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GENÇ PAZARIN SATIN ALMA TARZLARININ BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2007, Cilt: 21 Sayı: 1, 321 - 336, 27.11.2010

Sevtap Ünal Aysel Erciş

Öz

Tüketici satın alma davranışı oldukça karmaşık bir süreçtir. Satın
alma eylemini gerçekleştirirken tüketici, birçok iç ve dış etkenin katılımı ile
kararlarını alır. Tüketicinin satın alma şekli ve seçtiği yöntem bir tarz
geliştirmesini sağlar. Geliştirilen bu tarz, tüketicinin temel satın alma kararına
yönelik tutumlarını açıklar. Gençler tüketici olarak pazarda önemli bir paya
sahiptirler. Çünkü gençler, halihazırda bir pazardır ve geleceğin de yetişkin
pazarını oluşturacakları için üzerinde hassasiyetle durulması gereken gruplardan
birisidir.
Bu çalışmada gençlerin satın alma tarzları belirlenmeye çalışılmıştır.
Araştırmanın ana kitlesini Erzurum Atatürk Üniversitesinde eğitim gören
gençler oluşturmuştur. Yapılan analiz sonucu gençlerin satın alma tarzlarının 6
faktörden oluştuğu tespit edilmiştir.

Anahtar Kelimeler

Tüketici Davranışı Satınalma Tarzları Genç Pazar

Kaynakça

  • American Demographics , Dec 2002/Jan 2003 24,11 s.1-4 Bakewell Cathy, Vincent-Wayne Mitchell. (2003), Generation Y female consumer decision-making styles, International Journal of Retail&Distribution Management, Vol:31 No:213 ss.95-106.
  • Bauer H. Hens, Nicola E.Sauer, Christine Beeker. (2002), Product-Independent Consumer Decision-Making Styles Do They Really Exit?, American Marketing Association Conference Proceedings Vol: 13 ss.174- 175.
  • Brier Noah Rubin (2004) Move Over Prime-Time, American Demographics Jul/Aug 2004 26,6 s.14-20. Capital 2000 Mart 8/3 s.97-100
  • Corbit Margaret (2005) Moving into Cyberspace Knowledge Quest. Sep/Oct Vol: 34 No:1 s.18-22
  • Craig A.Martin: LW Turley (2004) Malls and Consumption Motivation: An Exploratory Examination of Older Generation Y Consumers , Jo Retail &Distribution Management Vol :32 No:10, ss.464-475
  • Cui-Yenli, Elizabeth S.Trent, Pauline M.Sulivan and Grace N.Matiru (2003) Cause-related Marketing: How generation Y responds, Jo Retail &Distribution Management Vol: 31 No: 6/7 ss.310-320
  • Darden R.Willian, Dub Ashton. (1974), Psychographic Profiles at Patronage Preference Groups, Journal of Retailing Vol: 50 No:4 Winter, ss.99-112
  • Durvasula, Steven Lysonski, Craig Andrews. (1993), Cross-Culturel Generalizability of a Scale for profiling Consumers’ DecisionMaking Styles, The Journal of Consumer Affairs. Summer Vol: 27, No:1, ss.55-65.
  • Ebenkamp Becky (1999) Tipping the Balance ,Brandweek May 10 40,19 ss.4-6
  • Fan Jessie Y., Jing J.Xiao. (1998), Consumer Decision-Making Styles of YoungAdult Chinese, Journal of Consumer Affairs. Vol. 32, ss.275-94.
  • Freestone O, V, W. Mitchell (2004) Generation Y Attitudes Towards E-ethics and İnternet-related Misbehaviours , Jo Business Ethics 54, ss.121-128
  • Hafstrom J.L. J.S Chae, Y.S. Chung .(1992), Consumer Decision-making Style: Comparison Between United States and Korean Young Consumers, The Journal of Consumer Affairs. Vol:26, No:1, ss.146-158.
