 53. Frequencies of Preferences for Catering for Taste (Combined) .......................... 109 Table 54. Frequencies of Preferences for Taste of Products ................................................ 109 Table 55. Frequencies of Preferences for Taste of Products (Combined) ........................... 110 Table 56. Frequencies of Gender Distribution within Sample Group ................................. 110 Table 57. Frequencies of Martial Status within Sample Group ........................................... 110 Table 58. Frequencies of Status of Having Children within Sample Group ........................ 111 Table 59. Frequencies of Education Status within Sample Group ...................................... 111 Table 60. Frequencies of Jobs within Sample Group .......................................................... 112 Table 61. Frequencies of Monthly Incomes of Sample Group Participants ........................ 112 Table 62. Frequencies of Neighborhoods that Sample Group Participants are Living in........................................................................................................................................... 113 Table 63 Frequencies of Status of Living Abroad ............................................................... 114 Table 64 Frequencies of Status of Living Abroad (Combined) ........................................... 114 Table 65. Chi-Square, Consumers Age and the Consumers Perception of Shopping Frequency ............................................................................................................ 115 Table 66. Chi-Square, Having Children Status of Consumers and the Consumers Perception of Mothers Day ................................................................................................. 116 Table 67. Chi-Square, Having Children Status of Consumers and the Consumers Perception of Delivery As An Accessing Method ............................................................... 117 xiv

Table 68. Chi-Square, Between Gender of Consumers and the Consumers Perception of Sufficiency of Product Diversity ................................................................... 118 Table 69. Chi-Square, Gender of Consumers and the Consumers Perception of Catering for Taste ............................................................................................................ 119 Table 70. Chi-Square, Age of Consumers and the Consumers Perception of Taste .......... 120 Table 71. Correlations, Age of Consumers and the Consumers Perception of Shopping Frequency ............................................................................................................ 121 Table 72. Cross Tabulation, Age of Consumers and the Consumers Perception of Shopping Frequency ............................................................................................................ 122 Table 73. Correlations, Consumers Status of Lived in Abroad and the Consumers Perception of Shopping Frequency ...................................................................................... 122 Table 74. Crosstabulation, Consumers Status of Lived in Abroad and the Consumers Perception of Shopping Frequency .................................................................. 123 Table 75. Correlations, Gender of Consumers and the Consumers Perception of First Preferences for Special Days ....................................................................................... 124 Table 76. Cross Tabulation, Gender of Consumers and the Consumers Perception of First Preferences for Special Days .................................................................................. 124 Table 77. Correlations, Consumers Status of Lived in Abroad and the Consumers Perception of First Preferences for Special Days ................................................................. 125 Table 78. Cross Tabulation, Consumers Status of Lived in Abroad and the Consumers Perception of First Preferences for Special Days ............................................ 126 Table 79. Correlations, Income of Consumers and the Consumers Perception of First Preferences for Shopping Reasons .............................................................................. 126 Table 80. Cross Tabulation, Income of Consumers and the Consumers Perception of First Preferences for Shopping Reasons .......................................................................... 127 Table 81. Correlations, Age of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry ................................................... 128 Table 82. Cross Tabulations, Age of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry ....................................................... 128 Table 83. Correlations, Gender of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry ....................................................... 129 Table 84. Cross Tabulation, Gender of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry ................................................... 129 xv

Table 85. Correlations, Income of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry ....................................................... 130 Table 86. Cross Tabulation, Income of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry ................................................... 131 Table 87. Correlations, Status of Lived Abroad of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry ................................. 132 Table 88. Cross Tabulation, Status of Lived Abroad of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry............. 132 Table 89. Correlations, Gender of Consumers and the Consumers Perception of Accessibility ......................................................................................................................... 133 Table 90. Cross Tabulation, Gender of Consumers and the Consumers Perception of Accessibility..................................................................................................................... 134 Table 91. Correlations, Gender of Consumers and the Consumers Perception of the Ordering of Preferences Due to Taste .................................................................................. 135 Table 92. Cross Tabulation, Gender of Consumers and the Consumers Perception of The Ordering of Preferences Due to Taste ...................................................................... 135 Table 93. Correlations, Gender of Consumers and the Consumers Perception of Satisfaction of Taste ............................................................................................................. 136 Table 94 Cross Tabulation, Gender of Consumers and the Consumers Perception of Satisfaction of Taste ............................................................................................................. 137 Table 95. Cross Tabulation of Products Versus Catering for Taste ..................................... 138 Table 96. Correlations Between Products and Catering for Taste ....................................... 138 Table 97. Cross Tabulation of Status of Living Abroad Versus Catering for Taste ............ 139 Table 98. Correlations Between Status of Living Abroad and Catering for Taste .............. 139 Table 99. Cross Tabulation of Age Versus Taste of Products ............................................. 140 Table 100. Correlations Between Age and Taste of Products ............................................. 141 Table 101. ANOVA, Age - Quality of Products .................................................................. 141 Table 102. Post Hoc Tests, Age - Quality of Products ....................................................... 142 Table 103. ANOVA, Age Product Specialty .................................................................... 143 Table 104. Post Hoc Tests, Age - Hygiene .......................................................................... 144 Table 105. ANOVA, Age Hygiene ................................................................................... 145 Table 106. Post Hoc Tests, Age Taste of Product ............................................................ 146 Table 107. ANOVA, Age Taste of Product ...................................................................... 147 xvi

Table 108. Post Hoc Tests, Age Taste of Product ............................................................ 148 Table 109. Anova, Time Spent Abroad- Hygiene............................................................... 149 Table 110. Post Hoc Tests, Time Spent Abroad- Hygiene .................................................. 150 Table 111. ANOVA, Time Spent Abroad- Cater for Tastes ............................................... 151 Table 112. Post Hoc Tests, Time Spent Abroad- Cater for Tastes ...................................... 152 Table 113. Regression - Descriptive Statics ....................................................................... 153 Table 114. Regression - Variables Entered/Removed(a) .................................................... 154 Table 115. Regression - Model Summary........................................................................... 154 Table 116. Regression - ANOVA(D).................................................................................. 155 Table 117. Regression - Coefficients(a).............................................................................. 155 Table 118. Regression - Excluded Variables(d) ................................................................. 156

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Chapter I

1. Introduction
Today, more and more people in the world earn a living from producing services than making manufactured goods. For businesses, services have become essential inputs as firms concentrate on their business activities. Services have become components of almost all products that are being bought.

Recent years have brought many trends in food industry especially pastry shops and cafes. Today fashions are changing constantly.

With this study, it is aimed to develop frameworks for understanding pastry industry services and effective marketing of them.

The study is divided into seven chapters.

Chapter I covers introduction of thesis and my research motivation.

Chapter II covers the basic definitions of foodstuff and pastry such as definition of patisserie-bakery and cafe and a brief history of pastry from the ancient Egypt to Europe- the movement of ingredients and development of pastry making. This chapter also explores the pastry in many world cultures such as France-Italy and Austria.

Chapter III covers the marketing mix which is used to describe how owner managers combine these four Ps of marketing mix into an overall marketing program. Explanation of SMEs in pastry sector and business Ethics which is essentially about the definition of what is right and wrong at a product level and corporate level. This Chapter also covers information about customized production. In this chapter, it is also explained customer loyalty and service/product quality which are very important items in pastry sector.

Chapter IV covers pastry marketing in Turkey with explanations of marketing environment, classification of pastry shops, cultural influences, promoting services. This chapter gives an idea about pastry marketing in Turkey in general. This chapter also covers the relevant legislation of European Union on the topic.

Chapter V covers Boutique Pastry Business in Turkey. The Boutique Pastry concept will be explained. Due to limited resources, the literature of this chapter will be based on interviews with the owners of boutique pastry shops.

Chapter VI is consisting of the survey of Boutique Pastries in Istanbul. In this chapter, in-depth interview will be done with all boutique pastry owners/chefs for a better understanding of the market dynamics.

Chapter VII covers discussions, conclusions and recommendations for the future studies regarding with boutique pastry business management and marketing in Turkey.

It is decided upon to work on this subject matter because recently, boutique pastries management and marketing have become one of the rising trends in food sector.

According to investigations carried out, there is no academic research conducted about this rising sector which is in vogue today, not only in our country, but also in Europe and USA.

Although the pastry sector is very rich in Turkey, the products are served in traditional ways such as Turkish dessert-baklava- and brek yet the boutique pastry concept come from German, Austrian and especially French cultures.

Boutique patisseries (pastry shops), as we understand from the connotation of boutique, are different from other mainstream pastry shops. They pay exceptional attention to the preparation of all of their products in limited number with high quality ingredients. These products are all natural and contain no artificial preservatives. Mouth-watering pastries, sugar paste cakes (wedding cakes) and cheesecakes with a special taste are offered to their customers. These pastry shops are also offering fresh individual cakes and pastries in modern-style.

Boutique pastry shops usually show different features from the classic type of pastry shops by their production, marketing and management. Their target market is well-educated and high income groups.

It is sincerely believed that this study will establish a reference and illuminate the way for the people who want to study on this subject matter.

Chapter II

2. Introducing Foodstuff and Pastry

2.1 Basic Definitions

2.1.1 Patisserie

Patisserie, the art of cake and pastry making, is the most delightful and elaborate of culinary arts. This is the only place that beautiful decoration carries equal weight to the flavor of the food.

Patisserie refers not only to the pastries, but also to the place where they are made and sold. Patisseries are sometimes solely shops, but often have a salon de the attached where patrons can enjoy a patisserie in the mid -morning or afternoon, the favored times for indulging in such a treat.

Patisseries also sell candied fruits, chocolates, beautiful items to finish a meal or present as a gift. They display the pastries elegantly, and after carefully choosing, customers are presented with their purchases beautifully wrapped. 1

2.1.2 Cafes

Cafes are the European model of coffee bars. The typically focus on liquid coffees and often serve both lunch and dinner items. Sometimes they are licensed and, in fact, could be considered restaurants. 2
1

Halsey, K. The Food of France Published by Murdoch Books, UK. Page:252

2.1.3 Bakery

Bakery means any place, premises or establishment where any bakery product is regularly prepared, processed or manufactured for sale other than for consumption on the premises where originally prepared, processed or manufactured.

Bakery product includes bread, rolls, cakes, pies, doughnuts and all similar goods, to be used for human food, but does not include cookies, biscuits or crackers. 3

2.2 A Brief History of Pastry

Patisserie can be traced back to the simple cakes of the ancient world and the pastry-making of the Middle-East, with its use of spices, nuts and sugar. From the Crusades onwards, these techniques and ingredients filtered into Europe, particularly Italy, and when in the sixteen century Catherine de Medici arrived at the French court with her retinue of Italian chefs, the revolutionized French patisserie with their skills, such as the invention of choux pastry. In the early nineteenth century, Antonin Careme became the first of a line of great pastry chefs. 4

2.2.1 Ancient Egypt and Greece

The ancient Egyptians fashioned the first crude pastries out of grain meal flavored with honey, fruits and spices. The Greeks and Romans improved on

Matzen T, Harrison M. Start and Run A Coffee Bar Self-Counsel Press Ltd. USA,Second Edition:2001 P.8 3 Bakeries and Bakery Products Food and Other Commodities Bakeries, www. leg.state.or.us/ors/625.html50k 4 Halsey, K. The Food of France Published by Murdoch Books, UK. Page:252

the early recipes, but it was in the Middle East where pastries were developed into something of a culinary art form. 5

Humankind had been consuming the flour of ground grains in many forms such as porridge, or mush and flattened, dried cakes, but the Egyptians evolved baking techniques with creative and predictable results. Bread, a basic, delicious, palatable food source, is an important brick in the historical foundations of pastry because many desserts and pastries are just complicated breads. The invention and refinement of bread was the precursor to more elaborate cakes and pastries. The Egyptians kneaded, in large earthenware tubs, wet dough liquid enough to be poured into heated molds and baked in an oven heated with white-hot stones. Heating dough in earthen pots placed directly in the fires hot embers or buried in a stone-lined fire pit were crude baking methods employed in early civilization.

The ancient Greeks created the art of baking by making specific recipes and shapes of breads appropriate to particular occasions. There were no specialist pastry cooks until the end of the Roman Empire, but early Greek bakers produced a wide variety of small cakes and pastries. In upper echelons of Greek society, desserts and pastries came to represent and epitomize the pleasure and abundance of life. The Greeks embellished their food, particularly pastries, to an unprecedented level of sophistication. 6

2.2.2 The Roman Empire

In 170 B.C. there was a large influx of skilled Greek bakers into Rome who produced much better bread than slaves. These commercial bakers, who were employed by the emperor, became the first-known professional cooks. The Greek idea of traditional specialty cakes and pastries caught on in Rome. Another Roman confection, this one of distinctly Arabian origin, was a flaky
5 6

www.wheatfoods.org/nutrition_grains/ FactSheetsPdf/Pastry.pdf MacLauchlan,A. The Making of a Pastry Chef John Wiley and Sons, Inc. Published in Canada.1999 Page:3-4

pastry made by stretching individual sheets of dough and filling them with cheese and honey. 7

2.2.3 India, Japan, China

Sugar cane was introduced to India from New Guinea in Neolithic times. For thousands of years, Hindus have offered sweet things to the gods and goddesses to please them and show their devotion. To Indians, sweets also meant fun and festivity, as wide varieties of traditional recipes were prepared only for specific holidays and observances.

The Chinese learned the Indians sugar refinement technique in the seventh century and began intensive sugar cane cultivation and sugar manufacturing for their own use and for trading.

A tenth-century Japanese text mentions a possible precursor to all frozen desserts, ice creams, and sorbets as chips of ice mixed fruit juice and served in a new silver bowl. 8

2.2.4 The Middle East

The cuisine of the Arab world, like most cuisines, is named on regional and local specialties. The north is known for sweets made with honey, fresh and dried fruits, almonds and walnuts. The south is known for its dates as well as milk-based puddings. The west, from southern Turkey to northern Egypt, is famous for its fine pastries, which incorporate local products l ike pistachios, pine nuts, sesame seeds and fruits. To this day, the influence of these recipes and ingredients appears in European and consequently, the worlds desserts,

MacLauchlan,A. The Making of a Pastry Chef John Wiley and Sons, Inc. Published in Canada.1999 Page:4 8 MacLauchlan,A. The Making of a Pastry Chef John Wiley and Sons, Inc. Published in Canada.1999 Page:5

pastries and confections in the form of crispy, flaky pastry and delicious groundnut filling. 9

2.2.5 Religious Crusades, Middle Ages, Europe

Pastries were first brought to Europe during the Muslim invasion of the 7th century and quickly captured the imagination of European chefs. Their inventive use of pastries reached its zenith during the Renaissance when pies were filled with live rabbits, frogs, and birds for special banquets, just as in the old nursery rhyme Four and twenty blackbirds baked in a pie.
10

The Crusades were undertaken by the Christians of Europe during the eleventh through thirteenth centuries to wrest the Holy Lands from the Muslims. Simple spiced breads, biscuits and hardtack were food ideas imported from Middle East to Europe, becoming popular among the nobility and more prosperous peasants.

2.3 Pastry Business in the World

Over the centuries, regional foods, passed-down cooking methods, discoveries and inventions were distilled into recipe form. Within each culture, like a language that becomes familiar to inhabitants of a region, distinctive cuisines developed and grew. The ingredients pastry cooks uses have been the same for several hundred years.

2.3.1 France

Patisserie is one of Frances most respected culinary arts. Patiss eries in France can become members of several professional organizations, such as
9

MacLauchlan,A. The Making of a Pastry Chef John Wiley and Sons, Inc. Published in Canada.1999 Page:6 10 www.wheatfoods.org/nutrition_grains/ FactSheetsPdf/Pastry.pdf

The National Confederation of Pastry Chefs and Relais Desserts International Professional Organization of Master Pastry Makers. One of these signs hanging above a patisserie shows a real commitment to the trade. 11

One of the great turning points in the history of pastry and cuisine was the arrival in France of Catheribe de Medici from Italy in 1533. 12

Each area of France has own patisserie specialties. In Alsace-Lorraine in Northeast, there are Austrian-Inspried Kugelhopf and strudels and wonderful fruit tarts. Paris is famed for its patisserie shops and dark bitter chocolate is a northern specialty. The southwest is known for its rural Basque cooking, which includes gateau basque, as well as famous macaroons from Saint Emilion and tarts made with Agen prunes. 13

2.3.2 Italy

The Italys food is in its gastronomic diversity. Each area is loyal to its specialties and ingredients and recipes change from the mountains to the coast, from the south to the north, and the mainland to the islands. 14

2.3.3 Austria

Austria being one of Europes typical countries has an important position in the world in general with its cuisine, and specifically in pastry field.

Austrian pastry business is a very important gain for international gastronomy. The delicious pastry prepared with care and served exquisitely are perfect as a joyful ending to a meal.
11 12

Halsey, K. The Food of France Published by Murdoch Books, UK. Page:253 MacLauchlan,A. The Making of a Pastry Chef John Wiley and Sons, Inc. Published in Canada.1999 Page:10 13 Halsey, K. The Food of France Published by Murdoch Books, UK. Page:253 14 Halsey, K. The Food of Italy Published by Murdoch Books, UK. Page:259

Austrian pastry business has successfully placed the pastry culture into daily life, just like German Pastry with whom it has most common products. 15

If the Viennese had a food pyramid, desserts would be the main category. They are a way of life, not just a treat at the end of meal. 16

2.4 Pastry Marketing

One of the greatest needs of owners and managers of pastry shops is to understand and develop marketing programs for their products and services. A Pastry shops success is based on the ability to build a growing body of satisfied customers.

Modern marketing programs are built around the "marketing concept," which directs managers to focus their efforts on identifying and satis fying customer needs - at a profit. 17

2.5 European Union

European Commission, as an international organization trying to improve safety of the food, has published two important documents, respectively Consumer Health and Food Safety" and "The General Principles of Food Law in the European Union".

These position papers have three general principles:

The responsibility for legislation should be separate from that for scientific consultation.

15 16

apraz,N. Uniprodan profesyonellere Pastaclk El Kitab Promat Basm A..2006, Page:13 Rodgers R, Kafeehaus Clarkson Potter/Publishers New York2/02 P:11 17 www.restaurantedge.com/index.phtml?catid=197 - 29k

10

The responsibility for legislation should be separate from that for inspection. There should be more clarity and easier access to information throughout the decision-making process and inspection measures. There are three complementary instruments for protecting consumer health: 18

i. ii. iii.

Scientific advice Risk analysis Control

2.5.1 Hazard Analysis Critical Control Points (HACCP)

HACCP stands for Hazard Analysis Critical Control Point. The HACCP concept was developed in the 1960's by the Pillsbury Company in conjunction with National Aeronautics and Space Administration (NASA) to ensure food safety for the US manned space programme. Its primary aim was to prevent food safety problems and effectively control food borne disease. The system has since developed and has been applied internationally. 19

In contrast, HACCP looks at the actual process. It is a scientific and systematic approach to controlling food safety during the manufacturing process. The HACCP approach takes isolated quality control procedures at various points in the process and puts them together as a system. All points interrelate in such a manner as to prevent situations that are outside specifications, hence may cause a hazard without the information being picked up through the monitoring system. 20

18www.bagatelle.co.uk/quality/food-safety.php 19 www.bagatelle.co.uk/quality/food-safety.php 20 www.caima.net/BakeryCustomerSatisfactionSurveys.htm

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2.5.2 ISO 9000

This is a food quality management system designed to prevent and detect any nonconforming product during production and distribution to the customer. The system ensures that corrective action is taken and that nonconformity does not happen again. The system must meet specification 100% of the time.

12

Chapter III

3. Pastry Business as a Rising Service Marketing

Food products often involve the general marketing approaches and techniques applied the marketing of other kinds of products and services. In food marketing, topics such as test marketing, segmentation, positioning, branding, targeting, consumer research, and market entry strategy, for example, are highly relevant. In addition, food marketing involves other kinds of challenges--such as dealing with a perishable product whose quality and availability varies as a function of current harvest conditions. 21

On the other hand, many have pointed to the limitations of traditional marketing principles when applied to the marketing of services. Grnross (1978), Shostack(1977), Berry (1980) and Rathmell(1966) were among the early critics who argued that the differences that exist between goods and services mean that the marketing tools used for goods marketing cannot easily be translated to services marketing. 22

However in Boutique Pastry Business has some different conditions rather than ordinary food management business. So, services marketing strategies are proven not to be efficient and enough in this sector. This has further required investigation of other methods of marketing for Boutique Pastry Business.
21

http://www.ConsumerPsychologist.com, http://www.LarsPerner.comMarketing of Agricultural Products Course Web Site 22 Palmer,A., Principles of Services Marketing 4th Edition, Published by Mc-Graw-Hill Education, Page:3

13

3.1 Definition of Pastry Business Marketing

In popular usage, "marketing" is the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning, which recognizes that marketing is customer-centered. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers.

Pastry business marketing is as an ongoing process of planning and executing of the marketing mix of pastry products, services or ideas to create exchange between individuals and organizations. Pastry business marketing is the process of creating or directing an organization to be successful in selling past ry products and services that people not only desire but are willing to buy.

3.1.1 Boutique Pastry Business Marketing

Boutique means, a small company specializing in offering specific, but limited services to a select number of individuals. So, in Boutiq ue patisseries customers are mainly members of a targeted consumer group and products are specialized for these costumers, also these products will be unique and will have artistic values. Thus, Boutique patisseries can be named as art galleries of Pastry business and their products can not regarded only as food, they are consumable works of art. So, Boutique Pastry Business marketing needs different strategies than regular pastry business.

3.2 Service Marketing and Pastry Business

A service is the action of doing something for someone or something. It is largely intangible. A product is tangible since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased, and cannot be owned since is quickly perishes. So often marketers talk about the nature of a service as inseparable - from the point where it is consumed, and from the provider 14

of the service; intangible - and cannot have a real, physical presence as does a product; perishable - in that once it has occurred it cannot be repeated in exactly the same way; variable - since the human involvement of service provision means that no two services will be completely identical. Also the right of ownership - is not taken to the service, since you merely experience it.

3.3 Customization and Pastry Business

As the standard of living has increased in the last 50 years, individualization has received increased focus and at the same time, there has been a massive development of technologies taking place. In this, environment customers have the power to demand individually tailored products that are specifically designed and manufactured to suit their needs. This customization need push the companies to understand importance of Customization and its

implications.

The main reason of customization of products is to fulfill the customers needs. A customer may need different options than the other customer will ask for. So, achievement of customization is depended on raising the variety of customization options for customers. For Kekre and Srinivasan, customization means differentiating products, and typically can increase the variety of products. This can lead to a higher market share and increased profitability. 23

Lampel and Milltzberg (1996) have identified five main customization strategies based on the stage of customer involvement. The strategies differ from each other depending on the part of the value chain in which the customization is made: pure standardization, segmented standardization, customized standardization, tailored customization, and pure customization. Pure standardization refers to a completely standard production in which all
23

Kekre, S. and Srinivasan, K. 1990. Broader product line: a necessity to achieve success?. Manage. Sci. 36, 10 (Oct. 1990), 1216-1231.

15

the pieces made are similar. In segmented standardization, customers are seen as a cluster of buyers, and each cluster is seen as a whole, as occurs when making different products for different market areas. In customized standardization, a product is customized in an assembly phase usi ng standard components. Tailored customization requires basic design that can be customized in a fabrication phase. In a pure customization strategy, a product can be customized from scratch. However, there has to be some standard configuration, otherwise this strategy should be called prototyping rather than customizing. 24 25

Segmented standardization and customized standardization strategies are used in Mass Customization where customizations of products are made for a mass production process where products are addressing a very large number of customers. At the same time tailored customization and pure customization strategies are used in developing individual customizations or personalized products for customers.

3.3.1 Mass Customization

Tseng and Jiao (2001) provide a working definition of mass customization that is very useful. The objective of mass customization is to deliver goods and services that meet individual customers needs with near mass production efficiency
26

Mass customization is a strategy that creates value by some form of companycustomer interaction at the fabrication / assembly stage of the operations level

24

Sievnen, M. 2002. What is customization?. 9th International Annual Conference of European Operations Management Association. Copenhagen, Denmark, June 2-4, 2002. 25 Cengiz, Emrah, letme ve Msteri likilerinde Kitlesel Kiiselletirme Stratejisi 26 Tseng, Mitchell M.; Piller, Frank T. The Customer Centric Enterprise 2003

16

to create customized products with production cost and monetary price similar to those of mass-produced products 27

As the definitions says, in mass customization, there is a pre-produced base product and at fabrication or assembling stages some customizations can be applied to products but these customizations are limited and selected by customers from a menu. Thus, customization strategies of segmented standardization and customized standardization are subjects of Mass Customization.

3.3.2 Individual Customization

Individual Customization is one step beyond of Mass Customization. In Individual Customization, customization will start from the beginning of production. Either it depends on some templates or created as a unique piece in personal customization products are entirely customized for the use of customer. And in Individual Customization each product, produced

individually.

3.3.2.1 Personalization and Uniqueness

Frank T. Piller is describing the difference between the Personalization and Customization as, Personalization must not be mixed up with customization. While customization relates to changing, assembling or modifying product or service components according to customers' needs and desires,

personalization involves intense communication and interaction between two parties, namely customer and supplier. Personalization in general is about selecting or filtering information objects for an individual by using

27

Kaplan, A.M and Haenlein, M (2006), "Toward a parsimonious definition of traditional and electronic mass customization", Journal of product innovation management 23

17

information about the individual (the customer profile) and then negotiating the selection with the individual. 28

Describing of this difference is mainly made for Mass customization and Personalization but meaning above about personalization is same for all bases. In personalization, customers are included to production from beginning and whole production of individual products or services depends on their selections. This individuality causes uniqueness in produ cts and each customer will own a product of their selections. To create these unique products for customers, either tailored customization or pure customization strategies are used. And selection of this strategies at marketing level, determines the depth of customization in business.

3.3.2.2 Adding Artistic Values to Products

In some special branches of business sectors, like boutique pastries or fashion houses, personalization is not only means uniqueness of products. In this kind of companies, producers are adding inestimable artistic values to their products by processing them with their artistic abilities. So, these products are jewels of their sectors.

Thus, the clear difference between a personalized product and a product with an artistic value is personalized products can be made from a template with some customization, for instance customization in ingredients or in colors, but artistic products are works of imagination and produced without bounded to any other product, shape or other factor, they will have inestimable artistry of its producer, the artist. A Personalized Product can be duplicated if a customer again asks for same selections, again it will produced individually but again because of use of templates, it can be duplicated like the classic circle shaped birthday cakes that customers are selecting the ingredients or writings on. So, producing of these products are not required any artistic
28

http://www.mass-customization.de/glossary.htm

18

abilities. Products that have artistic values cant be duplicated; they are pure work of art and imagination like special designed cake of your childs favori te cartoon character.

In artistic products, ingredients or materials used for producing are kept in the background considerable to artistic work on it so their artistic attributes are setting their values.

3.4 The Marketing Mix for Pastry Services (Marketing Plan)

The marketing mix is the set of tools available to an organization to shape the nature of its offer to customers. More recently, the 4Ps of marketing mix have been found to be too limited in their application to services. While many have sought to refine the marketing mix for general application, the expansions by Booms and Christopher (1991) provide useful frameworks for analysis, although they are not empirically proven theories of services marketing.

Northwestern University professor and marketing guru Philip Kotler described this mix as the set of controllable variables and their levels that the firm uses to influence the target market.

The marketing mix is typically presented in the context of the Four P's: Product, Price, Place, and Promotion. Mr.Lawn, who is editor of foodmanagement.com, has added two more P's to this list, People and Presentation, for extra emphasis, although from a purist's point of view these are considered already included.

19

If a foodservice department is serious about developing an effective marketing program, the only given is the customereverything else is a variable, and must be seen as controllable to some degree. 29

3.4.1 The Four Ps

3.4.1.1 Product

Firms can invest in the product by using high quality ingredients or doing extensive research and development to improve it. 30

Product, for example, entails the full range of a product or service's attributes. In terms of food, that includes its quality level, packaging, portion size and Presentation (it is because the latter is so important in foodservice that I like to consider it a separate P' altogether). It includes product or concept branding and any service options that may be available. 31

Effective product strategies for a pastry shop may include concentrati ng on a small and narrow menu, developing a highly specialized product containing an unusual amount of service.

3.4.1.2 Price

Different strategies may be taken with respect to price. Generically, there are two ways to make a profitsell a lot and make a small margin on each unit or make a large margin on each unit and settle for lesser volumes. Firms in most markets are better off if the market is balancedwhere some firms compete

29 30

Lawn,J. The Six Ps of Foodservice Marketingeditor food-management.com, aug.2004. http://www.ConsumerPsychologist.com http://www.LarsPerner.com Marketing of Agricultural Products Course Web Site 31 Lawn,J. The Six Ps of Foodservice Marketingeditor food-management.com, aug.2004.

20

on price and others on other features (such as different taste preferences for different segments). 32

Price refers to what you charge for your products and services, but is also more than that. It includes various discounts that may be available (e.g. the employee discounts customary at many healthcare facilities or the variable cost of meal credits in college board plans), any credit or payment terms (think POS systems and card swiping) as well as the many formal and informal subsidies that may be extended to onsite foodservice programs by host organizations. 33

Determining price levels and/or pricing policies (including credit policy) is the major factor affecting total revenue. Generally, higher prices mean lower volume and vice versa, however, small businesses can often command higher prices due to the personalized service they can offer. 34

3.4.1.3 Place

Place is the most misunderstood P. It traditionally refers to a manufacturer's distribution channels. In the context of onsite foodservice, place should be seen in terms of service locations, production flows, logistics (e.g. the movement of food from inventory or kitchens to server counters or satellite locations) as well as convenience options such as vending, merchandising racks, direct-store delivery options from suppliers, etc. 35

Pastry shops should consider cost and traffic flow as two major factors in location site selection, especially since advertising and rent can be reciprocal.

32

http://www.ConsumerPsychologist.com http://www.LarsPerner.com Marketing of Agricultural Products Course Web Site 33 Lawn,J. The Six Ps of Foodservice Marketingeditor food-management.com, aug.2004. 34 www.restaurantedge.com/index.phtml?catid=197 - 29k 35 Lawn,J. The Six Ps of Foodservice Marketingeditor food-management.com, aug.2004.

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In other words, low-cost, low-traffic location means you must spend more on advertising to build traffic. 36

3.4.1.4 Promotion

Finally, there is promotion, which includes any advertising, publicity generating or promotional activities that are used to raise customer awareness of a product or service and how it fulfills needs or wants that they have. 37

Promotion involves the different tools that firms have to get consumers to buy more of their products, possibly at higher prices. 38

Promotion is often confused for the entire marketing plan. This is because it is the most visible part of the pan. In general, high quality service is a must for all pastry shops that wish to compete in todays environment. It is especially necessary for small businesses due to their limited ability to advertise heavily. 39

It is also here that Mr. Lawn has added a fifth P, People, because having the right people, correctly trained, on the front lines of foodservice is part and parcel of the service itself and how it is perceived and valued by customers.

3.4.2

The Four Cs

The marketing mix is the pastry shops overall offer, or value, to the customer.

36 37

www.restaurantedge.com/index.phtml?catid=197 - 29k Lawn,J.The Six Ps of Foodservice Marketing editor food-management.com , Aug.2004. 38 http://www.ConsumerPsychologist.com http://www.LarsPerner.com Marketing of Agricultural Products Course Web Site 39 www.restaurantedge.com/index.phtml?catid=197 - 29k

22

The marketing mix can be expressed in a more customer orientated way as the '4Cs':

Customer Value 'product' benefits from the buyers point of view Cost to the customer 'price' plus the customers costs - e.g. travel Convenience for the buyer equivalent to 'place'/channels of distribution Communication a two-way dialogue - not just 'promotion'. 3.5 Pastry Marketing and SMEs

Many service sectors are dominated by small and medium-sized enterprises (SMEs). Mitchell (1998) noted that, for SMEs that typically work with a small number of customers and operate locally or with few distribution outlets, marketings essential task of winning and keeping custom ers necessarily takes a very different form and may not even be seen as marketing at all.
40

One of the greatest needs of managers/owners of SMEs is to understand and develop marketing programs for their products and services. Small Business success is based on the ability to build a growing body of satisfied customers.
41

SME marketing based upon strengths, the following are considered:

Adaptation of standard textbook marketing frameworks, Marketing in context (situation specific marketing), alternative SME marketing, competency marketing, network marketing,
40

Palmer, A., Principles of Services Marketing 4th Edition Published by Mc-Graw-Hill Education, Page:27 41 Marketing for Small Business:An Overview, http://www.neisbdc.org/Documents/PDFs/Marketing.pdf

23

scope of innovative marketing, Each of these approaches is about marketing, in practice none of these are likely to be performed as marketing. Instead, they will be performed as part of doing businesses and taking decisions. 42

3.5.1 Adaptation of Standard Textbook Marketing Frameworks

Most SMEs will have a product or service which they will offer at a price and they will promote this through some kind of medium that reaches their market place, it can be easily determined that SMEs marketing can be described under the frameworks of the four Ps. SMEs will pragmatically adapt any marketing theory to make it relevant to the way they do business.

3.5.2 Marketing in Context

The context of marketing and how certain marketing characteristics will impact upon the type and style of marketing that will be carried out by and SME. Taking this logic it is possible to construct marketing in context picture for any SME by taking account of a number of factors of significance.
43

The inherent characteristics of pastry business marketing are that it is a service and it has a predominately consumer-based marketing orientation. Service marketing characteristics if intangibility and servic e delivery are closely related to SME characteristics of personal/unique service and lack of resources for any tangible and impersonal service.

42

Baker,Michael J., The Marketing Book Fifth Edition 2003,Butterworth-Heinemann An Imprint of Elsevier Science,Burlington Page:765 43 Baker,Michael J., The Marketing Book Fifth Edition 2003,Butterworth-Heinemann An Imprint of Elsevier Science,Burlington Page:766

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Image/reputation: Any SME pastry will seek to emphasize its smallness as differentiation from large corporate chains. It will build competitive advantage by establishing a reputation for friendliness, intimacy family orientation etc. Personal service: Further enhancement of the image and reputation will come from attention to providing a personal service which is focused upon individual customers needs. Strong emphasis will be given to developing regular customers who are known by name. Location/communication: This is emphasized because an SME pastry will need to draw on the marketing aspects of its local environment and infrastructure and it will use appropriate literature to communicate this.

Service Marketing SME Marketing

Consumer Marketing

Common Characteristics Indicating:

Key Marketing Issues

Image/Reputation Personal Service Location/Communication Figure 1. Marketing in Context

25

The message from marketing in context is that because of certain inherent characteristics, which will impact upon an SME in its given context, it cannot ignore these and indeed, they will determine and perhaps dictate the type and style of marketing that an SME can perform. 44

3.5.3 Competency Marketing

Competency marketing is a term which means using inherent and learned skills (competencies) to do marketing.

Experiential knowledge is something which every entrepreneur/owner/ manager will acquire over time. It will develop intuitively as the enterprise becomes established and customs and practices emerge and evolve. The point here is that it will develop naturally; the question though is whether the level and quality of experiential knowledge is of the best possible or whether it is just mediocre. For an entrepreneur/owner/manager proactively and in an who can utilize by

experiential concentrating

knowledge on

accelerated and

way,

developing

experiential

knowledge

therefore

competency marketing, this will substantially strengthen his/hers and the SMEs marketing effectiveness .45

3.5.4 Network Marketing

What is the value of networks and networking to SMEs? Networking is very useful to SME entrepreneurs/owner/manager, mainly because it is integral to doing business, it doesnt have to be constructed and contrived, it is not a task to completed, it is simply part of everyday business activity and therefore happens anyway. Networking is such an intuitively natural dimension of entrepreneurial SME activity; it represents a significant strength for
44

Baker,Michael J., The Marketing Book Fifth Edition 2003,Butterworth-Heinemann An Imprint of Elsevier Science,Burlington Page:766 45 Baker,Michael J., The Marketing Book Fifth Edition 2003,Butterworth-Heinemann An Imprint of Elsevier Science,Burlington Page:770

26

marketing purposes. Since SMEs are invariably close to their customers, aspects of marketing such as relationship and communication are important. Networking is precisely the mechanism by such SMEs can meaningfully achieve such aspects of marketing and in a way that is compatible with their resource constraints .46

3.5.5 Innovative Marketing

Innovative marketing is profoundly pragmatic in achieving objectives for SMEs. Some manifestations of innovative marketing are;

Aspects of added value which are designed to enhance the product of service, Personal selling which is built around an intuitive assessment of the personality of the customer/buyer, including adapting to the mood of the buyer, Distribution, delivery and customer service, which are largely reactive to requirements. The point to emphasize here is that innovative marketing is not simply focused on product innovation, but also covers the whole spectrum of marketing activity within an SME; consequently, there is likely to be more innovation in other aspects of marketing activity than there will be around the product or service .47

46

Baker,Michael J., The Marketing Book Fifth Edition 2003,Butterworth-Heinemann An Imprint of Elsevier Science,Burlington Page:771 47 Marketing for Small Business: An Overview, http://www.neisbdc.org/Documents/PDFs/Marketing.pdf

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3.6 Pastry Marketing and Ethics

Ethics and social responsibility demands that marketers accept an obligation to give equal weight to profits, consumer satisfaction and social well -being in evaluating their firms performance. 48

Ethics is essentially about the definition of what is right and wron g. Ethical judgments about services are made by consumers at a number of levels,

At a product level, buyers may evaluate an individual products acceptability to society. At a corporate level, buyers evaluate the overall ethics of a company. Many service organizations are keen to promote their ethical standards and to link themselves to good social causes. 3.7 Buying Process
49

It is important for services marketers to gain an insight into the processes and critical factors involved in an individuals purchase decision.

3.7.1 Models of Buyer Behavior

Basic model of buyer behavior, described below, provides a useful starting point and conceptual framework for analyzing buying processes.

48

Kurtz, L.D, and Boone E.L, Contemporary Marketing 11th Edition, Thomson Learning. 2004 Page:88 49 Palmer,A.,Principles of Services Marketing 4th Edition Published by Mc-Graw-Hill Education,Page:30-31

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Figure 2. A Basic Model of Buyer Behavior

The above model may help in general terms in developing marketing strategies, but are too general to be use in any specific situation.

An example of a model which is based specifically on the service sector was developed by Fisk (1981) and shown as below,

Figure 3. Model of Buyer Behavior for Service Sector

29

The literature on services buyer behavior models can be linked with that on service quality. 50

3.7.2 Market Segmentation and Buyer Behavior

The purpose of studying buyer behavior is to develop a companys marketing mix so that a desired response is achieved from targeted buyers. It can be argued that segmentation is a much more important tool for the services marketer than for the goods marketer. 51

3.8 Customer Loyalty

Dick and Basu developed the notion of relative attitude as a theoretical grounding to the loyalty construct. Relative attitude refers to a favorable attitude that is high compared to potential alternatives. (Dick and Basu, 1994, p.100)

A medium-term attempt to create loyalty from customers is sometimes made through the creation of structural bonds whereby buyers are tied to seller. Structural bonds have been defined by Turnbull and Wilson (1989) in terms of investments that can not be retrieved when a relationship ends, or when it is difficult to end the relationship due to the complexity and cost of changing relational partners. 52

50

Palmer,A., Principles of Services Marketing 4th Edition,Published by Mc-Graw-Hill Education page:126 51 Palmer,A., Principles of Services Marketing 4th Edition, Published by Mc-Graw-Hill Education Page131 52 Palmer,A., Principles of Services Marketing 4th Edition, Published by Mc-Graw-Hill Education Page161

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3.9 Forward Planning With Marketing Research

Marketing research is an important source of a companys knowledge. As a planning tool, marketing research provides management with market-and product- specific information, which allows it to minimize the degree of uncertainty in planning its future marketing effort.

3.10 Service Positioning and Targeting

Positioning strategy distinguishes a companys service offers from those of its competitors in order to give it a competitive advantage within the market. Organizations must examine their opportunities and take a position within a marketplace. The level of service quality provided to customers and the price that is charged are two very basic dimensions of positioning strategy which are relevant to service industry. 53

3.10.1 Product/Service Life-Cycle Concept

The product/service life cycle graphically depicts the changing fortunes of a service within an organizations portfolio. Services typically go through a number of stages between entering the portfolio and leaving, each calling for adjustments to marketing activities. Introduction, growth, maturity, saturation, decline 54

3.11 Service Quality

Quality is an extremely difficult concept to define in a few words. At its most basic,
53

quality

has

been

defined

as

conforming

to

requirements

Palmer,A., Principles of Services Marketing 4th Edition, Published by Mc-Graw-Hill Education Page224 54 Palmer,A., Principles of Services Marketing 4th Edition, Published by Mc-Graw-Hill Education Page239

31

(Crosby,1984). A second series of definitions therefore state that quality is all about fitness for use (Juran, 1982) a definition based primarily on satisfying customers needs.
55

It is accordingly important to clarify the concept of food quality, specify criteria for quality evaluation and formulate standards in evaluating food quality. 56

Grnroos (1984) identified technical and functional quality as being the two principal components of quality. Technical quality refers to the relatively quantifiable aspects of a service which customers receive in their interactions with a service firm. Because it can easily be measured by both customer and supplier. The functional quality cannot be measured as the elements of technical quality. Grnroos also sees an important role for a services firms corporate image in defining customers perceptions of quality, with corporate image being based on both technical and functional quality. 57

3.11.1 Quality and Satisfaction

Oliver (1997) takes the view that satisfaction is the emotional reaction following a disconfirmation experience. Rust and Oliver suggested that customer satisfaction or dissatisfaction a cognitive or affective reactionemerges as a response to a single or prolonged set of service encounters. Perceived quality, on the other hand, may be viewed as a global attitudinal judgment associated with the superiority of the service experience over time (Getty and Thompson, 1994). Satisfaction is a post-consumption experience which compares perceived quality with expected quality, whereas service

55

Palmer,A., Principles of Services Marketing 4th Edition, Published by Mc-Graw-Hill Education Page261 56 Summary of TAB working report No. 87 "Potentials for increasing food quality" april.2003 57 Palmer,A., Principles of Services Marketing 4th Edition, Published by Mc-Graw-Hill Education Page261-2

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quality refers to a global evaluation of a firms service delivery system (Parasuraman 1985).
58

There has been discussion over the issue of whether some characteristics of a service generate satisfaction in customers while others generate dissatisfaction (Galloway, 1999). 59

3.11.2 Expectations, Consumers Perceptions of Quality

The idea of quality covers a range of dimensions. It is not one -dimensional. Generally, it is not enough to follow a single quality goal. Instead, it is important to aim for several quality dimensions at the same time. In the process it is important to reduce or avoid tensions (goal conflicts) and promote and exploit synergy effects (goal harmonies). Product quality today is no longer sufficient, as process quality is becoming increasingly important. The goal should accordingly be to use selected process qualities to achieve specific product qualities. In the process, the focus should be primarily on quality from the point of view of the consumer. For each product group, and often even for each food, the following quality goals need to be specifically defined and updated. 60

3.12 Promoting Services

The promotion function of any service organization involves the transmission of messages to present, past and potential customers. At the very least, potential customers need to be made aware of the existence of a service.

