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SATIN ALMA KARARLARINDA AİLEDEKİ EŞLERİN ETKİSİ VE BU ETKİYİ ŞEKİLLENDİREN DEĞİŞKENLER

Yıl 2009, Cilt: 23 Sayı: 1, 207 - 228, 27.11.2010

Öz

Aile, ev için her gün tüketilen ürün ve hizmetlerin miktarı
açısından ele alındığında önemli bir karar verme birimidir. Aileyi oluşturan
bireyler birbirlerinin davranışlarını ve dolayısıyla da müşteri karar verme
sürecini oluşturan aktiviteleri etkilerler. Firmaların özgün pazarlama stratejileri
uygulayabilmeleri için aile satın alma davranışının farkında olmaları gerekir. Bu
araştırmada ailede çeşitli ürün veya hizmetlerin satın alımında eşlerin etkileri,
demografik, yerleşim yeri, ürün veya hizmet türü gibi değişkenlerle tespit
edilmeye çalışılacaktır. Bu amaçla Trabzon, Ankara, Đzmir ve Diyarbakır’da
yaşayan 432 birey üzerinde anket uygulanmıştır. Yapılan basit ve çoklu uyum
analizi sonucu müşterek satın alma kararlarının 51-60 yaş aralığında, ev ve tatil
satın alımlarında, geliri 1001-1500 ve 1501-2000 YTL arası, lise veya üniversite
mezunu ve Trabzon’da ikamet eden bireylerin olduğu ailelerde görülmüştür.
Diğer taraftan koca baskın satın alma kararları; 31-40 ve 41-50 yaş aralığında,
diplomasız okur yazar veya ilkokul mezunu, geliri 0-500 ve 501-1000 YTL
aralığında, Diyarbakır’da ikamet eden bireylerde otomobil ve beyaz eşya satın
alımlarında belirlenmiştir. Kadın baskın satın alma kararları ise 60 üstü yaşa
sahip olan, geliri 2000 YTL üstü olan, ortaokul mezunu Đzmir ve Anakara’da
ikamet eden bireylerde giyecek-yiyecek ve mobilya satın alımlarında tespit
edilmiştir

