KİŞİLİK ÖZELLİKLERİ İLE ALGILANAN RİSK ARASINDAKİ İLİŞKİLERİN İNCELENMESİ ÜZERİNE BİR ARAŞTIRMA

Öz Tüketici davranışlarının analiz edilmesi, etkili pazarlama stratejilerinin geliştirilmesi ve uygulanabilmesi için önem arzetmektedir. Bunun için de davranışları etkileyen faktörlerin incelenmesi gerekmektedir. Tüketici davranışlarını etkileyen önemli faktörlerden biri kişiliktir. Kişilik özellikleri, tüketicilerin satın alma öncesi/sonrası karar ve davranışları üzerinde etkili olmaktadır. Kişilik gibi tüketici davranışlarını etkileyen ve yön veren bir başka önemli faktör de algılamadır. Tüketiciler, sunulan ürün ya da hizmeti, markayı, reklâmı vb. farklı kişilik özelliklerine sahip oldukları için farklı algılamaktadırlar. Bu durum ürün ve hizmetlerle ilgili algılanan riskler için de geçerlidir. Tüketiciler kişilik özelliklerine göre, ürün ve hizmetlerle ilgili farklı riskler algılamaktadırlar. Araştırmanın ana kitlesini Erzurum merkez ilçede yaşayan otomobil sahibi tüketiciler oluşturmuştur. Yapılan analiz sonucu uyumlu, sorumluluk sahibi ve yeniliklere açık olan tüketicilerin otomobil satın alma ve kullanma ile ilgili olarak daha çok performans riski ve psikolojik risk algıladıkları belirlenmiştir.

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