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Palmer,A., Principles of Services Marketing 4th Edition, Published by Mc-Graw-Hill Education Page264 59 Palmer,A., Principles of Services Marketing 4th Edition, Published by Mc-Graw-Hill Education Page264 60 Summary of TAB working report No. 87 "Potentials for increasing food quality" Apr,2003.

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Promotion involves an ongoing process of communication between an organization and its target markets. 61

3.12.1 Advertising and the Media

Probably the most contentious area of marketing is advertising. Advertising objectives should be clearly specified in terms of target audiences and desired effects. It can be extremely difficult to prove that this alone is responsible for a sales increase.
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Newspapers: Newspapers can be used for creating general awareness of a product or a brand as well as providing detailed product information.

Magazines: Although advertising in magazines at first seem may relatively expensive compared to newspapers, they represent good value to advertisers in terms of their high number of readers per copy and highly segmented audiences.

Outdoor advertising: This is useful for reminder copy and can support other media activities. The sides of buses are often used to support new service facilities (e.g. new store openings) and have the ability to spread their message as the bus travels along local routes.

Television: This is an expensive, but very powerful medium. Although it tends to be used mainly for the long-term task of creating brand awareness, it can also be used to create a rapid sales response.

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The Internet: Most large service organizations now have their own websites, which are used to disseminate messages to customers, and potential customers. Internet has considerable purchasing power.

Commercial radio: Radio advertising has often be seen as the poor relation of television advertising, appealing only to the sense of sound.
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3.12.2 Sales Promotion

Sales promotion involves those activities, other than advertising, personal selling and public relations that stimulate customer purchase and the effectiveness of intermediaries. Over the last few years there has been a rapid increase in the use of sales promotion. 64

3.12.3 Online Marketing

The internet is used extensively for comparison-shopping and a lot of research has gone into understanding which sites produce the best results in terms of moving an individual through stages of purchase. 65

3.12.4 Word-of-Mouth

Word-of-Mouth promoting can be described sharing of experience within customers. It is spreading an image of an organization through channels other than formal communication process. There is a lot of evidence, for example, that when differentiating between professional and personal service providers, customers prefer to be guided by information from friends or other personal
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contacts rather than the usual promotion mix. 66 Of course, positive word-ofmouth recommendation is generally dependent on customers having good experiences with an organization, and studies have shown how unexpectedly high standards of service from a company can promote recommendation. 67 on the other hand, a bad experience can rapidly be spread as negative word -ofmouth discouragement. 68

For an organization, which addresses a closed group of customers, like Boutique pastries word-of-mouth is very important among other promotion mixes. Achievement of wordof-mouth is basically depended on satisfaction of customers completely. More customers are satisfied; more good experiences will be shared among your targeted customer group. So, if you want to spread your brand you will need an army of supporters. Thus, you need some strategies of word-of-mouth to spread your brand all around. Impressing the existing network of people, addressing the right influencers, presenting a rare and privileged work for your customers and targeting a micro market of yours, can be counted among some useful strategies for word-of-mouth marketing.
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Palmer, A., Principles of Services Marketing 4th Edition Published by Mc-Graw-Hill Education, Page:429 67 Palmer, A., Principles of Services Marketing 4th Edition Published by Mc-Graw-Hill Education, Page:429 68 Palmer, A., Principles of Services Marketing 4th Edition Published by Mc-Graw-Hill Education, Page:429 69 Bayus, B.L. (1985) Word-of-mouth: the indirect effects of marketing efforts. Journal of Advertising Research 25, 319.

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Chapter IV 4. Pastry Marketing in Turkey

4.1 Definition of Pastry Business

Pastry business is a professional occupation which aims to reach a lot of people with its productions and which therefore requires the products to be perfect in terms of taste, look and hygiene.

Pastry business, due to its nature, is an area of production depending on certain ingredients and recipes. Pastry portfolio which is generally built upon fundamental production lines; meets with pastry assortments with countless flavors and appearance when it is combined with high quality raw material and expertise. 70

4.2 Pastry Business in Turkey

in the western world, pastry that is a dessert whose manufacture became an art and thereby pastry business, started to appear through the end of the last century in Turkey, however the real foundations of the sector were built in the beginning of the 20th century.

Being a tradition of the minorities in Istanbul and later on having started to permeate among Turks, pastry business initiated upon the interaction with the French culture especially after First Constitutional Monarchy. Within
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minorities, the Greeks have taken over the pastry manufacturing and they started to produce the vintage bakery and pastry products with European -style names in the European-style neighborhoods. These places gained reputation in their era as famous meeting points.

After 1917 revolution Turkeys cuisine faced a change with approximately 1 million Russian passing by with stopovers with several intervals within a period of ten years and some of them settling in Istanbul. The effects of this big Russian population on Turkish cuisine showed itself with new restaurants, pastry shops and beer gardens.

After this period, within the time that passed between the end of the World War I until the middle of 1980s, a Turkey not importing pastry raw material, isolated from the rest of the world is observed. Within this period the recipes were degenerated and became Turkish. The bread part of the pastries became thicker, and the part with the rest of the ingredients became thinner . In 1960s, with margarine entering our kitchens the use of margarine instead of butter became more popular and this degraded the pastries to a lower quality. Relying on hand work, by passing from father to son or with master apprentice relationship this sector tried to keep its position in 1920s although with some distortion. However, this situation prevented the pastry business from entering into new progress; the lack of new staff being raised caused the lack of masters. It cannot be said that, within this period new elements were added to the European-style pastry fashion (Unilever web site). In 1955s the Greek masters started to be replaced with the masters from Black Sea region.

During 1980s with Turkeys passage to free market economy, there were improvements in pastry business too. This progress in pastry business gained acceleration due to several factors. It is possible to list these factors as following:

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Turgut zals tourism movement and the extraordinary increase in institutionalization, Free circulation of foreign currency and the change in export regime, Permanent return of the first generation Turkish immigrants, The increase in relationship with the West as a result of the increase in exportation, Increase in travels to abroad, International hotel chains bringing their foreign chefs when coming to Turkey, The big increase in the number of students travelling abroad for education, (during this period the number of students travelling abroad reached to fifty thousands.) (Osman Serim interview) These improvements started to show their first effects more in 1990s with import-export becoming easier and increase in the number of people travelling abroad and consequently as the high quality raw material became plentiful new and good recipes entered into Turkeys restaurant and pastry shop repertoire. With people travelling abroad, following the improvements there and carrying them to Turkey, a search for innovation in pastry business came into question.

On the other side after the second half of 1990s the habitats in Turkey started to change. Including Anatolia, the traditional neighborhoods in all of the cities have been abandoned and people started to move to new and modern satellite cities. At their focal points, there are big shopping malls with parts including both huge and mostly foreign-originating supermarkets and those that are composed of independent shops. In any case these new habitats reflected a more western life style.

During this period, a great leap is observed in terms of aesthetics, variety and following the global agenda with the entrance of especially women, belonging

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to high income and culture class into pastry sector as entrepreneurs instead of people entering into profession with the traditional master-apprentice method.

Generally speaking, we can observe that in Turkey the economic and sociological factors played a much greater role on the progress of pastry business compared to other sectors. The fundamental reason for that is that pastry is both a foodstuff that is not a part of our culture and that it is among the luxury consumption goods class.

From a sociological perspective, it is possible to say that, as travelling abroad became easier a part of the population that is familiar with European culture was formed, and this part of the population had the cultivation necessary for the progress of pastry, which is alien to our culture. In 1950s the tradition of bringing home a kilo of baklava has slowly started to be replaced with pastry in 1990s. Another effect of travelling abroad becoming easier is that it created the chance to closely follow the progress and innovation. Thereby a seek for innovation in pastry business came into question.

On the other side, with women taking more part in work life, traditional family customs were slowly replaced by modern family structure and the demand for ready-made food has increased too. A lot of women finding courage for entrepreneurship, started to contribute to the economy by making production from their homes. Such kinds of enterprises have been lately increasingly supported and encouraged by several non-governmental

organizations and units like KOSGEB. The effect of this on pastry business is seen as the first steps towards boutique pastry businesses that we will explore later in detail.

The basis of the direct effects of the improvements in economic conditions on pastry business is due to pastry being classified among luxury consumption goods. Pastry, speaks to the part of population that is over a certain economic standard. This part of the population can be defined as a fraction 40

that is able to provide for its basic needs and that is earning an income sufficient to spare for their personal pleasures. The enlargement of this fraction as a result of the economic improvements in Turkey played an important role in the improvement of pastry business in Turkey in 1990s.

In the middle of 1990s the pastry sector got its share from the accelerating seek for innovation in all fields. Although small in number, the entrepreneurs that are unable to find products they please started to introduce products into the market offering different tastes and produced from completely natural ingredients. (Dolce-Fodie)

Arriving at 2000s with coffee-shops and restaurant chains taking their place in the market and with raising product standards in this area to the level of big metropolises, we see that the actual explosion in pastry sector in Turkey has taken place. The companies providing for intermediary ingredients increased the quality of the products they are exporting and even the p roducts they produce in Turkey. The increase of average income level to 6000$s and thereby enabling Turkish people to turn towards fantasy food except basic food has a big influence on this situation. On the other side the effects of the cooking shows on television and the cooking magazines increasing in number, and even the cooking schools started to be founded in big cities on the improvement of the sector should not be overlooked.

Seek for change and appearance becoming emphasized a lot of pastry shops different in size started business run by people mostly educated abroad. These new pastry shops started a new era in pastry business in Turkey with their different products, customer focused works, the emphasis they put on esthetics and quality. The innovations in pastry production encouraged the establishment of companies providing the market with raw material and equipment, and thereby made it easier to follow the innovations in Europe. On the other side the other pastry shops making production with tradi tional techniques had to adapt to this fashion of innovation in order to survive the 41

fierce competition and thus a sectoral development has been accomplished. Another factor for this development is the half-amateur production carried out by some small entrepreneurs at their homes for meeting the demand by the cafes and small restaurants that started business in the second half of 1990s and rapidly continuing till today. We can say that in such way they contributed into the popularization of European-style pastry shops and bakery and formed the basis of boutique pastry business.

4.3 The Marketing Environment

The marketing environment is made up of a microenvironment and macro environment. The microenvironment consists of the actors close to company that affect its ability to serve its customers suppliers, customer markets, competitors and publics.

Competitors

Suppliers

Custormers

The company

Marketing

Figure 4. Actors in the Microenvironment

The macro environment consist of the larger social forces demographic, economic, natural, technological, political and cultural forces.

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Publics

Economic

Natural

Technol ogical

Demographic

Political

Marketing

Figure 5. Actors in the Macro Environment

4.4 Classification of Pastry Shops

There are three classes of pastry shops in Turkey. Each class of pastry shops have their own features.

First Class Pastry Shops Second Class Pastry Shops Third Class Pastry Shops 4.5 Cultural Influences

Culture is part of the external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other individuals. 71

Culture is the most basic cause of a persons wants and behavior. The marketer needs to understand the role played by the buyers culture, subculture and social class.
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Cultural

4.6 The Importance of Knowing the Customer

The marketing concept rests on the importance of customers to a firm and states that. All company policies and activities should be aimed at satisfying customer needs, and profitable sales volume is a better company goal than maximum sales volume.

To use the marketing concept, pastry shops should:

Determine the needs of their customers (Market Research); Analyze their competitive advantages (Market Strategy); Select specific markets to serve (Target Marketing), and Determine how to satisfy those needs (Market Mix). 72 Putting the customer first is probably the most popular phrase used by firms ranging from giant pastry shops to the corner bakery shop, but the phrase is often just lip service. The industry continues to operate under the classic approach - "Come buy this great pastry we have created and enjoy our fantastic service."

If a customer is satisfied, they are more likely to recommend you. High customer satisfaction saves money and increases sales and profits. It s cost five times more to get a new customer than to keep an existing one.

Customer satisfaction surveys are an accurate tool to determine what factors drive customer satisfaction among customers.

For example, a customer survey can find answers to questions as follows:

How does our company meet the needs of our customers?

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Who are our typical customers? Where do our customers live? How can we reach them? How can we communicate with our customers? What is the image of our business among our customers? How do customers rate our products and services? What product features are most important to our customers? Why do customers purchase from us? Who is our competition? In what areas does our competition outperform us? Why do customers avoid certain product lines? What product would we have to carry to increase sales? What action do we have to take to increase sales? To what extent do customers recommend our business? What new products are in demand? How effective are our advertising and promotional activities? What is the appropriate price that we can charge for our product and service?
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4.7 Developing New Items

Cakes have always been a major factor in the success of any event. Whether it is a wedding, or a birthday party or a family get-together, Cakes and Pastries are always popular. People love freshly baked goodies, Cupcakes, Cream Puffs, and Pastries go over well at any party or special event. Most bakeries have special discount rates for bulk amounts and they will bake special items upon your specific request.

Weddings are the most special day between a couple and a wedding is a major event. Everything needs to be absolutely perfect down to the smallest detail. The wedding cake is a beautiful centerpiece adorned with symbols of the love between the bride and groom.
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The look and presentation of a cake can be as important as the taste. Fresh ingredients, time, and care all go in to the making of a true masterpiece of culinary art.

4.7.1 Advertising and the Media

This is the typical element of businesses typically think of when considering a marketing plan. It includes all openly sponsored, paid forms of

communication about pastry shops. The cost of advertising can be very expensive.

The followings are some traditional types of promotion and communication. 74

Newspapers (local ads and help wanted) Radio (talk radio) Television (local cable) Magazines Transit (cabs, buses, bus stops) Posters and leaflets Directories (hotel, airports, rental car agencies) Brochures and booklets Packaging inserts 4.7.2 Sales Promotion

Through this element of the promotions mix, you are thanking the customer for choosing your pastry shop, encourage customers to try a new product, and to increase the shops name and recognition in the target market.

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Some pastry shops in Turkey apply sales promotions to their customers at certain times of the day and at certain rates. This way the sale of the products provides offering of fresh products every day.

Samplings Demonstrations 4.7.3 Online Marketing

Any promotional message relayed in the form of mail. Mailings Newsletters Postcards Email Fax transmissions 4.8 Factors Supporting the Progress of Pastry Business in Turkey

As mentioned above, pastry found its place in our daily lives with an increasing speed although it is a foodstuff alien to the Turkish culture. The most important lying under this fast progress is undoubtedly the i mprovement in economic conditions. Pastry, as it is a part of the luxury consumption group, its sectoral improvement is only possible with demand increasing in connection with an increase in economic welfare level. Increase in the gross national product per person is one of the most important indicators on this subject. Despite the change in last ten years period it is possible to establish a positive correlation between the progress of the pastry sector and the increase in this indicator.

The facility import and export, the annihilation of quotas is significant both for the progress of the sector and the following of new trends. In such way the use of raw material and equipment at same quality was provided and small 47

and big firms were established that make production within this sense inside the country and abroad. These firms provided both the facility to reach ingredients for pastry and also they made it possible for us to reach to same standards with Europe technologically.

The improvements in the tourism sector being the sector that is most closely linked to the pastry sector, the increase in the number of foreign tourists visiting the country are among the factors facilitating sectoral progress.

The first sociological factor that affects the sector is that a big proportion of the population in Turkey is composed by the young. Domination of a structure that is open to change and seeking variety as a natural consequence of this, supported the recent leap of pastry business.

On the other side the increase of urbanization also appears as one of the factors positively affecting the recent improvement of pastry business. The increase of the population living in the cities resulted in a social interaction and provided a close relationship with the elements of western culture. This is why pastry is more prevalent in especially big cities.

The increase of the rate of studying abroad among the new generation is an element facilitating the integration of pastry into our culture and helping us follow the innovations.

The openness to innovations due to this underdevelopment of the sector that prolonged its existence in isolation for a long time is also another important factor for improvement. Lately the attention that the pastry shops of people trained in Europe attracted with the intensive demand they faced has created a medium of competition. Especially the wide media attention to the difference created within this meaning is a very important factor. The innovations brought to the sector directed the conventional pastry shops to innovation as well and the firms trying to adapt to the competition conditions have come to 48

follow closely both technology and new trends. This constitutes the basis of the sectoral development.

4.9 Factors Preventing the Improvement of Pastry Business in Turkey

The pastry business faces a lot of problems in our country basically because it is not a part of the Turkish culture. The first and the most important of these are the economic factors, as mentioned above. Despite the improvement in the general indicators the economic uncertainty that prevailed until recently and the frequent crisis constituted a big disadvantage both for the consumers and the entrepreneurs. Especially in the beginning of the 2000s the consecutive crisis with the explosion in the pastry business resulted in many pastry shops running out of business, and also in the consumers not spending their incomes on pastry.

The greatest problem faced lately in terms of the improvement of the pastry business is the problem of education. Education has two kinds of effects on pastry business. Firstly, the necessary demand for the rapid improvement of the pastry cannot be attained due to the insufficiency of the education level of the consumers. The increase in the people that attained a certain financial standard but are not sufficiently educated, affects the demand to high quality pastry. The lack of demand within this meaning required the pastry shops opened lately to support themselves with side branches like cafe, floristry, courses in terms of management, and this situation slowed down the progress of pastry business. Also the bad image created in the heads of the consumers due to the failures of the entrepreneurs tempted with the attraction of the sector that do not have any education and that enter into the sector as producers or managers constitutes one of the important problems. (Cocolate)

Another reflection of the education problem appears in the choice of personnel, as we will later explore in detail. The lack of qualified personnel and therefore the absence of institutions giving pastry education is one of the 49

most important problems of the sector. Within this meaning several initiatives were started led by the leading firms of the sector, and the problem of lack of trained personnel was tried to be eliminated with kitchen schools, cooking courses and gastronomy departments in universities. However the

incompetency of the state on this subject makes it impossible to overcome the obstacle.

On the other side the States indifference constitutes an important obstacle for the sector. The very high rate of untaxed income results in unfair competition. The pastry shops that pay their taxes are in able to compete with the ones that do not.

States incompetency on monitoring increases the number of illegal enterprises. Such enterprises are able to make production without any documents regarding quality standards.

4.10 European Union

The new EU guidelines for food hygiene (HACCP) will soon apply to the whole food sector in Turkey. Temperatures will then have to be monitored on a daily basis:

in the incoming goods department in the store during preparation work in the hot and cold food kitchen when dishing out food in deep freeze cabinets Starting with large scale pastry shops the adaptation implementations to the European Union have started in Turkey. Upon the necessary changes in the

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pastry shops according to the kitchen management conformity law the distribution of HACCP and ISO 9001 Documents continues.

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Chapter V

5. Boutique Pastry Business in Turkey

5.1. Definition of Boutique

Before explaining the boutique perspectives in pastry, it is useful to make a short assessment of its definition and its place in our lives. The word boutique means place that sells cloths and accessories according to the Turkish Language Institute (TDK) as a word derived from French. The shops that sell cloths and accessories, tailors that make their own productions and exhibit them are the first ones that come to ones mind talking about boutique. The most important property that distinguishes a boutique from a store is the difference in capacity. When a store is compared to a boutique, it contains more goods there is more product variety. It is such that you might see a blouse that you bought happily on a lot of people the next day. However in a boutique there are small numbers of types and small numbers of product of each type. If you liked any product in a boutique that product is rearranged according to your dimensions and it might look good only on you, but in stores you generally do not have such kind of possibilities. The appropria te size of the product you like either exists or it does not.

The word boutique means more or less the same in the pastry business too, low number of products and low number of types of products. Also another property to be emphasized is the pastry production personalized for individuals. The managers of the pastry shops in Istanbul that may be categorized as boutique pastry shops used the above mentioned explanation 52

frequently during our interviews with them. What is meant by personalized for individuals is the pastry that is made by taking into consideration the individuals private pleasures, tastes, hobbies, life and completely his/her desires, the pastry that is made for the first and the last time for its owner. This part of the business requires also knowing your customer, getting to know his/her private life. Of course it is not only that, the actual important part of the business is to produce the pastry just for the individuals tastes. Just like in any other area of our lives, technology is becoming a tool used more frequently in pastry too. For many reasons, like fast production, guarantee of production at a certain standard and most important of all low costs, it might seem like an advantage. However it is in fact not so, apart from all of this benefits that the technology brings to the pastry business, its greatest damage is the loss of creativity. The pastries looking same with each other as a result of serial production made the customers and some pastry producers seek for innovation. This is how the boutique applications in pastry business start, with the search of diversity in pastry. To produce something different each time, to be able to catch new tastes, to try what is not tried are among the concepts that explain the boutique pastry business.

Boutique perspectives might be measured with the diversity in the pastrys appearance and taste. Today what separates the boutique pastries from the serial manufacturing pastries is that the boutique products do not contain preservatives, they are produced with completely natural products, they offer different delicacy alternatives and they have decorative looks completely different from each others.

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5.1.1 Boutique Pastry Concept in Turkey

Pastry decorations that creates a visual richness in pastry and that is an important branch of pastry; now started to have an artistic value with its widening design area, use of different ingredients and individual techniques. 75

With the level that pastry business has reached in 2000s the concept boutique came into focus too. Pastries with different taste and appearance started to dominate the market with the entrance of the people educated abroad to the sector and the increase of the production at home. The adoption of pastry as a tool for celebration appears as an element accelerating this process. It is possible to explain the other elements as follows:

As in the rest of the world, in our country too in the last decade the activities encouraging consumption on special days have an increasing place. on these days celebrated in almost the whole world such as Valentines day, mothers day, fathers day people are inclined towards pastry as a tool for celebration and this brings into question the production of individualized pastry on these days. It is seen that the sale of individualized pastry during these days are much more frequent compared to regular days.

The pastry production on special days is slowly replaced by individualized pastry production. on birthdays the pastries specialized for the birthday owner are prepared, on celebrations the production of pastries with different shapes and tastes reflecting the properties of the celebrations has come to be an increasingly popular trend.

Just like in any other field, technology is increasingly used in pastry business too. This constitutes an advantage for many reasons. Technology is an indispensable tool for many sectors because it guarantees fast and
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standardized production and most importantly because it lowers the costs. However a sector like pastry business that relies on creativity becoming technology intensive makes innovation in the sector more difficult and also makes monotype production compulsory. The serially manufactured pastries looking same with one another, made the customers and some pastry producers seek for innovation. Peoples search for diversity in pastry, producing something different each time, to be able to catch new tastes, to try what is not tried are among the concepts that explain the boutique pastry business.

Individualized and different pastry production is an element within the sector that allows the pastry shops to differ in management, sales and even decoration. This difference finds its correspondence as boutique. This concept results in the emphasis on individualized service and customer satisfaction more than any time and also brings diversity.

5.2 Characteristics of Boutique Pastry

It is possible to list the most significant properties of boutique products as follows:

The hand work is intensive in their production. So as to, the serial manufacture of these products would not yield to the same results. The ingredients used during production are handmade to a great extent, no readymade ingredients are used. They are different in appearance as much as they are different in taste. They might be sold from a much higher price compared to market standards. The pastry shops where these kinds of products are intensively found are called boutique pastry shops. Besides the properties listed above, one of the most important characteristic properties of boutique pastry shops it that their 55

products are original, created by themselves and produced only there and that they work on orders.

5.3 Service as a Concept

There are certain important points that should be emphasized more about the spreading of the boutique pastry shops compared to the pastr y shops doing serial manufacture. These points can be listed as follows:

Branches Choosing personnel Choosing Location Advertising These points will be explored more closely.

5.3.1 Boutique Branches

Boutique production is a field that involves different difficulties in many ways compared to serial manufacture. A direct relationship between the customer and the pastry shop owner appears to be a factor facilitating the customer loyalty. Existence of more than one branch in this sense might appear as a factor making it difficult to earn the customer loyalty. Providing a travel adventure to pastry is a situation involving the risk of serial manufacture. (Nadys) in this sense, in order to be able to make the product distribution between the branches, to meet the demand the use of some readymade products, and the use of technology for providing standard production might cause the product to lose its property of boutique qualities.

On the other side, the branches founded with a very good staff and a good organization structure would provide the advantage of being reachable by more people. In relation to the branches most of producers stated that it is 56

more advantageous to sell the product in its production place when the customers are able to smell it during the baking.

5.3.2 Choosing Personnel

As mentioned above, one of the most important elements that comes with the concept of boutique pastry is the customer-focused-working system. One of the most important ways to earn a customer is to make him/her feel special. However on this subject the most important problem experienced in our country is the inadequate education problem. This is valid both for the personnel working in sales, as well as in kitchen.

The personnel of a pastry shops appear before the customer as representative of that establishment. Therefore, the attentions to the personnel appearance, the contact manner and quality of communication with the customers both have great importance. However, the pastry shop managers are complaining of the difficulty to find sales personnel with those orientation and qualifications. It is said that most of the personnel available in the market are uneducated, and the ones that are educated are prone to start their own business. The pastry shop managers try to solve this problem by training their prospective employees from the scratch, investing in their training from their early days in the shop.

This is valid for the personnel working in the kitchen. The masters that are trained for the pastry business constitute a problem for the managers because those masters are alien to todays pastry business to a great extent and are full of wrong doctrines. For example, they have a tendency to depend on their senses rather than measurement and scales when it comes to prepare pastry mixes. Another problem experienced in this field is stemming from the incompatibility of the male masters in their relationships with the female business owners/managers. The male masters make it an ego issue when they need to learn something from a female. Thus the pastry shop managers in 57

general prefer working with young females who do not have any formal training in pastry business but who are keen and open to learn in a short time.

5.3.3 Advertising

When we closely examine the popular understanding of pastry shops we see that the most important factor is awareness. The changing understanding and consciousness in this field peoples tendency to the better and newer increased competition in pastry sector. Under these competition conditions it takes important strategies and a serious attention and care applied in all fields for a pastry shop to defeat another and become a trusted trademark.

When we look at the old fashion understanding of pastry business what we see is mostly the small neighborhood pastry shops. Classical doctrines passing from father to son, the pastry techniques, which became easier and standardized as the readymade food became more pushed th e pastry business to a period without competition and innovation.

With the social transformation process that we explained in detail above the expectations of the customers have increased and people turned towards new and different things. The boutique pastry that became popular at this very point brought a fresh look and competition to the sector.

It is generally possible to summarize the advertisement in boutique pastry business as follows.

Through media, Through internet, Through grapevine-the method of sales through hearsay, in the advertisement of boutique pastry business the media plays an important role. Because it is a different field, the media has a natural tendency. The 58

newspaper and magazine news affect sales greatly and it contributes into recognition by a large population.

The internet has the second biggest role in the advertisement of boutique pastry business and for the purpose of advertisement the managers/owners let the customers now about the innovations. Almost all big pastry shops h ave web sites and this has a big effect on advertisement.

As opposed to some pastry shops making certain promotions at certain evening hours for the purpose of advertisement, such promotions are not done at the boutique pastries because the products are generally produced on a daily basis and upon order, however they do their advertisement in the best way by using another advertisement technique. This is called advertisement through grapevine method or hearsay method. During this period where creative ways are needed to convey the messages to the customers, getting known through this method becomes highly probable.

The CEO of the Vocal point Steve Knox says We know that the strongest method of advertisement is the recommendation you hear from a trusted friend.
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All of the pastry shop managers that we have interviewed agreed that the sales methods like publicity, promotion, and announcement are almost completely ineffective for advertisement in pastry business. It was stated that in this competition medium, the most important way to survive is awareness and that is only possible through customer satisfaction. The pastries you make may reach to crowds by its appearance, taste, freshness and hygiene. For advertisement a method that might be effective is to earn celebrities as customers.

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5.3.4 Choosing Location

Because most of the boutique pastry shop owners entered into this business as a hobby and that there is nothing much to be analyzed in the sector there is not any feasibility assessment done. As location generally places close to houses were chosen. However upon a several years experience in the sector, the importance of the choice of location is noticed and some changes are being done about it.

The former general manager of Divan Patisseries, Mesut Ilgm states that the point to be taken into account when choosing a location is human traffic. He also emphasizes that the choice of centers that people can reach easily constitute a big advantage for sales and awareness. The choice of corners is a specialty that other pastry shop owners state along with success as well. When especially the boutique pastry shops in Istanbul are considered, we see that the choice of neighborhood plays a very important role. This is because the customer profile of the boutique pastry shops are composed of people with high economic standards and as mentioned in several interviews the target market is the people that might have lived abroad and that were raised with a certain etiquette, choosing the regions where this kind of people are highly populated seems to be an advantage. Main neighborhoods as such are Nianta, Etiler and Badat Avenue.

In our interview with Ms. Deniz, the manager of the pastry shop Orange Cakes at Badat Avenue, she stated that: I choose a location at this side of the city because I live here. I was not very assertive when I started anyway. I was thinking that the place should be close to my house so that I could drive there. Doing this job is one thing, but doing this commercially feasible is another and I did not have experience in that sense. So I did not know how to establish an enterprise, what to do, I was just a banker. Therefore at first stage my aims were to choose a place without thinking about too much, to choose a 60

place close to my house, and suitable for my budget. I thought I would learn how to be a professional and then move to a place more suitable. But if I was to open it now I would definitely choose a place at the European side. I would have chosen a place at Nianta or at the food courts of big shopping malls. It is because the people that might be able to see, to assess my job and compare it to its foreign counterparts live there. In the end I am an artist, I would like to address the people who will compliment to my works, who will assess them. This is the emotional side of the business of course, but still I would like to be closer to the people that have abroad experience.

Ms. Nilgn who defends that the choice of location does not have any effect on success expresses her thoughts as: When I decided to do this job I was an amateur. I did not know what to do as an enterprise and besides I was not in a position to invest too much, I did not have too much capital. Therefore I did not make a professional choice in that sense, I chose a place close to my house, and of which I could afford the rent. It should have been a calm, quiet place. I threw everything I made to the garbage for the first seven eight months that I started making pastries. It was a big chance for me to be able to work quietly there; I liked the calmness very much. In time things started to sort out and we left for a better location. If you are doing your job well the customer will find you anywhere. The location does not matter at all. I was at a basement floor, but people were coming from everywhere to find me, the important thing is to work hard, and to do the job well.

Although the comments are different the result is the same, the right choice of location is seen as an important tool in boutique pastry business in order to be close to the target group and thereby increase recognition.

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5.4 Marketing Mix (4Ps) in Boutique Pastry Business

For the boutique pastry business we can explore the 4p rule, which is very important for sales, as follows:

5.4.1 Product

One of the most sensitive issues that a pastry manager sh ould pay attention is providing the right production conditions. One should pay attention to especially these points regarding production conditions:

To found a monitoring mechanism inside and to conduct selfsupervision in its laboratory. To form a good research-development unit, To conduct health inspections to the personnel with certain intervals, To explore the market from time to time and investigate what the competitors are doing. (Mesut Ilgm) 5.4.2 Price

The point where the competition becomes decisive most is the pricing. For many customers products that are more economical are ahead of trademark. Mesut Ilgm assessed the distribution of the factors that are decisive for customer choices comparatively between a trademark and a regular pastry shop:

A trademark pastry shop

A regular pastry shop

Trademark

%20

Trademark

%5

Quality

%20 62

Quality

%20

Price

%5

Price

%30

Total

%45

Total

%60

Figure 6. The Distribution of the Factors between a Trademark Pastry Shop and a Regular Pastry Shop

A pastry shop that is at the same standards with their competitors regarding customer choices holds the advantage with its economical pricing policy. However in a pastry understanding such a boutiquity where the qualities of the products are determined with price, this choice may not always yield to positive results. Especially when a target group like A, A+ is at question high prices might even constitute an advantage for the image of the pastry shop. Therefore the target group of the pastry shop is the most important factor when the price determination is carried out.

5.4.3 Promotion

About pastry promotion appears as discount sales applications at some pastry shops at certain hours of the day from time to time. However in the pastry shops qualified as boutique this kind of promotion is not preferable. The most important reason for this is that the production is already done for a certain number of customers and the products are sold within a day. However the pastry shops with high production rates opt for such applications in order to eliminate the excess products or to attract customers.

The most effective promotion technique that can be applied at boutique pastry shops appears as to earn the customers of the future. The investment to children, to have a place in their minds means earning a loyal customer in the future. For this purpose in a lot of European countries the pastry shops concentrate on applications addressed to children. The most remarkable 63

application is to place a counter to the vitrine where the child and the pastry master prepare pastries together.

5.4.4 Place

Most of the pastry shops having the characteristic of boutique appear as small enterprises. Only a small number of them are cafes. Therefore, the choice of location becomes more important. A pastry shop at a widely known busy avenue has more advantage compared to its competitors.

5.5. Target Marketing in Boutique Pastry Business

There were very few boutique pastry shops in 90s but in 2000s there was a serious explosion in their number. Especially in Istanbul a lot of boutique pastry shops started business. When we look at the bases of this explosion it is possible to see that seek for diversity combined with economic development has an important effect. The progress in the socio-economic structure of Turkish society, the intensifying relationship with foreign countries and the adaptation of the tastes imported from there to Turkey, the increase in the number of the foreigners living in Istanbul are among the particularly important factors affecting this explosion.

It is possible to explain the effectiveness of economic factors on pastry business with the categorization of pastry as luxury consumption product; it is possible to prefer pastry for celebrations only above a certain economic level. This is why the target group of the boutique pastry is A and A+ group, as frequently described in sales.

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5.6 Visual Miracle in Boutique Pastry Business

Pastry decoration has great importance because it means the most beautiful presentation of pastry prepared with care. Pastry decoration determines the final look of the pastry, in other words the first look as will be seen by the pastry lovers; therefore it has to be as good as the pastry itself. The aim here, besides impressing people with the look of the pastry, is to make people feel the taste of the pastry at the same time.

Today with the improving techniques and the ingredients with high variety the art of pastry decoration has improved greatly and it continues to contribute into the value of pastries. 77

5.7 Marketing in Boutique Pastry Business

The production and sale of boutique pastries is a result of the simultaneous functioning of several factors.

External factors (Factors beyond our control):

o Our countrys economic situation o Our countrys state of mind o Effects of fashion Internal factors (Factors that we have control over):

o The correct use of media and internet o Right trademark positioning o Right pricing o Perfectionist approach
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o Continuous model renewal and improvement o Continuous technique development and renewal o Establishing a strong team and management o CRM (Customer relations) 78

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Cocolat

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Chapter VI

6. Exploratory Research on Boutique Patisseries in Istanbul

6.1 Problem Statement

In the Marketing of Pastries, like in the other food and beverages management businesses, service management is typically used as a strategy of management. Unlike in the ordinary food stores, in pastries main course meals are not produced. Consuming the products of pastries is not a necessity for people; on the contrary they are consumed for satisfaction. So, unlike the other food and beverage stores, pastries need some other marketing strategies to attract the consumers.

If we want to state reason of this variety attracting the consumers, consumers have a variety of goals when they decide to choose a food and beverage product. These goals can include esteem, belonging, status, attention, entertainment, privilege, relaxation, intimacy, romance, convenience, physiological and psychological comfort, and satisfying hunger and thirst. Again, satisfying

hunger and thirst are not always goals needing to be achieved. The collection of goals that an individual has when choosing a food and beverage product may be referred to as a goal set. Each food and beverage product has the capacity to satisfy different goal sets. Accordingly, a consumer may perceive a take away as providing greater convenience and as being less expensive than up-market la 67

carte restaurant, but the restaurant may be perceived as providing greater attention (level of service) and a higher level of esteem and status. The consumer will make a choice as to which is the most satisfying product for their particular goal set at the time. 79

Pastries are mostly attracting the consumers, whose goals are relaxation, comfort or similar goals. And as boutique pastries are producing the jewels of pastry business, the goals of their consumers are also different from pastry business. So, this research is made for deciding the best marketing strategy for the Boutique Pastries in Istanbul.

6.2 Methodology

6.2.1 Sampling

Success of this study is depended on getting the sectoral information from the executives of Boutique Pastry Shops in Istanbul and analyzing the purchasing behaviors of Boutique Pastry Shops Consumers. So, in this research, study population is consisting of two different groups.

First group is Executives of Boutique Pastry Shops in Istanbul. In literature there is almost no information about Boutique Pastry Management due to its freshness. Executives of Boutique Pastry Shops in Istanbul are the only information source about its management. Thus, gathering information is made by interviewing with these executives. By the reason of there is only a limited number of Boutique Pastry shops are exist, these in -depth interviews made with all of the existing Boutique Pastry Shops in Istanbul. With these interviews, the situation of market is defined to find the problems of Boutique Pastry Shops in Istanbul. An additional interview made in the Ibatech fair to gather more information about Boutique Pastry Business
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Consumers of the Boutique Pastry Shops are the second part of our sample group. A questionnaire, prepared for gathering information about their behaviors of purchasing from Boutique Pastry Shops and gathering information about their demographic background to analyze the relation between their demographical background and behaviors of purchasing from Boutique Pastry Shops. Questionnaires are in the all Boutique Pastry Shops in Istanbul with the great help of executives of shops. By targeting directly the real market of Boutique Pastries, with this study the real information about market of Boutique Pastries in Istanbul is gathered to state the best marketing strategy for Boutique Pastries.

Demographic background of consumer of Boutique Pastries is also important for our study because demography of targeted consumers is the most significant point while searching the way of satisfying the goal consumers. Peoples selection of the products to consume depends on their habits and backgrounds of living, because while individuals have goals to choose a product, most of their goals resemble with the social group that they are a member of.

People live in group; this naturally creates a habit of copying the other members of groups. Cluster of these habits are named as living standards of that specific group. With corresponding questions of the questionnaires, the phenomenon of the questions Is major part of Boutique Pastry customers pretty much alike with each other according to social groups that they belong to and Do peoples demographic backgrounds effect their habit of selection of the products to consume are researched.

Under the title of demography of Consumers;

Age Gender Education level Marital status Status of having children 69

Sector of Business Monthly Incomes Neighborhood Consumers Status of living abroad and their relations with each other will be researched and hypothesis about the concerned topics will be stated. 6.2.2 Data Collection and Instruments

6.2.2.1 In-Depth Interviews

In-depth interview is a term that refers to Unstructured Interview, the Semistructured Interview and sometimes, to other types of Interview in Qualitative Research, such as Narrative Interviewing and Life Story Interviewing. 80

It was decided to use in-depth interviewing as the main method to collect data for the study since an interpretative approach (unstructured interview) was adopted for the investigation. The central concern of the interpretative research is to understand the human experiences at a holistic level. Because of the nature of this type of research, investigations are often connected with methods such as in depth interviewing, participant observation and the collection of relevant documents.

This type of interview involves asking informants open-ended questions, and probing wherever necessary to obtain data deemed useful by the researcher. As in-depth interviewing often involves qualitative data, it is also called qualitative interviewing. Patton (1987:113) suggests three basic approaches to conducting qualitative interviewing:

80 Beck, L-Michael S, Bryman,A., Liao, F.Tim, The Sage Encyclopedia, Social Science Research Methods volume1-2-3,Sage Publications,Inc.USA. Page:485

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The informal conversational interview, this type of interview resembles a chat, during which the informants may sometimes forget that they are being interviewed

The general interview guide approach (commonly called guided interview), this type of interview approach is useful for eliciting information about specific topics.

The standardized open-ended interview, researchers using this approach prepare a set of open-ended questions which are carefully worded and arranged for the purpose of minimizing variation in the questions posed to the interviews.81

6.2.2.1.1 Methods Used in in-Depth Interviews

We see each and every boutique pastry owner as a small entrepreneur. Therefore, we would like to learn come out not only the marketing related basis and also understanding their features, style, market conditions and problems. In this study we will use in-depth interviewing as the main method to obtain/collect data on open-ended questions.

To enhance my study in conducting interviewing, I will refer to the relevant literature as the first step and subsequently try to gain some hand on experience by interviewing several of the boutique patisserie owner/chiefs in the target group.

81 Collecting data by in-depth interviewing Presenter: Dr. Rita S. Y. Berry Affiliation: University of Exeter and Hong Kong Institute of Education Home address: Flat H, 29/F, Block 52, City One Shatin, N.T., Hong Kong.

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The in-depth interviews with the sample group will be conducted in three different phases.

-First phase: The informal conversational interview will be used for the first phase. This phase involves individual casual chats with them.

-Second phase: with the above aspect in mind, we will further the investigation by conducting a second phase interview. The interviews will have a dual purpose: to explore topics for investigation, and to use them as pilot studies.

-Third phase: Using the general interview guide approach, this phase will be carried out in two different stages. During these interviews, questions will be directed at uncovering information related to the specific focuses derived from the second phase. There will be two other purposes in the second stage interviews. The first will be to check the reliability of the data collect ed from the informants in the first interviews. Before the second interviews, the informants will be asked to read the transcriptions of their first interview to see if there were any misinterpretations on the part of the researcher.

6.2.2.2 Advantages/Disadvantages of Depth Interviews

The main advantage of face to face or direct interviews is that the researcher can adapt the questions as necessary, clarify doubts and ensure that the responses are properly understood, by repeating or rephrasing the questions.

The main disadvantages of the face-to-face interviews are the geographical limitations they may impose on the surveys and the vast resources needed if such surveys need to be done nationally or internationally. 82

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6.2.2.2 Questionnaires

For the consumers, the second part of study population, a questionnaire is prepared to gather information about their purchasing behaviors while shopping from Boutique Pastry Shops and their demographic background.

This questionnaire is consisting of 4 different types of questions. Firstly, Likert scale is used to measure the respondents behaviors. And respondents ask to rate the alternatives given and answer some direct questions consist of choices and open ended questions.

The results of questionnaire are analyzed by using the following statistical analyzes;

Chi-Square Interest Analysis;

Chi-square interest analysis investigates whether there is a parallel change between two variables, that is, whether there is a relation between them. There are three important points for the interpretation of the results of a Ki Square analysis:

i.

Significant value obtained from the analysis result must be equal to or below the (1-confidence interval) value.

ii.

More than 20% of the values in the expected frequencies should be lower than 5.

iii.

There should not be zero among the observed values.

In our study, we have taken into account the hypothesizes concerning whether the data obtained from the result of the chi-square analysis above can be interpreted as significant and the results that meet these hypothesizes are evaluated.

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Correlation Analysis;

Correlation analysis tests the relation between the variables. This relation is not a cause-and-effect relation. It only measures the interchangeability of the stated variables. Chi-square analysis is also a relation/interest analysis like the correlation analysis. But there is a wider range of uses of correlation analysis and it differs in an important way from the chi-square analysis. Chi-square analysis does not state the direction of the relation/interest. It only shows whether there is a relation or not, and the level of significance. But investigating the source of relation is a more detailed study that deserves to be done. But in the correlation analysis, there is a correlation coefficient that varies between -1 / +1 which shows the direction and level of the relation. -1 coefficient shows that there is an opposite but very strong relation between the two variables, and +1 show that there is a parallel and very strong relation between them. 0 correlation coefficient shows that there is no relation between the two variables as this coefficient moves closer to +1 or -1, the relation gets stronger. But the relative evaluation of the correlation coefficient is not sufficient for the analysis; there is a need to examine how this defined coefficient differs from zero. Because, although the correlation coefficient seems to point to a strong relation with little sampling, it can be also shown with hypothesis testing that it is not different from zero. In situations like this, it will be wrong to think that there is a relation and to make evaluations based on the obtained correlation coefficient.

