TÜKETİCİNİN DEMOGRAFİK ÖZELLİKLERİ İLE DUYGUDURUM VE MAĞAZA İÇİ SATIN ALMA DAVRANIŞI İLİŞKİSİNİN ANALİZİ: KOZMETİK MAĞAZASI ÖRNEĞİ

Bu araştırmanın amacı tüketicilerin duygu durumları ile mağaza içi satın alma davranışı arasındaki ilişkiyi belirlemektir. Araştırmada kolayda örneklem yöntemiyle seçilmiş 800 kişiye anket uygulaması yapılmıştır. Veri analizi SPSS 22.0 paket programında yapılmıştır. Araştırma bulgularına göre özgüven duygusu ile harcanan zaman, harcanan para, yeniden müşteri olma niyeti ve memnuniyet alt boyutları arasında pozitif yönlü; mutluluk duygusu ile harcanan zaman, harcanan para, yeniden müşteri olma niyeti ve memnuniyet alt boyutları arasında pozitif yönlü ve kaygısızlık duygusu ile harcanan zaman, harcanan para, yeniden müşteri olma niyeti ve memnuniyet alt boyutları arasında negatif yönlü anlamlı ilişki bulunmuştur. Duygudurumun özgüven boyutu; cinsiyete, eğitim seviyesine, gelir düzeyine ve mesleklere göre; mutluluk boyutu; cinsiyete, gelir düzeyine ve mesleklere göre; kaygısızlık boyutu ise; cinsiyete, medeni duruma, yaşa, gelire ve mesleğe göre farklılık göstermektedir.

ANALYSIS OF THE RELATIONSHIP BETWEEN THE DEMOGRAPHIC CHARACTERISTICS OF CONSUMERS AND THEIR IN-STORE PURCHASE BEHAVIOR: THE CASE OF A COSMETICS STORE

The aim of this study is to investigate the relationship between the mood of consumers and their in-store purchasing behavior. In the study, 800 people were selected by sampling method. Data analysis was done by SPSS 22.0 package program. According to the research findings, a positive correlation has been found between (a) self-confidence and the sub-dimensions of the time spent, the money spent, the intention to become a customer again and satisfaction; (b) happiness and the sub-dimensions of the time spent, the money spent, the intention to become a customer again and satisfaction; on the other hand, a negative correlation has been found between insouciance and the sub-dimensions of the time spent, the money spent, the intention to become a customer again and satisfaction. Self-confidence dimension of mood differ in terms of gender, education level, income level and occupations; happiness dimension; in terms of gender, income level and occupations; insouciance dimension in terms of gender, marital status, age, income and occupation.

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