  • Hiu S.Y Alice, Noel Y.M. Siu, Charlie C.L. Wang and Ludwig M.K. Chang. (2001), An investigation of Decision-Making Styles of Consumers in China, Journal of Consumer Affairs. Vol: 35 No:2,. ss.326-345.
  • Jacoby Jacob, Robert W. Chesnut. (1976) Brand Loyalty: Measurement and Management, NewYork: John Wiley and Sons.
  • Kurtuluş, Kemal. 1998. Pazarlama Araştırmaları. 6. Baskı, İ.Ü. Yayınları, İstanbul. Lastovicka L.John. (1982), On the Validation et. Lifestyle Traits: ARevievw and Illustration, Journal of Marketing Research. Feb.Vol: 19, No: 1 ss:126-138.
  • Lysonski Steven, Durvasula Srini, Zatos Yiorgos. (1996), Consumer DecisionMaking Styles: A Multi-Country Investigation, European Journal of Marketing. Vol: 30, No: 12 ss.10-27.
  • Mitchell Vincent-Wayne, Gianfranco Walsh. (2004), Gender Differences in German Consumer Decision-Making Styles, Journal of Consumer Behaviour. Jun Vol:3. No: 4, ss.331-346.
  • Moschis P.George. (1976), Shopping Orien Tations and Consumer Uses of Information Journal of Retailing. Vol.52 No:2 Summer, ss.61-93.
  • Sproles B.George. (1983a), Conceptualization and Measurement of Optimal Consumer Decision-Making, The Journal of Consumer Affairs Winter Vol: 17 No:2 ss.421-438.
  • Sproles B.George. (1983b), From Perfectionism to fadism: Measuring Consumers’ Decision-Making Styles, Proceedings American Council on Consumer Interests. Vol:31 ss.79-85.
  • Sproles Elizabeth Kendall, George B. Sproles. (1990), Consumer DecisionMaking Styles as a Function of Individual Learning Styles, The Journal of Consumer Affeirs Summer. Vol.24 No:1, ss.134-147.
  • Sproles Elizabeth Kendall, George B. Sproles. (1990), Consumer DecisionMaking Styles as a Function of Individual Learning Styles, The Journal of Consumer Affeirs Summer. Vol.24 No:1, ss.134-147.
  • Sproles George B., Elizabeth L.Kendall. (1986), A Methodology for profiling Consumers’ Decision-Making Styles, The Journal of Consumer Affairs. Winter Vol:20 No:2 ss.267-279.
  • Steeter Bill (2004), Next generation employees, yeah, they’re different , American Bankers Association, ABA Banking Journal. Dec, Vol: 96 No: 12, s.12
  • Susan Gardner, Susana Eng (2005) What Students Want : Generation Y and the Changing Function of the Academic Library, Portal : Libraries and the Academy , Jul, Vol: 5 No: 3, ss.405-420
  • Tai Susan H.C. (2005), Shopping styles of Working Chinese females, Journal of Retailing and Consumer Services. Vol: 12, s.191-203.
  • Walsh Ganfranco, Thorsten Hennig-Thurau, Vincent Wayne-Mitchell, KlausPeter Wiedmann. (2001), Consumers’ decision-making style as a basis for market segmentation, Journal of Measurement and Analysis for Marketing. Dec. Vol: 10 No:2 ss.117-131.
  • Wang Cheng-Lu, Noel Y.M. Siu ve Hui. (2004), Consumer Decision-Making Styles on Domestic and Imported Brand Clothing, Europen Journal of Marketing. Vol: 38 No: 1/2 ss. 239-252.
  • Weiss Michael J.(2003a) To be about to be, American Demographics Sep 2003 25,7, s.28-36
  • Weiss Michael J.(2003b) Great Expectations, American Demographics May 2003 25,4 s.26-35
  • Westbrook A.Robert, William C.Black. (1985), A Motivation-Based Shoppen Typology, Journal of Retailing, Vol:61, Spring No:1, ss.78-103.

