Demografik Özellikler Açısından Tüketicilerin Plansız Satın Alma Davranış Farklılıklarını İncelemeye Yönelik Bir Araştırma

Pazarlama literatüründe, plansız satın alma davranışı 1950’li yıllardan beri araştırılmaktadır. Bu çalışmalarda, tüketicilerin plansız satın alma davranışının demografik özelliklere göre farklılık gösterip göstermediği sıklıkla araştırılmıştır. Ancak, özellikle Türkiye’de tüketicilerin plansız satın alma davranışını cinsiyet, medeni durum, yaş, eğitim durumu ve gelir gibi demografik özelliklerin tümü açısından araştıran çalışmalar oldukça kısıtlıdır. Bu çalışmanın amacı, cinsiyet, medeni durum, yaş, eğitim durumu ve gelir gibi demografik özelliklere göre tüketicilerin plansız satın alma davranışının farklılık gösterip göstermediğini belirlemektir. Araştırma verileri Bursa’daki tüketicilerden yüz yüze anket yöntemiyle toplanmıştır. Elde edilen veriler, t-testi ve Varyans Analizi (ANOVA) kullanılarak analiz edilmiştir. Analiz sonucunda, tüketicilerin plansız satın alma davranışının cinsiyet ve yaşa göre anlamlı farklılık gösterdiği, ancak medeni durum, eğitim durumu ve gelire göre anlamlı farklılık göstermediği bulunmuştur. Bu bulguya göre, kadın tüketiciler erkek tüketicilere göre daha fazla plansız satın alma davranışı gösterirken, 51 ve üzeri yaş grubunda olan tüketiciler diğer tüketicilere göre daha az plansız satın alma davranışı göstermektedirler.

Anahtar Kelimeler:

Demografik Özellikler, Plansız Satın Alma Davranışı, ANOVA, t-Testi

Research to Examine Differences in Consumers’ Impulse Buying Behavior in terms of Demographic Characteristics

In the marketing literature, impulse buying behavior has been investigated since the 1950s. In these studies, it was frequently investigated whether the consumers’ impulse buying behavior differed according to demographic characteristics. However, especially in Turkey, studies investigating consumers’ impulse buying behavior in terms of all demographic characteristics such as gender, marital status, age, education status, and income are quite limited. The aim of this study is to determine whether consumers’ impulse buying behavior differs according to demographic characteristics such as gender, marital status, age, education status, and income. Research data were collected from consumers in Bursa by a face-to-face survey. The data were analyzed by t-test and ANOVA. The results of the analysis, it was found that consumers’ impulse buying behavior shows significant differences according to gender and age, however, no significant difference according to marital status, education status, and income. According to this finding, female consumers exhibit more impulse buying behavior than male consumers and consumers of 51 and overages exhibit less impulse buying behavior than other consumers.

Keywords:

Impulse Buying Behavior, Demographic Characteristics, ANOVA, t-Test,

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