ANOVA;

ANOVA analysis is a statistical test by which whether the variables groups analyzes differ from each other in average or not, and if they do what is the reason for this situation are investigated. This operation can be done by t -test as well however ANOVAs superiorities, the fact are that it is a stronger analysis and it can test the differences between more than two group averages.

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First one of the tables composed as a result of ANOVA analysis is the table that contains the definitive statistical data. The second ANOVA table is, a table by which whether there is a difference in the averages of the mentioned groups, the test result of significance within the determined confidence interval is seen.

Post Hoc test on the other hand, investigates, in the case that t he anova analysis turns out to be significant, that is, there is a significant difference between the averages, which groups causes the difference.

6.3 Analysis on the Findings of Exploratory Research

6.3.1 Exploratory Research Model

The Model of the Exploratory Research Demographic Characteristics of the People Shopping from the Boutique Pastry Shops The Consumer Behaviour of the People Shopping from the Boutique Pastry Shops Frequency of Shopping Time of Shopping Types of the Sold Products Reasons for Preference Communication Satisfaction Level After Shopping

Figure 7. The Model of the Exploratory Research The main problem statement of Research is Does Demographic background of consumers affects to purchasing behaviors of Consumers?. With the help of questionnaires, this study tries to answer this question. This study also aims to analyze the satisfaction level of consumers after shopping to define best Marketing Strategy for Boutique Pastries.

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The research model is built to search how to alter the satisfaction level of consumers by cross checking the results of demographic backgrounds and behaviors of purchasing of Boutique Pastry consumers

Within the frame of the research information were gathered from the boutique pastry consumers within mentioned above. In the light of this information, analyses were made in order to gather information about boutique pastry consumers. The analyses we applied are Chi-Square Interest Analysis, Correlation, One Sample Anova and regression.

6.3.2 Detailed Findings and Discussions on Detailed Findings

The Frequency Distributions of Exploratory Research

As the shopping frequencies are analyzed, it is seen that among the customers of the boutique pastries 30,8 % shop once a month. For the reliability of the results the choices are combined (Everyday, Several times a week, Once a week and Once in 15 days grouped into Once in 15 days or more) However for the sake of the analysis, both results will be discussed.

Table 1. Figures of Purchasing Frequency from Boutique Pastry Valid Everyday Several times a week Once a week Once in 15 days Once a month Other Total Frequency 4 16 16 44 49 30 159 Percent 2,5 10,1 10,1 27,7 30,8 18,9 100,0

It should be noted that since there are no missing values, the valid and cumulative percentage columns are discarded to prevent confusion. It is seen that 50,9 % of the customers in the study shop frequently that is once in 15 days or more.

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Table 2. Figures of Purchasing Frequency from Boutique Pastry (Combined) Frequency 81 53 25 159 Percent 50,9 33,3 15,7 100,0

Valid

Once in 15 days or more Once in a month Other Total

The special days are the occasions that people have more tendencies to shop from boutique pastries. To determine which dates people shop more, a scale from 1 to 6 is created and the respondents are asked to rate their preferences. The special dates are determined to be birthday, mothers day, fathers day, Valentines Day and wedding/engagement occasions.

Before proceeding, it should also be noted that, in the analyses applied to the question aiming to learn on which special days the consumers shop from the boutique pastry shops, there were some rows that were not marked making the commenting difficult in the stated ordering. So a variable is created taking into consideration only the preferences that were ranked first (Special Days).

Table 3. Figures of First Preferences among Special Days Frequency 121 2 3 Percent 76,1 1,3 1,9 10,1 10,7 100,0 Cumulative Percent 76,1 77,4 79,2 89,3 100,0

Valid

Birthday Fathers Day Valentines Day Wedding or 16 Engagement Other 17 Total 159

If we first look at the general picture about which special occasions are ranked to be the first preference to shop from a boutique pastry (the Special Days variable), it is seen that 76,1 % of the customers prefer to shop from boutique pastries in birthdays as their first preference. This is followed by the 10,1 % of wedding/engagement occasions. Some suggestions can be considered in the Other choice such as 77

graduation celebrations, achievements in jobs (promotions etc.) and anniversaries that are perceived to be special for the customers.

The obtained result can be interpreted as the custom-made pastry products make the memorable days more special. A clearer picture can also be seen from the pie chart.

Apart from birthdays, now well go down into the other special days to see what importance the customers give to special occasions. (To try to interpret the rankings of each occasion)

Table 4. Frequencies of Preferences for Mothers Day Frequency 83 19 37 15 5 159 Percent 52,2 11,9 23,3 9,4 3,1 100,0 Cumulative Percent 52,2 64,2 87,4 96,9 100,0

Valid

Not marked 2. preference 3. preference 4. preference 5. preference Total

Table 5. Frequencies of Preferences for Fathers Day Frequency 91 2 1 11 33 16 5 159 Percent 57,2 1,3 ,6 6,9 20,8 10,1 3,1 100,0 Cumulative Percent 57,2 58,5 59,1 66,0 86,8 96,9 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference Total

As the tables of both Mothers Day and Fathers Day are examined, it is seen that to shop from a boutique pastry in Mothers Day is more preferred by the customers than the Fathers Day. (23,3 % for the 3rd place for Mothers Day and 20,8 % for the 4th place for Fathers Day respectively)

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To also see the other placements, it is seen that wedding/engagement occasions deserve the 2nd place preference. It is actually a sign to see how the boutique pastry sector has grown and became famous that even in the most traditional occasion such as a wedding or an engagement; consumers start to look for different and innovative ideas. They can easily find them in custom made products offered by boutique pastries.

Table 6. Frequencies of Preferences for Wedding/Engagement Occasions Frequency 66 17 37 17 6 11 5 159 Percent 41,5 10,7 23,3 10,7 3,8 6,9 3,1 100,0 Cumulative Percent 41,5 52,2 75,5 86,2 89,9 96,9 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference Total

For the last, an all-time-classic Valentines Day has more diverse distribution compared to the other occasions. But the consumers have a more tendency to put it as the 2nd preference. However if the comparison is made with Wedding/Engagement for the 2nd place (with 23.3 % compared to 23,9 %) , having more 1st place preference, wedding/engagement deserved to be in the 2nd place. Table 7. Frequencies of Preferences for Valentines Day Frequency 73 3 38 16 7 16 6 159 Percent 45,9 1,9 23,9 10,1 4,4 10,1 3,8 100,0 Cumulative Percent 45,9 47,8 71,7 81,8 86,2 96,2 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference Total

Combining all the results, it could be said that consumers have the following order of preferences for the special occasions: 79

1st preference: Birthdays 2nd preference: Wedding/Engagement 3rd preference: Valentines Day 4th preference: Mothers Day 5th preference: Fathers Day 6th preference: Other To see the consumer behavior more in detail, the question about; for whom do the Consumers shop most? is asked. Again, the grading is done regarding the placements from 1 to 6 concerning the frequency of the buying. As in the previous question, because of the rows that were not marked making the commenting difficult, in the stated ordering a variable is created taking into consideration only the preferences that were ranked first (Shopping Reasons).

Table 8. Figures of for Whom the Consumers Shop Most Frequency 40 48 36 17 14 155 4 159 Percent 25,2 30,2 22,6 10,7 8,8 97,5 2,5 100,0 Cumulative Percent 25,8 56,8 80,0 91,0 100,0

Valid

Missing Total

Myself My family My guests Visits My friends Total System

Among the respondents of the questionnaire 30,2 %, shops from the boutique pastries for their families. It is followed by the 25,2 % answering myself. It is an interesting result also considering the previous question on the special occasions. All of the first 5 rankings were about celebrations of the others; however this question shows a kind of conflicting result that maybe some other occasions should be considered in Other choice.

Starting with the close ones to each other, (for myself and for my family) it is seen that even they are put more as the first choices among the other preference rankings, for my family has less amount of not marked choices compared to for 80

myself. In other words, consumers prefer to buy surely more for their families than for themselves. Also the people set their preference as the 4th to shop for themselves following the 1st place (for myself)

Table 9. Frequencies of Preferences for Who Shop for Their Families

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference Total

Frequency 38 48 47 17 6 3 159

Percent 23,9 30,2 29,6 10,7 3,8 1,9 100,0

Cumulative Valid Percent Percent 23,9 23,9 30,2 54,1 29,6 83,6 10,7 94,3 3,8 98,1 1,9 100,0 100,0

Table 10. Frequencies of Preferences for Who Shop for Theirselves Frequency 55 40 11 19 26 8 159 Percent 34,6 25,2 6,9 11,9 16,4 5,0 100,0 Cumulative Valid Percent Percent 34,6 34,6 25,2 59,7 6,9 66,7 11,9 78,6 16,4 95,0 5,0 100,0 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference Total

As the shopping habits considering the guests are investigated, consumers have a tendency to put their guests as in the 2nd place but comparing with the other results, overall they are more in the 3rd preference.

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Table 11. Frequencies of Preferences for Who Shop for Their Guests

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference Total

Frequency 42 37 38 32 9 1 159

Percent 26,4 23,3 23,9 20,1 5,7 ,6 100,0

Valid Percent 26,4 23,3 23,9 20,1 5,7 ,6 100,0

Cumulative Percent 26,4 49,7 73,6 93,7 99,4 100,0

With the highest amount of unmarked choice and a more even distribution compared to the other choices, when we talk about visits, customers mostly put them as their 3rd preference (with 17,6 %). However overall, they can be regarded as the 4th choice since the guests are the 3rd choice.

Table 12. Frequencies of Preferences for Who Shop for Their Visits Frequency 66 16 20 28 27 2 159 Percent 41,5 10,1 12,6 17,6 17,0 1,3 100,0 Valid Percent 41,5 10,1 12,6 17,6 17,0 1,3 100,0 Cumulative Percent 41,5 51,6 64,2 81,8 98,7 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference Total

Having the highest amount of unmarked choices, it could be said that the customers are most unsure with where to put the preferences towards their friends. Also it can be interpreted that the customers have the least preference to shop from boutique pastries for their friends among the rest of the choices (18,2 %)

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Table 13. Frequencies of Preferences for Who Shop for Their Friends Frequency 102 14 4 6 4 29 159 Percent 64,2 8,8 2,5 3,8 2,5 18,2 100,0 Valid Percent 64,2 8,8 2,5 3,8 2,5 18,2 100,0 Cumulative Percent 64,2 73,0 75,5 79,2 81,8 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference Total

With combining all the results, it could be said that consumers have the following order of preferences for whom to shop from the boutique pastries: 1st preference: Family 2nd preference: Myself 3rd preference: Guests 4th preference: Visits 5th preference: Friends

To see the appeal of the other products regarding the shopping habits is asked, When you are shopping from a boutique pastry shop do you only buy cakes, or do you consider other products such as cookies, sweets? The following table and results are obtained:

Table 14. Whether Customers Only Buy Cakes or Consider Other Products as Well Frequency 27 Percent 17,0 82,4 99,4 ,6 100,0 Valid Percent 17,1 82,9 100,0 Cumulative Percent 17,1 100,0

Valid

Missing Total

I order only cakes I consider other 131 products as well Total 158 System 1 159

It is seen that 82,4 % of the consumers consider other products such as cookies, sweets when they are shopping from a boutique pastry. It is followed by the traditional 17 % who only order cakes. 83

From this result it can also be guessed that the product variety can be a factor that affects the majority of the consumers to taste other products rather than just cakes which will be discussed further in the 10th question of Questionnaire.

As we have seen that people not buy only cakes, to see what types of products are sold mostly, the consumers are asked to rank their preferences towards the following products again from most important to least one: cheesecake, brownie, special day cake, cookie, chocolate and pie. Since again the rows that were not marked makes the commenting difficult, in the stated ordering, a variable is created taking into consideration only the preferences that were ranked first (Most Preferred Products).

Table 15. Customers Preferences about Products Frequency 11 6 106 15 9 11 1 159 Percent 6,9 3,8 66,7 9,4 5,7 6,9 ,6 100,0 Valid Percent 6,9 3,8 66,7 9,4 5,7 6,9 ,6 100,0 Cumulative Percent 6,9 10,7 77,4 86,8 92,5 99,4 100,0

Valid

Cheese Cake Brownie Special Day Cake Cookie Chocolate Pie Other Total

As it is seen from the above table, 66,7 % of the respondents prefer Special Day Cake (the cakes bought in special occasions such as the ones stated in question 2, cheese cake is considered as a separate product even though is can be bought for special occasions). This dominant answer is followed by a mild 9,4 % of the cookies.

However, to see the general rankings, the boutique pastry products are examined one-by-one.

As seen below, customers put cheese cake as their 2nd preferences mostly. Cheese cake lovers rank the product in the 2nd place.

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Table 16. Frequencies of Preferences for Cheese Cake Frequency 69 11 27 21 14 6 6 5 159 Percent 43,4 6,9 17,0 13,2 8,8 3,8 3,8 3,1 100,0 Cumulative Percent 43,4 50,3 67,3 80,5 89,3 93,1 96,9 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference Total

As brownie is examined, it is seen that it has a more balanced distribution so the perceptions of the people change where to place this product. Even the overall picture will be evaluated later, it could be said that, brownie received 2nd place as its inside rankings.

Table 17. Frequencies of Preferences for Brownie Frequency 75 6 22 17 16 17 6 159 Percent 47,2 3,8 13,8 10,7 10,1 10,7 3,8 100,0 Cumulative Percent 47,2 50,9 64,8 75,5 85,5 96,2 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference Total

Cookies are one of the most, to-go products that are purchased, that is, it is easy to eat a cookie when you are walking back home. Considering this mobility issue, it is seen from the table below that cookie is placed as the 3rd (with 20,1 %) in the preference of the customers of boutique pastries.

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Table 18. Frequencies of Preferences for Cookies Frequency 46 15 28 32 14 8 16 159 Percent 28,9 9,4 17,6 20,1 8,8 5,0 10,1 100,0 Cumulative Percent 28,9 38,4 56,0 76,1 84,9 89,9 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference Total

Chocolate is a traditional taste. However with the growing gross markets for sweet products, people dont buy chocolates from pastries in general discarding the special days like Festivals (religious or national holidays), hospital visits etc. However the respondents still buy chocolate from the boutique pastries and place in their 2nd preferences. Also overall it deserves the 2nd place either, surpassing the percentages for cheese cake and brownie that are ranked as 2nd places as individual choices.

Table 19. Frequencies of Preferences for Chocolates Frequency 56 9 37 26 6 12 13 159 Percent 35,2 5,7 23,3 16,4 3,8 7,5 8,2 100,0 Cumulative Percent 35,2 40,9 64,2 80,5 84,3 91,8 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference Total

More than brownie, pie has a more balanced distribution with the highest number of unmarked answers among all other choices. Among the people that marked pie as one of their choices, it receives most responses (9,4 %) as the 4th preference. However compared to other products, overall, it can be said that it is preferred least.

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Table 20. Frequencies of Preferences for Pie Frequency 84 11 11 14 15 14 8 2 159 Percent 52,8 6,9 6,9 8,8 9,4 8,8 5,0 1,3 100,0 Cumulative Percent 52,8 59,7 66,7 75,5 84,9 93,7 98,7 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference Total

With combining all the results, it could be said that consumers have the following order of preferences of the products that they shop from the boutique pastries: 1st preference: Special Day Cake 2nd preference: Chocolate 3rd preference: Cookie 4th preference: Cheese Cake 5th preference: Brownie 6th preference: Pie To see if the reasons behind the selection of the boutique pastry the following questions is asked (Are there any other pastry shops other than boutique pastry shops that you shop from, Why?)

Table 21. Whether any Other Pastry Shops around or Not

Frequency Valid Yes, it is close to my house Yes, it is a big trademark Yes, its products are high quality Yes, other No, there is not Total 62 11 66 3 17 159 87

Percent 39,0 6,9 41,5 1,9 10,7 100,0

Valid Percent 39,0 6,9 41,5 1,9 10,7 100,0

Cumulative Percent 39,0 45,9 87,4 89,3 100,0

By looking at the table, some very important conclusions can be drawn. 41,5 % of the customers shop from other regular pastries because they think that their products are high quality. That could give a driving force to the boutique pastry owners to increase their quality of the products more so that they can have more loyal customers. Also 39 % stated that they shop from other pastries because of their location (closeness) to their house. Not much can be done to prevent it.

Having a trademark pastry around does not appeal the customer of boutique pastries very much comparing with the other reasons.

To see the level of satisfaction towards products of boutique pastries, the respondents are asked to rate their satisfaction.

Table 22. Level of Satisfaction towards Products of Boutique Pastries Frequency Percent 2 1,3 15 97 45 159 9,4 61,0 28,3 100,0 Valid Percent 1,3 9,4 61,0 28,3 100,0 Cumulative Percent 1,3 10,7 71,7 100,0

Valid

I am not satisfied I am neither satisfied nor dissatisfied Satisfied Very satisfied Total

Due to the results, it can be said that 89,3 percent of the respondents are satisfied (combined) with the offered products. Even it is small, there is also a 1,3 % that is not satisfied and 9,4 % not having sure thoughts about the quality of the products.

The determination of the reasons of preference of boutique pastry shops is one of the most important questions that some attention to the results should be paid. Because of this, the respondents are asked to rank the 14 aspects of quality, reputation, recommendation, accessibility, product variety, hygiene, attentive service, special products, taste, freshness, pleasure, and proximity to the house of customers, nonuse of additional ingredients (preservatives) and allergy. (Question 10 seems to be

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similar with this one, however one is about the preference rankings and the other is about the satisfaction levels considering the statements.)

First of all, again, the existing of the rows that were not marked makes the commenting difficult; in the stated ordering a variable is created taking into consideration only the preferences that were ranked first. (Preference Reason)

Table 23. Frequencies of Reasons of Preference the Boutique Pastries (First Preferences) Frequency 72 4 2 9 4 19 4 26 5 7 3 1 2 1 159 Percent 45,3 2,5 1,3 5,7 2,5 11,9 2,5 16,4 3,1 4,4 1,9 ,6 1,3 ,6 100,0 Cumulative Percent 45,3 47,8 49,1 54,7 57,2 69,2 71,7 88,1 91,2 95,6 97,5 98,1 99,4 100,0

Valid

Quality Reputation Recommendation Accessibility Product diversity Hygiene Attentive service Special product Taste Freshness Pleasure Proximity to my house Preservatives Other reasons Total

Since there are no missing values, valid percentage column is discarded for simplicity. It is seen that, close to the half of the respondents (45,3 %) rank Quality as their 1st preference from boutique pastry shops. The closest to this becomes the special products offered to the customers of boutique pastries (16,4 %). To see it in general with the same variable at hand, the 2nd and 3rd preferences are also investigated.

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Table 24. Frequencies of Reasons of Preference the Boutique Pastries (Second Preferences) Frequency 25 8 11 4 22 19 6 14 16 12 3 3 5 148 11 159 Percent 15,7 5,0 6,9 2,5 13,8 11,9 3,8 8,8 10,1 7,5 1,9 1,9 3,1 93,1 6,9 100,0 Cumulative Percent 16,9 22,3 29,7 32,4 47,3 60,1 64,2 73,6 84,5 92,6 94,6 96,6 100,0

Valid

Missing Total

Quality Reputation Recommendation Accessibility Product Diversity Hygiene Attentive Service Special Products Taste Freshness Pleasure Proximity to my house Preservatives Total System

Again the quality is important in the 2nd preference however, the respondents take the diversity of products (13,8 %) as the second most important after the quality. (It should be noted at this point that product diversity and special products are different concepts one implying all of the products are diverse the other just the availability to find special products in the shops)

Also the unmarked options are very high (causing a significance problem) but even so, to see the importance of reasons the separate tables are shown and commented upon.

As done with the previous ranking questions, to determine the overall preference reasons, all options will be investigated except from Quality.

Starting with the Reputation of the pastries, it could easily be grasped that there is a very high percentage of the unmarked choices proving the significance problem that was mentioned before. However, among the respondents for this choice they perceive reputation as the 2nd choice of their buying habits. 90

Table 25. Frequencies of Reasons of Preference the Boutique Pastries (Second Preferences) Frequency 109 4 8 4 2 4 5 4 1 3 6 5 1 2 1 159 Percent 68,6 2,5 5,0 2,5 1,3 2,5 3,1 2,5 ,6 1,9 3,8 3,1 ,6 1,3 ,6 100,0 Cumulative Percent 68,6 71,1 76,1 78,6 79,9 82,4 85,5 88,1 88,7 90,6 94,3 97,5 98,1 99,4 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 10. preference 11. preference 12. preference 13. preference 14. preference Total

For small enterprises such as the boutique pastries, the reputation is very important to keep on the sales, to expand and offer better products. It is seen from the below table that, among the 34 % that answered the question, 6,3 % of them think that reputation is important.

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Table 26. Frequencies of Preferences for Recommendation among the Reasons of Preference

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 10. preference 11. preference 12. preference 14. preference Total

Frequency 105 2 10 4 7 7 6 1 2 4 4 6 1 159

Percent 66,0 1,3 6,3 2,5 4,4 4,4 3,8 ,6 1,3 2,5 2,5 3,8 ,6 100,0

Cumulative Percent 66,0 67,3 73,6 76,1 80,5 84,9 88,7 89,3 90,6 93,1 95,6 99,4 100,0

With a lower response rate, these reasons are less important when shopping from boutique shops for customers. Even this is the case, accessibility is perceived as the first among the respondents of this option.

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Table 27. Frequencies of Preferences for Accessibility among the Reasons of Preference

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 10. preference 11. preference 12. preference 13. preference Total

Frequency 109 9 5 7 3 6 3 2 4 2 1 2 4 2 159

Percent 68,6 5,7 3,1 4,4 1,9 3,8 1,9 1,3 2,5 1,3 ,6 1,3 2,5 1,3 100,0

Cumulative Percent 68,6 74,2 77,4 81,8 83,6 87,4 89,3 90,6 93,1 94,3 95,0 96,2 98,7 100,0

As investigated in the beginning of this question, product variety is the most ranked as the 2nd preference (by 13,8 %) among all the options of the question. That means customers prefer first the boutique pastry products to be in quality and then they demand a variety of options to choose from.

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Table 28. Frequencies of Preferences for Product Variety among the Reasons of Preference

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 10. preference 12. preference Total

Frequency 82 4 22 12 8 10 9 2 3 5 1 1 159

Percent 51,6 2,5 13,8 7,5 5,0 6,3 5,7 1,3 1,9 3,1 ,6 ,6 100,0

Cumulative Percent 51,6 54,1 67,9 75,5 80,5 86,8 92,5 93,7 95,6 98,7 99,4 100,0

Being one of the most answered choices, hygiene is ranked most as the 3rd preference (receiving 11,9 %) among the respondents of the question. Overall, it can preserve the same place which will be seen further. Table 29. Frequencies of Preferences for Hygiene among the Reasons of Preference Frequency 65 19 18 19 14 4 6 2 3 4 4 1 159 Percent 40,9 11,9 11,3 11,9 8,8 2,5 3,8 1,3 1,9 2,5 2,5 ,6 100,0 Cumulative Percent 40,9 52,8 64,2 76,1 84,9 87,4 91,2 92,5 94,3 96,9 99,4 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 10. preference 12. preference Total

Being in the food service industry, boutique pastries are also having a reputation in the service they provide to their customers. Among the 14 aspects of choice, it is 94

ranked as the 5th preference with 10,1 %. Even not in the first 3 reasons, being the 5th also implies the importance of the attentive service that is and should be provided.

Table 30. Frequencies of Preferences for Attentive Service among the Reasons of Preference Frequency 83 4 6 11 12 16 12 7 2 4 1 1 159 Percent 52,2 2,5 3,8 6,9 7,5 10,1 7,5 4,4 1,3 2,5 ,6 ,6 100,0 Cumulative Percent 52,2 54,7 58,5 65,4 73,0 83,0 90,6 95,0 96,2 98,7 99,4 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 10. preference 12. preference Total

As mentioned before this variable is actually to find special products in boutique pastries. Having the intent to offer special products for differentiating with the other pastries, as expected, the customers who marked this option placed special products as their 1st preference. When overall reasons are concerned, it could be placed in the 2nd place (considering the combination of the 1st and 2nd marks)

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Table 31. Frequencies of Preferences for Special Products among the Reasons of Preference Frequency 51 26 14 11 16 16 7 6 5 3 2 1 1 159 Percent 32,1 16,4 8,8 6,9 10,1 10,1 4,4 3,8 3,1 1,9 1,3 ,6 ,6 100,0 Cumulative Percent 32,1 48,4 57,2 64,2 74,2 84,3 88,7 92,5 95,6 97,5 98,7 99,4 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 11. preference 12. preference 14. preference Total

Allergy reason may be perceived not in a right way during the responding of the questionnaire. It is not convenient to make comments on this variable having a very high non-response rate (82,4 %).

Table 32. Frequencies of Preferences for Allergy among the Reasons of Preference Frequency 131 3 2 2 2 2 8 8 1 159 Percent 82,4 1,9 1,3 1,3 1,3 1,3 5,0 5,0 ,6 100,0 Cumulative Percent 82,4 84,3 85,5 86,8 88,1 89,3 94,3 99,4 100,0

Valid

Not marked 7. preference 8. preference 9. preference 10. preference 11. preference 13. preference 14. preference 15. preference Total

When shopping for nutrition products, the taste aspect is very important since the consumers want to eat tasty food. As the following table is examined, it is seen that 17,6 % of the respondents rank taste as their 3rd preference. 96

Table 33. Frequencies of Preferences for Taste of Product among the Reasons of Preference

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 11. preference Total

Frequency 54 6 16 28 15 17 8 10 1 1 3 159

Percent 34,0 3,8 10,1 17,6 9,4 10,7 5,0 6,3 ,6 ,6 1,9 100,0

Cumulative Percent 34,0 37,7 47,8 65,4 74,8 85,5 90,6 96,9 97,5 98,1 100,0

Freshness of the boutique pastry products are ranked as the 4th place by the respondents of the questionnaire. The freshness is actually complements with taste so taste is followed by freshness is an expected result overall.

Table 34. Frequencies of Preferences for Freshness of Product among the Reasons of Preference Frequency 58 8 12 21 27 10 9 4 5 1 1 3 159 Percent 36,5 5,0 7,5 13,2 17,0 6,3 5,7 2,5 3,1 ,6 ,6 1,9 100,0 Cumulative Percent 36,5 41,5 49,1 62,3 79,2 85,5 91,2 93,7 96,9 97,5 98,1 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 10. preference 12. preference Total

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The pleasure of the boutique pastry products (the pleasure of buying, eating, serving can be perceived in this question as a whole) receive the 3rd rank however with about 60 % non-response rate the results are not very convenient and reliable to interpret the rankings.

Table 35. Frequencies of Preferences for Pleasure among the Reasons of Preference

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 10. preference 11. preference 12. preference 13. preference 15. preference Total

Frequency 95 3 3 17 9 7 5 1 4 4 1 6 1 2 1 159

Percent 59,7 1,9 1,9 10,7 5,7 4,4 3,1 ,6 2,5 2,5 ,6 3,8 ,6 1,3 ,6 100,0

Cumulative Percent 59,7 61,6 63,5 74,2 79,9 84,3 87,4 88,1 90,6 93,1 93,7 97,5 98,1 99,4 100,0

With the 73 % non-response rate, proximity to the house of the customers is not a very important reason that customers consider. The same conclusion can be drawn for non-use of preservatives inside the products. This option has a non-response rate of nearly 72 % making the commenting difficult and not reliable.

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Table 36. Frequencies of Preferences for Proximity to My House among the Reasons of Preference Frequency 116 1 3 5 2 4 7 1 4 4 3 4 5 159 Percent 73,0 ,6 1,9 3,1 1,3 2,5 4,4 ,6 2,5 2,5 1,9 2,5 3,1 100,0 Cumulative Percent 73,0 73,6 75,5 78,6 79,9 82,4 86,8 87,4 89,9 92,5 94,3 96,9 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 8. preference 10. preference 11. preference 12. preference 13. preference 14. preference Total

Table 37. Frequencies of Preferences for Non-Use of Preservatives to My House among the Reasons of Preference Frequency 114 2 5 3 2 5 2 4 4 1 3 4 6 4 159 Percent 71,7 1,3 3,1 1,9 1,3 3,1 1,3 2,5 2,5 ,6 1,9 2,5 3,8 2,5 100,0 Cumulative Percent 71,7 73,0 76,1 78,0 79,2 82,4 83,6 86,2 88,7 89,3 91,2 93,7 97,5 100,0

Valid

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 10. preference 12. preference 13. preference 14. preference Total

With combining all the results, it could be said that consumers have the following order of the reasons that they shop from the boutique pastries:

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1st preference: Quality 2nd preference: Special Product 3rd preference: Hygiene 4th preference: Taste 5th preference: Freshness 6th preference: Attentive Service 7th preference: Pleasure 8th preference: Accessibility 9th preference: Recommendation 10th preference: Reputation 11th preference: Proximity to the house 12th preference: Non-use of preservatives 13th preference: Allergy

To determine the ways that customers communicate with boutique pastries, the respondents are asked to rank the following choices due to their preferences to reach the pastries; internet, telephone, delivery or going by themselves.

Again, the presence of not marked rows makes the commenting difficult in the stated ordering a variable is created taking into consideration only the preferences that were ranked first. (Ways to reach the boutique pastry shops)

As it is examined 79,9 % of the customers prefer to go to boutique pastries by themselves to go and pick by examining. However with the growing means of communication and especially internet shopping in general, it could be said that 10,1 % of the customers follow the trends and shop from internet, from the web sites of boutique pastries.

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Table 38. Frequencies of Preferences for Ways to Reach Boutique Pastry Shops Frequency Valid Internet Telephone Delivery I go myself Total 16 12 4 127 159 Percent 10,1 7,5 2,5 79,9 100,0 Cumulative Percent 10,1 17,6 20,1 100,0

If investigated closely, the respondents who marked the choice of internet (35,2 % response rate), the distribution seems balanced. Overall, internet shopping for boutique pastry products could be placed at the 2nd place.

Table 39. Frequencies of Preferences of Internet as Selected Way to Reach Boutique Pastry Shops

Cumulative Frequency Valid Not marked 1. preference 2. preference 3. preference 4. preference Total 103 15 15 16 10 159 Percent 64,8 9,4 9,4 10,1 6,3 100,0 Percent 64,8 74,2 83,6 93,7 100,0

Telephone ordering is a traditional method and it is expected to see its preference as the 2nd choice overall. Having a higher response rate compared to internet shopping, the conclusion can be drawn that telephone is still preferred and applicable also for boutique pastries.

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Table 40. Frequencies of Preferences for Internet as Selected Way to Reach Boutique Pastry Shops Cumulative Frequency Valid Not marked 1. preference 2. preference 3. preference 4. preference Total 87 13 35 19 5 159 Percent 54,7 8,2 22,0 11,9 3,1 100,0 Percent 54,7 62,9 84,9 96,9 100,0

Having the highest number of non-response rate (65,4 %), 11,9 % of the customers place delivery as their 4th choice to shop by the means of delivery from boutique pastries.

Table 41. Frequencies of Preferences for Delivery as Selected Way to Reach Boutique Pastry Shops Cumulative Frequency Valid Not marked 1. preference 2. preference 3. preference 4. preference Total 104 4 18 14 19 159 Percent 65,4 2,5 11,3 8,8 11,9 100,0 Percent 65,4 67,9 79,2 88,1 100,0

With combining all the results, it could be said that consumers have the following order of the ways to shop from the boutique pastries:

1st preference: To go by themselves 2nd preference: Telephone 3rd preference: Internet 102

4th preference: Delivery 5th preference: Other ways

For example a suggestion to improve the sales can be given that to pay attention more to internet sales, creating user-friendly web sites for boutique pastries, and exhibiting better pictures of the products in the aim of doing some improvements to appeal the customers to shop from internet more.

As some descriptive concerning some the statements related to boutique pastries are being examined, certain results are obtained as follows:

Table 42. Frequencies of Preferences for Products Quality Frequenc y Valid I do not agree I neither agree nor disagree I agree I definitely agree Total 2 22 88 47 159 Percent 1,3 13,8 55,3 29,6 100,0 Valid Percent 1,3 13,8 55,3 29,6 100,0 Cumulative Percent 1,3 15,1 70,4 100,0

The table above shows that only 2 % of the people answering this question dont agree with the statement. 29.6 % completely agree that boutique pastries provide quality products. As we proceed to the results combined, we have seen that 84,9 % of the respondents agree with the statement.

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Table 43. Frequencies of Preferences for Products Quality (Combined)

Valid

I do not agree I neither agree nor disagree I agree Total

Frequency 2 22 135 159

Percent 1,3 13,8 84,9 100,0

Valid Cumulative Percent Percent 1,3 1,3 13,8 84,9 100,0 15,1 100,0

The product variety is sufficient in the boutique pastries.

As the boutique pastries are known with their various kinds of delicious products, it is interesting to see only 16,4 % of the respondents strongly agree with the statement.

It should be noted that, as the results of the original question do not appear to be significant enough, the choices are combined for more convenient and reliable conclusions. (agree and strongly agree choices are combined in such cases.) If the combined table is examined, it is seen that 68,6 % agrees that there are enough variety of products.

Table 44. Frequencies of Preferences for Sufficiency Frequenc y Valid I do not agree I neither agree nor disagree I agree I definitely agree Total 11 39 83 26 159 Percent 6,9 24,5 52,2 16,4 100,0 Valid Percent 6,9 24,5 52,2 16,4 100,0 Cumulative Percent 6,9 31,4 83,6 100,0

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Table 45. Frequencies of Preferences for Sufficiency (Combined) Frequenc y Valid I do not agree I neither agree nor disagree I agree Total 11 39 109 159 Percent 6,9 24,5 68,6 100,0 Valid Percent 6,9 24,5 68,6 100,0 Cumulative Percent 6,9 31,4 100,0

Boutique pastries provide attentive service to their customers.

Having mostly the goal to have a loyal target group, the service provided is an important aspect for the success of the pastries. Nearly half of the respondents (48,4 %) agree that the service is attentive. Even 35,2 % are very satisfied with the service provided.

As again the combined results are analyzed, overall 83,6 % of the customers think the service provided is elaborate.

Table 46. Frequencies of Preferences for Attentive Service

Frequenc y Valid I definitely do not agree I do not agree I neither agree nor disagree I agree I definitely agree Total 1 3 22 77 56 159

Percent ,6 1,9 13,8 48,4 35,2 100,0

Valid Percent ,6 1,9 13,8 48,4 35,2 100,0

Cumulative Percent ,6 2,5 16,4 64,8 100,0

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Table 47. Frequencies of Preferences for Attentive Service (Combined) Frequency Valid I do not agree I neither agree nor disagree I agree Total 4 22 133 159 Percent 2,5 13,8 83,6 100,0 Valid Cumulative Percent Percent 2,5 2,5 13,8 83,6 100,0 16,4 100,0

The boutique pastry products are special.

Having in mind that consumers prefer to shop from boutique pastries in special days, the products are expected to be special.

As the first table is analyzed, it is seen that 43,4 % of the respondents think that the offered products are special. The combined table shows a clearer picture that nearly 85 % of the customers think that the products they buy are special.

Table 48. Frequencies of Preferences for Special Products Frequenc y Valid I definitely do not agree I do not agree I neither agree nor disagree I agree I definitely agree Total 1 5 18 66 69 159 Percent ,6 3,1 11,3 41,5 43,4 100,0 Valid Percent ,6 3,1 11,3 41,5 43,4 100,0 Cumulative Percent ,6 3,8 15,1 56,6 100,0

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Table 49. Frequencies of Preferences for Special Products (Combined) Frequency Valid I do not agree I neither agree nor disagree I agree Total 6 18 135 159 Percent 3,8 11,3 84,9 100,0 Valid Cumulative Percent Percent 3,8 3,8 11,3 84,9 100,0 15,1 100,0

The boutique pastry products are hygienic.

It is very important that the boutique pastries sell healthy products to continue their sales with profit since they are not selling to masses.

However, it is surprising to see 42,8 % agree that the received products are healthy. As the results are combined, even it is the majority. 71,7 % think that the products are hygienic. There are a significant 27 % of customers that neither think it is completely true or false. A conclusion can be drawn that the consumers are surer about the service and specialty of the products but they sure about their hygiene.

Table 50. Frequencies of Preferences for Hygiene of Products Frequency Valid I do not agree I neither agree nor disagree I agree I definitely agree Total 2 43 68 46 159 Percent 1,3 27,0 42,8 28,9 100,0 Valid Percent 1,3 27,0 42,8 28,9 100,0 Cumulative Percent 1,3 28,3 71,1 100,0

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Table 51. Frequencies of Preferences for Hygiene of Products (Combined) Frequency Valid I do not agree I neither agree nor disagree I agree Total 2 43 114 159 Percent 1,3 27,0 71,7 100,0 Valid Percent 1,3 27,0 71,7 100,0 Cumulative Percent 1,3 28,3 100,0

The boutique pastry products cater more for my taste.

Since the questionnaire is answered by boutique pastry customers, it is important to see if they prefer those pastries because they offer products that cater for their tastes more.

35,2 % of the respondents are strongly agree with this result followed by the 42,8 % agree with it. Overall, 78 % of the customers think that they buy from boutique pastries because the products cater their tastes more.

Table 52. Frequencies of Preferences for Catering for Taste Frequency Valid I definitely do not agree I do not agree I neither agree nor disagree I agree I definitely agree Total 1 7 27 68 56 159 Percent ,6 4,4 17,0 42,8 35,2 100,0 Valid Percent ,6 4,4 17,0 42,8 35,2 100,0 Cumulative Percent ,6 5,0 22,0 64,8 100,0

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Table 53. Frequencies of Preferences for Catering for Taste (Combined) Frequency Valid I do not agree I neither agree nor disagree I agree Total 8 27 124 159 Percent 5,0 17,0 78,0 100,0 Valid Cumulative Percent Percent 5,0 5,0 17,0 78,0 100,0 22,0 100,0

The boutique pastry products are more delicious.

For this question, it is interesting to see a nearly balanced distribution between the choices. The percentages for the strongly agree, agree and neither agree nor disagree choices are very close to each other implying that there is not a consensus for this statement.

Among all of the other statements regarding boutique pastries, this question has the lowest agreement percentage. Overall, 61 % of the respondents think that the products that they are offered are more delicious than regular pastries.

Table 54. Frequencies of Preferences for Taste of Products Frequenc y Valid I definitely do not agree I do not agree I neither agree nor disagree I agree I definitely agree Total 2 11 49 54 43 159 Percent 1,3 6,9 30,8 34,0 27,0 100,0 Valid Percent 1,3 6,9 30,8 34,0 27,0 100,0 Cumulative Percent 1,3 8,2 39,0 73,0 100,0

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Table 55. Frequencies of Preferences for Taste of Products (Combined) Frequenc y Valid I do not agree I neither agree nor disagree I agree Total 13 49 97 159 Percent 8,2 30,8 61,0 100,0 Valid Percent 8,2 30,8 61,0 100,0 Cumulative Percent 8,2 39,0 100,0

So it could be said that, just based on the percentage results, the boutique pastries are more preferred not because that their products are more tasty but because they offer better service, better quality of products and cater more for the tastes of the customers compared to the hygiene, the taste and the specialty of the product aspects.

Demographic Background of Sample Group:

Before cross-checking of findings of Demographic Background and Shopping Behaviors of Consumer, we should check the detailed figures of Demographic Background.

Table 56. Frequencies of Gender Distribution within Sample Group Frequency Valid Female 100 Male 59 Total 159 Percent 62,9 37,1 100,0 Valid Percent 62,9 37,1 100,0 Cumulative Percent 62,9 100,0

Table 57. Frequencies of Martial Status within Sample Group Frequency 83 76 159 Percent 52,2 47,8 100,0 Valid Percent 52,2 47,8 100,0 Cumulative Percent 52,2 100,0

Valid Married Single Total

110

Table 58. Frequencies of Status of Having Children within Sample Group Frequency 69 90 159 Percent 43,4 56,6 100,0 Valid Percent 43,4 56,6 100,0 Cumulative Percent 43,4 100,0

Valid Yes No Total

According to our sample 62,9% percent of consumers of Boutique Pastries are Women. While 47,8% percent of consumers are single, 52,7% percentage of consumers are married. And 56,6% of consumers are do not have any children.

Table 59. Frequencies of Education Status within Sample Group Frequency Percent Valid High school graduate University graduate Postgraduate (master/do ctorate) Other Total 25 105 15,7 66,0 Valid Percent 15,7 66,0 Cumulative Percent 15,7 81,8

28 1 159

17,6 ,6 100,0

17,6 ,6 100,0

99,4 100,0

One of the most striking figures of this research is education level of consumers. 83,6% percent of all consumers held a University or Post-Graduate degrees. Among them University Graduates holds a great place with the percentage of 66,0%. Thus, we can say that, consumers of Boutique pastries are highly educated people.

111

Table 60. Frequencies of Jobs within Sample Group Frequency 29 33 8 10 15 20 6 38 159 Percent 18,2 20,8 5,0 6,3 9,4 12,6 3,8 23,9 100,0 Valid Percent 18,2 20,8 5,0 6,3 9,4 12,6 3,8 23,9 100,0 Cumulative Percent 18,2 39,0 44,0 50,3 59,7 72,3 76,1 100,0

Valid

Finance Salesmarketing Communica tionorganization Health Education Housewife Student Other Total

Table 61. Frequencies of Monthly Incomes of Sample Group Participants in New Turkish Liras Frequency Valid 10002000 20013000 30014000 4001above Total 45 53 26 35 159 Percent 28,3 33,3 16,4 22,0 100,0 Valid Percent 28,3 33,3 16,4 22,0 100,0 Cumulative Percent 28,3 61,6 78,0 100,0

Figures about Business sector, the consumer are working and income of them; just support the findings on Education level of consumers. Most of the consumers, except who mark other as job, are working in sales and marketing business, 20,8% percent of consumer are working in this sector. These rates are followed by finance by 18,2% percent of consumers and Housewives by 12,6% percent of consumers. Due to natural presumption of these high values of having job, and high education level 71,7% percent of all consumers are have more than 2001 Turkish Liras of monthly income.

112

Table 62. Frequencies of Neighborhoods that Sample Group Participant are living in.

