Makaleler
Yayınlanmış 12.05.2019
Anahtar Kelimeler
- Cinsiyet; Tüketici Stilleri Envanteri (TSE); Genç Tüketiciler
Nasıl Atıf Yapılır
GENÇ TÜKETİCİLERİN SATIN ALMA KARARLARINDA CİNSİYETİN ETKİSİ. (2019). Turkish Journal of Marketing, 4(1), 26-41. https://doi.org/10.30685/tujom.v4i1.41
Öz
Araştırmanın amacı Türkiye?de gençlerin giysi satın alırken karar alma stillerinin cinsiyet durumuna göre farklılaşmalarını analiz etmektir. Bu amaçla, Sporall ve Kendall?ın (1986) Tüketici Stilleri Envanteri (TSE) Türk tüketicilere uyarlanmıştır. Araştırma 384 üniversite öğrencisi ile yapılmıştır. Araştırma bulgularını analiz etmek için keşfedici faktör analizi kullanılmıştır. Araştırma sonuçları erkek ve kadın tüketiciler için yeni özellikler ortaya koymuştur. Kadınlar için eğlence arayışı, çeşitlilik arayışı ve tatmin faktörleri geliştirilirken erkekler için ise zaman bilinci, düşük fiyat arayışı ve alışverişten kaçınma faktörleri geliştirilmiştir. Mükemmelyetçilik hem kadınlar için hem de erkekler için en önemli faktör olmuştur.
Referanslar
Bae Sungwon ve John Miller (2009), ?Consumer Decision-Making Styles for Sport Apparel: Gender Comparisons Between College Consumers?, Journal of Research, 4(1), 40-45.
Bakewell Cathy ve Vincent- Wayne Mitchell (2006). ?Male Versus Female Consumer Decision Making Styles?. Journal of Business Research, 12,1297-1300.
Campbell Colin (1997), Shopping, Pleasure and The Sex War, The Shopping Experience, London: Sage.
Darley, William K. Ve Robert E. Smith (1995), ?Gender Differences in İnformation Processing Strategies: An Empirical Test of The Selectivity Model in Advertising Response?. Journal of Advertising, 24(1), 41?56.
Durvasula Srinivas, Lysonski Steven ve J. Craig Andrews (1993), ?Cross-Cultural Generalizability of A Scale for Profiling Consumers? Decision-Making Styles?. Journal of Consumer Affairs, 27 (1), 55-65.
Fan Jessie X. ve J. Jian Xiao. (1998), ?Consumer Decision-Making Styles of Young-Adult Chinese?. The Journal of Consumer Affairs,32(2),275-294.
Fischer Eileen ve Stephen J. Arnold (1990). ?More Than A Labor of Love: Gender Roles and Christmas Gift Shopping?. Journal of Consumer Research, 17,333-345.
Hafstrom Jeanne L., Chae Jung S. ve Young S. Chung (1992), ?Consumer Decision-Making Styles: Comparison Between United States and Korean Young Consumers?, The Journal of Consumer Affairs, 26(1),146-158.
Hanzaee Kambiz H. (2009), ?Iranian Generation Y Female & Male Decision-Making Styles: Are They Different??, The Journal of American Academy of Business, 14(2),57-63.
Koç, Erdoğan (2019), Tüketici Davranışı ve Pazarlama Stratejileri, 8. Baskı, Ankara: Seçkin Yayıncılık.
Kotler, Philip ve Gary Armstrong (2018), Pazarlama İlkeleri, İstanbul: Beta Yayıncılık.
Kurtuluş, Kemal (1998), Pazarlama Araştırmaları, 6. Baskı, İstanbul:İ.Ü. Yayınları.
Lysonski Steven, Durvasula Srinivas ve Yorgos Zotos (1996), ?Consumer Decision-Making Style: A Multi-Country Investigation?, European Journal of Marketing. 22(12),10-21.
Mitchell, Vincent W. ve Gianfranco Walsh (2004), ?Gender Differences in German Consumer Decision-Making Styles?, Journal of Consumer Behaviour, 3(4),331-346.
Mokhlis Safiek ve Hayatul S. Salleh (2009), ?Consumer Decision-Making Styles in Malaysia: An Exploratory Study of Gender Differences,. European Journal of Social Sciences, 10(4),574-584.
Mokhlis Safiek (2016). ?Shopping Styles of Female Consumers in A Developıng Country?, ??????????, ????????? ?????, ????????? ????????? ? ????????, 9,250-257.
Nayeem Tahmid ve Riza Casidy (2015), ?Australian Consumers' Decision-Making Styles For Everyday Products?, Australasian Marketing Journal, 23(1),67-74.
