Mahmut Nevfel ELGÜN, Hüseyin Çağatay KARABIYIK, FATİH KALECİ

Understanding the Depressed Consumer: A Quantitative Study on the Consumption Patterns of Individuals in Depression

Understanding the psychological structures of consumers is of great importance for a well understanding of the Post-Modern society, which is also called the consumption society.Because now there are brands competing to sell their products rather than consumers competing for having products.When this situation is considered together with Post-Modern consumer behaviours, it seems inevitable for brands to understand the psychological conditions of consumers in their target markets.In a sense, these developments with a Realist Approach perspective have made interdisciplinary studies a necessity in postmodern science. In this study designed in this context, the effects of depression levels of consumers on their consumption style were researched.For this purpose, the globally accepted Consumer Styles Inventory and Beck Depression Inventory were used.During the research process, the data obtained from both scales were tested in terms of correlation and cause-effect relationship with quantitative methods.The findings of the study show that there is no correlation between depression and Consumer Styles Inventory in a cumulative sense.In other words, a change in the depression levels of the consumers does not change the consumer behaviour as a whole.However, when it is focused to the sub-factors of the Consumer Styles Inventory, it has been observed that there is a high correlation between price focusing and depression level.Other sub- factors of the Consumer Styles Inventory were also evaluated in this context.Additionally, the relationship between depression levels and demographic variables is presented as secondary findings.

Depresyondaki Tüketiciyi Anlamak: Depresyonlu Bireylerin Tüketim Kalıpları Üzerine Nicel Bir Araştırma

Tüketim toplumu olarak da adlandırılan Post-Modern toplumun doğru bir şekilde anlaşılması için tüketicilerin psikolojik yapılarının anlaşılması büyük önem taşımaktadır. Çünkü artık ürünleri elde etmek için rekabet eden tüketicilerden ziyade ürünlerini satmak için rekabet eden markalar söz konusudur. Bu durum Post-Modern tüketici davranışları ile birlikte düşünüldüğünde markaların, hedef pazarlarındaki tüketicilerin psikolojik durumlarını anlamaları kaçınılmaz görünmektedir. Bir bakıma Realist Yaklaşım perspektifli bu gelişmeler Postmodern bilimde ise interdisipliner çalışmaları bir gereklilik haline getirmiştir. Bu bağlamda tasarlanan bu araştırmada tüketicilerin depresyon seviyelerinin tüketim tarzlarına etkileri araştırılmıştır. Bu amaç doğrultusunda dünya çapında kabul görmüş Tüketici Tarzları Envanteri ve Beck Depresyon Ölçeği kullanılmıştır. Araştırma sürecinde her iki ölçekten elde edilen veriler korelasyon ve neden sonuç ilişkisi açısından nicel yöntemlerle test edilmiştir. Araştırmanın bulguları kümülatif anlamda depresyon ile Tüketici Tarzları Envanteri bir ilişki olmadığını göstermektedir. Yani tüketicilerin depresyon seviyelerindeki bir değişim bütün olarak tüketici davranışlarını değiştirmemektedir. Ancak Tüketici Tarzları Envanterinin alt boyutlarına inildiğinde fiyat odaklılık ve depresyon seviyesi arasında yüksek korelasyon olduğu gözlemlenmiştir. Tüketici Tarzları Envanterinin diğer alt boyutları da bu bağlamda değerlendirilmiştir. Bunlara ek olarak depresyon seviyeleri ve demografik değişkenlerin ilişkisi de tali bulgular olarak sunulmuştur.

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