Cengiz AKTAŞ, Veysel YILMAZ, H. Eray ÇELİK

Development of a Scale for Measuring Consumer Behavior in Store Choice

Bu çalışma tüketicilerin alışveriş merkezi tercihinde hangi faktörleri göz önünde bulundurduklarını araştırmak ve bu konuda bir ölçek geliştirmek amacıyla tasarlanmıştır. 500 süpermarket müşterisine, market seçimi ile ilgili 34 maddeyi içeren bir anket yüz yüze görüşme tekniğiyle uygulanmıştır. Bu çalışmada Tüketici Market Seçimi (CSC) olarak adlandırılan ölçeğin geliştirilmesinde hem açıklaycı factor analizi (AFA) hemde doğrulayıcı faktör analizi (DFA) kullanılmıştır. AFA sonucunda öz değerleri 1.0’den büyük olan 10 faktör bulunmuştur. Uygun alışveriş yeri, ürünün fiyat ve kalitesi, satış personelinin fiziksel görünümü ve tutumu CSC üzerinde önemli bir yere sahip olduğu sonuçlarda bulunmuştur.

Tüketici Market Seçim Davranışının Ölçülmesi İçin Bir Ölçek Geliştirme

This study was designed to research factors which consumers consider when choosing a shopping store and to develop a scale. 500 supermarkets shoppers completed self-administered surveys regarding their attitudes toward 34 individual shopping store choice items. The paper used both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to develop a Consumer Store Choice (CSC) scale. The results of EFA found 10 factors with eigenvalues greater than 1.0. According to the results convenient location, price and quality of products, sales personnel attitudes and physical attractiveness play very important roles in CSC.

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