Sproles George B. (1985), ?From perfectionism to fadism: Measuring consumers? decision making styles?, Proceedings of American Council on Consumer Interests, 79-85.
Sproles George B. ve Elizabeth L. Kendall (1986), ?A Methodology for Profiling Consumers? Decision-Making Styles?, The Journal of Consumer Affairs, 20(2),267-279.
Sproles Elizabeth K. ve Sproles George B. (1990), ?Consumer Decision- Making Styles as A Function of Individual Learning Styles?, The Journal of Consumer Affeirs Summer, 24(1), 134-147.
Yeşilada Figen ve Alican Kavas (2008), ?Understanding The Female Consumers? Decision Making Styles?, The journal of Business Faculty, 9(2),167-185.
Bakewell Cathy ve Vincent- Wayne Mitchell (2006). ?Male Versus Female Consumer Decision Making Styles?. Journal of Business Research, 12,1297-1300.
Campbell Colin (1997), Shopping, Pleasure and The Sex War, The Shopping Experience, London: Sage.
Darley, William K. Ve Robert E. Smith (1995), ?Gender Differences in İnformation Processing Strategies: An Empirical Test of The Selectivity Model in Advertising Response?. Journal of Advertising, 24(1), 41?56.
Durvasula Srinivas, Lysonski Steven ve J. Craig Andrews (1993), ?Cross-Cultural Generalizability of A Scale for Profiling Consumers? Decision-Making Styles?. Journal of Consumer Affairs, 27 (1), 55-65.
Fan Jessie X. ve J. Jian Xiao. (1998), ?Consumer Decision-Making Styles of Young-Adult Chinese?. The Journal of Consumer Affairs,32(2),275-294.
Fischer Eileen ve Stephen J. Arnold (1990). ?More Than A Labor of Love: Gender Roles and Christmas Gift Shopping?. Journal of Consumer Research, 17,333-345.
Hafstrom Jeanne L., Chae Jung S. ve Young S. Chung (1992), ?Consumer Decision-Making Styles: Comparison Between United States and Korean Young Consumers?, The Journal of Consumer Affairs, 26(1),146-158.
Hanzaee Kambiz H. (2009), ?Iranian Generation Y Female & Male Decision-Making Styles: Are They Different??, The Journal of American Academy of Business, 14(2),57-63.
Koç, Erdoğan (2019), Tüketici Davranışı ve Pazarlama Stratejileri, 8. Baskı, Ankara: Seçkin Yayıncılık.
Kotler, Philip ve Gary Armstrong (2018), Pazarlama İlkeleri, İstanbul: Beta Yayıncılık.
Kurtuluş, Kemal (1998), Pazarlama Araştırmaları, 6. Baskı, İstanbul:İ.Ü. Yayınları.
Lysonski Steven, Durvasula Srinivas ve Yorgos Zotos (1996), ?Consumer Decision-Making Style: A Multi-Country Investigation?, European Journal of Marketing. 22(12),10-21.
Mitchell, Vincent W. ve Gianfranco Walsh (2004), ?Gender Differences in German Consumer Decision-Making Styles?, Journal of Consumer Behaviour, 3(4),331-346.
Mokhlis Safiek ve Hayatul S. Salleh (2009), ?Consumer Decision-Making Styles in Malaysia: An Exploratory Study of Gender Differences,. European Journal of Social Sciences, 10(4),574-584.
Mokhlis Safiek (2016). ?Shopping Styles of Female Consumers in A Developıng Country?, ??????????, ????????? ?????, ????????? ????????? ? ????????, 9,250-257.
Nayeem Tahmid ve Riza Casidy (2015), ?Australian Consumers' Decision-Making Styles For Everyday Products?, Australasian Marketing Journal, 23(1),67-74.
Sproles George B. (1985), ?From perfectionism to fadism: Measuring consumers? decision making styles?, Proceedings of American Council on Consumer Interests, 79-85.
Sproles George B. ve Elizabeth L. Kendall (1986), ?A Methodology for Profiling Consumers? Decision-Making Styles?, The Journal of Consumer Affairs, 20(2),267-279.
Sproles Elizabeth K. ve Sproles George B. (1990), ?Consumer Decision- Making Styles as A Function of Individual Learning Styles?, The Journal of Consumer Affeirs Summer, 24(1), 134-147.
Yeşilada Figen ve Alican Kavas (2008), ?Understanding The Female Consumers? Decision Making Styles?, The journal of Business Faculty, 9(2),167-185.