Kaynakça

  • Belch, G., Belch, M.A., Ceresıno, G. (1985), “Parental And Teenage Influences İn Family Decision Making”, Journal Of Business Research, Vol.13, Pp.163–76.
  • Belch, M.A., Wıllıs, L.A. (2002), “Family Decision At The Turn Of The Century: Has The Changing Structure Of Households Impacted The Family Decision Making Process?”, Journal Of Consumer Behavior, Vol.2, Nr.2, Pp.111–114.
  • Commurı, S., Gentry, J.W. (2000), “Opportunities For Family Research İn Marketing”, Academy Of Marketing Science Review, Vol.1, Pp.12- 19.
  • Davıs, H.L. (1970), “Dimensions Of Marital Roles İn Consumer Decision Making”, Journal Of Marketing Research, Vol.7, Pp.168– 77.
  • Davıs, H.L., Rıgaux, B.P. (1974), “Perception Of Marital Roles İn Decision Processes”, Journal Of Consumer Research, Vol.1, Pp.51–62.
  • Ford, J.B., Latour, M.S., Henthorne, A. (1995), “Perception Of Marital Roles İn Purchase Decision Processes: A Crosscultural Study”, Journal Of The Academy Of Marketing Science, Vol.23, Issue.2, Pp.120–32.
  • Garson, D. (2005), Correspondece Analysis, Erişim Tarihi 10/03/2005, Http://Www2.Chass .Ncsu.Edu/ Garson/Pa765/Correspondence.Htm
  • Greenacre, M.J., Hastıe, T. (1987), “The Geometric Interpretation Of Correspondence Analysis”, Journal Of American Statistical Association, Vol.82(398), Pp.437-447.
  • Greenacre, M.J. (1993), Correspondence Analysis İn Practice, Academic Press, Harcourt, Brace & Company, New York.
  • Greenacre, M.J. (2000), “Correspondence Analysis Of Square Asymmetric Matrices”, Applied Statistics, Vol.49, Pp.297-310.
  • Hoyer,W. D., Macınnıs, D.J. (2004), Consumer Behavior, 3rd Edition, Hougton Mifflin Company, Boston.
  • Lavın, M. (1993), “Husband-Dominant, Wife-Dominant, Joint. A Shopping Typology For Baby Boom Couples?”, Journal Of Consumer Marketing, Vol.10, No. 3, Pp.33-42.
  • Lındquıst, J.D., Sırgy, M.J. (2003), Shopper, Buyer, And Consumer Behavior: Theory, Marketing Applications And Public Policy Implications, Ohio: Atomic Dog Publication, Cincinnati.
  • Martınez, E., Polo, Y. (1999), “Determining Factors İn Family Purchasing Behavior: An Empirical Investigation”, The Journal Of Consumer Marketing, Vol.16(5), Pp.461-472.
  • Mınıtab User’s Guide 2 (2000), Data Analysis And Quality Tools, Electronic Document, Minitab Inc.
  • Mohan, M. (1995), “The Influence Of Marital Roles İn Consumer Decision Making”, Irish Marketing Review, Vol.8, Pp.97–107.
  • Mottıar, Z., Quınn, D. (2004), “Couple Dynamics İn Household Tourism Decision Making: Women As The Gatekeepers?”, Journal Of Vacation Marketing, Vol.10(2), Pp. 149–161.
  • Parkman, A.M. (2004), “Bargaining Over Housework: The Frustrating Situation Of Secondary Wage Earners”, The American Journal Of Economics And Sociology, Vol.63(4), Pp.765–769.
  • Putnam, M., Davıdson, W.R. (1987), Family Purchasing Behavior: Iı Family Roles By Product Category, Management Horizons Inc., A Division Of Price Waterhouse, Columbus, Oh.
  • Qualls, W.J. (1982), “Changing Sex Roles: Its Impact Upon Family Decision Making”, Advances İn Consumer Research, Vol.9, Pp.267–270.
  • Webster, C. (1994), “Effects Of Hispanic Ethic Identification On Marital Roles İn The Purchase Decision Process”, Journal Of Consumer Research, Vol.21, September, Pp. 319-31.
  • Wılkes, E.W. (1975), “Husband-Wife Influence İn Purchase Decisions: A Confirmation And Extension”, Journal Of Marketing Research, Vol. Xıı, May, Pp. 224-227.
  • Woodsıde, A.G., Motes, W.H. (1979), Husband And Wife Perceptions Of Marital Roles İn Consumer Decision Processes For Six Products, American Marketing Association Proceedings, Ama, Chicago.
  • Yavas, U., Babakus, E., Delener, N. (1994), “Family Purchasing Roles İn Saudi Arabia: Perspectives From Saudi Wives”, Journal Of Business Research, Vol. 31, Pp. 75-86.
  • Yavas, U., Shemwell, D.J. (1996), “Bank Image: Exposition And Illustration Of Correspondence Analysis”, International Journal Of Bank Marketing, Vol.14 (1), Pp.15-22.
Yıl 2009, Cilt: 23 Sayı: 1, 207 - 228, 27.11.2010

