Aile üyelerinin aile satın alma kararlarına etkileri: İstanbul uygulaması

Aile çok geniş bir ürün/hizmet yelpazesi için önemli bir karar verme, satın alma ve tüketim birimidir. Bu bağlamda araştırmanın amacı bu önemli birimin satın alma davranışını anlama temel amacı doğrultusunda; aile üyelerinin satın alma karar ve faaliyetlere olan etkilerinin araştırılmasıdır. Aile üyelerinin etkileri, satın alma karar sürecinin aşamaları ve ürün türleri ile ilişkili olarak incelenmiştir. Bu amaca yönelik olarak gerekli veri anket yöntemi ile İstanbul ilinde yaşayan 1350 aileden toplanmıştır. Hipotezlerin testi için ki-kare analizi ve ilişki katsayı hesaplamalarından faydalanılmıştır. Sonuçlar, aile üyelerinin satın alma karar ve faaliyetlerindeki etkilerinin satın alma süreci aşamalarına ve ürürünün türüne göre anlamlı farklılıklar gösterdiğine işaret etmiştir. Aile üyelerinin etkilerinin ürün türüne ve süreç aşamalarına göre nasıl farklılaştığı bulgular içinde detaylı olarak tartışılmıştır. Bu bulguların özellikle Türk aile satın alma davranışını anlama ihtiyacı duyan pazarlama yöneticileri için yararlı bilgiler sağlayacağı düşünülmektedir.

Family is a crucial unit of decision making, purchasing and consumption for a wide product range. In this context, the purpose of the study was to investigate familiy members' effects on purchase decisions and activities through the basic aim of understanding purchasing behavior of this crucial unit. Familiy members' effects were examined associated with stages of the purchase decision making process and product types. For this purpose, data were collected through questionnaries from 1350 families living in Istanbul. To test the hypotheses chi-square analysis and association strength statistics were utilized. The results indicated that family members' effects differ significantly both among decision making process stages, and among product types. Decision making structures for each stage and pruduct type are presented in findings in detail. These findings are thought to be providing some useful information for marketing managers who specially seeks to understand the purchasing behavior of Turkish families

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