CONSUMPTION PROCESS IN INDIVIDUALS: BLACK SEA REGION APPLICATION OF IMPULSE SHOPPING AND CONSUMPTION BEHAVIOURS OF ESDIVIDUAL FEMALE TEXTILE CONSUMERS
Journal Name:
- Uluslararası Hakemli Beşeri ve Akademik Bilimler Dergisi
Keywords (Original Language):
| Author Name | University of Author |
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Abstract (2. Language):
This was an applied research. A total of (N=2
female consumers participated in the research. Face-to
interviews were held with all the participants. The questionnaire
composed of two parts and previously proved to be
reliable was used. In the first part of the questionnaire, there
are questions about determining the demographic features
of the participants. In the second part of the questionnaire,
there are 19 scaled questions. All of these questions are
5 likert scaled. Data obtained from the participants were
firstly subjected to reliability test. Following the reliability
test, Cronbach’s Alpha coefficient was found as 0,941. This
value obtained shows that the study is highly reliable. The
study’s scope was enlarged with the use of t test, one-way
ANOVA and Chi-square test. These tests were obtained
by using Pasw Statistic 18 statistics package program. As
a result of the findings and analysis, it was concluded that
the participants do impulse shopping, they are consumption-
inclined, they do shopping in big shopping malls as
their level of income increases, and they prefer well-known
and more expensive textile brands. Following the research
and analysis, two factors which cause impulse buying were
ascertained. These contain the consumer’s behaviours which
cause impulse buying. The first factor is the pleasure of
shopping, and the second one is that psychologically weired
consumers or the ones who have problems want to get rid
of this situation with shopping. Moreover, it was concluded
that environmental factors, commercials, discounts and
promotions increase the inclination of doing shopping.
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Abstract (Original Language):
Bu arajtirma uygulamali olarak gerjeklejtirilmijtir.
Arajtirmaya toplam (N=2600) Kadin tuketici katilmijtir.
Katilimcilarin tamami ile yuz yuze gorujulmujtur. Arajtirmada
daha once guvenirliligi saglanmij ve iki bolumden
olujan anket kullanilmijtir. Kullam]an anketin ilk bolumunde
katilimcilarm demografik ozelliklerinin belirlenmesine ilijin
sorular yer almaktadir. Anketin ikinci bolumunde ise 19
oljekli soru bulunmaktadir. Bu sorularin tamami 5’li likert
oljeklidir. Katilimcilardan elde edilen veriler oncelikli
olarak guvenirlilik testine tabi tutulmujtur. Guvenirlilik
analizi sonucunda Cronbach’s Alpha kat sayisi olarak 0.941
degeri elde edilmijtir. Elde edilen bu deger JalIJmamlm
oldukja guvenilir oldugunu gostermektedir. Ayrica t testi,
tek yonlu ANOVA, Chi-Square testleri kullanilarak jalijma
genijletilmijtir. Bu testler Pasw Statistic 18 istatistik paket
programi kullanilarak yapilmijtir. Elde edilen bulgular ve
analiz sonucunda katilimcilarm plansiz alijverij yaptigi,
tuketim egilimli oldugu, gelir seviyesi arttikja buyuk alijverij
merkezleri AVM’lerden alijverij yaptiklari, daha bilindik
ve pahali tekstil markalanm tercih ettikleri saptanmijtir.
Arajtirma ve analiz sonucunda ani satin almayan neden
olan iki onemli faktor belirlenmijtir. Bunlar ani satin almaya
neden olan tuketicinin davranijlarmi ijermektedir. Birinci
faktor alijverijin keyif vermesi, ikinci faktorun ise psikolojik
anlamda yipranan ya da sorun yajayan tuketicilerin
alijverij yaparak bu durumdan kurtulmak istemeleridir.
Ayrica reklam, indirim, promosyon ve jevresel etkenlerin
de alijverij yapma egilimini arttirdigi sonucuna ulajilmijtir
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