ANALYSIS OF MOTHERS' SELF-CONTROL OF SPENDING FOR THEIR OWN AND THEIR KIDS

Hamileliği takiben annelik kimliğinin inşası ve müzakeresinde tüketimin rolünün önemi çeşitli çalışmalarda ifade edilmiştir (bkz. Clarke, 2004:55; Ogle vd., 2013:136; Andersen vd., 2008: 94). Kadınlar annelik kimliğine geçişi kolaylaştırmak için çeşitli ürün ve hizmetlerden yardım almaktadırlar. Tüketici öz-kontrolü yiyecek tüketimi, duygusal tepkiler, odaklanma ve harcamalar gibi farklı alanlarda değerlendirilebilmektedir (Tuk vd,. 2015). Önemli bir tüketici grubu olan annelerin harcamalarındaki öz-kontrolünün analizinin hâlihazırda son derece büyük ve halen gelişmekte olan anne-çocuk pazarı için önemli bulgular ortaya koyacağı beklenmektedir. Bu bağlamda araştırmanın amacı anneler özelinde tüketicilerin harcama öz-kontrolünün farklı durumlarda (örneğin kişinin kendisi ve çocuğu için) ne şekilde farklılaştığının ortaya konmasıdır. Anneler hem kendileri hem de çocukları için harcama yaptıklarından dolayı araştırma sorusunun aydınlatılması açısından uygun bulunmuşlar, araştırmanın örneklem grubu olarak bu sebeple belirlenmişlerdir. Çalışmanın literatüre en önemli katkısının tüketicinin harcama öz-kontrolü ve alt boyutları açısından durumsal olarak farklı davrandığını göstermesi olduğu ifade edilebilir.

Anahtar Kelimeler:

Anneler, Öz-Kontrol

ANALYSIS OF MOTHERS' SELF-CONTROL OF SPENDING FOR THEIR OWN AND THEIR KIDS

The importance of consumption in the construction and negotiation of motherhood identity following pregnancy has been expressed in several studies (see Clarke, 2004: 55; Ogle et al., 2013: 136; Andersen et al., 2008: 94). Women receive help from a variety of products and services to facilitate the transition to motherhood identity. Consumer self-control can be evaluated in different areas such as food consumption, emotional responses, consumer spending etc. (Tuk et al., 2015). It is expected that the analysis of self-control in expenditures of mothers, an important consumer group, will reveal important findings for the extremely large and still developing mother-child market. In this context, the aim of the research is to determine how the consumption self-control of consumers varies in different situations (eg for the person and the child). The mothers were found to be a promising sample for clarifying the research question due to the fact that they spend for both themselves and their children. It can be stated that the most important contribution of the study to the literature is that it shows that the consumer behaves differently in terms of spending self-control and sub-dimensions depending on the context.

Keywords:

Mothers, Self-Control,

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