DEMOGRAFİK ÖZELLİKLERİN SATIN ALMA KARAR TARZLARI ÜZERİNE ETKİSİ: BEYAZ EŞYA ÜRÜNLERİ ÜZERİNE BİR UYGULAMA

Tüketiciler istek ve ihtiyaçlarını tatmin edecek ürün/hizmete ulaşmada bir satın alma karar sürecinden geçmektedirler. Satın alma kararında farklı tarzları belirlemek ve tüketicileri bu tarzlar doğrultusunda sınıflandırmak tüketicilerin “neyi, ne kadar, nereden, ne zaman ve nasıl” satın alacağını ortaya koymada yardımcı olmaktadır. Bu kapsamda yapılan bu çalışmanın amacı satın alma kararının hangi tarzlara ayrılabileceğini ortaya koymak ve bu kapsamda bireysel faktörlerin temelinde yer alan demografik değişkenlerin satın alma karar tarzları üzerindeki etkisini incelemektir. Ailenin tamamının kullandığı, fark gözetmeksizin hemen hemen her evde bulunmasının neredeyse zorunlu olduğu, satın alma kararı verilirken çok fazla kriterin bir arada ele alındığı bir yüksek ilgilenim ürün grubu olması itibari ile beyaz eşya ürünleri üzerinde çalışılmıştır. İzmir ilinde yaşayan beyaz eşya kullanan tüketicilerden 298 yüz yüze ve 322 sosyal platformlar aracılığıyla toplanan anketlerden elde edilen veriler ışığında demografik özelliklerin satın alma karar tarzları üzerine etkisi irdelenmiştir.  p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px} p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 9.0px Helvetica} span.s1 {font: 12.0px Helvetica}

THE EFFECT OF DEMOGRAPHIC CHARACTERISTICS ON CONSUMER DECISION MAKING STYLES: AN APPLICATION ON WHITE GOODS

Consumers are going through buying decision process to reach the product/service that satisfy their needs and wants. Identifying different styles in purchasing decisions and classifying consumers in line with them helps exposing “what, how much, from where, when, how” will consumers buy. In this context, the aim of this study is to reveal the styles in which purchase decision can be divided into and examine the impact of demographic variables, which are on the basis of personal factors, on buying decision styles. White goods are selected as it is a high interest product group in which almost all households use, is necessary in almost every home, a lot of criteria are considered together when a purchase decision is made. The effect of demographics on buying decision styles were examined with the data obtained from questionnaires from 298 face-to-face and 322 via social platforms from White goods user households in the city of İzmir.  p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px} p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 9.0px Helvetica} span.s1 {font: 12.0px Helvetica}

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APA Karataş Yücel, E. (2017). DEMOGRAFİK ÖZELLİKLERİN SATIN ALMA KARAR TARZLARI ÜZERİNE ETKİSİ: BEYAZ EŞYA ÜRÜNLERİ ÜZERİNE BİR UYGULAMA . Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi , 19 (2) , 53-68 .