Frequency Valid Yesilkoy Atakoy Yesilyurt Avcilar Florya Tesvikiye Sisli Levent Macka Besiktas Nisantasi Ulus Etiler Rumelihisari Arnavutkoy Bebek Yenikoy Ortakoy Cihangir Beyoglu Taksim Gumussuyu Besiktas Ayaspasa Anatolian Side Total

Percent

Valid Percent

Cumulative Percent

28

17,6

17,6

17,6

41

25,8

25,8

43,4

27

17,0

17,0

60,4

11

6,9

6,9

67,3

52 159

32,7 100,0

32,7 100,0

100,0

For a more reasonable analysis, open ended answers of this question are grouped, based on closeness to each other. According to our findings 66,3% percent of consumers in Istanbul are living at the European Side of Istanbul. Also, consumers who live in Tesvikiye, Sisli, Levent, Macka, Besiktas, Nisantasi, Ulus and Etiler has a percentage of 25,8% among all consumers.

113

Table 63 Frequencies of Status of Living Abroad Frequency Valid Less than a 39 year 1-2 years 9 More than 2 24 years No 87 Total 159 Percent 24,5 5,7 15,1 54,7 100,0 Valid Percent 24,5 5,7 15,1 54,7 100,0 Cumulative Percent 24,5 30,2 45,3 100,0

Table 64 Frequencies of Status of Living Abroad (Combined) Frequency 72 87 159 Percent 45,3 54,7 100,0 Valid Percent 45,3 54,7 100,0 Cumulative Percent 45,3 100,0

Valid Yes No Total

Because in the analyses applied to the question above aiming to learn whether the consumers lived abroad and for how long did not yield to meaningful results the propositions are combined on the basis of question Do consumers ever lived abroad or not? and according to findings 54,7% percent of consumers has never lived abroad.

For the sake of the analysis, it will be more convenient if the relations between the statements above and certain demographic aspects are investigated in more detail.

For the further analysis, the hypotheses are stated, followed by the results and the comments regarding the hypotheses.

Some of the significant tables obtained from the correlation analysis of variables are;

114

Table 65. Chi-Square, Consumers Age and the Consumers Perception of Shopping Frequency Crosstab Count AGE 15-35 SHP FRQ Once in 15 days and 54 more Once in a 41 month Other 23 118 Chi-Square Tests Asymp. Sig. (2sided) ,033 ,021 ,010 35 and above Total 27 12 2 41 81 53 25 159

Total

Value Pearson ChiSquare Likelihood Ratio Linear-by-Linear Association N of Valid Cases 6,817(a) 7,763 6,711 159

df 2 2 1

a 0 cells (,0%) have expected count less than 5. The minimum expected count is 6,45. H0:: There is no significant relation between consumers age and the consumers perception of shopping frequency.

H1: There is a significant relation between consumers age and the consumers perception of shopping frequency.

According to the results in the above tables, H0 hypothesis is refuted. In short, there is a significant relation within 90% confidence interval between shopping frequency and age. According to this, it is concluded that those who stated shopping once in 115

every 15 days or more belong to the age group 35 and above, and those who marked the other alternative belong to the 15-35 age group.

Table 66. Chi-Square, Having Children Status of Consumers and the Consumers Perception of Mothers Day Crosstab Count CHILDREN yes no MOTHER S Not marked 2. preference 3. preference 4. preference 5. preference Total 42 2 21 3 1 69 41 17 16 12 4 90 Total 83 19 37 15 5 159

Chi-Square Tests Asymp. Sig. (2sided) ,002 ,001 ,089

Value df Pearson Chi- 17,257(a 4 Square ) Likelihood Ratio 19,171 4 Linear-by-Linear 2,899 1 Association N of Valid Cases 159

a 2 cells (20,0%) have expected count less than 5. The minimum expected count is 2,17. H0: There is no significant relation between having children status of consumers and the consumers perception of Mothers day.

H1: There is a significant relation between having children status of consumers and the consumers perception of Mothers day.

According to the results of the above analysis, there is a significant relation within 90% confidence interval between buying products from the boutique pastry shops on 116

the mothers day and not having children. Those who buy products from the boutique pastry shops on the mothers day as their 2. preference is mostly those who dont have children, but those who state it as their 3. preference is mostly those who have children.

Table 67. Chi-Square, Having Children Status of Consumers and the Consumers Perception of Delivery as an Accessing Method Crosstab Count CHILDREN yes no DELIVE Not marked RY 1. preference 2. preference 3. preference 4. preference Total 46 2 10 1 10 69 58 2 8 13 9 90 Total 104 4 18 14 19 159

Chi-Square Tests Asymp. Sig. (2sided) ,053 ,026 ,701

Value Pearson ChiSquare Likelihood Ratio Linear-by-Linear Association N of Valid Cases 9,334(a) 11,085 ,147 159

df 4 4 1

a 2 cells (20,0%) have expected count less than 5. The minimum expected count is 1,74.

H0: There is no significant relation between having children status of consumers and the consumers perception of delivery as an accessing method.

H1: There is a significant relation between having children status of consumers and the consumers perception of delivery as an accessing method. 117

According to chi-square analysis, there is a significant relation within 90% confidence interval between having access to boutique pasty shops products via delivery and having children. Those who state delivery as their 2. preference as access to boutique pastry shops are generally those who have children, and those who state it as 3. are generally those who do not have children?

Table 68. Chi-Square, Between Gender of Consumers and the Consumers Perception of Sufficiency of Product Diversity Crosstab Count SEX Female 8 Male 3 11 40 5 59 Total 11 39 83 26 159

BP PRODUCT

Total

I do not agree I neither agree 28 nor disagree I agree 43 I definitely 21 agree 100

Chi-Square Tests Asymp. Sig. (2sided) ,021 ,018 ,840

Value Pearson ChiSquare Likelihood Ratio Linear-by-Linear Association N of Valid Cases 9,711(a) 10,026 ,041 159

df 3 3 1

a 1 cells (12,5%) have expected count less than 5. The minimum expected count is 4,08. H0: There is no significant relation between gender of consumers and the consumers perception of sufficiency of Product diversity.

H1: There is a significant relation between gender of consumers and the consumers perception of sufficiency of Product diversity.

118

According to chi-square analysis above, there is a significant difference within 90% confidence interval between sex and the consumers evaluation of the statement the product diversity in boutique pastry shops is sufficient. According to this, those who definitely agree with the statement are generally male. There is no definite distinction among those who do not agree.

Table 69. Chi-Square, Gender of Consumers and the Consumers Perception of Catering for Taste Crosstab Count CINSIYET female Male BP TASTE I do not 5 agree I neither agree nor 11 disagree I agree 84 100 Chi-Square Tests Asymp. Sig. (2sided) ,031 ,035 ,168 3 16 40 59 Total 8 27 124 159

Total

Value Pearson ChiSquare Likelihood Ratio Linear-by-Linear Association N of Valid Cases 6,927(a) 6,702 1,902 159

df 2 2 1

a 1 cells (16,7%) have expected count less than 5. The minimum expected count is 2,97. H0: There is no significant relation between gender of consumers and the consumers perception of catering for taste.

H1: There is a significant relation between gender of consumers and the consumers perception of catering for taste. 119

According to chi-square analysis above, there is a significant relation between the sex variable and the evaluation of the statement boutique pastry shop products satisfy my taste. According to this, those who agree with the statement are generally women, while men tend to choose I neither agree nor disagree, that is, they are undecided.

Table 70. Chi-Square, Age of Consumers and the Consumers Perception of Taste Crosstab Count AGE 15-35 BP D MORE I do not 11 agree I neither agree nor 42 disagree I agree 65 Total 118 Chi-Square Tests Asymp. Sig. (2sided) ,034 ,028 ,041 35 and above Total 2 7 32 41 13 49 97 159

Value Pearson ChiSquare Likelihood Ratio Linear-by-Linear Association N of Valid Cases 6,752(a) 7,147 4,158 159

df 2 2 1

a 1 cells (16,7%) have expected count less than 5. The minimum expected count is 3,35. H0: There is no significant relation between age of consumers and the consumers perception of taste.

H1: There is a significant relation between age of consumers and the consumers perception of taste.

120

According to chi-square analysis above, there is a significant relation within 90% confidence interval between age and the evaluation of the statement the products of the boutique pastry shops are more delicious. Those who evaluate it as I neither agree nor disagree generally belong to the age group of 15-35, that is, this age group is undecided about the products of the boutique pastry shops. Those who agree are generally 35 and above.

Significant tables obtained from the correlation analysis of variables; Table 71. Correlations, Age of Consumers and the Consumers Perception of Shopping Frequency Nonparametric Correlations Correlations SHP FRQ Correlation 1,000 Coefficient Sig. (2-tailed) . N 159 AGE Correlation -,192(*) Coefficient Sig. (2-tailed) ,012 N 159 * Correlation is significant at the 0.05 level (2-tailed). Kendall's tau_b SHP FRQ

AGE -,192(*) ,012 159 1,000 . 159

H0: There is no significant relation between age of consumers and the consumers perception of shopping frequency.

H1: There is a significant relation between age of consumers and the consumers perception of shopping frequency.

According to the above table, the correlation coefficient is -0,192; and according to the test result of the correlation coefficients difference from zero, sig 0,012 entails a significant difference within the 95% confidence interval. According to this, there is a significant, but not strong, relation between age and shopping frequency.

121

Table 72. Cross Tabulation, Age of Consumers and the Consumers Perception of Shopping Frequency Cross tabulation Count AGE 15-35 Once in 15 days and 54 more Once a 41 month Other 23 118 35 and above Total 27 12 2 41 81 53 25 159

SHP FRQ

Total

According to the above table, as the age evaluation moves up through 35 and above, the probability of shopping once in every 15 days or more also increases. As the age evaluation in the opposite direction moves to 15-35, the probability of shopping once in a month increases. This result has been obtained from chi-square analysis as well.

Table 73. Correlations, Consumers Status of Lived in Abroad and the Consumers Perception of Shopping Frequency Nonparametric Correlations Correlations SHP FRQ Kendall's tau_b SHP FRQ Correlation Coefficient Sig. (2-tailed) N Correlation Coefficient Sig. (2-tailed) N 1,000 . 159 -,118 ,098 159 ABROA D -,118 ,098 159 1,000 . 159

ABROAD

H0: There is no significant relation between consumers status of lived in abroad and the consumers perception of shopping frequency. 122

H1: There is a significant relation between consumers status of lived in abroad and the consumers perception of shopping frequency.

According to the above table, the correlation coefficient is -0,118 and it is significantly different from zero within the 90% confidence interval. Although the strength of correlation coefficient is very low, it is significantly different from zero, which suggests that there really is a relation.

Table 74. Cross tabulation, Consumers Status of Lived in Abroad and the Consumers Perception of Shopping Frequency Cross tabulation Count ABROAD Less than More than a year 1-2 years 2 years No SHP FRQ Once in 15 days and 15 more Once in a 16 month Other 8 39 4 3 2 9 13 9 2 24 49 25 13 87

Total 81 53 25 159

Total

When the diagonal table is examined to support the correlation analysis, it is seen that as the shopping frequency increases, that is, as it moves up to once in every 15 days or more from other alternatives, the answers to having been abroad or not moves to negative. Because our correlation, coefficient shows a negative linear relationship, 0,118. Contrariwise, as the evaluation of having been abroad moves to less than a year, shopping frequency moves to once in a month or other.

123

Table 75. Correlations, Gender of Consumers and the Consumers Perception of First Preferences for Special Days Nonparametric Correlations Correlations SPCL DAY SPCL DAY Correlation 1,000 Coefficient Sig. (2-tailed) . N 159 SEX Correlation -,131 Coefficient Sig. (2-tailed) ,087 N 159

SEX -,131 ,087 159 1,000 . 159

Kendall's tau_b

H0: There is no significant relation between gender of consumers and the consumers perception of first preferences for special days.

H1: There is a significant relation between gender of consumers and the consumers perception of first preferences for special days.

According to the above table, the correlation coefficient is -0,131 and it is significantly different from zero within the 90% confidence interval. The correlation coefficient is usable, but its value is below 1, so the relation between the two variables is weak.

Table 76. Cross Tabulation, Gender of Consumers and the Consumers Perception of First Preferences for Special Days Cross tabulation Count SEX Female 72 1 Male 49 1 1 5 3 59 124 Total 121 2 3 16 17 159

SPCL DAY

Total

Birthday Fathers day Valentines 2 day Wedding or 11 engagement other 14 100

When the diagonal table is examined, an evaluation of the correlation coefficient is as follows: As the answers regarding on which special days do the consumers shop from boutique pastry shops moves from other to birthday, there is a change in sex towards male.

Table 77. Correlations, Consumers Status of Lived in Abroad and the Consumers Perception of First Preferences for Special Days Nonparametric Correlations Correlations SPCL DAY Kendall's tau_b SPCL DAY Correlation Coefficient Sig. (2-tailed) N Correlation Coefficient Sig. (2-tailed) N 1,000 . 159 ,127 ,099 159 ABROA D ,127 ,099 159 1,000 . 159

ABROAD

H0: There is no significant relation between consumers status of lived in abroad and the consumers perception of first preferences for special days.

H1: There is a significant relation between gender of consumers and the consumers perception of first preferences for special days.

According to the above table, the correlation coefficient is 0,127 and it is significantly different from zero within the 90% confidence interval. There is a relation between these two variables, but it is very weak.

125

Table 78. Cross Tabulation, Consumers Status of Lived in Abroad and the Consumers Perception of First Preferences for Special Days Cross tabulation Count ABROAD Yes No 59 62 0 2 2 8 13 87 Total 121 2 3 16 17 159

SPCL DAY

Total

Birthday Fathers day Valentines 1 day Wedding or 8 engagement Other 4 72

When we look at the diagonal table, we see that as the answers to the question regarding the of the special day moves to birthday as the 1. Preference, the answers regarding being abroad tends to be yes; as it moves to wedding or engagement, it tends to be no. But for other, the correlation Is does not stand.

Table 79. Correlations, Income of Consumers and the Consumers Perception of First Preferences for Shopping Reasons Nonparametric Correlations Correlations INCOM SHP RSN E Kendall's tau_b SHP RSN Correlation Coefficient Sig. (2-tailed) N Correlation Coefficient Sig. (2-tailed) N 1,000 . 155 ,113 ,092 155 ,113 ,092 155 1,000 . 159

INCOME

126

Table 80. Cross Tabulation, Income of Consumers and the Consumers Perception of First Preferences for Shopping Reasons Cross tabulation Count INCOME 10002000 17 11 7 5 4 44 20013000 13 16 15 4 4 52 30014000 3 12 3 6 2 26 4001above 7 9 11 2 4 33

SHP RSN

Myself My family My guests Visit My friends

Total

Total 40 48 36 17 14 155

H0: There is no significant relation between income of consumers and the consumers perception of first preferences for shopping reasons.

H1: There is a significant relation between income of consumers and the consumers perception of first preferences for shopping reasons.

As the correlation analysis is examined, there is a correlation of 0,113 between the first reason for shopping at the boutique pastry shops and monthly income. Also, this correlation coefficient is significantly different from zero.

As we examine the diagonal table, the ones that shop at the boutique pastry shops for themselves have mostly low income. As income level increases, this preference is ranked as my family, my guests, visits, my friends.

127

Table 81. Correlations, Age of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry Nonparametric Correlations Correlations SATIS Correlation 1,000 Coefficient Sig. (2-tailed) . N 159 AGE Correlation ,154(*) Coefficient Sig. (2-tailed) ,045 N 159 * Correlation is significant at the 0.05 level (2-tailed). Kendall's tau_b SATIS AGE ,154(*) ,045 159 1,000 . 159

Table 82. Cross Tabulations, Age of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry Cross tabulation Count AGE 15-35 SATIS I am not satisfied I am neither satisfied nor dissatisfied Satisfied Very satisfied 1 14 74 29 118 35 and above Total 1 1 23 16 41 2 15 97 45 159

Total

H0: There is no significant relation between age of consumers and the consumers perception of satisfaction from the shopping at the boutique pastry.

H1: There is a significant relation between age of consumers and the consumers perception of satisfaction from the shopping at the boutique pastry.

128

According to the correlation analysis, there is a low correlation of 0,154 between the satisfaction from the shopping at the boutique pastry and age. in addition, this correlation coefficient is significantly different from zero.

As we examine the diagonal table, the ones that were undecided about the satisfaction are among 15-35 age group, and as the satisfaction level increases we see that this situation shifts to the ones that are or above 35 years old.

Table 83. Correlations, Gender of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry Nonparametric Correlations Correlations SATIS Correlation 1,000 Coefficient Sig. (2-tailed) . N 159 SEX Correlation -,158(*) Coefficient Sig. (2-tailed) ,039 N 159 * Correlation is significant at the 0.05 level (2-tailed). Kendall's tau_b SATIS SEX -,158(*) ,039 159 1,000 . 159

Table 84. Cross Tabulation, Gender of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry Cross tabulation Count SEX Female SATIS I am not satisfied I am neither satisfied nor dissatisfied Satisfied Very satisfied 1 8 57 34 100 129 male 1 7 40 11 59 Total 2 15 97 45 159

Total

H0: There is no significant relation between gender of consumers and the consumers perception of satisfaction from the shopping at the boutique pastry.

H1: There is a significant relation between gender of consumers and the consumers perception of satisfaction from the shopping at the boutique pastry.

According to the correlation analysis, there is a low correlation of 0,158 between the satisfaction from shopping at the boutique pastry shops and age. Also, this correlation coefficient is significantly different from zero.

As we examine the diagonal table, we see that the undecided ones are likely to be male, the ones that say that they are satisfied are mostly males too, however the ones that express that they are very satisfied are more likely to be females.

Table 85. Correlations, Income of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry Nonparametric Correlations Correlations INCOM E ,184(**) ,009 159 1,000 . 159

SATIS Correlation 1,000 Coefficient Sig. (2-tailed) . N 159 INCOME Correlation ,184(**) Coefficient Sig. (2-tailed) ,009 N 159 ** Correlation is significant at the 0.01 level (2-tailed). Kendall's tau_b SATIS

130

Table 86. Cross Tabulation, Income of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry

Cross tabulation Count INCOME 100020012000 3000 SATIS I am not satisfied I am neither satisfied nor dissatisfied Satisfied Very satisfied 0 5 34 6 45 2 6 30 15 53 30014000 0 1 15 10 26 4001above 0 3 18 14 35

Total 2 15 97 45 159

Total

H0: There is no significant relation between income of consumers and the consumers perception of satisfaction from the shopping at the boutique pastry.

H1: There is a significant relation between income of consumers and the consumers perception of satisfaction from the shopping at the boutique pastry.

According to the correlation analysis, there is a low correlation of 0,184 between the satisfaction from shopping at the boutique pastry shops and income. Also, this correlation coefficient is significantly different from zero.

According to this, the ones that express that they are satisfied are more likely to be people among the population with higher income rate.

131

Table 87. Correlations, Status of Lived Abroad of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry Nonparametric Correlations Correlations ABROA D -,149 ,052 159 1,000 . 159

SATIS Kendall's tau_b SATIS Correlation Coefficient Sig. (2-tailed) N Correlation Coefficient Sig. (2-tailed) N 1,000 . 159 -,149 ,052 159

ABROAD

Table 88. Cross Tabulation, Status of Lived Abroad of Consumers and the Consumers Perception of Satisfaction from the Shopping at the Boutique Pastry Cross tabulation Count ABROAD Yes No SATIS I am not satisfied I am neither satisfied nor dissatisfied Satisfied Very satisfied 0 5 42 25 72 2 10 55 20 87 Total 2 15 97 45 159

Total

H0: There is no significant relation between statuses of lived abroad of consumers and the consumers perception of satisfaction from the shopping at the boutique pastry.

H1: There is a significant relation between status of lived abroad of consumers and the consumers perception of satisfaction from the shopping at the boutique pastry.

132

According to the correlation analysis, there is a low correlation of 0,149 between satisfaction from shopping at the boutique pastry shops and having been abroad. Also, this correlation coefficient is significantly different from zero an.

As we examine the diagonal table, we see that the ones that were undecided about satisfaction were more likely to be the ones that have not been abroad, and that as the level of satisfaction increases the probability of having been abroad increases.

Table 89. Correlations, Gender of Consumers and the Consumers Perception of Accessibility

Nonparametric Correlations Correlations ACCESS SEX Kendall's tau_b ACCESS Correlation Coefficient Sig. (2-tailed) N Correlation Coefficient Sig. (2-tailed) N 1,000 . 159 ,124 ,096 159 ,124 ,096 159 1,000 . 159

SEX

133

Table 90. Cross Tabulation, Gender of Consumers and the Consumers Perception of Accessibility Cross tabulation Count SEX female 74 4 2 4 1 3 2 2 1 1 0 2 2 2 100 Total Male 35 5 3 3 2 3 1 0 3 1 1 0 2 0 59 109 9 5 7 3 6 3 2 4 2 1 2 4 2 159

ACCESS

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 10. preference 11. preference 12. preference 13. preference

Total

H0: There is no significant relation between gender of consumers and the consumers perception of accessibility.

H1: There is a significant relation gender of consumers and the consumers perception of accessibility.

According to the correlation analysis, there is a low correlation of 0,124 between the ordering of preferences for the accessibility of the boutique pastry shops for cookies and sex. Also, it was tested that this correlation coefficient is significantly different from zero.

As we examine the diagonal table, males have the tendency to place the accessibility to top ranks, and women have the tendency to place it to higher orders.

134

Table 91. Correlations, Gender of Consumers and the Consumers Perception of the Ordering of Preferences Due to Taste Nonparametric Correlations Correlations TASTE Kendall's tau_b TASTE Correlation Coefficient Sig. (2-tailed) N Correlation Coefficient Sig. (2-tailed) N 1,000 . 159 -,163 ,020 159 SEX -,163 ,020 159 1,000 . 159

SEX

Table 92. Cross Tabulation, Gender of Consumers and the Consumers Perception of the Ordering of Preferences Due to Taste Cross tabulation Count SEX female 26 4 12 19 10 12 7 8 0 1 1 100 Total Male 28 2 4 9 5 5 1 2 1 0 2 59 54 6 16 28 15 17 8 10 1 1 3 159

TASTE

Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 11. preference

Total

H0: There is no significant relation between gender of consumers and the consumers perception of the ordering of preferences due to taste.

H1: There is a significant relation between gender of consumers and the consumers perception of the ordering of preferences due to taste.

135

According to the correlation analysis, there is a very low and inverse correlation of 0,163 between the ordering of preferences due to taste for shopping at the boutique pastry shops and sex. Also, this correlation coefficient is significantly different from zero.

As we examine the diagonal table, the ones that rank taste among top reasons to prefer boutique pastry shops are generally females.

Table 93. Correlations, Gender of Consumers and the Consumers Perception of Satisfaction of Taste Nonparametric Correlations Correlations PLEAS URE Kendall's tau_b PLEASURE Correlation Coefficient Sig. (2-tailed) N Correlation Coefficient Sig. (2-tailed) N 1,000 . 159 -,156 ,032 159

SEX -,156 ,032 159 1,000 . 159

SEX

According to the correlation analysis, there is a low correlation of -0,156 between the ordering of preferences for the satisfaction of taste for shopping at the boutique pastry shops and sex. Also, this correlation coefficient is significantly different from zero.

136

Table 94 Cross Tabulation, Gender of Consumers and the Consumers Perception of Satisfaction of Taste Cross tabulation Count SEX female PLEASU RE Not marked 1. preference 2. preference 3. preference 4. preference 5. preference 6. preference 7. preference 8. preference 9. preference 10. preference 11. preference 12. preference 13. preference 15. preference Total 53 2 2 13 7 5 4 1 2 2 1 5 1 2 0 100 Total Male 42 1 1 4 2 2 1 0 2 2 0 1 0 0 1 59 95 3 3 17 9 7 5 1 4 4 1 6 1 2 1 159

H0: There is no significant relation between gender of consumers and the consumers perception of satisfaction of taste.

H1: There is a significant relation between gender of consumers and the consumers perception of satisfaction of taste.

As we examine the diagonal table, the ones that place the reason of satisfaction of taste as higher preference are mostly females.

H0: There is no significant relation between the gender of the customers and the catering of the products more for their tastes

H1: There is a significant relation between the gender of the customers and the catering of the products more for their tastes

137

Table 95. Cross Tabulation of Products versus Catering for Taste Count SEX Female BP TASTE I definitely do not agree I do not agree I neither agree nor disagree I agree I definitely agree 1 4 11 41 43 100 Male 0 3 16 27 13 59 Total 1 7 27 68 56 159

Total

The cross tabulation table shows that 84 % of the women think that the products cater more to their tastes compared to the 68 % of the male customers. Table 96. Correlations between Products and Catering for Taste Nonparametric Correlations Correlations BP TASTE Correlation 1,000 Coefficient Sig. (2-tailed) . N 159 SEX Correlation -,218(**) Coefficient Sig. (2-tailed) ,003 N 159 ** Correlation is significant at the 0.01 level (2-tailed). Kendall's tau_b BP TASTE

SEX ,218(**) ,003 159 1,000 . 159

As the correlation analysis is investigated, it is seen that there is a 0,218 correlation between gender and the caterance for more to tastes. However, the H0 is rejected with 99 % confidence level that there is a significant relation between the customer gender and appeal to the tastes. In other words, even the relation is weak the attractiveness of the boutique pastries change from males to females.

H0: There is no significant relation between being in a foreign country and the catering of the products more for the customers tastes. 138

H1: There is a significant relation between being in a foreign country and the catering of the products more for the customers tastes.

It is also interesting to investigate if having a foreign country experience has any relation with the preference of the boutique pastries by the experience gained from seeing the pastries abroad.

Table 97. Cross Tabulation of Status of Living Abroad Versus Catering for Taste ABROAD Yes No BP TASTE I definitely do not agree I do not agree I neither agree nor disagree I agree I definitely agree 0 3 11 26 32 72 1 4 16 42 24 87 Total 1 7 27 68 56 159

Total

Out of 72 people been abroad, 58 of them (80 %) think that the experience abroad affected their preference towards boutique pastries. Even among the ones who havent been abroad, almost 76 % think that if they were abroad, their perception towards boutique pastries could change.

Table 98. Correlations between Status of Living Abroad and Catering for Taste

Kendall's tau_b

Nonparametric Correlations Correlations BP ABROA TASTE D BP TASTE Correlation 1,000 -,141 Coefficient Sig. (2-tailed) . ,058 N 159 159 ABROAD Correlation -,141 1,000 Coefficient Sig. (2-tailed) ,058 . N 159 159 139

If we look at the correlation table, we could see a weak relation existing between the variables. However the correlation coefficient is not significant (0,058) resulting in the accepting of the null hypothesis. So the conclusion can be drawn such that There is no significant relation between being in abroad and catering of the products more for customer tastes.

H0: There is no significant relation between the age of the customers and their perception of the tastes of the products of the boutique pastries as more delicious.

H1: There is a significant relation between the age of the customers and their perception of the tastes of the products of the boutique pastries as more delicious.

Table 99. Cross Tabulation of Age versus Taste of Products Count AGE 35 and 15-35 above BP AGE I definitely do not agree I do not agree I neither agree nor disagree I agree I definitely agree 1 10 42 37 28 118 1 1 7 17 15 41

Total 2 11 49 54 43 159

Total

As the cross tabulation of the age groups and the perception of the boutique pastries being more delicious is investigated, 76 % of the customers of age 35 and above think that boutique pastries are more delicious. Only 55 % of the younger age group, 15-35, thinks that the boutique pastries are more delicious.

140

Table 100. Correlations between Age and Taste of Products Nonparametric Correlations Correlations BP MORE Correlation 1,000 Coefficient Sig. (2-tailed) . N 159 AGE Correlation ,178(*) Coefficient Sig. (2-tailed) ,015 N 159 Correlation is significant at the 0.05 level (2-tailed). Kendall's tau_b BP MORE

AGE ,178(*) ,015 159 1,000 . 159

Even again the correlation is weak (0,178), the correlation coefficient is significant at the stated level (0,05) resulting in the rejection decision of the null hypothesis. That is, there is a significant relation between the age of the customers and their thoughts about the tastiness of boutique pastry products.

Another question of interest is to see if there is a significant difference between the age groups and the quality of the products of boutique pastries.

H0: There is no a significant difference between the age groups and their perception of the boutique pastry products as more quality.

H1: There is a significant difference between the age groups and their perception of the boutique pastry products as more quality.

Table 101. ANOVA, Age - Quality of Products ANOVA- one-way Sum of Squares BP PRODUCT Between Groups Within Groups Total 3,012 71,215 74,226 141 df 3 155 158 Mean Square 1,004 ,459 F 2,185 Sig. ,092

The ANOVA table above shows that at 0,1 significance level the null hypothesis is rejected implying that different age group customers think different that the boutique pastry products are in more quality.

To find the source of the difference a Post-Hoc test is constructed. (Multiple Comparisons-Scheffe table below) However, those sources couldnt be determined since none of the significances are below the stated level of 0,05 i.e. none of the results are significant.

Table 102. Post Hoc Tests, Age - Quality of Products Post Hoc Tests Multiple Comparisons Scheffe Mean Difference (I-J) -,14 -,29 -,59 ,14 -,14 -,45 ,29 ,14 -,31 ,59 ,45 ,31 95% Confidence Interval Lower Upper Bound Bound -,51 ,22 -,72 ,15 -1,37 -,22 -,54 -1,21 -,15 -,25 -1,10 -,19 -,31 -,49 ,19 ,51 ,25 ,31 ,72 ,54 ,49 1,37 1,21 1,10

Dependent Variable BP PRODUCT

(I) AGE 15-25

25-35

35-45

45 and above

(J) AGE 25-35 35-45 45 and above 15-25 35-45 45 and above 15-25 25-35 45 and above 15-25 25-35 35-45

Std. Error ,129 ,155 ,276 ,129 ,140 ,268 ,155 ,140 ,281 ,276 ,268 ,281

Sig. ,741 ,331 ,205 ,741 ,792 ,424 ,331 ,792 ,756 ,205 ,424 ,756

Another ANOVA (Analysis of Variance) table is constructed for the following hypotheses;

H0: There is no a significant difference between the age groups and their perception of the boutique pastry products as special. 142

H1: There is a significant difference between the age groups and their perception of the boutique pastry products as special.

Table 103. ANOVA, Age Product Specialty ANOVA- one-way Sum of Squares BP PRODUCT Between Groups Within Groups Total 6,897 100,021 106,918 Mean Square 3 155 158 2,299 ,645

df

F 3,563

Sig. ,016

Again if the significance level is set to 0,1 (90 %), H0 is rejected that different age groups perceive the specialty of the boutique pastry products differently.

To determine for which age group this different appeal occurs, multiple comparisons test is constructed. It can be concluded that the difference appearing in the ANOVA analysis is caused by the differences between 15-25 and 35-45 age groups. (Significant at the desired level of 0,10) 15-25 age group perceive the specialty of products of the boutique pastries LESS than the 35-45 age group.

143

Table 104. Post Hoc Tests, Age - Hygiene

Post Hoc Tests Multiple Comparisons Scheffe

Dependent Variable BP PRODUCT

(I) AGE 15-25

(J) AGE 25-35 35-45 45 and above 15-25 35-45 45 and above 15-25 25-35 45 and above 15-25 25-35 35-45

Mean Difference (I-J) -,35 -,54(*) -,64 ,35 -,19 -,29 ,54(*) ,19 -,10 ,64 ,29 ,10

Std. Error ,153 ,183 ,327 ,153 ,166 ,318 ,183 ,166 ,333 ,327 ,318 ,333

Sig. ,156 ,038 ,285 ,156 ,739 ,845 ,038 ,739 ,993 ,285 ,845 ,993

95% Confidence Interval Lower Upper Bound Bound -,78 -1,06 -1,56 -,08 -,66 -1,19 ,02 -,28 -1,04 -,28 -,61 -,84 ,08 -,02 ,28 ,78 ,28 ,61 1,06 ,66 ,84 1,56 1,19 1,04

25-35

35-45

45 and above

H0: There is no a significant difference between the age groups and their perception of the hygiene of boutique pastry products.

H1: There is a significant difference between the age and their perception of the hygiene of boutique pastry products.

It is expected that as people get older, they pay more attention to the quality of the hygiene of the products that they eat. Considering this expectation the ANOVA table is constructed testing the above hypothesis.

144

The result approves the initial expectations that there is a very significant (0,06<0,1) difference between age groups and their opinions about the hygiene of the boutique pastry products.

Table 105. ANOVA, Age Hygiene ANOVA- one-way Sum of Squares df BP_URU_B Between Groups Within Groups Total 7,449 89,545 96,994 3 155 158 Mean Square 2,483 ,578

F 4,298

Sig. ,006

The difference is caused of the age groups 15-25 and 35-45 as in the previous case. Again as expected 35-45 age group pay more attention to the hygiene of the products than 15-25 age group does.

145

Table 106. Post Hoc Tests, Age Taste of Product Post Hoc Tests Multiple Comparisons Scheffe Mean Differe nce (I- Std. J) Error ,10 -,16 ,020 ,217 ,145 ,108 ,439 ,174 ,108 ,990 ,333 ,145 -1,04 -1,53 ,749 -,84 -1,35 ,020 -,05 -1,00 95% Confidence Interval Sig. ,993 ,749 -,06 ,22 -,25 ,05 ,35 ,06 ,84 ,79 1,04 ,57 Lower Bound -,84 -,57 Upper Bound 1,04 ,25

Depende nt (I) Variable YA_2 BP_URU 15-25 _B 35-45 -,55(*)

(J) YA_2 35-45 25-35 ,174 ,309 ,16 ,157 ,301 ,55(*) ,157 ,315

45 and -,66 above 15-25 25-35 35-45 -,39

45 and -,50 above 15-25 35-45 25-35 ,39

45 and -,11 above 15-25 45 and above 25-35 35-45 ,50 ,11

,66 ,301 ,315

,309 ,439 ,990

,217 -,35 -,79

-,22 1,35 1,00

1,53

H0: There is no a significant difference between the age groups and their perception of boutique pastry products as more delicious

H1: There is a significant difference between the age and their perception of boutique pastry products as more delicious. 146

Table 107. ANOVA, Age Taste of Product ANOVA- one-way Sum of Squares df BP_DAHA Between Groups Within Groups Total 6,699 140,031 146,730 3 155 158 Mean Square 2,233 ,903

F 2,472

Sig. ,064

When the above hypotheses are tested, the difference between age groups is noted. (It should be noted that the significance level is determined to be 0,1. However if it was 0,05 (95 % significance), some of the results would have been different)

147

Table 108. Post Hoc Tests, Age Taste of Product

Post Hoc Tests Multiple Comparisons Scheffe Depende nt Variable BP_DA HA 35-45 Mean Differe nce (I- Std. J) Error -,04 ,561 ,140 ,181 ,605 ,153 ,217 ,605 ,511 ,181 -,92 -2,01 ,996 -,82 -1,93 ,561 -,29 -1,72 95% Confidence Interval Upper Lower Bound Bound -,56 ,47

(I) YA_2 15-25 -,31

(J) YA_2 25-35 ,217 ,387 ,04 ,197 ,376 ,31 ,197 ,395

Sig. ,996 ,30 ,18 -,47 ,29 ,19 -,30 ,82 ,51

45 and -,91 above 15-25 25-35 35-45 -,27

,56

45 and -,87 above 15-25 35-45 25-35 ,27

,92

45 and -,60 above 15-25 45 and above 25-35 35-45 ,87 ,60

,91 ,376 ,395

,387 ,153 ,511

,140 -,19 -,51

-,18 1,93 1,72

2,01

Even there appears to be a difference between age groups in their perception of the taste of the products, the source of this difference (i.e. which age group differs from what other) couldnt be determined since none of the groups show significance in the Post Hoc test.

148

More questions of interest is related with the time period of being abroad and certain perceptions of the boutique pastries.

H0: There is no a significant difference between the time spent abroad and the customers perception of boutique pastry products hygienic.

H1: There is a significant difference between the time spent abroad and the customers perception of boutique pastry products hygienic.

As the results of the ANOVA table are investigated, the significance is seems to be very high implying that as the time spent abroad changes, the answers to the statement that the boutique pastry products are hygienic changes.

Table 109. ANOVAs, Time Spent Abroad- Hygiene ANOVA- one-way Sum of Squares df BP_URU_B Between Groups Within Groups Total 9,001 87,993 96,994 3 155 158 Mean Square 3,000 ,568

F 5,285

Sig. ,002

To look closer at the picture, that is, to determine for which period of time spent abroad the difference is caused, the Scheffe test is constructed. It is seen that people who stayed less than 1 year abroad and the people who spent more than 2 years abroad (the two extremes) have different perceptions about the hygiene of the boutique pastry products.

The customers who stayed abroad for more than 2 years give more importance to the hygiene than the other group. Also a more significant difference is observed for the people who have never been abroad and the people who stayed for more than 2 149

years. Again, the same result is obtained that the customers having more than 2 year experience pays more attention to the products than the customers that havent been abroad.

Table 110. Post Hoc Tests, Time Spent Abroad- Hygiene Post Hoc Tests Multiple Comparisons Scheffe Depend ent (I) Variable YURT_DIS

(J) YURT_DIS

Mean Differen Std. ce (I-J) Error

Sig.

95% Confidence Interval Lower Upper Bound Bound -1,05 -1,25 -,46 -,52 -1,26 -,53 ,14 -,40 ,15 -,36 -,96 -1,14 ,52 -,14 ,36 1,05 ,40 ,96 1,25 1,26 1,14 ,46 ,53 -,15

BP_UR U_B

Less than a 1-2 years year More than years No 1-2 year Less than year More than years No More than 2 Less than years year 1-2 year No No Less than year 1-2 year More than years

-,26 2 -,70(*) -,05 a 2 ,26 -,43 ,21 a ,70(*) ,43 ,65(*) a ,05 -,21 2 -,65(*)

,279 ,195 ,145 ,279 ,295 ,264 ,195 ,295 ,174 ,145 ,264 ,174

,824 ,007 ,989 ,824 ,546 ,882 ,007 ,546 ,004 ,989 ,882 ,004

H0: There is no a significant difference between the time spent abroad and the catering of the boutique pastry products for the tastes of the customers.

H1: There is a significant difference between the time spent abroad and the catering of the boutique pastry products for the tastes of the customers.

150

With the sufficient significance, the null hypothesis is rejected that as the time spent abroad changes the appeal of the tastes of the products change.

Table 111. ANOVA, Time Spent Abroad- Cater for Tastes ANOVA- one-way Sum of Squares df BP_ZEVKI Between Groups Within Groups Total 7,309 111,785 119,094 3 155 158 Mean Square 2,436 ,721

F 3,378

Sig. ,020

As with the result of the Post Hoc tests, even a difference is observed in the ANOVA, the reason behind this couldnt be determined since with 0,1 level significance, there is no significant difference between groups seen in the below table.

151

Table 112. Post Hoc Tests, Time Spent Abroad- Cater for Tastes

Post Hoc Tests Multiple Comparisons Scheffe (I) Dependent YURT_DI Variable S BP_ZEVK Less than I a year More than -,33 2 years No 1-2 yil ,03 Mean (J) Differe YURT_DI nce (I- Std. S J) Error 1-2 yil -,78 ,314 ,220 ,164 ,516 ,998 ,314 ,618 ,063 ,220 ,618 ,321 ,164 ,063 ,321 -,96 -,43 ,110 -,49 -,03 ,516 -1,38 -,19 ,998 -1,65 -,92 95% Confidence Interval Sig. ,110 ,29 ,50 -,11 1,38 1,65 -,29 ,49 ,92 -,50 ,03 ,19 ,43 ,96 1,67 Lower Bound -1,67 Upper Bound ,11

Less than ,78 a year ,332 ,297

More than ,44 2 years No ,81

Less than More than a year ,33 2 years 1-2 year No No 1-2 yil -,44 ,37 ,332 ,196

Less than -,03 a year -,81 ,297 ,196

More than -,37 2 years REGRESSION

Regression analysis studies the cause-and-effect relation among the independent variables. This relation is not based on parallel change like those in chi-square analysis and correlation and analysis, and not so simple. The relation studied in 152

regression is how a change in independent variables cause a change in the dependent variables, and this cause-and-effect relation is tried to be determined in a model. Another important feature of the regression analysis is that it can be applied to the data measured by metric (interval or ratio) scale.

What will be used in the study is multivariate regression analysis. This means that effects of many independent variables on a single dependent variable will be figured out. The variables that are measured by interval or ratio scale and that have a causeand-effect relation among themselves, which will constitute a model for explaining the dependent variable, are the satisfaction levels of the subjects regarding boutique pastry shops and judgments about the boutique pastry shops. Satisfaction variable will constitute the independent variable and the effects of judgments about the boutique pastry shops on this variable and their power to explain this variable will be analyzed. Among the methods of regression analysis, STEPWISE method will be used. The reason for his is that stepwise method leaves out the dimensions of judgments that don't have a significant effect on the dependent variable, the satisfaction variable, and creates a clearer model. Table 113. Regression - Descriptive Statics Regression - Descriptive Statistics Std. Deviation ,635 ,685 ,801 ,776 ,823 ,784 ,868 ,964

SATIS BP PRODUCTS BP PRODUCT BP ATTENTVE BP PRODUCT A BP PRODUCT B BP TASTE BP MORE

Mean 4,16 4,13 3,78 4,16 4,24 3,99 4,08 3,79

N 159 159 159 159 159 159 159 159

153

Table 114. Regression - Variables Entered/Removed (a) Variables Entered/Removed (a) Mode Variables l Entered 1 BP PRODUC TS 2 BP ATTENT IVE 3 BP PRODUC TB Variables Removed .

Method Stepwise (Criteria: Probability-of-F-to-enter <= ,050, Probability-of-F-to-remove >= ,100). Stepwise (Criteria: Probability-of-F-to-enter <= ,050, Probability-of-F-to-remove >= ,100). Stepwise (Criteria: Probability-of-F-to-enter <= ,050, Probability-of-F-to-remove >= ,100).

a Dependent Variable: SATIS

Table 115. Regression - Model Summary Model Summary Change Statistics Adjusted R R R Square F Sig. F Model R Square Square Change Change df1 df2 Change 1 ,561(a) ,314 ,310 ,314 71,972 1 157 ,000 2 ,616(b) ,379 ,371 ,065 16,372 1 156 ,000 3 ,637(c) ,406 ,395 ,027 7,035 1 155 ,009 a Predictors: (Constant), BP PRODUCTS b Predictors: (Constant), BP PRODUCTS, BP ATTENTIVE c Predictors: (Constant), BP PRODUCTS, BP ATTENTIVE, BP PRODUCT B

154

Table 116. Regression ANOVA (D) ANOVA (d) ANOVA- one-way Sum of Mean Squares df Square F Sig. Regression 20,038 1 20,038 71,972 ,000(a) Residual 43,711 157 ,278 Total 63,748 158 2 Regression 24,190 2 12,095 47,696 ,000(b) Residual 39,559 156 ,254 Total 63,748 158 3 Regression 25,907 3 8,636 35,372 ,000(c) Residual 37,841 155 ,244 Total 63,748 158 a Predictors: (Constant), BP PRODUCTS b Predictors: (Constant), BP PRODUCTS, BP ATTENTIVE c Predictors: (Constant), BP PRODUCTS, BP ATTENTIVE, BP PRODUCT B d Dependent Variable: SATIS Model 1 Table 117. Regression - Coefficients (a) Coefficients (a) Unstandardized Coefficients Std. B Error 2,017 ,257 ,061 ,268 ,067 ,059 ,266 ,071 ,064 ,066 ,337 ,208 ,217 ,415 ,294 Standardized Coefficients t Beta 7,862 ,561 8,484 5,874 5,708 4,046 5,493 4,371 2,657 2,652 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,009 ,009

Model

Sig.

