TÜKETİCİLERİN DEMOGRAFİK ÖZELLİKLERİNE GÖRE MODA BİLİNÇ DÜZEYLERİNİN DEĞERLENDİRİLMESİ

Sosyo-kültürel ve ekonomik değişimler, ürünün fonksiyonel özellikleri üzerinden rekabeti güçleştirmiştir. Rekabet alanı daralan işletmeler, moda gibi ürüne ilave edilecek yeni anlam ve değerler üzerinden konumlandırma arayışına girmişlerdir. Diğer taraftan, tüketiciler giyim kuşamları ve tükettikleri ile kısa zamanda kendilerini sunabilme, tanımlayabilme ya da görünürlük kazandırma fırsatı veren modaya eskiye oranla daha çok yönelmişlerdir. Bu araştırmada, tüketicilerin demografik özelliklerine göre moda bilinçleri değerlendirilmiştir. Araştırma model ve hipotezlerinin testinde tanımsal istatistiklerin yanında, ANOVA ve Schfee testinden yararlanılmıştır. Yapılan istatistikî analizler sonucunda, tüketicilerin yaş, gelir, eğitim, medeni durum gibi demografik özellikleri değiştikçe, moda bilinç düzeylerinin farklılık gösterdiği tespit edilmiştir

Anahtar Kelimeler:

Tüketici Davranışları, Moda Bilinci, Demografik özellikler, ANOVA, Schfee testi

The Evaluation of Fashion Conscious Levels According to Consumer’s Demographic Properties

Along with cultural and economic changes, firms face difficulties in competition in terms of using functional properties of products. Firms, whose competitive power decreases, seek to add new definition and values such as fashion to product. Further, consumers tend to adapt new fashion that gives consumers the opportunity to represent, and redefine themselves in a short time period when buying trendy clothes and other goods. In this research article, consumers’ consciousness of fashion is analyzed with respect to their demographic properties. Some descriptive statistical analyses are used in testing models and hypothesis such as ANOVA, Schfee test. Results show that fashion consciousness varies between consumers with different demographic properties, such as age, income, education, and marital statues

Keywords:

Consumer Behaviour, Fashion Consciousness, Demographic Properties, ANOVA, Schfee Test,

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