Yıl 2007, Cilt: 21 Sayı: 1, 321 - 336, 27.11.2010

Sevtap Ünal Aysel Erciş

Öz

Kaynakça

  • American Demographics , Dec 2002/Jan 2003 24,11 s.1-4 Bakewell Cathy, Vincent-Wayne Mitchell. (2003), Generation Y female consumer decision-making styles, International Journal of Retail&Distribution Management, Vol:31 No:213 ss.95-106.
  • Bauer H. Hens, Nicola E.Sauer, Christine Beeker. (2002), Product-Independent Consumer Decision-Making Styles Do They Really Exit?, American Marketing Association Conference Proceedings Vol: 13 ss.174- 175.
  • Brier Noah Rubin (2004) Move Over Prime-Time, American Demographics Jul/Aug 2004 26,6 s.14-20. Capital 2000 Mart 8/3 s.97-100
  • Corbit Margaret (2005) Moving into Cyberspace Knowledge Quest. Sep/Oct Vol: 34 No:1 s.18-22
  • Craig A.Martin: LW Turley (2004) Malls and Consumption Motivation: An Exploratory Examination of Older Generation Y Consumers , Jo Retail &Distribution Management Vol :32 No:10, ss.464-475
  • Cui-Yenli, Elizabeth S.Trent, Pauline M.Sulivan and Grace N.Matiru (2003) Cause-related Marketing: How generation Y responds, Jo Retail &Distribution Management Vol: 31 No: 6/7 ss.310-320
  • Darden R.Willian, Dub Ashton. (1974), Psychographic Profiles at Patronage Preference Groups, Journal of Retailing Vol: 50 No:4 Winter, ss.99-112
  • Durvasula, Steven Lysonski, Craig Andrews. (1993), Cross-Culturel Generalizability of a Scale for profiling Consumers’ DecisionMaking Styles, The Journal of Consumer Affairs. Summer Vol: 27, No:1, ss.55-65.
  • Ebenkamp Becky (1999) Tipping the Balance ,Brandweek May 10 40,19 ss.4-6
  • Fan Jessie Y., Jing J.Xiao. (1998), Consumer Decision-Making Styles of YoungAdult Chinese, Journal of Consumer Affairs. Vol. 32, ss.275-94.
  • Freestone O, V, W. Mitchell (2004) Generation Y Attitudes Towards E-ethics and İnternet-related Misbehaviours , Jo Business Ethics 54, ss.121-128
  • Hafstrom J.L. J.S Chae, Y.S. Chung .(1992), Consumer Decision-making Style: Comparison Between United States and Korean Young Consumers, The Journal of Consumer Affairs. Vol:26, No:1, ss.146-158.
  • Hiu S.Y Alice, Noel Y.M. Siu, Charlie C.L. Wang and Ludwig M.K. Chang. (2001), An investigation of Decision-Making Styles of Consumers in China, Journal of Consumer Affairs. Vol: 35 No:2,. ss.326-345.
  • Jacoby Jacob, Robert W. Chesnut. (1976) Brand Loyalty: Measurement and Management, NewYork: John Wiley and Sons.
  • Kurtuluş, Kemal. 1998. Pazarlama Araştırmaları. 6. Baskı, İ.Ü. Yayınları, İstanbul. Lastovicka L.John. (1982), On the Validation et. Lifestyle Traits: ARevievw and Illustration, Journal of Marketing Research. Feb.Vol: 19, No: 1 ss:126-138.
  • Lysonski Steven, Durvasula Srini, Zatos Yiorgos. (1996), Consumer DecisionMaking Styles: A Multi-Country Investigation, European Journal of Marketing. Vol: 30, No: 12 ss.10-27.
  • Mitchell Vincent-Wayne, Gianfranco Walsh. (2004), Gender Differences in German Consumer Decision-Making Styles, Journal of Consumer Behaviour. Jun Vol:3. No: 4, ss.331-346.
  • Moschis P.George. (1976), Shopping Orien Tations and Consumer Uses of Information Journal of Retailing. Vol.52 No:2 Summer, ss.61-93.
  • Sproles B.George. (1983a), Conceptualization and Measurement of Optimal Consumer Decision-Making, The Journal of Consumer Affairs Winter Vol: 17 No:2 ss.421-438.
  • Sproles B.George. (1983b), From Perfectionism to fadism: Measuring Consumers’ Decision-Making Styles, Proceedings American Council on Consumer Interests. Vol:31 ss.79-85.
  • Sproles Elizabeth Kendall, George B. Sproles. (1990), Consumer DecisionMaking Styles as a Function of Individual Learning Styles, The Journal of Consumer Affeirs Summer. Vol.24 No:1, ss.134-147.
  • Sproles Elizabeth Kendall, George B. Sproles. (1990), Consumer DecisionMaking Styles as a Function of Individual Learning Styles, The Journal of Consumer Affeirs Summer. Vol.24 No:1, ss.134-147.
  • Sproles George B., Elizabeth L.Kendall. (1986), A Methodology for profiling Consumers’ Decision-Making Styles, The Journal of Consumer Affairs. Winter Vol:20 No:2 ss.267-279.
  • Steeter Bill (2004), Next generation employees, yeah, they’re different , American Bankers Association, ABA Banking Journal. Dec, Vol: 96 No: 12, s.12
  • Susan Gardner, Susana Eng (2005) What Students Want : Generation Y and the Changing Function of the Academic Library, Portal : Libraries and the Academy , Jul, Vol: 5 No: 3, ss.405-420
  • Tai Susan H.C. (2005), Shopping styles of Working Chinese females, Journal of Retailing and Consumer Services. Vol: 12, s.191-203.
  • Walsh Ganfranco, Thorsten Hennig-Thurau, Vincent Wayne-Mitchell, KlausPeter Wiedmann. (2001), Consumers’ decision-making style as a basis for market segmentation, Journal of Measurement and Analysis for Marketing. Dec. Vol: 10 No:2 ss.117-131.
  • Wang Cheng-Lu, Noel Y.M. Siu ve Hui. (2004), Consumer Decision-Making Styles on Domestic and Imported Brand Clothing, Europen Journal of Marketing. Vol: 38 No: 1/2 ss. 239-252.
  • Weiss Michael J.(2003a) To be about to be, American Demographics Sep 2003 25,7, s.28-36
  • Weiss Michael J.(2003b) Great Expectations, American Demographics May 2003 25,4 s.26-35
  • Westbrook A.Robert, William C.Black. (1985), A Motivation-Based Shoppen Typology, Journal of Retailing, Vol:61, Spring No:1, ss.78-103.
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Birincil Dil tr;en
Bölüm Makaleler
Yazarlar

Sevtap Ünal Bu kişi benim

Aysel Erciş Bu kişi benim

Yayımlanma Tarihi 27 Kasım 2010
Yayımlandığı Sayı Yıl 2007 Cilt: 21 Sayı: 1

Kaynak Göster

APA Ünal, S., & Erciş, A. (2010). GENÇ PAZARIN SATIN ALMA TARZLARININ BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 21(1), 321-336.
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