(Constant) BP ,520 PRODUCTS 2 (Constant) 1,575 BP ,384 PRODUCTS BP ,241 ATTENTIVE 3 (Constant) 1,463 BP ,312 PRODUCTS BP ,170 ATTENTIVE BP ,176 PRODUCT B a Dependent Variable: SATIS

155

Table 118. Regression - Excluded Variables (d) Excluded Variables (d) Partial Collinearity Correlation Statistics Tolerance BP ,152(a) 2,191 ,030 ,173 ,891 PRODUCT BP ,294(a) 4,046 ,000 ,308 ,754 ATTENTIVE BP PRODUCT ,228(a) 3,107 ,002 ,241 ,767 A BP PRODUCT ,307(a) 4,043 ,000 ,308 ,691 B BP TASTE ,175(a) 2,325 ,021 ,183 ,746 BP MORE ,179(a) 2,360 ,020 ,186 ,737 2 BP ,070(b) ,994 ,322 ,080 ,795 PRODUCT BP PRODUCT ,127(b) 1,595 ,113 ,127 ,626 A BP PRODUCT ,217(b) 2,652 ,009 ,208 ,573 B BP TASTE ,080(b) 1,026 ,307 ,082 ,651 BP MORE ,114(b) 1,510 ,133 ,120 ,694 3 BP ,022(c) ,309 ,758 ,025 ,737 PRODUCT BP PRODUCT ,102(c) 1,292 ,198 ,104 ,616 A BP TASTE ,046(c) ,586 ,559 ,047 ,630 BP MORE ,051(c) ,645 ,520 ,052 ,609 a Predictors in the Model: (Constant), BP PRODUCT b Predictors in the Model: (Constant), BP PRODUCTS, BP ATTENTIVE c Predictors in the Model: (Constant), BP PRODUCTS, BP ATTENTIVE, BP PRODUCT B d Dependent Variable: SATIS When the applied regression analysis is examined, the R Square value on model summary table shows the expressiveness of the independent variables, that is the 156 1

Model

Beta in

Sig.

propositions, on the dependent satisfaction variable. According to this the composed regression model explains the %40 of the changes in the satisfaction variable. In general it is desirable that this rate would be over %50.

The variable numbers that were entered into analysis to compose the regression model is 7. However according to the stepwise method the independent variables that do not explain the significant change in the satisfaction variable were thrown out and 3 independent variables were brought into the model. These are the propositions that the products of the boutique pastry shops are of high quality, their products are attentive and their products are hygienic.

When one looks at the significant value at the model summary table this value shows that the model composed at %90 significance level is useable.

In order to compose the model, one should look at the Coefficients (a) table. A model can be composed with the standardized beta values there.

Y (Satisfaction) = 1,463 + 0,337 x1 (high quality products) + 0,208x2 (attentive) + 0,217x3 (hygienic)

157

Chapter VII.

7. Discussion and Conclusions

7.1 Discussions on Present Study

In this thesis, the research aims to find how to build the best marketing strategy for boutique patisserie in Istanbul. This aim can only fulfilled sufficiently when the needs of consumers and demands of producers are gathered together.

While building a marketing strategy for a business sector, defining the consumers needs is the most important step. As explained in the previous chapters, marketing basically means, fulfilling the needs of consumers. Thus, in this thesis, consumer needs of boutique pastries are defined with the help of questionnaires.

Examining the situation of business sector comes after defining the needs of consumers. While researching about a business sector like, boutique patisseries management, whose limitations and position within the sector are not clearly defined in literature, this necessary information has to be gathered from the organizations which business sector is composed of. In-depth interviews with the executives of boutique patisseries in Istanbul are used to gather this information.

The situation of Boutique Patisseries in Turkey and Istanbul is clearly stated according to results of in-depth interviews. There are a very small number of organizations, which are involved in boutique pastry business in Istanbul, and all of them are suffering from the similar problems. 158

1- Finding appropriate personnel to work with

2- Lack of knowledge about the sector within the public and also within the target market group

3- They have to organize some supportive businesses, like giving cake-baking courses or operating cafs embedded to their shops, to earn money.

Turkey met with Boutique Pastry Management only about a few years ago. Thus, these problems are typical results of the newly introduced nature of sector in the business arena, and as the years pass these problems will be resolved spontaneously. But, if they can not build a concrete strategy about marketing themselves, the time necessary to get to this stage will be much longer than predicted, and this will probably cause these organizations to face problems.

Incomes of most of the Boutique Patisseries individually cannot overcome their expenses. So, Boutique Patisseries have to organize supporting businesses to cover their expenses. In the meantime this will cause lowering of quality of product in Boutique Patisseries.

These supporting businesses can be sampled as; selling the necessary equipments for boutique pastry shops, organizing baking-cooking and pastry making courses for public and organizing special meeting as birthday parties, wedding and engagement parties and activity organization for special days of companies.

As a short brief, nearly all of the executives and founders of these organizations have met with the Boutique Pastry Management abroad, and all of them first want to place the sector that they have met in practice in their own country. And also nearly all of them have attended courses abroad, which are specially designed for Boutique Patisseries. This shows that they all have knowledge and required abilities that the Boutique Pastry business seeks. However, they are working as individuals within an unknown sector in Turkey. This is the main push for them to find and apply the right 159

marketing strategies and so they are delightfully helped to this research with the information they gave in the interviews.

The research with consumers was very different from that done with producers. It can easily be seen that consumers know what they are looking for but they are totally unaware of what a boutique patisserie can offer. Overall, only a limited number of people know about boutique patisseries and purchase from them. And in general the most common profile of these people is women, who holds a university degree or higher, working in sales and marketing sector and earning more than 2000 New Turkish Liras per month.

Before we start to build a marketing strategy, we should analyze purchasing behaviors of consumers. The research shows that consumers have the following order of the reasons that they shop from the boutique pastries:

1st preference: Quality 2nd preference: Special Product 3rd preference: Hygiene 4th preference: Taste 5th preference: Freshness 6th preference: Attentive Service 7th preference: Pleasure 8th preference: Accessibility 9th preference: Recommendation 10th preference: Reputation 11th preference: Proximity to the house 12th preference: Non-use of preservatives 13th preference: Allergy These figures show us that consumers are mostly purchasing from Boutique Patisseries, because their products are good quality and because of their product specialty. As these two are known as features, which made boutique patisseries 160

different and special, these first two lines of findings can be predicted. However, the other two features of Boutique Patisseries, which differentiate them from other mainstream pastry shops, namely special taste of their products and purchasing for pleasure, have lower scores.

We can state that consumers are purchasing from Boutique Pastries in Istanbul because they are counting on their job and hygiene, as being the third figure, supports this statement.

Figures of satisfaction of customers show that, the boutique patisseries are more preferred not because their products are tastier but because they offer better service, better quality of products and cater more for the tastes of the customers as opposed to the hygiene, taste and specialty of the product aspects.

And also, figures shows that consumers have the following order of preferences of the products that they shop from the boutique pastries:

1st preference: Special Day Cake 2nd preference: Chocolate 3rd preference: Cookie 4th preference: Cheese Cake 5th preference: Brownie 6th preference: Pie Within these preferences special day cakes are the most preferred with 66,7% percent.

These results are also overlapping with the results of Boutique Patisseries preference reasons. This shows that people are shopping for their special days from boutique pastries because of the quality of their offered products. Among these special days, birthdays have a percentage of 76,1% of preferences for shopping for special days. 161

To conclude the discussion on the findings, results of figures show that boutique patisseries have started to create their own market. Most of the people purchasing from boutique pastries are satisfied by their services and this high level of satisfaction helps them to expand their market. But they have to consider to which direction they need to go.

Results of figures also show that consumers are not that much aware of their offered services or why they are called Boutique. They are only seen as patisseries, which produces high quality products. And their consumers are still purchasing their daily need pastry products from other kinds of pastry shops. They do not have a concrete place in the sector and without a good marketing strategy; they can only continue their work as special day cake producer patisseries, not Boutique Patisseries.

According to results of findings best marketing strategy for the Boutique Pastries will be built as stated below;

Their main assets are pleasure and satisfaction of consumer, which they do best. But to spread their brand, they have to take communication one lever higher to one-to-one communication. Their work is at the last level of customization, they are pastry shops specialized in the art of pastry and they have to make the consumers understand this by asking their ideas on each step of production. With this one-to-one strategy, consumers will feel special and by this way boutique pastries will not only fulfill consumers needs, they will fulfill their dreams. Each dream fulfilled means a great asset for wordof-mount promotions and this will make each consumer a multiplier of the other consumers.

Their strategy on the quality of products must not be changed. However they have to show the huge variety of products they can offer, by presenting them in showcases or at least presenting their photographs. They have to show consumers what they can achieve, their art, to attract them. As stated before

162

Boutique Patisseries are regarded as Art Galleries among all patisseries, this is true and Boutique Patisseries have to act like art galleries.

They have to be aware that they are serving a special group of people. They are in a niche market and to aim high, they have to achieve to produce best products for this group exclusively. They have to protect their level of quality and they have to keep away from mass production.

7.2 Suggestions for Further Studies

The Research model, which is constructed to analyze the Boutique Patisseries consumer behaviors in order to build the most suitable marketing strategy for Boutique Pastries, not only gives us the chance of building the most suitable strategy but to understand the concept of Boutique work and the marketing of it in Business.

Boutique work can be explained by following an example to give an opinion for future researches.

Since the subject of this Research is based on the food and beverage services sector, the given example will be selected from the same sector.

If we think about Starbucks, the coffee company, which have a base product of coffee and serving this to the consumer by customizing it with different aromas or creams added on this base product. In this case, mass customization and customized standardization strategy will be applied. There will be a base product, a small variety of products will present, and production is standardized to produce the same coffee each time.

To go one level up in the customization, we can give an example of Divan Patisseries. They are a good example of tailored customization. Consumer can select 163

nearly all of the ingredients of product. But, still one has to obey some rules of templates. This will develop productivity of producer but lower the consumers satisfaction levels.

As an example of pure-customization, neighborhood patisseries can be given. Consumer can ask for anything as far as the producer can make and producer will prepare the product especially for this customer. However, producer will not have any education on Pastries and any artistic ability. And, also with the usage of lower quality ingredients for lowering the price, their products will have lack of quality.

The top-quality of production will be exampled by Boutique Pastries like Le Sucre. In Boutique Patisseries to produce superfine products with artistic values, best products will be used by an artist of pastry. This will cause an ultimate satisfaction of consumers but for a higher price rather when compared to other Patisseries. They have to use a very different marketing strategy like, combination of marketing of art, services marketing and pure customization.

Pure customization strategy and artistic values of its products give a great advantage to Boutique Pastry Shops but also they make the marketing difficult due to their unique status in Pastry Business Sector. Likewise, other companies who work in a boutique style, in other business sectors have to develop marketing styles of their own to be successful and survive. Boutique Companies in other sectors can be studied a further research. In addition, phenomenon of Boutique marketing can be studied to have a wider look to Boutique Business.

In this study, demographical background of consumers and market position of Boutique Pastries in Istanbul is analyzed to find a best marketing strategy for them. However, this marketing strategy can vary in each city in the world because of variety in the demographical background of consumers. Therefore, another topic for further studies can be a comparative study of researching the variety on the marketing strategies depending on cultural and other aspects, among Boutique Pastries in Istanbul and other cities of world. 164

According the results of this study customization holds a very important role in Marketing of Boutique Pastries. Thus, customization practices of boutique pastries, varieties and limits of them and effects of changing customer expectations on these customization practices can be studied as a further and complementary research.

Lastly, this study can be repeated in the future, in order to observe the time affect on the case of study.

165

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Appendix A
BUTK PASTANELER ZERNE BR ANKET ALIMASI 1. Butik pastanelerden hangi sklkla alveri yapyorsunuz? Hergn bir kez Ayda bir kez Dier Haftada birka kez Haftada bir kez 15 gnde

2. Hangi zel gnlerde butik pastanelerden alisveri yapyorsunuz?(En oktan aza doru derecelendiriniz 1-2-3-...) Doum gn Anneler gn gn, Dn-nian vs. Dier Babalar gn Sevgililer

3. Butik pastane alverilerinizi daha ok kimin iin yaparsnz? (En oktan aza doru derecelendiriniz 1-2-3-...) Kendim Ailem Misafirlerim Ziyaret Dier

4. Bir butik pastaneden alveri yapacanz zaman sadece pasta m alyorsunuz, yoksa kurabiye, tatl gibi ek rnleri de deerlendiriyor musunuz? Sadece pasta siparii veriyorum Dier rnleri de deerlendiriyorum

5. Butik pastanelerden aldnz rnleri nem srasna gre sralaynz? (en nemli 1 sonra , 2. ve 3. eklinde) Chesse Cake Kurabiye Browni ikolata zel gn pastas Turta Dier

6. Butik pastane dnda alveri yaptnz baka pastane var m? Ltfen nedeniyle birlikte belirtiniz. Evet var, nk : Evime yakn Dier Hayr, yok Byk bir marka rnleri kaliteli

172

7. Butik pastanelerden aldnz rnlerden duyduunuz memnuniyeti 1 ile 5 arasnda bir numarayla deerlendirir misiniz? ok memnunum memnunum 5 4 Ne memnunum ne de memnun deilim 3 Memnun deilim 2 hi memnun deilim 1

8. Butik pastaneleri tercih etmeniz nedenleri nelerdir? Sizin iin en nemli neden 1 numara olmak zere seenekleri numaralandrnz. Kalite Hijyen Bilinirlik Tavsiye Eriim kolayl rn eitlilii

zenli Hizmet Tazelik Zevk Dier

zel rnler bulabilmek

Alerji

Lezzet

Evime Yakn

Katk Mad. Kullanlmamas

9. Butik pastanelere hangi yollarla ulamay tercih edersiniz?(Sralaynz) nternet Dier 10. Kesinlikle Katlyorum B. Past. aldnz rnler kalitelidir -B. Past.rn eitleri yeterlidir. B.Past.zenli hizmet verilir. B.Past.rnler zeldir -B.past.rnler hijyeniktir. B.Past. rnler zevkime daha ok hitap eder. B.Past.rnler daha lezzetlidir. 5 5 5 5 5 Katlyorum Ne katlyorum Katlmyorum ne de katlmyorum 3 3 3 3 3 2 2 2 2 2 Kesinlikle Katlmyorum 1 1 1 1 1 Telefon Servis Kendim gitmek isterim

4 4 4 4 4

5 5

4 4

3 3

2 2

1 1

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11. Yanz? 1 15-25 12. Cinsiyetiniz? Kadn 13. Eitim durumunuz nedir? Lise mezunu Lisans Lisans st (Yksek Lisans/Doktora) ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddDier 14. Medeni durumunuz nedir? Evli Bekar Erkek 25-35 35-45 45 ve st

15. ocuunuz var m? Evet 16. altnz sektr? Finans Salk Eitim Sat-Pazarlama Ev hanm letiim-Organizasyon renci Dier... Hayr

17. Aylk geliriniz hangi aralkta yer alyor? (Ytl olarak) 1000-2000 st 18. Yaadnz semt? 2001-3000 3001-4000 4001 ve

19. Yurt dnda yaadnz m? Evet, 1yldan az Hayr Evet, 1-2 yl Evet, 2 yldan fazla

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Appendix B

BOUTIQUE PATISSERIE QUESTIONNAIRE

1. How often do you use a boutique patisserie? Every Day A few times per week Once a week Every fortnight Once a month Other

2. On which special days do you use a boutique patisserie? (Please rate from most frequent to least frequent in order 1-2-3-) Birthdays Mothers Day Fathers Day Valentines Day Wedding-Engagement Other 3. for whom do you shop from boutique patisseries? (Please rate from most frequent to least frquent in order 1-2-3-) Myself My family Guests Visits Other 4. When you shop from a boutique patisserie do you purchase only cakes, or do you also purchase biscuits and deserts? I only order cakes I also consider other products 5. Please list the products you buy from boutique patisseries in order of importance (most impotant 1, etc) Cheesecake 175

Browny Special Occasion cakes Cookie Chocolate Tart Other 6. Do you shop at any other patisseries apart from boutique patisseries? If so please supply the reason. Yes, because: Its near my home Its a well-known brand / chain The products are good quality Other No

7. Please rate your level of satisfaction with boutique patisseries from 1 to 5 Very satisfied Satisfied Neither satisfied or Not satisfied dissatisfied 5 4 3 2 Not at all satisfied 1

8. What are your reasons for preferring boutique patisseries? Please rate the most important as 1: Quality Reputation Recommendation Hygiene Possibility to find special products Allergic Taste Freshness Near to where I live No use of Ease of Location

Product Variety Painstaking Service Reasons Preference Additives Other

9. How do you prefer to contact with boutique patisseries?(List from 1-5, most to least frequent) 176

Internet Other 10.

Telephone

Service

My myself

Definitely Agree

Agree

Neither agree nor Dont agree disagree

Definitely dont agree

Products bought from B. Past. are good quality The variety of products at B. Past. is sufficient. B.Past.give careful service. Products from B.Past.are special

Products from B.past.are hygienic

B.Past. products suit my tastes better. B.Past.products are tastier.

20. Your age? 1 15-25 21. Sex? Female Male 177 25-35 35-45 45 and above

22. Education status? High School 23. Marital Status? Married Single University Master/Doctorate Other

24. Do you have children? Yes No

25. Which sector do you work in?

Finance Health Sales-Marketing Education House Wife Communication-Organization Student Other...

26. Monthly income bracket? (Ytl) 1000-2000 2001-3000 3001-4000 4001 and above 27. Area of residence?

28. Have you ever lived abroad? Yes, under 1 year Yes, 1-2 years Yes, more than 2 years No

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Appendix C

Interviews with Boutique Pastries List of Interviews Interview.1 Interview.2 Interview.3 Interview.4 Interview.5 Interview.6 Interview.7 Interview.8 Interview.9 Interview.10 Interview.11 Interview.12 Interview.13 Interview.14 Interview.15 Senem Betil Tu-ta Orange Cake Foodie Dolce Arkada Pasta Butterfly Cocolate Art Cafe Nadys Sweady Mesut Ilgm Baylan Pastanesi Osman Serim Ibatech Fuar

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Interview 1 SENEM BETL Senem Betil, Galatasaray Lisesini bitirdikten sonra A.B.D.de Washington Georgetown niversitesinde uluslar aras ilikiler eitimi alm. Aklnda hep pastaclk olduundan A.B.Dden dndkten sonra Fransada Le Cordon Bleuda pastaclk eitimi aldktan sonra stanbul-Kavackta ilk pastanesini am ve daha sonralar Bebek ve Tevikiye olmak zere ikinci ve nc butik ubelerini am.

Butik pastaclk nedir?

Kiiye zel pasta yapmak demektir. yle aklayabilirim; konfeksiyon ve terzi. Bir ceket yaptrmak istiyorsunuz terziye gidiyorsunuz her eyiyle size zel bir ceket yaplyor ve bu bir bakasnda sizde durduu gibi durmuyor; gs dar geliyor kapanmyor, belim sizden kaln oluyor kapanmyor, nk sizin iin dikildi. Ama konfeksiyonda yle deil, bir rnden ok sayda dikiliyor ben de gidiyorum onu alyorum, siz de gidiyorsunuz bunlardan alyorsunuz. Butik pastaclk da terzilik gibi, her eyiyle size zel bir pasta yapyoruz, sizin hayalleriniz sizin zevklerinize gre. Bu ii seri imalat halinde yapanlar var Pelit pastanesi, Divan pastanesi bunlar byk ve baarl zincirler. Bunlarda bir pastadan binlerce kyor veya siz zel bir gnnz iin buraya gittiinizde sizin nnze bir katalog sunuluyor buradan se deniliyor. Ayn pastay sizin komunuz da ablanz da ocuu iin yaptrm olabilir. Halbuki bizde fark yle oluyor: Siz ne istemiyorsunuz? Hayalinizdeki pastay anlatn ben size onu yapacam ve aynsn bir daha yapamam ok zor. Siz orda bana arkadanzla ilgili bir espri anlatyorsunuz bir daha o espriyi kim nasl yakalayabilir ki o aranzda bir ey oluyor. Dolaysyla bu iin terzilii derken bunu anlatmaya alyorum. Ha tabi ne oluyor mteri geliyor ben bu pastann aynsn istiyorum diyor yapmyor musunuz yapyorsunuz ama o bir tekrar oluyor. nsanlar grdkleri eyden holanyorlar, sipari vermek yerine bundan istiyorum diyor, biliyor ki kacak sonu onunla ayn olacak.

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Peki kavram olarak dndmzde butik pastanelerde bir pastadan gnde sadece bir tane retmek, satacanz kiiyi grmeden kendinizce orijinal bir pasta hazrlayarak bunu vitrine koymak da butik pastaclk olur mu?

Hayr, bence bu butik pastaclkla ilgili deil, bu ne demek siz kk bir iletmesiniz. Bu sizin trafiin ile kapasitenizle ilgili. Sizin trafiiniz dier byk pastaneler gibi olmuyor, Pelite 100 kiiye giriyorsa size 25 kii giriyor. Dolaysyla ben o pastadan 10 tane yapacama 2 tane yapyorum ki mal elimde kalmasn. Ama dierleri seri rettiklerinden bir tane daha bir tane daha satabiliyorlar ama ben 2 tane oldu mu tamam diyorum, bitti. Dolaysyla bu srmle ilgili bir ey; nk ben mal taze yapyorum, onlar da taze tabi ama dediim gibi srmle, sirklasyonla alakal. Butik pastane dediim gibi kiiye zel olmal. Adam aryor benim olumun alerjisi var diyor., hibir stl rn istemiyorum diyor. Siz bunu hangi pastaneye anlatabilirsiniz ki, ustann elinde belli bir reete var. Ben bunun iine st koymazsam ne koyacam ki der. imdi bize yle mteri geliyor ki st istemiyorum, yumurta istemiyorum diyor, una alerjisi oluyor. imdi ben butik pasta yapyorsam bir kereye mahsus olarak iin iinden bu rnleri karp yerine baka eyler koyup bunu yapmak durumundaym ki mteriyi memnun edebileyim.

O zaman butik pastacln temel farkll rnlerin zellii diyebilir miyiz?

Kesinlikle. Zaten yle bir ey oluyor. Diyorlar ki bana sizin rnleriniz piyasaya gre daha yksek. Evet, ama bunun bir bedelinin olmas gerek. imdi sen bana gelip beyaz un istemiyorum, soya unu istiyorum diyorsan ben peki diyorum, iine krema koyma diyorsan koymuyorum. Ama bunun bana bir maliyeti oluyor. Ben soya un elimde tutmuyorum, sadece senin iin soya unu alyorum, kiiye zel bir rn iin o mal alyorum. Bununda elbette ki bir maliyeti olacak. rnein alerjisi olan ocuklar oluyor. Bana geliyorlar benim ocuumun yumurtaya alerjisi var, yumurtasz pasta istiyorum. Bu durumda ben de ona gre malzeme kullanyorum, ayn tad ayn lezzeti vermek iin. Ben sadece senin ocuun iin yapyorum bu pastay, yumurtasz ve lezzetli. Dolaysyla butik pastaneler pahal deniyor ama bunun altnda yatan nedenlere de iyi bakmak gerek, burada biz farkl rnler retiyoruz, 181

mterinin istedii rnleri yapyoruz. Dier taraftan hangi zincir pastanede yumurtasz pasta bulabilirisiniz? Oraya gidip bunu syleseniz Valla benim elimde olanlar bunlar abi diyecek sana. zellikle ocuklarn doum gnlerinde bu tr durumlarla karlalyor.

Peki Trkiyedeki butik pastaclkla dardaki artlar karlatrdnzda Trkiyenin avantajlar ve dezavantajlar neler?

Dezavantajlarn yle sralayabilirim: bir kere Trkiyede ayn kalitede rn bulmak ok zor. Bir rn alyorsunuz ertesi gn gittiinizde aldnz ey baka bir ey oluyor. Gramaj farkl oluyor, tad baka oluyor bu ii ok zorlatryor. Sen bir kere o ilk aldn rne gre her eyini hazrlyorsun ona gre dzenliyorsun ve malzemeyi ekliyorsun dn yaptn eyle alakas olmayan bir ey kyor karna. yle dnn yumurtalarn gramaj tutmuyor! Olabilir mi byle bir ey? Kimyager gibi her eyi lp bierek yapmak zorundasnz.

Sonra rn eitlilii yok. Gda boyas, vanilya, esans gibi rnlerin kalitelisini bulamyorsunuz. Vanilya diye satlan eyi ben mmkn deil pastalara koyamadm uzun bir dnem. Chedar peyniri bulmak iin dolatm oldu. Cheese cake yapacam, ama ortalkta chedar peyniri diye satlan ey gereiyle hi alakas olmayan bir ey. rnein bir ocuun doum gn iin pasta yapyorsunuz, mavi araba eklinde bir pasta. Bakyorsunuz pastay yiyen herkesin iki dilimden sonra az yz maviye boyanm! O zaman ne diyeceksiniz insanlara? Trajik bir durum, rezalet yani! Sadece bunlarda da deil, bir mum alyorsunuz mum yandktan iki dakika sonra eriyor, her yer mum oluyor. Bizim bu sslemeler iin kullandmz malzemeler de zel malzemeler, yle oluyor ki bazen istediim kalitede ambalaj kad, kurdele bile bulamyorum.

Bu tr durumlara karn rnein istediiniz kalitede rnlerden dardan alp burada bir depo gibi bir ey oluturmak anlaml olmaz m?

182

Tabi anlaml olur, eer bir sr ithalat gmrk vesaire prosedrn aabilirseniz. Ben her yurt dna kmda bavul bavul mum, kurdele, boya tayorum ama o da bir yere kadar. Toplu almaya kalktnzda gmre taklyor, aylarca orada bekledii oluyor. Ama yava yava bunlar alyor, imdilerde ilk baladmz zamana gre daha az sknt ekiyoruz, insanlar da piyasadaki talebe gz nne alarak artk daha bilinli mal getiriyorlar.

Evet, bu byk bir dezavantaj sektrn geliimi asndan.

phesiz yle. Bir dier sorun ekonomik dengesizlikler. Ben buray atktan birka ay sonra kriz oldu, hadi oradan yrttk, toparlanyoruz derken bir kriz daha! Bu tr istikrarszlklar iinde bir eyler yapmak, bir eyleri oturtmak gereinden fazla zaman alyor, maliyeti harcanan enerjiyi her eyi boa gtryor. Bir de tketici taraf var bu iin tabi. Alm gcn dryor. Adam krizden nce her eyi dzgnken haftada bir arkada toplants yaptnda, bir yere gittiinde pasta sipari veriyordu, ama bir sabah uyanyor parasnn yars batm! E haliyle o zaman ne oluyor, bu akam bir yere gitmeyelim, pastasz olsun, doum gnn bu sene kutlamayalm gibi sonular douyor. Yani insanlar bir trl kendilerine gelemiyorlar. Yurt dnda durum ok daha farkl, orda adamn nasl yaad standard her eyi belli, alm gc yksek. Elbette dar olan bir grup da var ama bizdekine oranla ok daha kk.

Byle sralandnda durum olduka vahim gzkyor, hi mi avantajmz yok?

Olmaz m? Bir kere Trkiye ok hzl gelien bir yapya sahip, gen nfusun oran ok yksek, insanlar umut dolu. Bugn kriz oluyor adam yerle bir oluyor ama hemen yeni artlara uyum salayabiliyor. Birka hafta eski yaamndan uzak kalyor ama sonunda Aa yeter, bu da bir yere kadar! diyip gene balyor yaamaya! Dnn buras 5-6 senede bir krizin olduu bir lke, ama insanlar gene bir ekilde mutlu olmay baaryorlar. Bu ok byk bir avantaj. Bir byk avantaj da piyasann a olmas. Nerde yeni bir eyler grseler hemen onunla ilgileniyorlar, merak 183

ediyorlar, deniyorlar. Yeniliklere ok ak bir memleketiz, yeniliklere ak ve az. Bir yerde yeni bir ey aldnda gidiyorlar deniyorlar, yeni bir pasta koyduumuzda vitrine o satlyor, insanlarn aklnda hadi bir de bunu deneyeyim dncesi var. Bu da bizim iimizi kolaylatran ve srekli olarak kendimizi yenilememizi salayan bir ey oluyor. Durmadan ayn eyleri kardnzda insanlar sklyor hep ayn eyleri grmekten, deiik eylerle ilgiyi srekli beslemek gerekiyor.

Sylediiniz gibi bu sektr srekli deien, gelien farkl ve renkli bir alan. Buna uyum salayacak elemanlar nasl buluyorsunuz? nk bildiimiz kadaryla her usta bu ite alamaz.

Eleman sknts byk sorun bizim iin. Derdinizi anlatacanz insanlar bulamyorsunuz karnzda. Mesela adam geliyor, senelerce o ii gz kararyla yapm, e iyi de yapm. imdi sen karsna kp diyorsun ki hayr leceksin, tartacaksn haliyle adapte olamyor, lt ii de batan savma yapyor. Ya da seni hi dinlemiyor, gene kendi bildiini yapyor. Bir de erkek ustalarda zellikle yle bir mantk var senden mi reneceim? mant. Bir kadnda bir eyler renmek arlarna gidiyor. Onlarla konuurken bir eyle anlatrken doru bir dil kullanmak gerekiyor. Buna ramen alayl ustalarla almann byk avantajlar da var; dierlerine gre ok daha seriler, hzl alyorlar. Tabi gei dneminde biraz sknt yayorsunuz ama, zamanla talar yerine oturduka alayl elemanla almann daha byk avantaj olduunu gryorsunuz.

Peki bu adan baktmzda birlikte alacanz elemanlar seerken zellikle neye dikkat ediyorsunuz?

Yenilie ak olmasna! Bu usta konusunda byle bir de sat eleman konusunda yaanan sknt var. Sizin sat eleman olarak aldnz kii mterinin karsnda sizi temsil ediyor. Edebilecek nitelikte birini bulmak zorundasnz. imdi siz benim Niantandaki ubeme gittiniz, oradaki sat elemann muamelesini beenmediniz, yarn bir gn arkadalarnza bunu anlatrken ne diyeceksiniz? Senem Betil ok 184

kt! yani aslnda burada benim adm var ortada, kimse orada alan insana bakmyor, Senem Betil diyor. Dolaysyla bu daha byk bir sorumluluk getiriyor. Setiiniz eleman belli bir eitim ve grg alm olmal. Ama ite bizde ciddi bir eitim problemi var. Eitimiyle ilgili en kk bir avantaj olan kii hemen havalara giriyor, sanki kk dalar o yaratt. Arka arkaya bir sr art sralanyor, cumartesi almam, saat altda karm, yle isterim byle isterim. Tahmin edemeyeceiniz bir ukalalk, bir tatminsizlik. Btn bunlar ii daha da kmaza sokuyor elbette.

Siz baladnzda nasl bir tantm stratejisi uygulamtnz? u an izlediiniz pazarlama veya reklam stratejisi var m?

Ben baladmda, imdi dndmde ok komik geliyor ama, bir mailing yapmtm. 500 kiilik filan bir mailing yapmtm, bu rakam ksa bir sre sonra 1500 kt. Ama tabi bu ok fazla bir ey salamad bana. Tannma ii zamanla oldu. Basnn da bunda rol byk. Zaten farkl bir alan olduu iin doal bir eilimi vard basnn, insanlar da gazetelerde grdke gelip rnleri tatmaya baladka yava yava yer edindik. Ama zel bir pazarlama veya reklam yapmadm.

Bu anlamda baktnzda ubelemeyle ilgili olarak ne syleyebilirsiniz?

Tabi ubelemek ulalabilirlii arttrd iin ok nemli, sizin daha ok tannmanz da salyor. Bu bakmdan bir avantaj. Ama dier taraftan da iinizi zorlatryor, daha fazla blnmenize neden oluyor. imdi benim burann dnda Etilerde ve Niantanda iki ubem daha var, ama ben ileri buradan yrtyorum, hepsine birden yetimem mmkn deil. Gnn byk ounluunu burada geirdiim halde oralara gnderilecek malzemeyi dzenlemek, ilerini takip etmek mevcut ii bile aksatabiliyor. Dolaysyla ube saysn ok iyi ayarlamak gerek, benim iin bu kadar iyi rnein, daha fazlas olduunda yaplan i bir eye benzemez, o zaman zincir pastaneler gibi seri retim tarz bir ey yaparsnz, butik pastane olamazsnz yani.

185

Bir butik pastanenin tantmn ve pazarlamasn dndnzde hangi faktrlere zellikle dikkat edilmesi gerektiini syleyebilirsiniz?

alanlarn grnm, eitimi, ube says, ubelerin yeri ilk aklma gelenler.

186

Interview 2 TU-TA

Tuta Hakknda

Aylin ve Ayen Hacalolu kardelerin mutfaa olan tutkular onlar tu tada buluturdu. lkemizin her geen gn hzla batya almas ve insanlarn farkl lezzetlerle tanmalar, yurtdndaki tatlar Trkiyede de yaymak isteyen Hacalolu kardelerin projelerinin k noktas oldu. Ayen Hacalolunun halihazrda tutkusu olan pastacln eitimini yurtdnda alrken hayali Trkiyede Bakery amakt. Uzun sre reklam sektrnde alan Aylin Hacalolunun ise mutfaa olan tutkusu her zaman srd.

Ayen Hacalolu yurtdndaki eitimini tamamladktan sonra Trkiyeye dnd ve Aylin Hacalolu ile 1995 ylnda Gayrettepede tu tay hayata geirdi. nceleri batnn sevilen rnlerini uygulamaya balayan Hacalolu kardeler bunlarn arasndan bazlarnn ok sevildiini bazlarnn ise Trklerin damak zevkine uymadn fark ederek talep gren rnlerden bir yelpaze oluturdu ve temel rn ve konseptlerine karar verdi.

Dokuz yl ilettikleri Gayrettepe tu tada mterilerine yalnzca paket hizmeti veren Hacalolu kardeler, her geen gn bir adm daha ileriye gidebilme ilkesi ile mterilerinin talep ve beklentilerini tek tek deerlendirdi. Bu sre ierisinde en youn talebi Bakery Cafenin grdn fark ederek mterilerin bu isteini yerine getirmeye karar veren kardeler olabilecek mekan ve semtlerin aratrmalarn yaptktan sonra kozmopolit bir blge olan Taksimi seti. Kuruluun ve tasarmn en ince ayrntsna kadar ilgilenen Hacalolu kardeler, baarl bir almann ardndan Taksimde lezzetin temizlikle, nezihliin rahatlkla bulutuu tu ta Bakery Cafeye hayat verdi.

Hacalolu kardeler kendilerine has reeteleriyle hazrladklar ev yapm gibi rnlerle tu ta lezzet lenini yaratarak her zaman tu tay rakiplerinden ayr tutmay baard. 187

Ayen Hacalolu 1968 stanbul doumludur. Liseyi bitirdikten sonra eitimine ngiltere'de London City College'da otel ve restoran yneticilii ile devam etti. Londra'da deiik otellerde alt. Trkiye'ye dndkten sonra Pizza Hut'n alnda, Klasis Otel'in alnda ve raan Palace Kempinski'nin deiik birimlerinde garsonluktan barmenlie, alktan banket ofise kadar deiik grevlerde bulundu. Daha sonra, 1992-1994 yllar arasnda New England Culinary Institute'te (NECI) alk ve mutfak ynetimi eitimi ald. Washington DC'de Grand Hyatt otelinin btn mutfak blmlerinde ve muhasebesinde alt. Trkiye'ye dnd ve The Plaza Hotel'de banket sat mdr ve yiyecek iecek mdr yardmcs olarak grev yapt. Pastaclk zel ilgi alanna girdii iin 1995 ylnda kz kardei Aylin Hacalolu'yla birlikte Avrupa lezzetleri sunan ve perakende sat yapan ilk pastanelerini atlar. Bu arada baz sekin restoranlara mn danmanl ve Yayla firmasyla pasta kitab almas yapt. 2004 sonbaharnda ikinci cafe - pastanelerini Beyolu'nda atlar.

Butik pastacln Trkiyedeki gemiine baktmzda ok fazla geriye gidemiyoruz. Bu ksa gemii dikkate aldmzda 1995 olduka erken bir tarih gzkyor. Siz 95te bu ii yapmaya nasl karar verdiniz?

6 aylk bir alma yaptk. Ben zaten bu iin iinden geliyorum, kardeim de reklam iiyle urayordu. Ben Amerikadan geldikten sonra byle bir ey dndk, Trkiyede olmayan bir eydi. Bir sr pastane vard ama butik pastane yoktu. imdi butik pastane adn nereden alyor? in, pastann zel olmasndan alyor. O dnemde herkes ayn ii yapyordu, rnleri ayran kullanlan malzemenin kalitesi oluyordu. Kimisi daha kaliteli malzeme kullanyordur onun iin tercih edersiniz, kimisinin daha ok srm vardr, daha ucuzdur, onun iin tercih edersiniz veya kimi size daha yakndr, kimi uzaktr tercihinizi ona gre belirlersiniz. Yani sradan pastaneleri birbirinden ayran farklar mteri asndan byleydi, rnler asndan ciddi bir eit farkll yoktu. te butik pastane farkll burada balyor.butik pastanede her yerde bulamayacanz zel rnler, farkl rnler bulursunuz onun iin tercih edersiniz. Butik pastanede normal bir ekmek bulamazsnz, damak tadnza gre farkl eitlerde ekmekler bulursunuz. Dolaysyla hem rn olarak 188

hem grnm olarak farkl bir konsept sunar butik pastane. te biz 95te bu ie karar verdiimizde byle bir ey yoktu ve biz baladk.

O dnemi dndmzde rakipleriniz zincir pastaneler olarak gzkyor ilk etapta. Nasl bir fizibilite almas yapmtnz? ngrleriniz nelerdi? O dnem iin cesurca saylabilecek bir karar bu, nasl altndan kalkabileceinizi dndnz?

lk olmann avantajyla baladk bu ie. Elbette allagelmiin dnda bir eyi kabul ettirmenin, denmelerini salamann zorluklarn yaadk. nsanlar sabah kahvaltda poaa yemeye almlar, bize geldiklerinde de poaa istediler, biz onlara poaa yok dedik ve krokan anlattk. O da poaa raz fakl bir lezzet. rnler farkl olunca fiyatlar da farkl oluyor tabi. Bu da bir dezavantaj. Kedeki pastaneyle ayn fiyata rn satamazsn, rnlerin farkl, daha kaliteli. Dolaysyla ilk etapta mterilerimiz yurt dndan gelmi, ya da bir dnem orda yaam, bizim ne yaptmz bilen bir kitleden olutu. Onlar fiyatlar da normal karlyorlard, rn kalitesini bildikleri iin. yle zamanlar oldu ki bir rn almak isteyip de paras yetmeyen mterilerimiz oldu. Byle kk paralarda deil ama, rnein dn pastalarnda yaadk bunu. Adamcaz geliyor, beeniyor pastay, almak istiyor, ama fiyat ok yksek geliyor. Tabi bu tr pasta siparileri daha ok kk dn yapmak isteyenlerde oluyor. te bahe dn, yatta, aile arasnda bir restoranda bir eyler yapmak isteyenler bize pasta siparii veriyorlar. Byk otellerde olan dnlerde zaten pasta hediye oluyor. Dolaysyla bizim dn pastas verdiimiz mterilerimiz bu gruba gre geliri biraz daha kstl insanlar oluyor, ama belli bir kltr alm zel bir kesim ayn zamandan da. Bu nedenle ilk baladmzda bizi endielendiren riskler pek gereklemedi.

Genelde butik pastaneler butik pastaclkla birlikte baka alanlarda da faaliyet gsteriyorlar, organizasyon, cafe iletmecilii gibi, siz byle bir eye gerek grdnz m yoksa sadece butik pastac olarak m baladnz?

189

Butik pastaclkla baladk. Butik pastaclk zaten zel pastalar, dn pastalarn da ieriyor biz baka bir eye gerek gremedik.

Malzeme seimini nasl yapyorsunuz? Trkiyedeki rn kalitesi yeterli seviyede mi, aradnz malzemeyi bulabiliyor musunuz?

Baladmzda Trkiyede aradmz malzemeleri bulamyorduk, boya, pudra ekeri gibi malzemeleri dardan getiriyorduk. imdi istediimiz kalitede malzemeyi bulabiliyoruz.

Butik pastaclkta kaliteyi tutturmak ve istikrar salamak ok nemli. Bu anlamada malzeme seimi kadar personel seimi de ok nemli. Siz personel seimini nasl yapyorsunuz?

Pastaclk baka bir itir, alk bakadr. Trkiyede ustalar genelde alayl ve ok dar kafallar. Bazlar reeteyi okumay bile bilmiyorlar, bilmedikleri gibi renme istekleri de yok. Ben yeni bir eyler reneyim de dosyam genileteyim gibi bir dnceleri yok. Daha ok hamuru aaym hemen gideyim mantndalar. Yaratclk katmyorlar ie, bildiklerini yapyorlar.

Peki bu sknty nasl zebiliyorsunuz?

Bu aslnda deneme yanlma yoluyla oluyor. Daha ok, renmeye hevesli insanlar seiyoruz. Tabi byk otellerde nl pasta ustalaryla almlarsa eer bu hem onlar iin hem de bizim iin byk avantaj, ufuklar daha geni oluyor, en azndan neden bahsettiimizi anlyorlar. Byk ustalarla alabilecek, onlarn masraflarn karlayabilecek bir durumumuz yok tabi, ancak ite bir dnemini byle ustalarla geirmi kiileri semek avantajl oluyor.

190

Erkekler alkta daha ok karmza kyor, ama pastaclkta bayanlar gryoruz, bunu nedeni kadnlarn ayrntlar konusunda daha becerikli olmalar m?

Yo aslnda byle bir ayrm yapmak pek doru olmaz. ok iyi erkek pasta ustalar grdm. Erkeklerle yaanan sknt daha ok kadnlarn szn dinleme konusunda yarattklar sknt. rnein alrken biz yeni bir ey retmeye altmzda benden iyi mi bileceksin senden mi reneceim gibi bir ortam yaratyorlar. Buna karlk kadnlar renemeye daha msait. rnein bizimle balayan bir bayan bugn ef noktasna geldi, ama o da hep zorlaya zorlaya sende bu kapasite var, yaparsn gibi teviklerle oluyor. Onlarda da bir gvensizlik var, onu amalarn salamak gerekiyor.

