Miray BAYBARS, Ayla ÖZHAN DEDEOĞLU

6615

ANNELERİN HARCAMA ÖZ-KONTROLÜNÜN KENDİLERİ VE ÇOCUKLARI İÇİN İNCELENMESİ

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. 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 özkontrolünün 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. Çalışmaya katılımcı olarak katkıda bulunan annelere Facebook’ta aktif olan anne grupları üzerinden ulaşılmıştır. Çalışmanın literatüre en önemli katkısının tüketicinin harcama öz-kontrolü ve alt boyutları açısından durumsal olarak farklı davrandığını göstermesi olduğu ifade edilebilir.

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

Women receive help from a variety of products and services to facilitate the transition to motherhoodidentity. Consumer self-control can be evaluated in different areas such as food consumption, emotionalresponses, consumer spending etc. 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 developingmother-child market. In this context, the aim of the research is to determine how the consumption selfcontrol of consumers varies in different situations (eg for the person and the child). The mothers were foundto be a promising sample for clarifying the research question due to the fact that they spend for boththemselves and their children. Mothers who contributed to the study as participants were reached throughthe active mothers groups on Facebook. It can be stated that the most important contribution of the study tothe literature is that it shows that the consumer behaves differently in terms of spending self-control and subdimensions depending on the context.
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Uluslararası İktisadi ve İdari İncelemeler Dergisi-Cover
  • ISSN: 1307-9832
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2008
  • Yayıncı: Kenan ÇELİK
Arşiv
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