Examining with Discrimanant Analysis the Differences of Automobile Consumers at the Stage of Information Searching in Zonguldak Region

Satın alma sürecinde tüketicilerin bilgi edinmeleri aşaması en sorunlu aşamadır. Bu aşamada, tüketiciler hangi bilgi kaynaklarına başvuracağına karar vermede önemli güçlüklerle karşılaşmaktadır. Bu çalışmada otomobil tüketicilerinin cinsiyet, medeni durum, eğitim düzeyi, gelir düzeyi, yaş grubu ve otomobil sahipliliği yönünden bilgi türleri ve bilgi kaynaklan itibariyle farklılık gösterip göstermediği diskriminant analiziyle araştırılmaktadır. Diskriminant analizi, varsayımları (çoklu normal dağılım, eşit kovaryans, çoklu doğrusal bağlantı ve doğrusallık) sağlanması durumunda en uygun sınıflandırma tekniğidir. Diskriminant analizinin sonuçları otomobil tüketicileri arasında cinsiyet, medeni durum, eğitim ve gelir düzeyi, yaş grubu ve otomobil sahipliliği yönünden bilgi türleri ve bilgi kaynakları itibariyle anlamlı farklılıkların olduğunu göstermektedir.

Zonguldak Bölgesindeki Otomobil Tüketicilerinin Bilgi Araştırması Aşamasındaki Farklılıklarının Diskriminant (Ayrışım) Analiziyle İncelenmesi

Consumers' information search is the most troubled phase of the purchasing decision process. In this phase, consumers have trouble deciding which information type and information source to approach. In this study, whether consumers differ by their sex, marital status, educational level, income level, age group and ownership of goods in respect to their demand for information type and preferred information source is examined with discriminant analysis. When the assumptions (multivariate normality, equal covariance matrices, multicolinearity and linearity) of discriminant analysis are met, then discriminant analysis is the most appropriate classification technique. The discriminant analysis results point out that the discriminant functions of sex, marital status, educational level, income level, age group and ownership of goods in respect to their demand for information type and preferred information source account for a meaningful proportion of the differences among the groups.

Kaynakça

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