Size gre Trkiyedeki hangi sosyal ve ekonomik gstergeler butik pastaclk iin msait? Sizi bu anlamda cesaretlendiren faktrler nelerdi? rnein pastane yerini nasl setiniz?

Aslnda bahsettiiniz anlamda detayl bir alma yapmadk. Bulduumuz en uygun yeri setik. Biz zaten Gayrettepede yayorduk, orada da iyerleri evler filan vard. Bir aratrma yapmadan orda atk. Bize de ok katks oldu. nk orada daha ok iyerleri var, dolaysyla sadece Gayrettepede yaayan insanlar deil stanbulun ok baka semtlerinde yaayan insanlar da bizi tanm oldular. imdi bizim Leventte de mterimiz var, Kanlcada da var. Sadece evlerin olduu bir yerde olsaydk blgesel bir ey olurduk, bu ekilde daha geni bir alana yayldk. Sonradan kriz kp da birok iyeri kapand halde o dnem iyerleri burada olan mterilerimiz gene bize geldiler. Tabi eskisi kadar sk deil ama gene de geliyorlar. lk olmann avantajn da ok grdk.

zlediiniz pazarlama stratejisi neydi?

lk etapta o kadar profesyonel deildik, basit bir el bror yapmtk. Sonra sonra ilk olduumuz iin medyada ok fazla yer almaya baladk. Bunun ok etkisi oldu. 191

Daha sonra ok gzel bir bror daha yaptk, Etiler-Ulus civarna dattk. O bror ok ses getirdi. ok profesyonel bir almayd, ok iyi bir fotorafyla ok iyi bir grafikerle almtk. Bror kime yaptrdmz sormak iin reklamclardan ok telefon aldk. Sonra Yaylayla bir pasta kitab almamz oldu, pasta ve rek reetelerini biz verdik onlara. 2004te Beyoludaki kafeyi atk. Tamamen farkl bir men sunduk mterilere. imdi de buraya pasta yemeye gelen insanlara bakn bizim kahvaltmz da var anlatmaya alyoruz.

Peki ubelemenin nasl bir etkisi oldu? yi bir strateji mi size gre, yoksa zorlatrc m?

ahsm adna ben ok yoruluyorum. Tabi her yere aman mmkn deil, buray Cihangir-Gmsuyu iyerleri asndan zengin olduu iin tercih ettik. Aslnda bizim asl hitap ettiimiz kesim Niantanda, ama orada da byle bir yer denk gelmedi. Buras biraz daha sapa kalyor, insanlarn her zaman gelmeleri mmkn olmuyor. Zaten u sokaklara bakn kadn topuklu ayakkabsyla bu yola girmez bile.

95ten beri bu iin iindesiniz. Trkiyede butik pastaclk nasl bir geliim gsteriyor size gre?

Srekli geliiyor tabi. Biz ilktik, ama zellikle son be ylda ciddi bir art oldu. Yeni alan her yen butik pastaneyle insanlar yeni bir eyler reniyorlar. rnein insanlar chessecakei bizde tattlar sevdiler, ne olduunu rendiler. Normal pastaneye gittiinde de ayn rn istiyorlar ve bu sefer normal pastane de bu beklentiyi karlamaya alyor, o da cheesecake yapyor. Byle byle onlar da bir eyler reniyorlar, kendilerini gelitiriyorlar. Tabii onlarnki bizimki gibi olmuyor, fabrikasyon sat yapyorlar, onun iin daha ucuz oluyor. Biz gerek peynir kullanyoruz, ayn olmuyor. O durumda mteri de aradaki fark gryor, tercihini ona gre yapyor. Yani aslnda butik pastanelerin oalmasyla normal pastaneler de kendilerini gelitirme frsat buldular.

192

Peki gelecei nasl gryorsunuz?

imdiye kadar nasl srekli deiti, geliti bundan sonrada gelieceini, ilerleyeceini dnyorum.

Yurt dyla karlatrdnzda Trkiyenin avantajlar ve dezavantajlar neler?

Trkiyenin avantaj yok bence, dezavantaj var. Orada herkesi her eyin eitimini alyor. Bir inaat iisinin bile sertifikas var, kimse bilmedii bir ii yapmyor. Ama bizde ii bilen bilmeyen herkes o ie girmeye kalkyor, bu ii ok abuk tketiyor tabii. Bence bu en byk dezavantaj.

193

Interview 3- ORANGE CAKE Butik pastaclk nedir?

Butik pastaclk diyince insanlar ne anlyor, biz ne anlyoruz? Klasik rnlerin dnda yeni rnler yapmak, mterilerin talepleri dorultusunda renk, figr, model ayarlamak, bir kataloga bal kalmadan mterilerin hayallerindeki pastay yapmak. Klasik pastaclkta olmayan daha iyi bir kaliteyle daha dekoratif, daha zenli pastalar yapmak.

Siz nasl, ne zaman baladnz?

Ben 2000de atm. Bu anlamda tektik. O zamanlar ok fazla eitle, ok fazla teknikle hem gnlk sat yapan hem de butik alan pastane yoktu. Bu anlamda ilk olmak istedik, byle baladk.

Trkiyede butik pastane amak iin hangi ekonomik ve sosyal faktrler sizi cesaretlendirdi?

imdi genel olarak baktnzda grsellie bir ynelme var. Grsellik gittike n plana kyor, klasik olan deil de sra d olan seiliyor. Pastaclk da bu konuda bakirdi. Bu alana girdiimde amacm bu konuda ilk olmakt ve insanlarn gzel ve kaliteliye yneleceini biliyordum. Bu anlamda bir fark yaratmak zere girdim piyasaya. O dnemde btn pastaneler birbirinin aynyd nk, Trkiyede bu anlamdaki farkllk ihtiyac beni ok cesaretlendirdi. Sadece grsellik de deil, rnein ben hayatta krem anti kullanmam. Tad bana bir tuhaf gelir, ok rahatsz eder. Onun yerine kendi krem anti mi yapmak istedim. yle bir ey yoktu ve ben ikolata pasta kremas yaptm. Bu ilk yapm olmann avantajl olacan dndm. Dnyada iki eit pasta kremas vardr; doal pasta kremas ve stten yaplan krema. ncsn ben yaptm; ikolata pasta kremas ve bunun patentini aldk. Dnyada bunu ben yaptm. Trkiyede fuara katlp kendi tantmn yapan tek firma biz olduk. Geen sene dnyann en byk fuarlarndan birine katldk ve kremamzn 194

tantmn yaptk. Ve btn dnyada ubeleri olan byk pastaclar bununla ok ilgilendiler. Amerikann en byk pasta firmasnn sahibi, ayn zamanda soya kremasnn da mucidi bizi davet ettiler, Amerikaya. Kk bir retim yaptk. CIA, yani Clonery Institute of Americada pastaclkta profesr olan insanlarla altm. Krema her adan incelendi ve ok iyi buldular. Ve bu devam ediyor, bu bizim en byk zelliimiz. imdi dnyann en byk ikolata firmasyla gryoruz. Belki de btn dnyaya kremamz satlacak. Ben artk bu iin retim boyutunu biraz daha ikinci plana alyorum, ticaretiyle daha ok ilgileniyorum. Trkiyede bu anlamdaki eksikliklere ynelmek istiyorum. Bu anlamda yeni projelerim var tabi, ama Trkiyede deil tabi. Tamam yurt dnda. Trkiyede, her eyin ucuzuna kaan byle bir mantaliteyle hibir ey yaplmaz.

Yer seimini nasl yaptnz?

ncelikle bu yakada oturduum iin yer seimini buradan yaptm. Zaten yle ok iddial balamadm. Evime yakn olsun, arabayla gidip gelebilelim diye dnyordum. Bu ii yapmak ayr, ama bunu ticarete dkmek ayr bir ey ve benim de bu anlamda tecrbem yoktu. Yani bir ticarethane nasl kurulur, ne yaplr bilmiyordum, sadece bir bankacydm. Dolaysyla ilk etapta amacm bu konu zerine ok dnmeden evime yakn, bteme uygun bir yer semekti. Bu ilk dnemde acemiliimi atp sonra uygun bir yere geerim diye dndm. Ama imdi aacak olsam kesinlikle Avrupa yakasnda olurdu. Nianta ya da byk alveri merkezlerinin food-courtlarnda bir yer seerdim.

Peki neden Nianta?

nk orada yaptm ileri grebilecek, deerlendirebilecek ve yurt dndaki rnekleriyle karlatrabilecek insanlar yayor. Sonuta ben bir sanatym, ilerimi vecek, deerlendirecek insanlara hitap etmek isterim. Bu iin biraz daha duygusal taraf tabi, ama gene de yurt d grgs olan insanlarla daha ok bir arada olmay isterdim.

195

Daha nce yaptmz grmelerden yle bir soru elde ettik; genelde butik pastaclk tek bana iletmeyi dndremedii iin pastane sahipleri bunu bir baka i koluyla desteklemeyi tercih ediyorlar. Hatta bazlar balangta farkl bir alandan balayp daha sonra butik pastacl da buna eklemi. Siz bu gre katlyor musunuz?

Ben direk butik pastaclk yapacam diye baladm. Zaten daha ilk aldmzda yle youn bir taleple karlatk ki baka bir eyle ilgilenmeye, baka bir alan dnmeye bile vaktimiz olmad. Eer ok gzel lezzetleri bir araya getirebiliyorsanz zaten ok beeniliyorsunuz, ekstra bir ey yapmanza gerek de kalmyor. imdi burada ayrmclk yapmayalm, dier pastaneler grsellii ve lezzeti bir araya getiremiyorlar; ama biz yle deiliz. Dolaysyla bu tek bana i bizim iin yeterli oldu.

Malzeme seimini nasl yapyorsunuz?

Standart malzemelerde en iyi kaliteyi seiyorum. rnein, insanlar bu son ku gribi vakalarndan sonra pastrize yumurta kullanmaya baladlar. Halbuki ben baladmdan beri pastrize yumurtay tercih ediyorum. Daha salkl ve gvenilir buluyorum. Dier rnlerde de yle, baladmdan beri piyasann en iyi markalarn tercih ettim ve asla dn vermedim. Ama pastaclk malzemesi olarak Trkiyedeki hibir rn kullanmyorum. Asla da kullanmam. Soslar, boyalar, aromalar, kalplar filan yurt dndan getirmeyi tercih ediyorum. O anlamda Trkiyedeki malzemelerin kalitesi kesinlikle ok yetersiz.

Konumamzn banda bu iin ticaret boyutuyla daha ok ilgilenmeye baladnz sylemitiniz bu anlamda kullanlacak malzemelerin ithalatyla ilgili bir eyler yapmay dndnz m?

Hayr dnmedim. Bence pastaclk rnlerinin ithalat zerine bir eyler yaplmas ok gereksiz, nk o kadar talep yok. 196

Biliyoruz ki bu alanda yetimi personel bulmak ok zor, olanlar da alma konusunda skntlar yaanyor. Peki, personel seimini nasl yapyorsunuz?

Yapamyoruz. Bu da Trkiyenin en byk skntlarndan biri. Bunu yetitiren bir yer yok. Piyasadaki personel adaylar genelde alayllar, onlarla almak, bir eyler retebilmek ok zor. Eitimli ve tecrbeli eleman bulmak ok zor.

Peki siz u an altnz personeli nasl buldunuz?

Onlara eitimler veriyorum. Her zaman retmekten ok zevk aldm; haftalk, aylk eitim programlar dzenledim. letiim teknikleri, kendileriyle iletiim kurmalar ve farkndalk gelitirmeleri zerine. Ben ayn zamanda profesyonel yaam kouyum, bu nedenle onlara verebileceim, retebileceim ok ey oldu.

Yaam koluuyla pastacl nasl kesitirdiniz?

Bir kere kendi kiisel geliimime ok nem veririm. Yaam kolu da bunun bir rn zaten. Yaam koluuyla bunu nasl daha doru, kendime daha fazla fayda salayacak ekilde yapabileceimi rendim. Her zaman yeni eyler renmek, aratrmak gibi bir zelliim var, srekli kitap okurum, bilmediklerimi renmekten ok keyif alrm. Yenilikleri takip etmeye alrm, var olan eyle hibir zaman yetinmedim, her zaman daha iyi, daha baka trl nasl olabilirin peinde kotum. Bu da yaptm ie yansyor elbette. Benden kanlar da benim gibi oluyor, gzel, k, gelimi dzgn eyler retmeyi seviyorum. Yaptm pastalardaki bu gelimilik, eit fazlal da kendimi gelitirme arzumun bir yansmas.

Peki altnz personel iin kadn erkek seiminin avantajlar veya dezavantajlar var mdr? rnein kadnlarla almak daha kolay, erkeklerle almak daha zor gibi?

197

Kadn erkek diye ayramam, genel olarak eitimsiz insanlarla almak ok zor. Ben elimden geldiince kendi personelimi kendim yetitirmeye alyorum. Bu anlamda birlikte alacam kiilerin ilk etapta renmeye ak, merakl kiiler olmasn tercihe diyorum.

Trkiyede butik pastacln geliimini nasl gryorsunuz?

Bence iyiye gidiyor. zellikle son zamanlarda bu alana ilgi artt. Butik pastanelerin oalmasyla birlikte dier pastanelerde kendilerini gelitiriyor, rn eidi arttryor. Bence ilerleyen zamanda butik pastacla eilim daha da artacak.

Trkiyedeki butik pastaclk sektryle dardakini karlatrdnzda ne gibi farklar gryorsunuz?

Darda butik pastaclk hem var hem yok. Bir kere bizim tarzmz gibi olmad kesin. Burada yaptmz gibi renkli boyutlu pastalar yaplmyor orada. Onlarda da k dekorasyonlar var elbette, ama karlatrdmda biz ok daha iyiyiz. Dier taraftan dezavantajlarmz unlar, kullanlan malzemenin ve ekipmann eitlilii yok. Ama orada ok eitli rnler bulabiliyorsunuz. Sadece bunun bile ok gelimi bir sektr var orada. Her eyi hazr bulabiliyorsunuz, btn soslar, kekler, kremalar, aromalar hazr ekilde satlyor. Onlar sadece bunlar bir araya getiriyorlar. Onlarda yaratclk o, olan malzemeyi bir araya getirmek! Yani aslnda onlarn eline unu, ekeri, ya verseniz ne yapacaklarn bilemezler, bir ey de yapamazlar. Her eyi hazr alyorlar nk! Ama bizde en kt pasta ustasna verin, iyi kt mutlaka bir eyler karr. Bence bu anlamda Trkiye pastaclkta ok ok iyi. Bizden sonra talyanlar geliyor, sonra Franszlar ve en son ABD geliyor. Zaten ABDde yedikleri pasta filan deil bence, onlar baka bir ey yiyorlar.

Peki, kuruluunuzda beri ne tr pazarlama stratejileri izlediniz? Reklam btesi ayrdnz m?

198

Hayr, hi ayrmadm. ok iyi kalitede ve ok iyi grsellikte rnler yapp mterilerimi memnun etmeye altm. Zaten bir tadan birine anlatt, o birine, o birine derken kulaktan kulaa yayld. Bence en iyi pazarlama stratejisi bu. Biraz tanndktan sonra basn devreye girdi. Ben hibir zaman basnla ilgili zel bir alma yapmadm. Duyanlar geldi ve biz aldktan alt ay sonra yazarlar kelerinde bizi yazmaya baladlar. yi lezzet ve mteri memnuniyeti her ey! imi en iyi ekliyle yapmaya alyorum ve bundan asla dn vermem. Zaten bir sre sonra yle oluyor ki mterilerinizin gzlerinde o prlty grmek, onlarn mutluluuna katkda bulunabilmek her eyin tesine geiyor. Beni daha ok almaya, daha iyi eyler retmeye tevik ediyor. Bu iki sre birbirini ok iyi bir ekilde besliyor aslnda; siz daha iyi rnler kardka mteri daha ok mutlu oluyor; mteri daha ok memnun olmas sizi daha iyi i karmaya tevik ediyor. Burada artk yle bir hava olutu ki buraya gelen herkes benim ailem gibi, yle gryorum ve onlar en iyi ekilde arlamak en mutlu halleriyle uurlamay hedefliyorum. Sevgilisinin doum gn iin pasta yaptrmaya gelen bir gen nian pastas iin geliyor ve nihayet dn pastalarn da ben yapacam! Bu vazgeilmez, yerine hibir ey konulmaz bir mutluluk benim iin. te izlediim tek pazarlama stratejisi bu.

ubelemenin butik pastaclk zerine etkileri zerine ne syleyebilirsiniz? Sizce avantajlar ve dezavantajlar neler?

ubeleme ancak ok profesyonel ve sistemli bir alma mevcutsa uygulanabilir. yle bir sistem olmal ki siz ayn gn iinde her ikiyi ubeye de taze rnler gnderebilmelisiniz. Ben duyuyorum bazen, butik pastaneyim diye bir pastaya, sradan yani bir zel gn pastas deil, bir gn ayryorlarm. Bu ekilde ubeleme olmaz, yetimez ve zarar ettirir. ok iyi bir sistem oturtabildiyseniz ubeleme olabilir. Tabi o zaman ok iyi bir ey. yi ve gzel yerlerin bymeleri, daha ok insann bundan faydalanabilmesinin salanmas ok iyi ve gerekli bir ey. Tannrl arttrr. Bylece eskiler kendilerini toparlar, kendilerini gelitirme frsat bulurlar ve bylece sektr de kalknr.

199

Interview 4- FOODIE

Emel Badoan

Emel Hanm, Trkiyeye Butik Pastacl ilk getiren kiilerden biridir. Ayn zamanda pastacln duayenidir. Son gnlerde pasta sslemecilii ile ilgili bir kitap hazrlamtr.

Butik pastaclk terimi ile kastedilen seri retime uygun dmeyen teknik malzeme ve modellerle pasta imalat yapmdr.

Trkiye'de pastaclk mslman olmayan aznlk gruplarn etkisi ile balam ve yaygnlamtr. Olduka yeni,(Cumhuriyet dnemi sonras ) bir tketim bicimidir. Butik pastaclk daha da yenidir. Benim bildiim ilk temsilcisi stanbulda faaliyete 1994 de balayan DOLCEdir.

Sektre giriim tamamen ticaret d motiflerle olmutur. Bugn foodie'nin rettii tarz pastalar Trkiye'de retilmedii iin ve ben kendi kutlamalarmda bu tr tasarmlar kullanmak istediim iin Foodie tarz bir pastacln ihtiya olduunu dndm. Foodie giderek byyen bir sektr yarattm. ncs olduu bu akm, hissettiim ihtiyacn gerek olduunu zaman iinde kantlam oldu.

Sektre girmeden nce hi bir fizibilite almas yapmadm. steimi gerekletirmek iin duyduum gl istek gereken enerjiyi her zaman salad. Bu da neticeyi etkiledi.

Trkiye de pasta tketiminin geleneksel bir beslenme tarz olmamas tm pastaclk sektrnn zamanla asmas gereken bir zorlama.

200

Malzeme kalitesi, bunu arayanlar iin, istikameti iyi malzeme kullanan butik pastanelere ynlendirmekte.

Dnyadaki pastaclk sektr Trkiye ile karslatrmak gereksiz bir caba. ne ise yarayacan anlamadm. Elma ve armutu karslatrmak gibi, kutlama tatls olarak baklava ve aure tketen bir toplum ile, bayram kutlamasnn pasta ile yapld, apple pie'in zaman zaman aksam yemei ikamesi olduu bir toplumu karlatrmak???

Btesi elverdii lde tm kutlama yapmak isteyenler ve katksz gda yemee nem verenler hedef kitle.

Foodie

yumurta, tereya, inek kremas ve un, arlkl malzeme

kulland iin, hi bir sanayi rn kullanmad iin malzeme temininde herhangi bir sorun yaamamakta. En iyi kalite ikolatay satn alabilmek iin verdiimiz mcadele de yldan yla kolaylayor.

Tketicide malzeme bilinci henz tam gelimi deil. En iyi malzeme kullanmay kendi ahlaki eilimlerimiz nedeni ile uyguluyoruz.

ubelerin kapsam (corner, vs) , birbirine mesafesi, imalatn merkezi olup olmamas ube saysn etkiler. Merkezi retim ve datm a, pek ok ubeye elverir.

Seri retim yaplmamas ve pahal malzeme kullanlmasna ramen, fiyat fark ok fazla olmamak durumunda, arada oluan fark zveri ile kapatmak zorundasnz. Karllnz sanlann aksine ok daha dk olmak zorunda. Sanayi rn kullanm vasfsz isiyi yeterli klar. Pakette belirtilen miktar kadar sv ve kat madde ekler kartrrsnz. Butik retim teknik beceri bunun iin de yetimi eleman gerektirir.

201

Personel seerken hi bir is tecrbesi olmamasna, dolaysyla yanl alkanlklar biriktirmi olmamasna dikkat ederim. Bir isiden verim almaya balamadan ok nce, ona emek ve maa verilmeye balanr. Bunu gerekten hakkettiine ve istediine emin olmak gerekir.

202

Interview 5 - DOLCE

Dolce- Nilgn Hanm

Siz butik pastaclk alannda ilksiniz. Bu ie nasl baladnz?

Ben evlenmeden nce butik iletiyordum, butiim vard. Evlendikten sonra ii braktm sonra boandm. Gene bir eyler yapmak istedim. yle bir ey olmalyd ki az sermaye yatrp para kazanabileceim bir ey olmalyd. ok fazla sermaye yatramazdm buna. Bundan 20 sene evvel almaya baladm. Trkiyede ak ne? Nasl para kazanabilirim diye dndm. O gne kadar bir yere giderken bir iek gtreceim zaman her zaman iei baka yerden, kurdeleyi baka yerden, dier malzemeleri baka yerden alrdm. Sonra eve gelirdim, onlar kendi zevkime gre bir araya getirir yle gtrrdm gideceim yere. Hibir yerde kendi zevkime uygun bir ey bulamyordum. Benim yle bir yapm var, her zaman arkadalarm sokakta bir kafede arlamaktansa kendi evimde arlamay tercih ederim. O zamanlar nl pastane olarak Pelit ve Divan vard. Onlarda da eitler belliydi. Bana gre bana pastann bir zellii olmal. Onun iin tpk iekte olduu gibi pasta konusunda da ben gene hangi pastanede beendiim ne varsa onu alp evde kendim birletirirdim. rnein ite, Pelitten meyve, krema gibi eyleri, Divandan kekini alrdm evde kendi pastam yapardm. imdi kendiniz zevkinize gre bunlar yaparken iyi de bunu bir ie dntrecein zaman ciddi bir sorumluluk giriyor iin iine. Gelecekler benden akam bir yere giderken gtrmek iin pasta iek isteyecekler. Kendim iin olsa pastay yaparm, baktm olmad, beenmedim, atarm pe. Simit peynir alp giderim. Ama bakas iin olduunda o ii en iyi ekilde yapma zorunluluu douyor. te bu durumda ben pastann riskini almak istemedim, ilk olarak iekle baladm. iei atktan sonra davetiye ileri balad ve bundan yedi yl sonra Dolceyi kurdum. Elbette ilk birka yl zorluklar ektim. Her zaman yapabileceimin en iyisini yapmay hedeflemiidir. Dnyann her yerinde Fransada, svirede en iyi eyleri tadarak onlar kendim yaparm. imdi burada ben onlar yaparken kendi damak tadma gre yapyorum, ben nasl beeniyorsam, nasl yemeyi tercih ediyorsam yle yapyorum. svireden bile pastac getirdim, o da 203

bildiini yapyor. O sosu, bu sosu beenmiyorum. Et yiyorsan o etin tadn alabilmelisin, ama hep soslarla kayboluyor o tat. yle renmi bir kere, yle yapyor. O zaman ben ev kzlarn bulmaya karar verdim. Ev kzlarn bulup eitmeye baladm. Darda yaplan tarifleri aldm, Trk damak tadna gre yeniden yaptm onlar. Alt yedi ay bu ekilde denemeyle geti. Yaptm pe attm, en iyisini bulana kadar.

Peki sene kat?

Dolceyi kurduumda sene 91dim.

Bu anlamda Trkiyede ilksiniz. Butik pastacln geliimini nasl deerlendiriyorsunuz?

ok ilerledi tabii. Her ey geliti. Ama ben hi birini kabul etmiyorum. Hepsi de taklit zerine kurulu. Sadece Senem Betili kabul ediyorum. Bana gre sadece o bu iin hakkn vererek yapyor.

Trkiyeyi

butik

pastaclk

iin

elverili

faktrleri

nasl

deerlendiriyorsunuz? Siz bu ie balarken nelere bakarak evet, ben bu ii Trkiyede yapabilirim demitiniz?

Ben zaten belli bir snf hedef aldm. Evinde iki personel altran, as olan kiilerdi bunlar. yle ki a yemek yapyor, ama kimi zaman onun yapt yemei beenmiyor, ikayeti var ve mutfaa girip kendisi bir eyler yapyor. nk hepsinin ihtiyac baka, damak tad baka oluyor, kendi istedii gibi bir eyler yapmak istiyor, o da kendisi mutfaa girmeden olmuyor. Ben bu a kapatmak istedim. Herkes kendi damak tadna yakn eyleri yemek ister, ben de kendi damak tadma uygun eyler yaptm ve benimle ayn damak tadna sahip olan kesimi hedef aldm. Bir eti et gibi yemek isteyen, poaay evinde yapt gibi yemek isteyen insanlar benden alveri yapyorlar. rnein akama misafiri gelecek beni aryor, 204

ben ok yorgunum, bugn sen yap diyorlar. nk burada her ey evde yaplanlar gibi. ok tabi olduu iin beni seiyorlar. te bu alandaki bu eksiklik nedeniyle ben bu ii yapabileceimden ok emindim.

Peki yer seimini nasl yaptnz?

Ben bu ii yapmaya karar verdiimde amatrdm. Bir iletme olarak ne yapacam ok iyi bilmiyordum ve dahas ok yatrm yapabilecek bir durumda deildim, fazla sermayem yoktu. Onun iin bu anlamda profesyonel bir seim yapmadm, evime yakn olan, kirasn karlayabileceim bir yer setim. Sessiz sakin bir yer olmalyd. Pasta yapmaya baladm ilk yedi sekiz ay yaptm her eyi pe attm. Orada sessiz sessiz alabilmek benim iin bulunmaz bir anst, skuneti benim ok houma gitti. Zaman iinde ilerle yoluna girmesiyle birlikte daha iyi bir yere getik. Zaten sen iini iyi yapyorsan mteri seni her yerde bulur. Nerede olduunun hibir nemi yok. Ben bir bodrum katndaydm, ama insanlar nerelerden beni bulmak iin geliyorlard. nemli olan senin ok alman, iini iyi yapman.

Daha nce yaptmz grmelerde butik pastacln kendi bana bir iletmeyi eviremeyecei, cafe, iekilik, organizasyon gibi yan dallarla desteklenmesi gerektiine ilikin bir sonu kt. Siz bu gre katlyor musunuz?

Hayr, kesinlikle katlmyorum. Eer bir insana iini doru bir ekilde, en iyisini yapyorsa her zaman ekmek yer o ite. Sonra insanlar belli bir yaam standardna gre deerlendiriyorlar kazandklar paray. Sen ne kadar kazanrsan o kadar yersin. Daha ok kazanmak istiyorsan daha ok kazanrsn. Onun iin butik pastacln yle yan desteklere filan ihtiyac yok, eer iyiysen her zaman para kazanrsn ben u anda piyasadaki pastaclarn bir iyi olduklarn dnmyorum. Hepsi de bir eyler taklit etme peindeler, kendi yapmalar gerekeni yapmyorlar bana gre. Sizin de bunlardan byle bir sonu karmanz normal dolaysyla. Ama ben kesinlikle katlmyorum.

205

Personel seimini nasl yaptnz?

Sfr eleman almay tercih ediyorum. Zaten bir eyler bilenlerle almak ok zor. Personel seiminde renmeye merakl olmas temel kriter. Tabi ki alkan olmak artyla. Buraya bulak olarak giren birisi bulak olarak kalmaz. yle kalacak insan da var elbette, ama ne kadar alrsa, ne kadar renirse bunun mutlaka karln alr. Benim yle elemanlarm var, bulak girmi ama ef olmu. O potansiyeli grdm herkese ans veririm.

Peki, bu anlamda yaadnz skntlar nelerdi? rnein kadnlar ve erkeklerle almak arasnda fark var m?

Evet, tabi var. Erkeklerle almak daha zor, dinlemiyorlar. Bir de erkekleri deitiremiyorsunuz. Onlar zaten bilip de geliyor, bildii eyi deitiremiyorsunuz. Kadnlar yle deil, onlara daha rahat retebiliyorsunuz.

Daha nceki grmelerimizde erkeklerin bir kadndan emir alma, ondan bir eyler renme konusunda sknt yaadklar sylenmiti. Siz de byle skntlar yaadnz m?

Evet kesinlikle katlyorum. Kadnlarn szn dinlemeyi yaktramyorlar kendilerine.

zellikle son zamanlarda alk okullarnn yaylmasyla eitimli personel bulma imkanlar olutu bizim tahminimizce. Siz eitimli elemanla almay nasl deerlendiriyorsunuz?

Daha zor kesinlikle ok daha zor. nk bugnk niversite mezunlar hayata at gzlkleriyle bakyorlar. Yeniliklere ak deiller, ille de kendi dedikleri olsun diyorlar. Bir de yle bir bilmilikleri var. Ben ilkokul mezunu gen kzlarla almay tercih ederim. ok daha alkanlar, renmeye merakllar, ne 206

veriyorsanz alyorlar. Buraya bazen niversite mezunu stajyerler geliyor ve gidiyorlar. renmeye ok kapallar.

Nasl bir pazarlama stratejisi izlediniz?

Hibir pazarlama stratejisi izlemedim. Hi reklam yapmadm. Sadece ok altm, zaten bodrum katnda bir yerdeydim. Ama benden bir pasta alan, iek alan dierine anlatt, o dierine anlatt byle byle yayld. Hibir zaman bir gazeteye rportaj vermek iin giriimde bulunmadm, her zaman onlar geldiler. Zaten ilk olduum iin ok fazla ilgisini ektim medyann. Ama en nemlisi bu ii severek yapmak. Ben hibir zaman kendi beenmediim bir rn vitrine koymadm. Baka yerlerde insanlar beenmedikleri eyleri bile nasl olsa alcs olur diye vitrine koyarlar. Ben hibir zaman yapmadm bunu, hemen pe atarm, kesinlikle o dar kmaz. inizi severek yaptnz, altnz srece zaten insanlar sizi bir ekilde tanyor, biliyor, yaylyorsunuz. Baka bir pazarlama faaliyetine ihtiya yok.

Trkiyede butik pastacln geliimi iin elverili bulduunuz koullar neler?

Bu soruyu sadece butik pastaclk iin deil, her alanda baarl olmak iin deerlendirmek gerek. Batan beri sylediim eyi tekrar ediyorum, eer sen alkansan, iinin en iyisini yapyorsan zaten baarl olursun. Hangi lkede hangi artlar altnda olursa olsun.

Peki, bunun iin bir model oluturmak mmkn mdr?

Baarl olmak iin u be maddeyi akldan karmamak gerek:

1. Doru lezzet,

2. Doru grnt, 207

3. Doru fiyatlandrma,

4. Mteri velinimetimizdir szn hi unutmamak

5. Ve tabi ki almak, ok almak.

208

Interview 6- ARKADA PASTA

Arkada Pasta Ebru Hn.

Butik pastaclk nedir size gre?

Seri olmayan, kiiye zel retilen bir pasta tr; bir pastay yaparken mteriyi tanyorsunuz, zel yaantsna giriyorsunuz, hobilerini, zel zevklerini, kiiliine ilikin her trl ayrnty reniyorsunuz. Sadece onun iin bir pasta yapyorsunuz.

Mterinin her istediini yapyor musunuz?

Belli bir konsept var tabi, malzemelerin belli bir alnabilirlii, fikrin belli bir uygulanabilirlii var. Bunlar el verdii srece her istediini yapmaya alyoruz.

Nasl baladnz bu ie?

5 oldu buras alal; ama ben 22 yldr bir ekilde bu iin iindeyim. Ben i mimarm, aslnda tekne retiyordum. Fakat o sektr krizlerden ok fazla etkilenen, ok stresli bir iti, srekli birilerine bal olmanz gerektiriyor. Bir de tek bana yapabileceiniz bir i deildi.1994te o ii braktm. Daha az stresli, kendi bamdan altndan kalkabileceim, az sermaye gerektiren bir i yapmak istedim. Bizim ailede byle pasta, ekmek vard zaten, dedemin on iki frn varm. Bu bizim iin bir gelenek yani, ben de kendimi bildim bileli bunlarla bydm. Teknecilik ok stresli bir iti, uyku uyutmayan bir iti, ok yoruldum ve artk kendi istediim, kendi bama altndan kalkabileceim eyi yapmaya karar verdim. Mutfakta olmak her zaman byk keyif vermitir, bir de teknecilikten gelen bir ekillendirme yetenei var, iek de oradan geliyor. Deerlendirmek istedim. Burada daha az risk var, zel yaantnza zaman ayrabiliyorsunuz. Benim iin retmek her zaman satmaktan ok daha n planda oldu. Bu da yle bir i, kadn taraf gl bir iti.

209

Mimariyle ok farkl bir alan deil mi?

Yok deil, ikisinde de yaratclk ve ekillendirme gerekiyor. Hep bir el yatknl, kalb oturtmak, iyapy oluturmak bunlarn hepsi bir btn, dahas teknecilikte kullandm tekniklerle ok daha farkl almalar karabiliyorum. Dolaysyla ikisi birbirini ok btnlyor.

Trkiyede butik pastacln geliimini etkileyen faktrler neler size gre?

Biz baladmzda bir tek Dolce vard. Bu ie balamadan nce bir de iekilik almam vard. Az yatrmla balayabileceim bir iti. Biz ilk etapta evde reterek baladk. Salk, eitim ve gda sektrleri Trkiyede hibir zaman srt yere gelmeyecek sektrlerdir. Sonuta belli bir muhitimiz var, yllardr bu semtte yayordum. Sonra biz bir yl da evden yaptk bu ii. Fuarlar gezdim, , eitli kurslara katldm. Kendi yaptklarmn tadna ok gveniyordum. Bunlar balamak iin yeterliydi.

iekilik neden ikinci plana geti?

O daha stresli bir alan, daha ok emek vermeniz, srekli ak olmanz gerekiyor, pasta ok daha keyifli ve almas kolay bir alan.

Pastacln

yannda

iekilik

de

yapyorsunuz,

daha

nceki

grmelerimizde tek bana butik pastacln bir iletme iin yeterince karl olmad sylendi. Siz buna katlyor musunuz?

Evet, bu tr iilii fazla olduu iin bizi tatmin ediyor, ama sadece butik pastaclkla bu ii yrtmek ok zor, izgiyi tutturmak ok zor. Biz butik pastann yannda kokteyller iin rnler hazrlyoruz, kk pastalar filan, gnlk rnler karyoruz, dn pastalar yapyoruz bu ekilde desteklemeye alyoruz. Bymeyi tercih etmedik, nk bana gre baka yere tanmak, bymek pastann 210

butik zelliinin kaybolmasna neden oluyor bize gre. nk o kiralar demek iin ister istemez seri retime geiyorsunuz.

ubeleme iin ne dnyorsunuz? rnein be ubesi olabilir mi?

Ben ubelemeye ok scak bakmyorum. ok ok iyi bir organizasyon yaps, iyi ileyen bir sistem oturtulduysa, o kii kendini ok iyi yanstan bir ekip oluturabildiyse belki dnlebilir, ama pastann butik zelliini kaybettirmeden ubelemek ok zor. Dier taraftan ou zaman mteriler sizinle muhatap olmak istiyor, ube olduunda byle bir eyi salamak mmkn olmayacaktr.

Peki, en fazla ka ube olabilir size gre?

Bence bir taneyi yrtmek bile ok zor. Sadece bir yer yeterli.

nternetten sipari alyor musunuz?

Evet. Siparileri bazen kargoyla bazen de taksiyle gnderiyoruz.

Yer seimini nasl yaptnz?

Biz buray amadan nce 1-1,5 sene evden altk. Bu anlamda maddi kayglar yznden ok da cesur davranabildiimi syleyemem. Daha ok mevcut imknlar deerlendirmeyi tercih ettim. Buras benim evime de yakn bir dkknd, bir yaknmn dkkn stelik de. Ben bu sokakta bydm, doduum ev, uradaki ke badr. Btn insanlarn ok iyi tanyorum. Byle denk geldi. Aslnda imdi dndmde burada deil de bir st sokakta, biraz daha ayakalt olan bir yerde olsaymz ok daha iyi olurmu. Ama hibir zaman deitirmeyi dnmedik. Bir dnem rnlerimizi cadde zerinde bir pastaneye verdik, sonra braktk.

Hedef kitlenizi nasl tanmlyorsunuz? 211

Malum, A-A+. Daha ok yle oluyor yani.

Bunun nedeni fiyat farkll m yoksa kltr farkll m?

Bu gruptaki insanlar zel gnlere, tebriklere, kutlamalara daha ok nem veriyor. Sonra tabii gelir seviyesi de ok nemli. Aldnz para en az asgari ihtiyalarnz karlayabilecek, barnma eitim gibi ihtiyalar karlayabilmeli ve zerine para kalacak bir miktar olmal ki siz pastay dnebilin. Bir de bu grubun altndakiler sizin rnlerinizi pahal buluyor, baka yerde daha ucuz siz neden bylesiniz diyorlar. Yaptmz eyi anlamyorlar.

Evet, daha ok zincir pastanelerden alveri yapyorlar. Ama son dnemde onlar da kendi bnyelerinde butik pastane departmanlar oluturdular.

Evet, nk bu alana olan talebi grdler. nsanlar onlara da gidip bizde yedikleri eyleri istiyorlar. Byle bir talebe duyarsz kalmalar sz konusu olamaz zaten.

Malzeme seimini nasl yapyorsunuz?

Biz tamamen evde kendi mutfanzda yaptnz pasta gibi pasta yapyoruz. Endstriyel hibir ey kullanmyoruz. Tereya kullanyoruz, kesinlikle margarin kullanmyoruz. Kullandm btn rnler iinde iime sinmeyen tek rn krem antidir. Onun yerine de ithal bitkisel krem anti kullanyorum. Onun dndaki her ey yerli. Sadece sslemeye ynelik rnleri, boyalar, aromalar, kalplar, drajeleri Amerika, Fransa, Avusturyadan getiriyoruz.

Malzeme temini konusunda sknt yayor musunuz?

Hayr, yle bir skntmz olmad.

Personel seimini nasl yapyorsunuz? 212

Biz bu konuda anslyz, hi sknt yaamadk. Bir eleman deitirdik, sonra da hala altmz elemanmz aldk. Personel ok nemli bir ey, almas kolay insanlar bulmanz gerekiyor. Biz kendimiz eitmeye alyoruz altmz insanlar. rnein, bizim amz on be yandan beri pastac, srf el alkanl nedeniyle bilmeden yapt eyler var. Biz burada onlarn nedenlerini, dorusunu anlatmaya alyoruz, pastaclk aslnda bir kimya ii bu mant vermeye alyoruz.

nceki grmelerimizde erkek personelin bir kadndan emir alma konusunda sknt yarattklar sylendi. Siz byle bir eyle karlatnz m?

Yok karlamadk. Biz burada aile gibiyiz, kesinlikle kiisel sorunlar ie yanstlmyor. Dier taraftan hiyerarik bir yap yok, herkes her ii yapabilir.

Pazarlama teknii olarak ne yapyorsunuz?

ok fazla bir ey yapmadk web sitemiz var. eitli dergilere editrlk yaptk. Medyann bu sektre youn bir ilgisi var, bu byk bir avantaj, ama en nemlisi, tavsiye. Bir de lezzet. Butik pastaclkta grnm ok nemli, ama en nemlisi bence lezzet. yle olaylar oluyor ki rnein gelinle damat dnden sonra geliyor, biz dnde yiyemedik yeniden yapn diye! Yani asl lezzet, bir yediinizi yeniden yeme istei uyandryor.

Peki, Trkiyedeki butik pastaclkla yurt dndaki butik pastacl karlatrdnzda dezavantajlar neler? ne tr farklar gryorsunuz? Avantajlar ve

zellikle u dnemde stanbulda bir patlama yaanyor, ama ben stanbulda bu kadar talep grmyorum. Heyecan devam edenler kalacak, dierleri elenecek herhalde. Sadece bu deil, gastronomi alan da bir eilim haline geldi. Amerikadaki dn pastalaryla karlatrdmda bizim emeimizin karln alamadmz 213

dnyorum. Eer manevi tatmin olmasa hi de karl bir i deil. nsanlar yeni eni bu ii tanyorlar. Trkiyede butik pastanelerin en nemli rakipleri byk oteller, nk onlarn kendi mutfaklar var ve orada bir dn olduunda her eyi kendileri yapyorlar. ok fazla bir avantaj olduunu syleyemem, benim iin tek avantaj manevi tatmindir.

Peki, sizin promosyon almalarnz oluyor mu?

Baz dn portallarna reklm verdiimiz oluyor, fuarlarda uygulamalar yapyoruz. Ama bu tr promosyon almalarnn geri dn ok fazla olmuyor. Mteriyle bir ekilde temas kurmu olmak lazm. Bu tr promosyonlardan bizi arayanlar geliyorlar pazarlk yapyorlar, biz byle bir istemiyoruz. Emei taktir edebilen mteri istiyoruz.

Sizce butik pastacl dier pastaclktan ayran temel faktrler neler?

Bence seri retim olmamas, mteri memnuniyeti, fiyat farkll bu sektrn en belirgin zellikleridir.

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Interview 7 BUTTERFLY

Butterfly Leyla Hanm

Butik pastaclk nedir?

Kiiye zel pasta yapmaktr. Kendi hayaliniz ve mteri isteine uygun olarak bunu sanata dntrebilmektir. Fabrikasyon imalat sisteminin tersine birebir elde yapmaktr.

Hayalinizdeki pastay yaratrken kstlamalarnz var m?

Her ey yaratlabilir, ama gzel ve uyumlu olmayabilir. Ya da rnein karnzdaki yumurta istemiyorum, kepek un istiyorum derse o zaman seenekleriniz kstlanr. Dolaysyla nce mterinin ne istediini bilip ona gre hareket etmek gerekir. Dndnz ey bazen o kadar da gzel olmayabiliyor. Onun iin srekli aratrma yapaak ufkunuzu da geni tutmak gerekiyor.

Trkiyede butik pastaclk ne zamandr var?

Epeydir var, zellikle yeni nesil alarla son dnemde ciddi bir art oldu.

Peki siz neden nasl bu ie girdiniz?

Biz yemek yapmay ve arlamay ok seviyorduk. Bunu insanlarla paylamak istedik. lk olarak yemek kitabyla baladk. nc kitab yazmaya balarken daha iyi bir hizmet yapp bunu insanlara yedirelim dedik. Yemek yapmayalm; ama pastayla iekle bcekle bu ii gtrelim istedik.

