THE COMPARISON OF CONSUMERS' VALUES AND LIFESTYLES ACCORDING TO FREQUENCY OF VISITING SHOPPING CENTERS: MALATYA PROVINCE EXAMPLE

Yıl 2017, Cilt: 3 Sayı: 1, 707 - 715, 30.06.2017

Yildirim Yildirim Onder Kethuda

https://doi.org/10.17261/Pressacademia.2017.647

Öz

The purpose of this study is to compare values and
lifestyles the consumers according to the frequency of visits to shopping
centers. Furthermore, determining the lifestyles of the people who visit
shopping centers is another object of the research. The questionnaire was used
as data collection tool. The questionnaire contains questions to learn about
participants' values, lifestyles and demographics. The population of the study
consists of people over 17 years old and living in the Battalgazi and Yeşilyurt
districts of Malatya. Kota sampling method, one of the non-random sampling
methods, has been used as sampling method in the research. Data were collected
from 450 individuals in the population and the data were analyzed by SPSS. The
findings indicate that values and lifestyles of consumers differ according to
their visiting frequency of shopping centers. From the value perspective, it
has been seen that those who visit the shopping center "every day"
predominate the values of happiness, pleasure, excitement and self-esteem in
life. When it is evaluated in terms of lifestyle, it is seen that discount
followers do not go to the shopping centers much, but consumers who follow
brand and fashion trends, the innovations and technology and identified as a
leader, visit the shopping center every day. The results of this research might
bring a new perspective to administrations of shopping centers by showing what
values and lifestyles motivate people to visit shopping centers. Results might
play an important role in attracting more consumers to shopping centers. 

Anahtar Kelimeler

Consumer behaviours, values, lifestyles, shopping centers, frequency of shopping centers

Kaynakça

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