Öz

Kaynakça

  • Belch, G., Belch, M.A., Ceresıno, G. (1985), “Parental And Teenage Influences İn Family Decision Making”, Journal Of Business Research, Vol.13, Pp.163–76.
  • Belch, M.A., Wıllıs, L.A. (2002), “Family Decision At The Turn Of The Century: Has The Changing Structure Of Households Impacted The Family Decision Making Process?”, Journal Of Consumer Behavior, Vol.2, Nr.2, Pp.111–114.
  • Commurı, S., Gentry, J.W. (2000), “Opportunities For Family Research İn Marketing”, Academy Of Marketing Science Review, Vol.1, Pp.12- 19.
  • Davıs, H.L. (1970), “Dimensions Of Marital Roles İn Consumer Decision Making”, Journal Of Marketing Research, Vol.7, Pp.168– 77.
  • Davıs, H.L., Rıgaux, B.P. (1974), “Perception Of Marital Roles İn Decision Processes”, Journal Of Consumer Research, Vol.1, Pp.51–62.
  • Ford, J.B., Latour, M.S., Henthorne, A. (1995), “Perception Of Marital Roles İn Purchase Decision Processes: A Crosscultural Study”, Journal Of The Academy Of Marketing Science, Vol.23, Issue.2, Pp.120–32.
  • Garson, D. (2005), Correspondece Analysis, Erişim Tarihi 10/03/2005, Http://Www2.Chass .Ncsu.Edu/ Garson/Pa765/Correspondence.Htm
  • Greenacre, M.J., Hastıe, T. (1987), “The Geometric Interpretation Of Correspondence Analysis”, Journal Of American Statistical Association, Vol.82(398), Pp.437-447.
  • Greenacre, M.J. (1993), Correspondence Analysis İn Practice, Academic Press, Harcourt, Brace & Company, New York.
  • Greenacre, M.J. (2000), “Correspondence Analysis Of Square Asymmetric Matrices”, Applied Statistics, Vol.49, Pp.297-310.
  • Hoyer,W. D., Macınnıs, D.J. (2004), Consumer Behavior, 3rd Edition, Hougton Mifflin Company, Boston.
  • Lavın, M. (1993), “Husband-Dominant, Wife-Dominant, Joint. A Shopping Typology For Baby Boom Couples?”, Journal Of Consumer Marketing, Vol.10, No. 3, Pp.33-42.
  • Lındquıst, J.D., Sırgy, M.J. (2003), Shopper, Buyer, And Consumer Behavior: Theory, Marketing Applications And Public Policy Implications, Ohio: Atomic Dog Publication, Cincinnati.
  • Martınez, E., Polo, Y. (1999), “Determining Factors İn Family Purchasing Behavior: An Empirical Investigation”, The Journal Of Consumer Marketing, Vol.16(5), Pp.461-472.
  • Mınıtab User’s Guide 2 (2000), Data Analysis And Quality Tools, Electronic Document, Minitab Inc.
  • Mohan, M. (1995), “The Influence Of Marital Roles İn Consumer Decision Making”, Irish Marketing Review, Vol.8, Pp.97–107.
  • Mottıar, Z., Quınn, D. (2004), “Couple Dynamics İn Household Tourism Decision Making: Women As The Gatekeepers?”, Journal Of Vacation Marketing, Vol.10(2), Pp. 149–161.
  • Parkman, A.M. (2004), “Bargaining Over Housework: The Frustrating Situation Of Secondary Wage Earners”, The American Journal Of Economics And Sociology, Vol.63(4), Pp.765–769.
  • Putnam, M., Davıdson, W.R. (1987), Family Purchasing Behavior: Iı Family Roles By Product Category, Management Horizons Inc., A Division Of Price Waterhouse, Columbus, Oh.
  • Qualls, W.J. (1982), “Changing Sex Roles: Its Impact Upon Family Decision Making”, Advances İn Consumer Research, Vol.9, Pp.267–270.
  • Webster, C. (1994), “Effects Of Hispanic Ethic Identification On Marital Roles İn The Purchase Decision Process”, Journal Of Consumer Research, Vol.21, September, Pp. 319-31.
  • Wılkes, E.W. (1975), “Husband-Wife Influence İn Purchase Decisions: A Confirmation And Extension”, Journal Of Marketing Research, Vol. Xıı, May, Pp. 224-227.
  • Woodsıde, A.G., Motes, W.H. (1979), Husband And Wife Perceptions Of Marital Roles İn Consumer Decision Processes For Six Products, American Marketing Association Proceedings, Ama, Chicago.
  • Yavas, U., Babakus, E., Delener, N. (1994), “Family Purchasing Roles İn Saudi Arabia: Perspectives From Saudi Wives”, Journal Of Business Research, Vol. 31, Pp. 75-86.
  • Yavas, U., Shemwell, D.J. (1996), “Bank Image: Exposition And Illustration Of Correspondence Analysis”, International Journal Of Bank Marketing, Vol.14 (1), Pp.15-22.
Toplam 25 adet kaynakça vardır.

Ayrıntılar

Birincil Dil tr;en
Bölüm Makaleler
Yazarlar

Ekrem Cengiz

Yayımlanma Tarihi 27 Kasım 2010
Yayımlandığı Sayı Yıl 2009 Cilt: 23 Sayı: 1

Kaynak Göster

APA Cengiz, E. (2010). SATIN ALMA KARARLARINDA AİLEDEKİ EŞLERİN ETKİSİ VE BU ETKİYİ ŞEKİLLENDİREN DEĞİŞKENLER. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 23(1), 207-228.

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