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Daha nceki grmelerimizde butik pastacln tek bana ok fazla kazan getirmedii ve bunun organizasyon, iekilik, kafe, kurs gibi aktivitelerle desteklendii sylendi. Sizin buna yaklamnz nasl peki?

Biz de nce pastane diye baladk. Sonra; zellikle ben, Fransada okuduum, yeni akmlar grdm iin ikolataya kaydk. Pastaclk artk doymaya balaynca biz de artk pastadan ok ikolataya yneldik, kafeyle birlikte tabii.

Byle bir yatrm iin sizi tevik eden faktrler nelerdi?

Bir kere ailelerimizden ok destek aldk. kimiz de iletmecilik eitimi aldmz iin byle bir yatrma girmek zor olmad. nce pazar aratrdk, sonra yeri bulduk. Evimize yakn olduu, park yeri filan olduu iin buray setik. Niantanda filan kiralar ok pahal olduundan oralar deerlendiremedik. Burann yle bir dezavantaj var; buraya ancak arabas olan, park edebilecek insanlar gelebiliyor, yani yoldan geenlere ynelik bir yer deil. Halbuki Niantanda olsaydk farkl olurdu.

Gzel bir noktaya deindiniz. Buradan butik pastacln belli bir gelir grubuna hitap ettii sonucuna varabilir miyiz?

Aslnda deil. Her gelir grubuna uygun rn koyabiliyorsunuz. Biz balarken yle bir strateji uyguladk. Bizim fiyatlarmz ok yksekti baladmzda. ok iyi malzeme kullanyorduk, personel fiyatlarmz yksekti. Gelirimizin aa yukar %35i personele gidiyordu. Onun dnda gm desenli aksesuar filan kullanyorduk vesaire... Fiyatlar yksek olunca ok pahal diye admz kt. Halbuki bu fiyatlar bizim giderlerimizi ancak karlyordu. Hal byleyken insanlarn kafasndaki bu imaj ykmak iin ok ucuz fiyat politikasn benimsedik. Kedeki pastaneden bile ucuza satarak bir mteri kitlesine ulatk. lk bir iki yl ok az kar ettik. Sonra fiyatlarmz yava yava arttrdk. Byle olunca mteriler ikayet etmediler. Zaten bildikleri, sevdikleri bir kalite vard ortada, fiyatlar da zaman iinde

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Evet kullandnz malzeme de rnn kalitesini ve fiyatn deitiriyor tabi.

Evet, tabi. rnein amfst kullandmzda ya da el emei youn bir rn kardmzda fiyat da ona gre yksek oluyor.

Trkiyedeki hangi faktrler butik pastaclk iin avantajdr, hangileri dezavantajdr?

Yeni terndleri kolayca takip edebilmek bir avantajdr. Bakyorsunuz rakip yeni bir rn yapm, mteri bize geliyor bana bunu yap diyor. Bazen yaplyor, bazen yaplmyor. Yaldnda o taklitilik olur. Biz her zaman kendimize zg iler yapmak isteriz. Mterinin yle bir talebi karsnda, onu da krmadan, biz yle deil de yle bir ey yapabiliriz diyoruz. Bu ekilde dengelemeye alyoruz.

Trkiye ve dnyadaki butik pastacl karlatrdnzda grdnz farklar nelerdir?

Byk 3-4 katl pastalarla iimiz olmuyor genelde. Ben kk pastalarla ilgileniyorum. imdi dnn; masada on kii var. Yurt dnda eer sizin doum gnnzse sadece size pasta geliyor. Onun stne mum dikiliyor, servis ediliyor. Pasta btn masaya verilmiyor. Bizde ok farkl ok daha abartl oluyor, masaya verilir, yan masaya verilir. Ama orada yle bir ey yok.

ngilterenin dn pastalar oluyor, drt katl. Onlar ok mehur oluyor.

Zaten onlar genelde maket pasta oluyor, gerek pasta arkada oluyor. Kesilip tabaklarda verilen o oluyor.

O zaman yle diyebilir miyiz, ngilterede artk bu tr pastaclk doymak zere?

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Evet, artk dn pastas, kutlama pastas doyuyor. Benim grdm ve bizim ikolataya dnmemizin nedeni de artk insanlarn bir yere giderken pasta, tatl yerine ikolata gtrmeleri. rnein hastanelere filan pasta tatl sokmuyorlar baz yerlerde, ikolata gidiyor. ikolata artk daha aranan, arap, havyar gibi gurme rnler arasna girdi. ekirdeinin yle olmas, toprann byle olmas filan nem kazanmaya balad.

Peki dn pastas konusunda sizce nasld?

imdi biz fazla dn pastas alamadk. Bunu yapanlar zaten mterilerini kapmlard biz sektre girdiimizde. Mteri bizi yeterli ekilde tanmad. Emaillerle, reklamla ulamaya altk, daha yeni yeni kendimizi buluyoruz. Logomuz kesinlik kazand. Bugnden sonra reklam konusuna da balayacaz.

Peki hazr reklam konusuna deinmiken tantmnz nasl yapyorsunuz? Nasl bir pazarlama stratejisi izlediniz?

Onlara yeni yeni baladk. ikolata iin bir iki davete gittik. zel hazrlanm ikolatalar kutular yaptk. Bir konser olduunda biz nce orada kartlarmz ikolatalarmz datyoruz. Bir de ayda bir yabanc danman geliyor. O geldii zaman basn aryoruz, onlara tantm yapyoruz. Bir de internet yoluyla devaml olarak mterilerimizi yeniliklerden haberdar ediyoruz.

Peki, mesela bir promosyonunuz var m? Baz byk pastaneler belli saatler arasnda indirim yapyorlar. Sizde yle bir ey var m?

Yok. Zaten benim rnlerim sabah kyor, akama kadar bitiyor. Yani bir indirime hi gerek yok.

Peki malzeme bulmakta zorluk yayor musunuz?

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Yaamyoruz. Malzemeleri bulabiliyoruz, hepsi de zamannda geliyor. Tabi nce bir piyasay aratryoruz. Bulamadmz baz malzemeleri, kalp gibi, dardan getiriyoruz. zellikle ikolatada zaman zaman biraz sorun yayoruz.

Malzeme temini asndan Trkiyede u yle olsa daha iyi olurdu diyebileceiniz bir nokta var m?

thalat ilerinde kolaylk salanrsa ok iyi olur. zellikle bu ikolata konusunda geerli. nk ikolata ok hassas, korunma, saklanma artlarna ok dikkat edilmesi gerekiyor. Onun ithalat iin tarm bakanlndan salk bakanlndan onay almak lazm. Bozulan madde gelince hemen antrepoya atyorlar. 8 derecede saklamak gerekiyor. Btn bunlar maliyeti arttryor, bu da fiyata yansyor, fiyat ykseliyor.

Kullanlan malzemenin sat zerinde etkisi oluyor mu? Ayn hammaddeye bal bir mteri art filan?

Oluyor tabi. Mesela bir ara yle oldu ki, kullandmz ikolata gmrkte kald, iki ay getiremedik ve ithal edilmi baka bir ikolata bulduk. Mteri hemen fark etti deiiklii, bize bildirdiler.

Yada da yledir sanrm. Un, ya bunlar yurt dndan m getiriyorsunuz, buradan m alyorsunuz?

Un ok nemli. Yabanc danman onu karmasna bile ok dikkat eder. Biz de olabildiince dikkatli seiyoruz.

Peki ubelemeyle ilgili ne dnyorsunuz?

ok fazla girmek istemiyoruz. Belki Niantanda bir ube daha olabilir. ki ortak olmamza ramen bu bizi ok zorlar. Ancak ikolata zerine bir ey olabilir. Ama o 219

da biraz riskli. Baka bir dkkana sattnzda adamn onu doru artlarda saklayp saklamayacanzdan emin olamazsnz, adnz yok yere ktye kar.

ubelemeyle butik pastaclk arasnda bir iliki olabilir mi? rnein be ubesi olan bir butik pastane olabilir mi?

Hayr. En fazla bir veya iki tane olabilir. Be ube olursa seri retime gemek zorunda kalr, o da butik pastaclk olmaz. rn sevk edildii zaman zelliini kaybeder.

Seri retim yapan pastanelerden farklarnz sayarsak:

ubeleme, rnler, rnlerin tek tek elle yaplmas. Makine hi kullanlmyor. Sadece o hamuru yoururken. Onun dnda her ey teke tek elle yaplyor.

Personel seiminde nelere dikkat ediyorsunuz?

Onlarn da ok iyi eitilmi olmas lazm. Karlarndaki mteriyi ikna edebilmeleri lazm, rn beendirmeleri lazm. Sadece bakmak iin gelen mteriye rn satabilmeliler.

Peki bu noktada personeli ikiye ayrabilir miyiz, sat eleman ve ierdeki ustalar olarak?

Evet ayrabiliriz tabi.

Hangisi daha nemli?

kisi de ok nemli. Biri rn yapyor, iyi mal satamazsan bir anlam olmaz. Kt mal satmak zaten anlaml olmaz. kisi de ok nemli, ikisi birbirini tamamlyor. 220

Son dnemlere baktmzda bu alanda alan okullar, rnein Yeditepe niversitesinde Gastronomi blmnn almasyla birlikte eitimli eleman bulmak biraz daha kolaylaacak gibi.

Ama onlar da eletiriyorlar, beenmiyorlar, kendi bildikleri gibi yapmak istiyorlar.

Elemann bayan olmas da almann kolayl asndan etkili sanrm, deil mi?

Tabi bayanlarla almak daha kolay. Erkeklere unu yap, bunu yap ricalarla olabiliyor, alnyorlar. Ama bayanlar syleneni yapma konusunda daha anlayllar.

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Interview 8 - COCOLATE

Cocolate- Arzu Hanm, Elif Hanm

Elif Kolonkaya 1964 doumlu, Alman Lisesi mezunu. Ardndan Mimar Sinan niversitesinde mimarlk okudu. Bu dnemde bilgisayar destekli tasarm program Autocadin Trkiyedeki ilk kullanclarndan oldu ve 14 yllk youn meslek yaamnda mimarln yan sra 2 yl da Viyanada olmak zere bu programn eitimi verdi. hayatnda tempo drme karar ald bir dnemde New Yorka gitti. The Institute of Culinary Educationda Cake Decorating ve daha sonra Wedding Cake programlarna katld ve nnde yeni bir ufuk ald. Bu kurslarda dnyann en nl pasta tasarmclarndan Toba Garrett ile alma imkann buldu. stanbula dnte nce yakn evresi iin hazrlad pastalarla balad almalar yava yava siparilere dnt. Doum gnleri, zel gnler, dn, nian ve sz kutlamalar iin tasarlad pastalarnn yan sra zel ikolata almalar, davetler ve kokteyller iin her trl tuzlu ve tatl, zel sunumlu rnler gelitirdi. Zaman iinde farkl lkelerden getirdii 150yi akn kitaptan deiik dnya lezzetlerini uygulad tarifler oluturdu. Wedding 2002 Fuar na katld.

Kurduu internet sitesi ve tasarlayp hazrlad pastalarn tannmasyla birlikte mterilerinden ve byk otel zincirlerinden Pasta dekorasyonu eitimi konusunda talepler gelmeye balad.

Bu konuda ev hanmlarna ve meslee yeni balayacak, kimi stanbul dndan gelen kk gruplara ynelik eitimler dzenledi.

Elif Kolankaya, son olarak Zrihte, konusunda dnyann en nemli iki isminden biri olan Othmar Fassbindden, sahibi olduu Fabilo Eitim Merkezinde eker leme Sanat eitimi ald ve bu kursta byk otel zincirlerinin pasta efleriyle alt. Othmar Fassbindin onayyla pasta dekorasyonu kurslarnda Fabilo International sertifikas verme hakk kazand. 222

Arzu rez

1966 doumlu, Avusturya Lisesi mezunu. Boazii niversitesi letme Blmn bitirdi, srasyla Procter and Gamble, NCR ve Wellada rn mdr ve grup rn mdr olarak alt. Ardndan Yatan ve Uno ekmeklerinin pazarlama mdrln yapt. Gda konusunda UNO bnyesinde ve yurtdnda katld fuarlarda Trkiyedeki zel rn konusundaki eksiklikleri belirledi. Bu konuda Elif Kolankaya ile olan arkadaln i ortaklna dntrd ve mesleindeki ok ynl birikimi sayesinde ortak almalar byk bir ivme kazand.

Butik pastaclk nedir?

Coccolate: butik pastacl terzi ve tekstilci rnei ile aklyorlar. Zincir pastaneler mterilerini dikkate almakszn genel kitleye ynelik seri retimler yapyorlar. Bir pastadan yirmi tane otuz tane retip ellerinde olan satyorlar. Tpk bir giyim maazasnda bir bluzdan be tane olmas gibi. Aye hanm da gidiyor ayn bluzu alyor, sen de, ben de ayn bluzu alyoruz. Oysa butik pastaclkta durum farkl, sen gidiyorsun ve ben pembe bir ikolatal pasta istiyorum diyorsun. O pasta sadece senin iin sana zel, bir tane yaplyor. Terziye gidip llerine ve zevkine gre bir bluz diktirmek gibi. Nasl ki o bluzu sen hayal ediyorsun, ayrntlarn senin llerin belirliyor, bir butik pastaneye geldiinde de ayrntlarn senin belirlediin, rengine malzemelerine senin karar verdiin bir pasta yaptryorsun.

Nasl bu sektre girdiniz?

2-2,5 sene boyunca evden retim yaptk. Artan taleple birlikte biz de bu ii bytmeye karar verdik.

Peki

nasl bir fizibilite almas uyguladnz? Karll ve talebi nasl

dengelediniz? Sonuta butik pastaclk Trkiyede ok fazla tannan veya rabet gren bir i deildi siz baladnzda, risk faktr sizi korkutmad m? 223

Evde yaptmz retim elbette bir iletmeyi tek bana dndrebilecek bir karllk salayamazd. Zaten Trkiyede bir pastanenin sadece butik pastaclkla kendini evirmesi olduka zor. Bu nedenle biz bunu baka bir i koluyla desteklememiz gerektiini dndk. Buna en yakn i de bu ii bakalarna retmek olabilirdi. Bir yemek okulu bunun iin iyi bir alan olur diye dndk ve hemen sponsorluk grmelerine baladk. Alevli ve Arelik bizim sponsorlarmz oldu.

Bu alanda en ok karlatnz sorunlar neler oldu? Sonuta yeni bir alan ve bu iin ustasn bulmak olduka zor, ustalar genel olarak alayl.

Evet eleman sorunu en byk sorunumuzu oluturdu ilk etapta. Ustalar her eyi hzl hzl yapmaya alk.

Sektre baktmzda daha ok mimar, mhendis, iletmeci gibi farkl meslek gruplarndan gelenleri gryoruz. Bunun nedeni nedir size gre?

Bu ii yapmak iin belli bir eitim seviyesi ve yabanc dil nemli. Bundan kaynaklanyor olabilir.

Nasl baladnz ve neden sadece butik pastane deil de yemek okuluyla birlikte?

lk etapta pastalar 2-2,5 sene boyunca evden yaptk; fakat talepteki artla beraber biz de bymeye karar verdik. Yaptmz hesaplarla grdk ki sadece butik pastane ii dndremeyecek, yanna baka bir eyler koyarak desteklemek gerekecek. te o zaman aklmza bir yemek okulu amak geldi. Hemen sponsorluk grmelerine baladk, Arelik ve Alevli sponsorumuz oldu.

Butik pastane iletmecilerine baktmzda genelde farkl mesleklerden insanlar gryoruz, bunun nedeni nedir size gre?

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Bu i alayl bir tipin yapabilecei i deil. Eitilmi olmal, yeniliklere ak olmal, rahatlkla yurt dna kabilmeli ki bu tr farkl sektrlerle tanabilsin ve tabi yabanc dil biliyor olmal. Bunlar ancak belli bir ekonomik seviyedeki ve belli kltrdeki insanlarda bir arada bulunabiliyor.

Malum Trkiye,de eitimli a ve pasta ustas bulmak olduka zor. Peki bu sorunu nasl zyorsunuz?

Evet, hoca bulmak bizim iin byk bir sorun oldu. Hem konusunda uzman olmal hem de part-time zaman ayrabilmeli. Bu i ince iilik gerektiriyor, halbuki alayl ustalar her eyi birbirine katarak yapyorlar, onlar mutfaktan ktnda ortalk sava alanna dnm oluyor. Biz buraya uyum salayabilecek renme hevesi olan kiilerle almay tercih ediyoruz. Bunlar da sememiz zaman iinde aratra aratra oldu.

Peki izlediiniz pazarlama stratejisi nedir? Ne tr reklam aralarn tercih ediyorsunuz?

Reklam harcamas yapmyoruz. Tantmmz Pr zerinden yrtyoruz. Bu alan zaten ok renkli ve grsel bir alan. Konsept ok iyi, mteriler ok ho insanlar, iletmeciler de bir o kadar deiik ve dikkat ekici. Dolaysyla btn bunlar bu alan kendiliinden medya iin cazip hale getiriyor, ekstra bir tantma ihtiya duymuyorsunuz.

irketleme butik pastaclk iin uygun bir yaylma stratejisi mi yoksa bir dezavantaj m size gre?

Bana gre irketleme bir dezavantaj. Yaplan pasta says artyor, buna bal olarak maliyetleriniz de artyor.

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Nasl bir fizibilite almas yaptnz? Pasta yemek okuluna nasl karar verdiniz?

Biz zaten pastacl yapyorduk dolaysyla oradaki talebi zaten biliyorduk. Byle bir i ka kiiyle yaplabilir? Ne kadar ciro elde edilebilir? Bunlar aratrdk. Fiyatlandrmay nasl yaptnz, iletmenin yeri rn kalitesi bunlarn hepsini deerlendirdik. Dier taraftan pasta-yemek okulu konusunda da potansiyel grdk. Dil bilmeyen ve yurt dna gidemeyen ev hanmlar bizim hedef kitlemizi oluturdu. Uzun bir sre butik pastaclk yan kol olarak devam etti

Malzeme seimini nasl yaptnz? Trkiyedeki rnlerin kalitesi sizin iin tatmin edici miydi yoksa dardan m getirmek zorunda kaldnz?

Malzemelerin ounu Trkiyeden salanyoruz. Bata bir ksmn dardan getiriyorduk; ama zamanla bizim gibi yerlerin oalmasyla reticiler bu anlamda ynlendirildi. lk balarda kullandmz pudra ekeri ile dardan getirdiimiz pudra ekeri farklyd, ama imdi btn malzemeleri Trkiyeden tedarik edebiliyoruz. Bu tip yerlerin oalmasyla insanlar bizim rnlerimizi yapabilmek iin evden de talep etmeye baladlar. rnein bizim kursumuza gelen insanlar rendikleri pastay akam eve gittiinde kocasna da yapmak istiyor dolaysyla bir talep olutu ve ekipmanlar da bu dorultuda daha kolay bulunur oldu.

Fiyatlandrmay nasl yapyorsunuz?

Dilim fiyat zerinden fiyatlandrma yaplyor. Pastann modeli, bykl ve zorluk derecesi fiyat belirliyor.

Trkiyede butik pastacl yurt d ile karlatrdnzda ne tip avantajlar ve dezavantajlar gryorsunuz?

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Trkiyede byk sorun var; gelir eitim ve grg dkl. Eitim seviyesi dk olduu iin insanlara ne yaptnz anlatamyorsunuz. Bu anlamda bir numaral sorun personel eitimi haline geliyor.

Sonra her eyi ok hzl tketip pe atan bir toplumuz. Butik pastaclkta da o oldu bugn baktnzda kedeki kadn bile yemek kursu at.

Bir de bizde olayn ieriini bilmeden hemen o ie atlmak var. Dardan bakyorlar ufff, ne biim para kazanyorlar! diyorlar. Hemen iin iine giriyorlar. i de bilmediklerinden kalitesiz rnler karyorlar, yanl yapyorlar. Birisi gidip de buradan bir pasta alyor, fakat hi beenmiyor ertesi gn arkadana butik pastaneden al veri yaplmaz. diye anlatyor. Byle byle toplumda bir memnuniyetsizlik oluuyor sonrasnda da o i tamamen pe atlyor.

Zincir pastanelerle butik pastaneleri karlatrdnzda ne gibi farklar dikkat ekiyor?

Butik pastaneyle zincir pastane arasndaki fark en iyi Cemil peki ve Mudo arasndaki farklara dikkat ekerek rnekleyebiliriz. Butik pastanede kiiye zel pasta yapyorsunuz tpk Cemil pekinin kiiye zel kyafet hazrlamas gibi pastanz da sizin belirlediiniz zelliklere gre iin bir defa yaplyor. Dierinde ise seri retim sz konusudur, Mudo rnei gibi. Bir rnden ok sayda retilir ve beenen herkes alabilir.

Pastanede lokasyon nemlidir. Merkezi bir yerde olmal, ubelemek ok nemli. Ama butik pastanede tek bir merkezden yrtyorsunuz btn ii.

Pastanelerde hangi rnden ne kadar retim yaplaca bellidir. Butik pastaneden retimi aldnz sipariler belirler.

227

Butik pastacl belirleyen faktrler, bu alanda dikkat edilmesi gereken noktalar nelerdir?

Paketleme ve koruma artlar ok nemli, bayatlam rnler kesinlikle satlmamal, sonra markal malzeme kullanmak nemli. Personel eitimi ok, internet sitesinin dizayn gze ho gelmeli Bunlarn hepsi sizin bu alanda tannmanz ve marka olmanz etkileyen faktrler. Zaten mterilerimiz genellikle bizi tavsiye zerine buluyorlar, burada kurulan diyalog, arzularnn detayl olarak dinlenmesi, srf sipari aamasnda bile keyif duyuyorlar, sipari verilirken masa rtsnn rengi bile dikkate alnyor, bu da insanlarn houna gidiyor tabii.

Peki butik pastacln dnyadaki tarihiyle ilgili bize ne anlatabilirsiniz?

ngilterenin yerel bir gelenei olarak balyor, bizdeki skender gibi. Oradan kyor Avustralya, Yeni Zelanda ve ABDye yaylyor. yle bir noktaya geliyor ki yayld yerlerde ngilterede ilerlediinden ok daha hzl ve fazla gelimeye balyor. Her zaman olduu gibi bu gelimede de ABD ba ekiyor. Avrupada ise bu i neredeyse hi yok, orda daha ok continental pastaclk var, rokoko, profiterol gibi. Trkiye de u anda bu taklit ediliyor Fransa ve talyada da yaygn olan bu tr. Ama bizlerin butik pastacl buraya getirmesiyle artk butik pastaclk Trkiyede Avrupada olduundan daha ilerde.

228

Interview 9 ART CAFE

Art Cafe

Butik pastaclk nedir?

Butik olmak demek fabrikasyon olmamak demektir. Fabrikasyon pastalarda her ey makinelerle yaplyor. Butikte ok fazla emek harcyorsunuz, tek tek her eyle urayorsunuz, ok fazla ziyan ediyorsunuz. Evde nasl bir pasta yaparken urayorsunuz burada da yle. Bir kere malzemeden kesinlikle kanmyoruz, yeni eyler yaratmak iin urayoruz. Butik olmak ite bunlarn hepsini bir arada yapabilmek demektir. Kaliteli malzeme, zenli alma ve yaratclk. Yani her eyiyle zel bir rn ortaya karyorsunuz.

Grnm olarak da farkl oluyor deil mi?

Evet, tabi. Malzeme farkl olduu iin grnm de otomatik olarak ona uygun hale geliyor. zellikle kiiye zel sipariler olduunda tamamen farkl eyler karyorsunuz.

Mteri bir pasta siparii verecei zaman siz onu ynlendiriyor musunuz?

Evet, zaman zaman oluyor. O da bizi ynlendiriyor.

Ka senedir butik pastaclkla urayorsunuz?

11 sene oldu.

Aratrmalarmza gre 2003ten bu yana butik pastaclkta byk bir art oldu. Siz bununla ilgili ne dnyorsunuz? 229

Evet. Bu ok enteresan. Biz ilk baladmzda tepki bile almtk. Byle farkl tatlar kabul ettiremezsiniz, tutturamazsnz eklinde yorumlar geliyordu. Ama yle olmad, zamanla insanlar alt, kabul ettiler. Zaten bu tr deiikliklerin ilk etapta tepkiyle karlanmas ok normal, biz ilk aldmzda kahve makinesi vard, o zamanlar Trkiyede ok az yerde kahve makinesi vard ve insanla bize gelip srarla poet ay iiyorlard! Hayret ediyorduk! Sonra yle bir zaman geldi ki artk ay ien kalmad, insanlar sadece kahve imek iin gelmeye baladlar!

Evet, anlattnz gibi butik pastaclkta da ayn ey sz konusu sanrm, artk bir trend haline geldi, neredeyse her hafta sonu butik pastaclkla ilgili bir haber okuyabiliyoruz.

Evet. nk eskiden bu i babadan ola geen bir iti. nsanlar pastaya yaratclk katmyorlard. Halbuki butik pastanelerin gelmesiyle ok daha renkli bir alan haline dnt.

Artk zincir pastaneler bile butik departman oluturuyor.

Evet, kendilerini bu ynde gelitiriyorlar. Tabi gene fabrikasyon retim devam ediyor, kataloglarla alyorlar.

Sizi rakip olarak gryorlar demek ki.

Gryorlar tabii ki. nsanlar yeni lezzetleri aramaya balyorlar. Oraya gidip soruyorlar, bizde yedii bir eyi orada da bulmak istiyorlar. Tersi de oluyor tabii. Onlarda yedikleri bir eyi gelip bizde aryorlar. rnein profiterol. Ben bu ekilde gelenlere her yerin kendine zg rnleri olduunu anlatmaya alyorum. Profiterol onlar yapyorlar zaten benim de yapmama ne gerek var ki!

230

Ama bu tr talepler sizin endiniz gelitirmenizi, taleplere uygun retim yapmanza yardmc olmas, yenilikleri yakalamanz asndan faydal olmuyor mu?

Evet, o anlamda deerlendirirseniz doru. Bazen ters bir niyetle gelenler de oluyor. rnein ben doum gnlerinde pasta yemekten hi holanmam. Srf bu yzden, yurt dndaki insanlarn bu ii nasl farkllatrdn gzlemledim, orada pastalarn ne kadar farkl olduunu grdm ve ben niye byle yapmyorum diyerek, o hayalle bu ie girdim.

Peki, siz yurt dnda bu iin eitimini aldnz m?

Hayr, almadm.

Peki, Trkiyede aldnz m?

Hayr. Benim annem bu ie ok meraklyd. Ben de onunla beraber girdim bu iin iine. Tesadfen de ok iyi ustalarla karlatm, onlardan ok ey rendim.

Ben de aslnda tam size bu sektre neden girdiinizi soracaktm, ama biraz yantlam oldunuz sanrm.

Byle balamadm. Ben aslnda seramik sanatsym. Yemek iini ayrca ok seviyorum. Dedik ki yle bir yer aalm ki hem ben yaptm seramik almalarn sergileyebileyim hem de yemek yapalm satalm. Fakat sonradan pasta daha ar bast, daha ok talep grd. Ben gene ara ara yapyorum kendi almalarm.

O zaman sizin sanatsal gemiinizin de bu ie byk katks olmutur.

Evet, kesinlikle. Ben de ustalardan ok ey reniyorum, ama iin ssleme iini sadece ben yapyorum. 231

Daha nceki grmelerimizde butik pastacln tek bana bir ii evirmek iin yeterli olmad bu nedenle cafe, organizasyon, iekilik gibi yan alalarla desteklenmesi gerektiine ilikin yorumlar ortaya kt. Siz bu gre katlyor musunuz?

Evet, kesinlikle katlyorum. Kendi amdan dndmde bizim yerimiz Leventte ve buras bir i merkezi. nsanlarn le molalarn, ay aralarn deerlendirebilecekleri bir olmas art, burada sadece pastane olmaz.

Sektre girmeden nce herhangi bir fizibilite almas yaptnz m?

Hayr, biz bu ie tamamen zevk iin baladk. Ama sonradan her ey ok ciddileti ve profesyonel olmamz gerektii ortaya kt. Bu sre iinde ok ey rendim.

Peki, o zaman farknda olmadnz sonradan rendiiniz en nemli ey nedir?

nsanlarla iletiim en nemlisi. lk etapta o kadar zorlanyordum ki mterilerle ortak dilde konuma konusunda. Ters bir tepkiyle karlatmda nasl davranacam bilmiyordum. Bazen insanlar ok saygszlaabiliyor, rnein sipari verdii pastay almaya gelmiyor! Zamanla bunlarla ba etmeyi reniyorsunuz.

Yer seimini nasl yaptnz? Belirli kriterleriniz var myd?

Yok hayr. Bilinli bir tercih yapmadk. lk dkknmz zaten bizimdi onun iin oray deerlendirdik. Evimize yaknd. Onun dnda ok avantajl bir yer deildi. Bize gelenler kulaktan kulaa yaydlar, yle tanndk. Belki ilk etapta ok pahal bir yer bulsaydk, maliyetleri ok yksek bir i olduundan yksek bir kirayla birlikte yrtemeyebilirdik.

232

Peki, nasl bir pazarlama stratejisi izlediniz?

lk bata kk bir ilan hazrlamtk; ama onun ciddi bir geri dn olmad. Gazete haberlerinin ok byk etkisi oldu. zellikle Hrriyet gibi bir gazetede ktnz zaman ok geni bir kesim tarafndan tannyorsunuz.

Trkiyedeki butik pastaclkla dary karlatrdnzda Trkiyenin avantajlar ve dezavantajlar neler?

Ne bakmdan avantaj kast ediyorsunuz?

Sizi bu ie girme konusunda tevik eden faktrler nelerdi? Neden ben bu ii Trkiyede yapabilirim diye dndnz?

Sonuta gda sektr her zaman frsatlara ok ak bir sektr, yaptnz ey ne olursa olsun mutlaka bir alcnz oluyor.

Dezavantajlar ne olabilir? rnein malzemeleri kolaylkla bulabiliyor muzunuz?

Evet. Seneler nce kolaylkla bulamyorduk, ama imdi ihtiyacmz olan her eyi yurtiinden temin edebiliyoruz. Fndk, badem gibi erezlerin zaten vatan buras, ikolata alannda da ok iyi firmalar var. Her hangi bir sknt yaamyoruz.

Daha nceki grmelerimizde pastane sahipleri zellikle gda boyalarn dardan getirmeyi tercih ettiklerini sylediler.

Evet, onlar biraz zor bulunuyor. Biz onlar getiren firmalarla alyoruz. Piyasada bunlar baya pahal, ama rnlerde yksek kalitede malzeme kullanmak zorundasnz. Bizim her zaman malzeme ynnden bir dezavantajmz var. Pahal eyler kullanma zorunluluumuz var bir kere; ama bunu tam olarak mteriye 233

yanstamyoruz. alt taraf bir pasta yapyorsun, neden bu kadar pahal? oluyor. Dier pastanelerde ok daha ucuza satyorlar, nk ok daha ucuza mal edebiliyorlar ve inanlmaz karlar elde ediyorlar. Biz o kadar karl alamyoruz, nk en iyi malzemeleri kullanmak zorundayz. Ben evimde nasl yapyorsam burada da yle alyorum.

Hedef kitlenizi nasl tanmlyorsunuz?

Ekonomik adan iyi bir gelir seviyesinde olanlara hitap ediyoruz.

Peki, yurt d deneyiminin olmas bu anlamda bir faktr m?

Evet, tabi. ok sayda yabanc mterimiz var. Burada kendi altklar tarzda bir eyler bulabiliyorlar. Fransz, ngiliz, Belikal hepsi de buraya geldiklerinde mutlu oluyorlar, artk dost gibi olduk. Badat caddesinden bizi bilip buraya alveri yapmaya gelenler oluyor.

Bu ayn zamanda mterilerin size sadakatini de gstermi oluyor.

Evet, haklsnz.

Bu adan bakldnda sizin zincir pastanelere gre ciddi bir stnlnz var aslnda. Birebir diyaloglarla mteri sadakatini ok daha rahat oluturabilirsiniz. O halde yle bir ey sylenebilir mi, butik pastaclkta markalamak daha kolaydr?

Yok deil, oraya gelene kadar ok byk emek var ve de hitap ettiiniz kesim ok dar. Tam bir markalama ok zor. Bir de bizim iimiz biraz grgye dayanyor, bizde bu grg yok. Damak tad bunu kabul edebilen tketici ok kstl.

234

Evet, rnein eker hamuru bizim damak tadmza ok yabanc. Siz bunu nasl deerlendiriyorsunuz?

Biz

kesinlikle

pastalarmzda

yenmeyen

eyler

kullanmyoruz.

Bizim

pastalarmzdaki her ey yenebilir. Srf ss olsun diye ok fazla eker hamuru kullanmaktan yana deilim. u dnemde grsellik yle bir hale getirildi ki, neredeyse heykel pastalar yaplyor. ok gzel grnyor, ama bakyorsunuz pastada yiyecek bir ey yok. Son dnemde grsellik ok n plana kt.

Lezzet ve grnm dengesini tutturmak Trkiyedeki pastaneler iin zor mu?

Aslnda bu durum btn pastanelerin kendilerini gelitirmelerini salyor. rnein mteri geliyor, pastayla ilgili sorduu ilk ey taze mi? oluyor. yle bir gvensizlik olumu ki, dier pastanelerde pasta bayatlasa da srf gzel grnd iin vitrinden indirilmiyor. Bizde byle bir eyin olmas sz konusu deil, hemen pe gider.

Kullanlan malzemenin mteri zerinde etkisi oluyor deil mi?

Tabi, ok enteresan bir anm var bununla ilgili. Kimyager bir mterimiz vard, devaml mterilerimizden biridir. Bir gn geldiinde yle dedi; "sizin pastalarnzda katk maddesi kullanmadnza o kadar eminim ki, nk btn stanbula ben satyorum bu maddeleri ve bir tek siz almyorsunuz! bir de byle bir ey var!

Butik pastaclkta ubelemeyle ilgili ne dnyorsunuz? Ka ube olmal? rnein on ube olabilir mi?

Olamaz. En azndan biz yapamadk. Olmaz, nk bu i srekli sizi banda isteyen bir i. Bir bakma mteri sizin iin geliyor buraya. ube olduunda byle bir ey sz konusu olamayacak, bir bakma yaptnz i fabrikasyona girecek. Bu belki ok 235

profesyonel bir yaklam deil, ama benim grm byle. Biz sadece en iyiyi yapalm biz de mutlu olalm onlar da mutlu olsun istiyoruz.

Peki, ka ube olmal?

Bir tane!

Yani bir imalat yeri, bir de sat gibi mi?

Yo hayr, ikisi de ayn yerde olmal. Pastay nerede piiriyorsanz orada satmalsnz. Mteri o kokuyu duymal, kendi evinde piirdii gibi olduunu bilmeli. O koku yle bir ey ki, buradan geerken mteriyi davet ediyor. Pasta almak hi aklnda yokken pasta aldryor.

Personel seimi iin ne dersiniz?

ok zor. stediiniz kalitede, istediiniz drstlkte birini bulmak ok zor.

Personeli, mutfakta alan ve satta alan olarak ikiye ayrabilir miyiz?

Tabi.

rnein mutfak personelini seerken alayl m yoksa eitimli mi olmasn tercih ediyorsunuz?

Bizde hem alayl hem de mektepli var. Hatta bu ie baladmzdan beri efin yannda yetien ve artk usta sfatn kazanm elemanlarmz var. yle ki, artk ef olmadnda onun yerine ii yrtebiliyorlar. Bu o kadar nemli ki, nk mteri geldiinde bugn ef yoktu diyemezsiniz.

Peki, sat eleman iin de mi ayn ey geerli? 236

Evet, tabi. Aslnda en nemli sat eleman biziz. Mteri geliyor ve sizi aryor, sizinle muhatap olmak istiyor. Sat elemanlar da bize baka baka reniyor, nasl konuulacan, eksiklerini filan.

Dier grmelerimizde bu alanda erkeklerle almann daha zor olduu sylendi. Siz buna katlyor musunuz?

Evet, kesinlikle. Erkekler bir kadnn szn dinleme konusunda ok ktler. Biz zamannda ok uratk. imdi imdi bir yerlere gelebildik. Ama gene bir eleman deiiklii olsa gene ayn eyleri yaayacaz. bu bakmdan ciddi sorunumuz var.

Yurt

dndaki

butik pastaclkla Trkiyeyi

karlatrdnzda

ne

gryorsunuz?

Darda ok gzel pasta yapan yerler var, bu karn ad byk olan yerlerin de ok kt pastalar olabiliyor. Orada fabrikalama, franchising ok fazla. Gene belli bal rnler ama ok da parlak deil. Benim grdm yerler arasnda pastaclk olarak en iyi yer Belikayd. Mesela ngilteredeki damak tadyla bizdeki ok farkl, oradaki insanlar kremay ok seviyor. Bizde yle deil, bize gre krema irentir, yadr! Onlarda farkl. Orada bir butik pastaneye gidip de pasta aldnzda iinden kek kyor! Bu adan Trkiyede pastaclk darya gre daha ileri bir seviyede bence.

Trkiyede butik pastacln geleceini nasl gryorsunuz?

Aslnda Trkiye demek ok da doru mu onu bilmiyorum. stanbulun dnda bu i ok da fazla yaplmyor. Bir zmirde Bonjour vard, o da imdi kapanm. Bence Trkiyede butik pastaclk ok byk mesafe kat etti, ama nmzdeki dnemde ne olur bilmiyorum. rnein bir dnem videoculuk ok popler olmutu her ke banda dvd-vcd satan bir yer alyordu. imdi durdu, yava yava kapand bir ou. Bizde de buna benzer bir alm yaand son dnemde, evden sat yapanlar 237

kt, evde yaptklarn satmak iin pastane aanlar kt. Sayca ciddi bir art oldu. Bunun da sonu videocular gibi olabilir.

Ama nfusun gen ve yenilie ak olmas farkl tatlara rabeti arttrmaz m?

Umarm yle olur. Sonuta bu, zevkle yaplmas gereken bir i, para iin yaplrsa baarl olunamaz.

ABye yelik asndan her hangi bir hazrlnz var m?

u an iin yok; ama mutfan uymas gereken kriterler var. Onlar olmadan iletemezsiniz zaten. Mevcut olann dnda herhangi bir almamz olmad.

Butik patacln kriterleri ne olabilir size gre?

Fiyat farkll mecburen olan bir ey, onu bir kriter olara almak doru deil. zel bir ey yapmak, farkl bir rn elde etmek temel kriter olur.

Peki, promosyon almalarnz oluyor mu?

Yok. Butik alan pastanelerin yle bir durumu olamaz. nk zaten 19.30da kapatyorsunuz, Pazar kapal. Onun dnda da rettiinizi ayn gn satyorsunuz. Fazladan bir promosyon almasna hi gerek yok.

238

Interview 10 NADYS

Nadys- Gniz hanm.

Gniz Dalver

NADY'S

1. Butik pastaclk nedir? Pastaclkta tasarm ve lezzetin kiiye zel olarak gerekletirilmesidir. Endstriyel retimden uzak, rn kalitesi yksek, grsel gzelliin lezzetle birlemesidir.

2.Trkiyede ne zamandr butik pastaclk var? Gndeme yerlemesi yaklak 3 senedir. Ancak 6-7 senedir Trkiyede var.

3.Siz bu sektre neden girdiniz? Gelecei olduu kadar, ok zevkli yanlar da var.

4.Sektre girmeden nce nasl bir fizibilite almas yaptnz? Byle bir yatrm iin sizi tevik eden faktrler neler oldu? Nadys restauran - cafe ve patisserie olarak iki ayr kulvarda kotuundan dolay fizibilite iki ynl oldu. stanbul iyiyi abuk kabullenip, altndan vazgemeyen ve kty abuk silen bir ehir. Doru noktada doru i dncesiyle baland. Farkl lezzetlerin deiik ya gruplarna ulaaca grld. Butik pastaclktaki byme farkl bir pencere at. Bir kiiye ait zel gnleri, hayat boyu sregelen kutlamalar dnrseniz; birde nfusu... Pastada byk bir payn size deceini hemen anlarsnz.

5.Trkiyedeki hangi faktrler butik pastaclk iin avantaj ve hangileri dezavantaj? Tek dezavantaj endstriyel retim yapan pastanelerin dekorlu pastalardaki verdii fiyatlar. rn kalitesindeki fark bazen fiyatn nne geemiyor. Avantaj moday ok 239

seviyor olmamz. Kalite gitgide daha nemli hale geiyor. Bunlarn avantajn yayoruz.

6.Dnyadaki butik pastaclk ve Trkiye: Daha ilerlememiz gereken ok nokta var. zellikle pastaclkta kullanlan zel malzemelerin Dnyada olduu kadar zengin olmamas, yerli retimin kalitesizlii trl zorluklara yol ayor.

7.Hedef kitleyi nasl tanmlarsnz? Hedef kitle ayakta kimlerle beraber durmak istediinizdir. Bunu bulunduunuz nokta, fiyat politikanz, rn kaliteniz belirler.

8.Kullanlan malzemeyi nasl temin ediyorsunuz? thal malzeme kullanmamz gerektiren yerlerde ithalat firmalarla alyoruz. Yerli retimi srarla denesek de baz rnlerde deitirme ansmz olmuyor. thal rnlerin fiyatlar yksek olduu iin maliyete yansmas uandaki tek zorluumuz.

9.Kullanlan malzeme kalitesinin sat zerindeki etkileri nasl? Mterinin direkt fark ettii bir eydir kullanlan rnn kalitesi, tabiiki sata olumlu yansyor.

10.ubelemenin pazarlama zerindeki etkileri nelerdir? Daha ok kiiye ulamann ve markalamann tek yoludur ubelemek.

11.letme ve pazarlama teknikleri asndan seri retim yapan pastanelerden farknz neler? Sektr ne olursa olsun ve rn ne olursa olsun pazarlama, gze ve kulaa ulama teknii hep ayndr. Farkll kendi iinizde hissedip yaayp ve eitli kanallarla anlatmak. Butik pastacln en byk ans. uanda haber deeri olmas....

12.Personel seiminde dikkat ettiiniz noktalar: Bu soruya hep yle balanr; in en zor yandr... stikrar baary beraberinde getirir ancak istikrar yakalayabileceimiz personel bulmak ok zor. Srekli motive edip srekli eitiyoruz. 240

13.Avrupa Birlii: Avrupa birlii bir sihirli denek deil ki hemen bir ey bekleyelim. Yolumuza doru bir ekilde devam etmekten baka yaplabilecek bir ey yok.

14.Karakterleri nelerdir. Zaten ok belirgin iki karakteri var. Yksek kalite yksek fiyat. Grsel gzellik ok nde. Kiiye kendini zel hissettirmek iin gsterilen aba karakteri belirliyor.

241

Interview 11 SWEADY

Sweady-Serap Hanm

Butik pastaclk nedir size gre?

Kiiye zel pasta, tamamyla ev rnlerinin kullanld bir pastaclktr. Dier pastanelerin hepsi Salk Bakanlnn onaylamamasna ramen kalitesiz rnler kullanyorlar. Kokorin denen ve ancak 58 derecede eriyen bir ya ikolata diye kullanyorlar ve Salk Bakanl da buna izin veriyor. O maddenin vcutta erimesi sz konusu deil, hem salksz hem kalitesiz. Biz kendi evimizde kullandmz tarifleri, o malzemeleri kullanyoruz. Onlar hakiki st yerine st tozu kullanyorlar. Her ey sanayi tipi olmasna karn bizden daha ok kazanyorlar. Biz pahal geliyoruz insanlara, daha salkl daha kaliteli olmamza ramen. Benim yanmda iki kii alyor, ama ben yanmda alanlara pasta yaptrmam, ben kendim yaparm. Ben grafikerim, sslemesini, her eyini kendim yapyorum. rnein eker hamuru diye bir ey var, oda scaklnda katlayor. Ben onu kesinlikle kullanmam, zaten bizim kltrmze de uymuyor. Benim pastamn zellii iindeki her eyin yenebiliyor olmasdr. eker hamurundan yapyor olsak her eidini yaparz, kendi mesleim gerei istediim ekli verebilirim. Bir de ortam ve ben hi kursa gitmedik, her eyi kendimiz rettik, yaptk. Zamanla kendimizi gelitirerek kendimize zg eyler rettik.

Genelde butik pastaclar eitimli kiiler.

Avukat, mimar ini gcn brakm, pastacla atlam.

Evet, ama Le Cordon Blueda pastaclk eitimi alm yle bu ie girmi kiiler.

242

Gene ayn ama pastane mantyla alyorlar, ne kadar pastaclk eitimi alsa da pastane mant. Ben pasta yaparken yenmeyecek, kenara atlan eyler koymak istemiyorum. O eker hamuru kenara konuyor. O zaman ne anlam var ki eker hamurundan iek yapmann, hazr iek koyarm! Seramik hamurundan pasta ss yapanlar biliyorum ben, olabilir mi byle bir ey?

Siz bu ie ne zaman baladnz?

2000 ylnda. Bakn imdi bu kurabiyenin boyalar Amerikadan geliyor. Trkiyede u an Hint boyalar satlyor, ok ok ucuz. oluk ocuk yedii anda azlar boyanyor ve Salk Bakanl da buna izin veriyor.

Evet, tam da bu konuya gelecektim. imdi boya rneini verdiniz, Trkiyede kalitesiz olduunu sylediniz. stediiniz kalitede malzeme bulabiliyor musunuz?

Boya dndaki dier malzemelerde ekmiyorum. Amerikadan getirmek de bizim iin sorun olmuyor. Ortamn kardei ok sk gidip geliyor, o ekilde rahatlkla temin edebiliyoruz. Dier malzemeleri buradan bulabiliyoruz. Bir de burada ok pahal, eer bu maliyetlere gre fiyatlandrma yaparsak kurabiye bile satamayz.

Peki, siz bu sektre neden, nasl girdiniz?

Ben rehberdim, fakat yirmi yl ara verdim. O kadar aradan sonra yeniden rehberlie dnemezdim. Bir taraftan da almak istiyordum. O dnemlerde bu pasta kurabiye iiyle ok ilgileniyordum, gzel sanatlar akm sayesinde iyi de iler kyordu. nsanlar neden bu ii yapmyorsun dediler ve yle baladm.

Dier grmelerimizden yle bir sonu elde ettik, tek bana butik pastaclk bir iletmeyi eviremiyor, cafe, organizasyon, iekilik gibi alanlarla desteklenmesi gerekiyor. Siz buna katlyor musunuz? 243

imdi yle bir ey var, ben ve ortamn tek gelir kayna bu i olmad iin byle bir skntmz olmad, ama cafenin bu anlamda iyi gelir getirdiini biliyorum. Biz bu aralar hafif hafif catering iine giriyoruz. Peete ve pasta yapyoruz diyelim ki, ama masa rtsne bulamyoruz. Yava yava ilerlemek istiyoruz. Onun iin u aamada biz organizasyon ii yapyoruz diyemem. Ama sylenenlere katlyorum, tek bana butik pastaclk kazandrmyor, nk ok maliyetli bir i, ok kaliteli malzeme kullanmanz gerekiyor.

Bu sektre girmeden nce bir fizibilite almas yaptnz m?

Yapmadm. nk buradan geinmek gibi bir amacm yoktu. Ama u var ki, iyi bir pazarlama yaplsaym bu ite ok iyi bir kazan varm!

Peki, sizin pazarlama teknikleriniz neler?

Ben zel bir ey yapmyorum, nk burann her eyiyle ben ilgileniyorum, ok yoruluyorum. Pazarlama olay ancak daha fazla organizasyona katlarak, daha sk mecmualara karak olabilir. zellikle mecmualar bir ekilde gelip sizi buluyorlar. Biz imdiye kadar hibirine gelin bizi haber yapn diye para vermedik.

Peki, promosyonlarnz oluyor mu, u saatten sonra bu kadar indirim gibi?

Hayr, nk gnlk rn kyor zaten, yle bir ey olamaz ki! Burada ki pasta bir gn dayanyor, satlmayan olursa alanlara al eve gtr diyoruz.

Trkiyede

butik

pastaclk

iin

avantajl

ve

dezavantajl

olarak

deerlendirebileceiniz faktrler neler

Dezavantaj olarak dier pastaneleri gryorum. nk onlar daha ucuza mal ediyorlar. Bizim kalitemizi, farkmz bilmeyen de bu fiyat fark dolaysyla bizden alveri etmiyor, pahal geliyoruz. Bizim yaptmz ii bilen ok az bir kesim. 244

Avantajlar neler?

Bu ile uramann benim amdan ok kiisel bir avantaj var; beni ok mutlu ediyor. Yeni bir eyler yaparken, retirken inanlmaz mutlu oluyorum. Bu kadar sevmesem yapmam zaten. Dnn btn, bunlar ben kendi ellerimle yapyorum, kimseye brakmyorum.

Peki,

Trkiyedeki

butik

pastaclkla

dnyadaki

butik

pastacla

karlatrdnzda nasl farkllklar gryorsunuz?

Bizde ok daha fazla el emei gz nuru, daha ok iilik var stne stlk daha ucuz.

Butik pastacln geleceini nasl deerlendiriyorsunuz?

Gittike geliecek bence, nk bizde pastaclk kltr ok azla yok. Yava yava geliiyor. Bir sr kadn bu karlla ve geliime bakarak iini brakp usta tutarak bu ie atlad. Ama bu i sradan bir ustann yapabilecei bir i deil. Farkl bir eitim gerektiriyor. Onun iin birou birka ay dayanp kapanyorlar. e farkllk katabilmek ve srekli iin banda durmak gerekiyor.

Kullanlan malzemenin sat zerinde etkisi var m?

Evet, tabi. Kullandmz btn malzemeler kendi alanlarnn en iyisi olan markalardan, kaliteden asla dn vermem.

ubeleme iin ne dnyorsunuz? Ka ube olmal?

Franchising olabilir. Bence ube taneyi gememeli. Eer pastaya bir yolculuk serveni katarsanz seri retime gemi olursunuz.

245

Bir butik pastanelerden dier pastanelerden fark ne olmal?

zel rn yapmak, ok daha taze rn karmak, salkl malzeme ve ev tipi alma. Zaten btn bunlarn sonucunu tatta da ok rahat fark edersiniz. Dier pastanede her aamay katk malzemesi kullanarak fabrikasyon olarak retiyorlar.

Bizde genelde fstk ve ikolata olmasn istiyorlar deil mi?

Krema kullanmadmz srece tat ok daha youn oluyor. ikolatamz saf ikolata, onlarda yle deil, ya kullanyorlar. Bata da sylediim gibi kesinlikle salkl deil.

Peki, personel seimini nasl yapyorsunuz?

Trkiyede ev tipi bir i yerinde personel eitmek ok zor. Genelde kendi personelimizi biz eitiyoruz. Zaten bu konuda eitimli eleman ok yok, hele kadn hi yok.

Erkeklerle alma konusunda sorun yayor musunuz?

Erkekler genelde renmek istemiyorlar, garip bir ey bu. Onun iin genelde kadn alyoruz, ok daha rahat oluyor

Son olarak belirtmek istediiniz bir ey var m?

Evet, pastann her yeri yenebilmeli!

246

Interview-12 MESUT ILGIM

Divan pastaneleri Genel Mdr

Mesut Ilgm

Trkiyede pastacln tarihi ne kadar eski? Biz de ne zaman balam?

lk nceleri Birinci Merutiyetten itibaren Fransz kltryle etkileimle balam. 50lerde daha da glenmi. Bugnk anlamda pastaclk ok eski deil. stanbuldaki aznlklarn bir geleneiydi, sonradan yayld, zellikle 50lerde. Daha nceleri tatlclk vard. Son 40 ylda bugnk halini alm durumda. Trk kltrnde olmayan bir tat getiriliyor, pastane diye bir kavram giriyor. zelikle 80lerde 90larda dnyayla daha ok ii ie olmamzla balayan bir sre bu.

Dnyadaki pastaclkla Trkiyedeki pastacl deerlendirdiimizde nasl bir tabloyla karlayoruz? Trkiyede pastacln sektr olarak kat etmesi gereken yol var m?

Dnya derken genel olarak dnmemek lazm, pastaclk Avrupa ve Amerikada olan bir olgu. imdi o noktada nemli bir ayrm var, buralarda pasta o kltrn bir paras, yeme ime kltrnn iinde olan bir ey. O kltrn bir paras olduu iin sektr ayakta kalabiliyor. Trkiyede yle deil, kltrn bir paras olmad iin ayakta kalmas daha zor. Bu durum, orada pastay ayakta tutabiliyor, gelimeyi etkileyen en nemli faktr rn gamn oluturmak. Bir rn grubunda be yz eit rn var, bunlarn dalmn doru yapabilmek ok nemli, nk bu be yz eit rnn drt yz eidi olmazsa olmaz rn deildir. Trkiye bu anlay yeni yeni gelimeye balad. Pastay kesinlikle olmazsa olmaz bir rn olarak dnmemek lazm. Ekmeksiz kalamazsn, ama pastasz kalabilirsin. Dolaysyla mterinin bu kadar esnek olduu bir olguda sen bu rn eitliliini ok iyi ayarlamalsn. Hem kalite olarak hem de eitlilik olarak ok iyi bir noktada durmalsn, hele bu rekabet ortamnda ok nemli. Eer senin herhangi bir zelliini beenmediyse bir daha 247

gelmez, on adm yryp baka bir yerden alr. Dolaysyla sen mteriyi gndermemelisin. Lojistik ok nemli, her eit rnden belli miktarda elinde bulunmal.

Trkiyede pastacl etkileyen faktrler neler?

Avrupada gzel bir ey var, bizde bu yava yava geliiyor, ama orada olduka iyi bir durumda. Yurt dnda tedarikiler ayn zamanda pastaneyi de ynlendiriyorlar. Adam yar mamul ya da tam mamul rn tedarik ediyor. Sen de pastane sahibi olarak onunla anlayorsun. Adam yle bir ey yapyor ki sana mal satarken ayn zamanda da seni ynlendiriyor. Sezona gre nasl rn almanz gerektiini sylyor. Bylece size hem kendi rnn satyor hem de sizin rn satmanz salyor, nk sizi piyasa da en ok giden rnler konusunda da bilgilendirmi oluyor. Bizdeyse durum daha farkl, imdi bu, senin kltrnn bir paras deilse, oyunu kurallarna gre oynamalsn; ama o da bir yere kadar mmkn olabiliyor. Trkiyede bundan on sene evvel her adam akam evine giderken bir dilim pasta, bir ey alp gidebiliyordu, ama bugn yle deil. Ekonomik artlarn dengesizlii bu sektr kt ynde etkiliyor. Trkiyede kltrn iinde olmayan bir olgu, bu kltr de medyadan, grerek, gstererek oluabilecek bir grg gerektiriyor. rendike de yeni eyler retilecek. Zaman iinde Avrupada yaplan her eyi yapamayacaksn.

Bugn baktmzda pastaclkta kullanlan pek ok malzemenin hazr halde temin edildii grlyor. Bu noktada butik pastaclkla zincir pastaneler arasnda bir ayrm koyabilir miyiz?

Butiklik sadece rnn zelliiyle deil, fiyatyla da farkl olmaktr. Normalde bir lira olan bir mal sen yirmi liraya satabiliyorsan o zaman butiksin demektir. Pasta zaten yle bir sektr ki, fiyatn drdnde pasta talebin artacak diye bir ey yok, talep elastikiyeti diye bir ey yok bu ite. Bugn pastalara baktmzda hepsinin tek tip olduunu grrz, pastada yaratclk gitti. Dier taraftan da pasta, fabrikasyonun giremedii tek alandr. nk yle eyler vardr ki bir makine asla onu yapamaz. Kek yaparsnz, stne kremanti dkecek bir makineniz vardr, ama o kek frndan 248

hibir zaman ayn boyutta kmaz, biraz daha ok kabarr, az kabarr, yamuk olur. Mutlaka bir ustann yapmas gereken ok ey vardr. Bugn Divanda hala her eyi ustalar yapyor.

O halde butik pastaneyle zincir pastaneler arasnda fabrikasyon gibi bir ayrm yapamyoruz. nk her ikisinde de ustalar iin banda duruyor.

Ben zaten butiklikle normal pastane arasnda yle bir ayrm kabul etmiyorum. Ayn malzemelerle ayn llerde, ayn ekilde yaplm bir pastay mteri gelip benden 20 ytlye alrken o, bu pastay 200 ytlye satabiliyorsa o zaman butiktir. Bakn bugn Vakko bunu yapyor.

Bir de belki de Divanda o pastadan gnde yirmi tane karken bir butik pastanede iki tane olmas da bir ayrm olabilir.

imdi pastaclkta yle bir ey var ki satlarn belli bir dalm vardr. Gnlk dalmda sabahtan fazladr, gn ortasna doru azalr, akam yeniden artar. imdi byle bir gerek varken sen de kardn pasta miktarn o programa gre datmaya mecbursun. Bir de bu ie pastalarn bykl giriyor iin iine. Tpk ayakkabclkta olduu gibi, vitrine bir model ayakkab koyarsnz; ama ierde onun farkl numaralarn bulundurmanz gerekir. Siz be eit pasta yaparsnz bir de onlarn kiiliini, alt kiiliini yapmak zorundasnz. Baka bir nokta da pastann yannda alnan rnleri bulundurmak, senelerce kendi eimde gzlemledim ben bunu. Her sene bakla mevsimi geldiinde bakla alaca zaman satcya sorar dereotu var m? diye. Dereotu yoksa baklay da almaz, ikisini birden alabilecei bir yere gider. Bu herkes iin geerli olmayabilir elbette, ama genelde byle. Sen bir yerden pasta alnyorsa pastann yannda tketecein kuru pasta gibi rnleri de alnaca bir yeri seiliyor. Divann en byk sknts pastann yannda dier tuzlu rnleri de bulundurma sknts.

Bir pastane iletmesinde dikkat edilmesi en nemli noktalar neler? Burada mteriyi karmama gereklilii ve eitli rn bulundurma zorunluluu 249

dier taraftan rnlerin elde kalma riski btn bunlar bir iletme stratejisi olmaktan kp bir pazarlama stratejisine dnyor. Bunlar nasl dengelenebilir?

Trkiyede zor, zellikle stanbulda ok zor, nk stanbul on be milyon nfusu olan bir ehir ve bir batan bir bana 230 km mesafe olan tek ehir. Avrupada bu byklkte bir ehir yok. Dolaysyla merkezi retimle bu ii ayarlamak gerekiyor. imdi sen herhangi bir yerde Divana gelip de bir pasta istediinde orada yoksa bir ekilde bu pastay bulmalsn ya da ona baka bir ey satabilmelisin. Dediim gibi sektrn iinde yatan en nemli olgu olmazsa olmazdr. Adam dner gider, dndrmemen gerek. Bu adan sat eleman ok nemlidir, mal hem pazarlayacak ola hem de satacak olan sat elemandr. rnein adam pasta siparii vermi, merkezden pasta yaplp gelecek, ama yolda kaza olmu ve trafik durmu. Aslnda en iyisi sat noktasnn arkasnda be metre karelik bir yerin olacak ve buzdolabnda her zaman hammaddelerden bulunduracaksn elinde olmayan bir rn istendiinde karp yapabilecein bir durumda olacaksn; ama bu pahal bir zm. Son dnemde Migros gibi byk marketlerde alan pastanelerin arkasnda atlyeleri var, ayn mantkla yaplmtr. Avrupada show bakery denen bir ey balad. stediin zelliklerde ekmek yapyor sana, zencefilli olsun, karanfilli olsun diyorsun senin iin yapyorlar bunu. Bir dier nemli noktada gelecein mterilerini kazanmak, imdi Fransada cameknl mutfaklar var, adam pastasn ekmeini camekann nnde yapyor, gelen geen de onu izliyor. Ya da belirli gnlerde alyor orada ocuklarla pasta yapyor. Bu ok nemli bir ey, ocuk bunu asla unutmaz ve gelecekte orann sadk bir mterisi olur. Ben divandayken de hep bunu syledim, pastane iletmeciliinde en nemli ey: ocua mutlaka ondan ikram edin. gelecein mterilerini kazann! her zaman tezgahn zerinde bir ekerleme mutlaka bulunsun, ailesinin yannda gelen

Butik ayrmnda malzeme seimi bir etken midir? Kullanlan malzemeler asndan bir fark var m?

250

Butik pastane derken yle bir grn, byle bir ssleme derler. Ama bu kd yaparken dnyann neresine gidersen git, ayn malzemeyi kullanrsn. Herkes aa be yukar ayn malzemeleri kullanyor. Sadece baz lkelerde daha sert bazlarnda daha yumuaktr, rnein dou lkelerinde ekonomik yetersizlik nedeniyle serttir. Pastaclkta da ayn mantk var, kakao yerine fndk ya kullanrsn daha ucuza mal edersin. Bu nedenle ben onu ben dikkate almyorum. Farkn nereden geldiini ben syleyeyim size, el mahareti diye bir ey var. Bizim pastanenin, ya da dier zincir pastanelerin arkasndaki mutfakta otuz tane usta alyor, hepsi de farkl farkl eyler yapyor. Onlarda be tane usta alr. el mahareti diye ok nemli bir ey var. Oradaki insanlar geiyorlar iin bana, ite orada el mahareti konuuyor, kendilerini katyorlar lezzete. Pastann bir kimyas var, undan b kadar bundan bu kadar, ama i orada bitmiyor. rnein maya dediimiz olay canl bir organizma, o be alt tane hammaddeden birini biraz fazla kattnda bambaka bir ey kyor ortaya. Baka bir ey daha var, insann ya ilerledike baz yetenekleri azalyor. Bunlardan biri de tat alma kabiliyeti. 60 yandaki bir insann tat almasnda kayplar oluyor, eer fazla scak eyler tketiyorsan bu daha da artyor. O zaman ite diyorlar ki bana nerde o eski tatlar! ite o olayn altnda yatan nedenlerden biri de bu.

O halde butik pastacln en nemli zelliinin el maharetinin iin iine karmas olduunu syleyebilir miyiz?

Bir baka ey daha syleyeyim, pasta olaynda ciddi bir sonuca ulamak istiyorsan ciddi bir kontrol sistemi kurmak zorundasn. Eer ticaretle para kazanyorsan altrdn adamlara belli eitimler vereceksin, bunlar pastaclkla ilgili olmaya da bilir. Divanda bir dnem alan insanlarn byklarna kadar her eylerine karlrd hala da yledir. Benim en korktuum ey mterinin yedii pastann iinden yle bir ey kmasdr. Bunu nasl denetleyeceksin, hadi metal eyleri arayabilirsin ama dierlerini nasl bulacaksn? Onun iin alanlarn ok iyi eitmen, iyi bir kontrol mekanizmas kurman gerekiyor. Mteri tatmini, satclk becerirli, bunlar ok nemli kavramlar. rnein yaanm bir olay anlataym size: Sreyya. Beyaz Rus. Babas stanbula geliyor, Kuruemede restoran ayorlar. Dnemin byklerinden 251

bir, oraya gidiyor ve bir tel kadayf istiyor. Tel kadayfn iinden tel kyor. Restoran sahibi baryor, getirin ampanyay bu gecenin talihlisi burada! bunu kvrmak da ayr bir ustalk ii.

O halde pastaclkta en kritik noktalardan biri personel eitimi. Personel eitiminin iine ne tr eitimler giriyor?

Personel eitiminde en zor konu imalatla ilgili olan, adamlar n yarglarndan, bildiklerinden vazgemiyorlar nk. Stn scakln dirseiyle lyor, l lek kullanmyor. Bunu krmak ok zor, eitim programlarnda nce hijyenden balyorduk. Hepsi namaznda niyaznda olmasna karn burnunu kartran adamlardr. Almanyada gda sektrnde alacak insanlar asgari iki ay sreyle o sektrn ok hafif ilerinde altryorlar, retimde altrmyorlar. Nedeni de ok basit, bir ekilde az pimi ya da i et yenmesi halinde barsaklarda oluan bakterilerin tamamen arndrlmas, elle bulamas engellemek. zellikle Trklere ve Araplara yaplyor bu. Trkiyede hala byle bir ey yok. Sattakiler iin de hijyen ok nemli. Onlara mteriye davrantan kyafete, kullanacaklar deodoranta kadar her anlamda mdahale ediliyor. rnein benim dnemimde bayanlarn regl dnemlerinde izin veriliyordu ki burada mteriye sinirli davranmasnlar diye. Mteriyle diyaloglar ok nemli. nsanlar ok basit eylerle mutlu olabilirleri tezghtarn bunu biliyor olmas lazm. Bu sektrn outlet amak gibi bir ans yok. Adam geldi, bir ey istedi. O rn yoksa muhakkak baka bir ey satabilmen lazm.

Bakn Bostancdan balayarak Badat Caddesine kadar sal sollu 72 tane cafe, pastane var. imdi bu rekabet ortamnda marka olmann ayrcalklar nelerdir?

Marka %20

Marka %5

Kalite %20

Kalite %20

Fiyat %5 252

Fiyat %30

Toplam %45

Toplam %60

Fiyat marka olmaktan daha etkin bir faktr olabiliyor birok insan iin. Sen markaysan eer ok daha fazla maliyete katlanmak zorunda kalyorsun. te bu noktada dengeyi ok iyi tutturman gerek. Sen Divansan yaptn iin hakkn vermen gerekiyor. Personelin deodorantna kadar her eyi davan veriyor. Btn bunlar senin maliyetlerin oluyor.

Personel konusunda erkek kadn ayrmn nasl deerlendiriyorsunuz?

Btn dnyada restoranlarda arlkl olarak erkekleri grrz. Erkek kadn dalm gelenekten gelen bir ey, btn dnyada bu byle, kadnlar daha ok evle ilgili olduklar iin daha ok satta alrlar. Eer en youn gn olan Cuma gn ocuu hastaysa gelemiyor. Pelitte hi affedemediim ey, erkek satclarn olmas. Satc kadn olmal. Mteri erkek grmek istemez. malatta hep erkekler tercih ediliyordu son dnemde imalat iin de kadnlar alnmaya balanmt.

Personelin eitim seviyesi iin ne diyorsunuz?

Alnan personelin eitim seviyeleri artt. Trkiyede insanlar tesadfen eitim alyorlar, yakn bir tarihe kadar bizim milletvekillerimizin bile eitim seviyeleri tartlyordu. Bugn Trkiyede yksek mevkilerde olan insanlarn birounun hayali baka bir meslektir. Pastaclksa ayr bir olay, bu ie insanlar kk yatan yetitiriliyorlar, ama ciddi bir eitimler deil. Pastann raf mr bir gn ve burada alan adamlar bir iletmeyi bir anda mahvedebilir. alan adam bir ekilde patrona kzsa, tepesi atsa da pastann iine bir ey kartrsa o gnk mteriler bundan zehirlense i bitmitir. Dier taraftan bunun kontroln yapabilmek de ok zor. Pastaclkta denetimler ok snrl olabiliyor. Bugnk teknolojinin yapabilecei ok fazla bir ey yok, adam kt niyetle bir ey kartrdysa bunu tespit edebilecek bir kontrol mekanizmas yok, ancak metal detektr ya da belirgin bir yabanc maddenin olup olmad denetlenebiliyor. 86da Divana geldiimde yaptm ilk i bir gda laboratuar kurmak oldu. ahit numune denen bir ey var, iki numune 253

alnyor, biri o an deneniyor, biri saklanyor. Durum ok kritik, seni denetleyen adam, Divan gibi gnlk 1 trilyon ciro yapan bir yeri kapatabilme yetkisi olan bir adam ve bu adamn maa 400 milyon! Bir iletmenin kendini garantiye alabilmesi iin u noktalara ok dikkat etmesi gerekiyor.

1. Laboratuarda kendi denetimin yapmalsn.

2. Teknik alt yap oluturup btn rnlerini o ekilde denetlersin, zellikle metal, yabanc madde denetimi ok nemli.

3. yi bir AR-GE birimi oluturmalsn.

4. Belirli aralklarla personele salk denetimi yaptrmalsn.

5. Senin gvendiin ve bu ii bilen insanlar zaman zaman piyasaya kmal ve ne var ne yok bakmal.

ubelemeyle ilgili fikirlerinizi alabilir miyim?

Ben ubelemeyi onaylamyorum. ubelemenin artmasn kaliteyi ve kontrol zorlatrdn dnyorum, stoklardan gelen maliyet ykn arttrd iin doru bulmuyorum. Eer bu bir elbise olsa durum baka, bugn satamazsn yarn koyarsn vitrine satarsn ya da sonra ki gn, ama pastay bugn sattn, sattn yoksa o senin maliyetin oluyor. Bu bir elbise deil ki, raf mr bir gn! Satamadnda sana maliyet olarak geri dnyor. ok ube demek ok yatrm demek. Cebimde 100 lira var, pastane mi aaym, bankaya m yatraym? Pastaneye yatrrsam daha az gelir, daha ok dert. Prensip olarak, benim bak amda ubelemeyi olabildiince snrl tutardm. Ama Divandaki olay baka, tepende bir Ko grubu var. Pastaclk bu grubun iinde grnmeyen bir dilim. O zaman gelirin bu kadarken bu dilime yatrm yapmam diyor. Baka bir grubun %2 arttrm senin btn gelirin kadar. Bu bir prestij meselesi yani, ben iin bana geldiimde Divann bymesi gerek dediler. 254

Cironun byk ksmn ylba ve eker bayramnda tutturuyorsun. Arada bir eylerin olmas lazm, McDonaldsn ekmeini yapmak, lokum yapmak gibi. nternetle, rn eitliliiyle artk ev kadn evde retime geri dnmeye balad. Dolaysyla bunlarn hepsi de ubelemenin etkisi. Bir de dikkat edilmesi gereken nokta u, pastacln ok gelimi olduu lkelerde alan kadn nfusunun da yksek olduunu grrsnz. Kadn alt iin bir misafiri geleceinde ya da normal zamanda ya kalkyor gidiyor yar mamul alyor kendisi yapyor ya da hazr alyor.

Yer seimi neye gre yaplmal? Siz Divann ubelerini seerken zellikle nelere dikkat ettiniz?

Yer seimi en nemli faktrlerden biri. zellikle bu Badat Caddesi-Cadde Bostan hattnda alan yerlerin birou kapand. Yer olarak yaya trafiinin olduu bir yer olmal. rnein buras artk Divanla zdelemi, hi unutmuyorum bir k ok kar yadnda haberlerde buray Divan Kava olarak belirttiler. Bu Divan iin byk bir avantajdr. Bir de baz insanlar gz nnde olmaktan holanrlar, sabah Divandaydm demek onlarn houna gider. Yer seimini bunu da dikkate alarak yapmak lazm, ayakalt bir yerler olmal.

Pazarlama stratejisi olarak nasl bir yntem belirlenmeli?

Bu anlamda ok fazla reklam yapmak mmkn deil. Bence nl insanlar kazanmak ok nemli, rnein Atilla lhan her sabah gelir u masaya otururdu. Ben o masaya Atilla lhan yazan bir balk koydurdum, hem onun ok houna gitti hem de gelenlerin dikkatini ekti. Aa Atilla lhan burada oturuyormu gibi. Bunlar nemli eyler. Dier taraftan da en iyi pazarlama hizmetin kalitesidir. Reklam promosyon etkisiz. imdi iki erkek bir araya geldiinde gidilen bir yerle ilgili konuuluyorsa herhangi bir iyi zellik h hhh denir gee, ama o iki erkek arasnda konuulan kt bir zellik on farkl noktaya ular. ki kadn arasnda konuuluyorsa ok daha fazla noktaya ular. Hizmet sektrnn en nemli zellii anlk olmasdr. O anda memnunsa memnundur mteri, o dengeyi ok iyi kurmak lazm. Bu sektr 255

yzlerle yayor, zamanla insanlar buraya geldiklerinde o ayn glen yz grmek istiyor. Baz insanlarn yerine bir ey konamyor. Promosyon da zaman zaman yaplyor, onlarn etkili olduuna inanmyorum ben.

Divan, sipari zerine pasta yapyor mu?

Sipari zerine istenilen gibi pasta yaplabiliyor. Mterinin kltr ok nemli, insanlara farkl bir ey vermek istediinde adam, yok imdi bo ver diyor. Bizim insanmz yeni tatlar denmeye pek ak deil.

yi bir pastanede gnlk sat, bu ubede rnein 150200 pastadr. zellikle cafenin almas iyi bir ey, tek bana pastane yetmez.

Bir pastanenin u zelliklere nem vermesi onu baarya gtrr:

o Kalite

o Yer seimi

o Eleman kalitesi, usta becerisi

o Satcnn becerisi

Richmont, dnyann en iyi pastaclk okuludur. Onun web sitesinden bilgi alabilirsiniz, svirededir.

256

Interview 13 BAYLAN PASTANES

Harry Lenas Baylan Pastanelerinin sahibi ve Turkiyeye kremal pastalar getiren ilk kiidir. Pastaclk eitimini yurt dnda almtr

Harry Lenas: Baylan Pastanesi

Bizim zamanmzda ecnebi ustalar vard. O dnemde Mulakiye adnda ok mehur bir firmada rendi bu insanlar ii. Fransz ve Arnavut ustalar vard.

Pastalar imdiki gibi deillerdi elbette, ok daha ard. Pandispanya kullanlmyordu o zamanlar. 54ten sonra benim almalarmla birlikte hafif pastalar geldi. Bylece yeni bir trend olutu.

O dnemde bizdeki pastalar da yabanc ustalar yapt iin Avrupa pastaclnn gerisinde deildik.

Bugn baktmda baz byk pastaneler dnda iyi pasta yapan pastane yok. Herkes katk maddeleriyle, hazr rnlerle standart pastalar yapyor.

Butik nedir? ok az eit karacak, kendisine zg rnler yapacak. Az sayda rn olacak ve pahal fiyatlar olacak.

Kullanlan malzeme bir kriter olamaz, nk herkes benzer rnleri kullanr. Bir de yle bir ey var, sradan bir malzemeyi herkes kullanabilir; rnein konfiseri denen bir rn var, ikolata yerine kullanlyor daha ucuz olduu iin. Bunu herkes kullanabilir, standart bir kullanm var nk. Ama ok iyi kalitedeki bir ikolatay ancak ok iyi ustalar kullanabilir.

Pastacln geliebilmesi iin devletin bir eitim merkezi amas gerekir ve eitimi tamamlayan rencilerin eitim sonunda ileri garantilenmeli. 257

Diplomay almazsan dkkn aamazsn. Eitim bu sektrn en nemli sorunlarndan biri, pastaclk ustalarn yannda reniliyor, bir yandan pastac olmak bir yandan okumak mmkn deil.

Katk maddeleri, hammadde getiren-reten firmalarn senede 2-3 kere tantm toplantlar eitim seminerleri yapmalar gerekir ki ustalar yeniliklerden haberdar olsun, sektr geliebilsin.

Bugn dnyaya baktnzda en iyi pastalar Avusturya ve Macaristanda yersiniz. Alman pastalar daha ardr, Fransa-Avusturya-svire hafif pastalar yapar, talyanlar bol likr kullanr.

Butiklik daha ok bir pazarlama yntemidir.

258

Interview 14 OSMAN SERM

Osman Serim- ef-Usta

Osman Serim

Butik pastacla baktnzda balangcnn ev imalatna dayandn grrsnz. Yar profesyoneller tarafndan yaplyor.

Butik pastaclk kiiye zel pasta yapmak demektir.

Pasta bir kutlama aracdr. Bizim kltrmz bu kutlamay zel klmak iin pastay ara olarak kullanyor.

Butiklii bir pazarlama yntemi, iletme teknii olarak deerlendirmek daha doru olacaktr.

Bir pastanenin byk olmas butik olmad anlamna gelmez, burada nemli olan kiiye zel hissettirmektir.

Bir pastanenin katalogla almas butiklik iin kesinlikle bir l deildir. Kataloun amac mteriyle pastac arasnda ortak bir dil oluturmaktr, butik olarak deerlendirilen pastaneler de katalog kullanyorlar. Mterinin ne istediini daha iyi anlamak ve ustann ne yapabileceini daha iyi anlatmak iin bir aratr katalog.

Butik pastann en nemli yn kiiye zel yaplmasdr. rnein siz butik baklava da yapabilirsiniz, kiinin istei dorultusunda rnein krokanlzencefilli baklava yaplabilir gene butik olursunuz.

259

Burada iki tr pastane arasndaki fark udur: biri standart malzemeden pasta retip vitrine koyuyor ve mterinin gelmesini bekliyor, dieri ise mterinin siparii zerine alyor.

Butiklik iin bir pastadan ka tane rettii bir kriter olabilir. Normal pastanede bir pasta eidinden 1015 tane retilir, ama bir butik pastane bir eit pastadan ancak 12 tane retir.

260

Interview 15 IBATECH FUARI

Fuar Notlar:

1. Beysa-Ekipman

Aydn Demirta-Genel Mdr

Pastaclk sektr yeni yeni yaplanyor. Gelimeye ok ak, yenilikleri hemen sindirebilen bir sektr.

Butik pastaneler sektre yeni bir canllk getirdi. Daha nceleri daha ok geleneksel usullerle sradan rnler hazrlanrken imdi ciddi bir rekabet ortam olutu. zellikle son 5-6 yldr yaygnlaan butik pastaneler dier pastanelerin de yenilikleri takip etmelerini zorunlu kld. Paras olanlar daha iyi retim yapmaya balad.

Pastanelerin marketlere de girmesiyle cafe tarz iletmeler ald. nk alverie giden insanlar artk pastalarn da oradan alyorlar, dolaysyla insanlar pastaneye ekecek yeniliklerin gelmesi art oldu.

Bu gelimelere bal olarak artk daha profesyonel bir yaklam olutu pastaclkla. Kurumsallama n plana kt. celeri tek bir usta btn ileri yapyordu, imdi biraz daha Avrupaya yaklatk, her i iin o iin profesyonelleri alyor.

Pastaclk sevilerek yaplmas gereken bir i, ancak bu ekilde pastacl gelitirebilirsiniz.

Pastaclar mteri grubuna gre yle gruplandrabiliriz:

i. A+

Yenilie ak kurumsallam pastaneler. Saylar: %20

261

ii. A

Belli

blgelerde

trendleri

yakalam

pastaneler.

Saylar: %40

iii. B

Aile pastaneleri. Saylar: %10

iv. C Frn+pastane olan iletmeler.Saylar %10

2. Puratos-Hammadde Hande Dalyan-Claude Moreau Fransz Pasta ustas

Butik olmak demek her zaman taze olmak demektir. Her zaman yeni ve farkl demektir.

Butik pastaneler yoldan geerken pasta alan mteriler iin deildir. zel gnler ve kutlamalar iin zel rnler arayan mteriler iindir. Aile iin bir toplant olur ve ok zeldir. Bir ama olmal.

Butik

olmann

kriterleri

arasnda

her

zaman

fiyat

farklln

sayamazsnz, ama kullanlan malzemenin kalitesi, konsept rnler oluturabilmek, hayallere hitap etmek her zaman butikliin kriterleridir.

3. Zelandia-Hammadde

Levent Gl-Sat Mdr

Pastaclk yllk un tketiminin tahminen %5ini alyordur.

Bugn sektre baktnzda nen kan birka firmann dnda kesinlikle profesyonel deiller.

Pastaclk son dnemde kendi iinde yenilikler retmeye balad. Bizim gibi birka firma daha mix kullanmn tevik ediyor. Mixler pasta yapmnda baz ilemleri kolaylatran rnler. rnein meyve 262

mixleriyle taze meyveli kek yapyorsunuz, meyvelerin dibe kmesi gibi risklerle de karlamyorsunuz.

Aslna bakarsanz mix kullanmnn maliyeti ayn eyi 0dan retmeye oranla ok daha pahal, fakat kalitesi ok daha yksek ve garantili.

Butik pastanelerde kesinlikle ok daha kaliteli malzeme kullanlyor, ama bu kesinlikle pasta fiyatlarn 3-5 kat artracak oranda deildir. Sradan bir pastaneden alnan ikolatal pasta ile Divandan alnan ikolatal pasta arasnda ok fark yoktur; fakat Divanda ek maliyetler nedeniyle fiyat ok daha yksek oluyor.

Orta dereceli bir rn ile ok kaliteli rn kullanmann pasta bana maliyet fark 2 milyonu gemez, en pahal ikolatay kullansalar bile fiyat fark onlarn anlatt kadar fazla olmaz.

Butik pastanelerde asl maliyet el iiliinden kaynaklanyor. Bu konuda uzman olan ok az usta var ve onlar da pahalya alyorlar.

Butik pastaneler daha ok zel gnlerde alyorlar. Az mterileri vardr ve zel hizmet verirler. Fiyat farkllnn nedenlerinden biri de budur.

Byk pastaneler daha ok evredeki mterilere hitap ederler, butiklerin her yerden mterileri vardr.

Kataloglardan almak byk pastaneler iin bir zorunluluk. Bugn Vens Pastanelerine gittiinizde panoda asl 200 sipari gryorsunuz, ama bir butik pastanenin yapabilecei sipari pasta

263

says 10-20yi gemez. Butik pastaneler zaten belli gnler iin alyorlar.

Bence butik ayrmnda gnlk sat miktar bir kriter olabilir, fakat kullanlan malzeme belirleyici deil. nk iyi i yapan birok pastane aa be yukar ayn malzemeleri kullanyor, rnein bizim sadece butik pastanelere sattmz bir rn yok.

Pasta yaparken kullanlan yntem de bir kriter olamaz, rnein neredeyse hibiri eker hamurunu kendisi yapmyor, hazr alyor.

Tek kriter mteri olabilir.

Aylk ortalama mteri saysn deerlendirebilirsiniz, ne kadar zel pasta ne kadar normal asta. Bu deerlendirmeyi hem zincir pastanelerde hem de butik pastanelerde yaparak karlatrabilirisiniz.

Bugn stanbulda tahminen 3000-3500 tane pastane var.

ubelemeyle birlikte standartlama sknts doar. Bu sorun da ok iyi bir merkezi ynetim ve salam bir ekiple zlebilir.

ubelememi

bir

pastane

rnein

pandispanyay

kendisi

yapabilirken ubeletikten sonra bunu hazr almay tercih edecektir.

Pastanelerin hazr rn kullanmalarndaki temel nedenlerden biri de eitim sknts. yi i gcndeki yetersizlik hazr rn kullanmaya yneltiyor.

Pastaclkta kullanlan en temel hammaddeler yle sralanabilir: 264

i. Un

ii. Pastaclk yalar

iii. Bitkisel ve hayvansal anti

iv. Jle

v. Katk maddesi (kabarmay salayan kek emlgatr)

vi. Kuruyemi, zellikle fndk

vii. ikolata

Pastacln iliki iinde olduu en nemli sektr turizm sektrdr. Turizmin iyi gittii sezonlarda pastaclk da iyi gider, nk gelen turist kendi lkesindeki tatlar aryor bir sre sonra. Bir dier sektr de un tabii ki, ama bunlar ok i ie gemi iki sektrdr.

Trkiyedeki pastaclk sektrn dnyayla karlatrdmzda bizim daha geriden takip ettiimizi grrz. Trendeler burada da uygulanyor, ama daha ge geliyor bize. rnein orada trend tek kiilik pastalardr. imdi yava yava bizde de bu tutulmaya balad. Bu sosyal geliimle de paralel bir durum. Eskiden bizde kalabalk aileler vard, 8-10 kiilik pastalar yaplyordu. Ama imdi aile yaps kld, insanlar tketebilecei kadar almay tercih ediyorlar. Bir de u unutulmamal gdada lokal tatlar ok nemlidir. Bugn Algida gibi bir dnya markas kazandibili dondurma yapyor, Trk damana uygun olmas iin. Yurt dnda ok tutulan bir tat Trkiyede hi sevilmeye bilir. te o tad Trkiyeye adapte etmek nemlidir. Pastada da ayn mantk geerli, siz nerirsiniz ama mteri karar 265

verir. Yani aslnda yenilikler konusunda sz daha ok mterinin eitim, kltr ve beenisine baldr.

Ekonomik artlar pastaclk sektrn dorudan etkiler. nk pasta zorunlu bir tketim maddesi deildir, hatta lks bile saylabilir, kolay vazgeilebilir bir rndr. Dolaysyla ekonomik dengesizlik zamanlarnda ilk vazgeilen tketim maddelerinden biridir.

Sektrn en nemli sorunlarn yle sralamak mmkn:

i. Vergisiz kazan oran ok yksek, nk faturasz mal satm ok yksek. Bu da dorudan haksz rekabet ortam yaratyor. Ben vergimi vererek mal alyorum ve bunu fiyata yanstmak durumundaym, halbuki vergisiz mal alan adam otomatik olarak ayn mal vergi miktar kadar dk fiyata satabiliyor.

ii. Merdiven alt diye tabir ettiimiz firmalar piyasada ok fazla. Bu firmalarn ne ISOsu var, ne HACCP belgesi!

iii. Denetim konusunda devlet ok yetersiz. Kalite belgelerini alan pastaneler bile bir sre sonra oradaki kriterleri dikkate almadan almaya balyorlar. Yeterince iyi denetlenmedikleri iin de bunlar nemseyen kimse kmyor.

iv. Eitim sknts en nemli sorunlardan biri. Bu sektrde muhatap alabileceiniz kii says ok az. Devletin bu konuda da baz ynlendirmelerinin olmas gerekir.

Son olarak butik pastaclk deiik rnler retebilmektir, el iiliinin ve yaratcln en youn kullanld rnler butiklii getirir. 266

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