GENÇ PAZARIN SATIN ALMA TARZLARININ BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA

Year 2007, Volume: 21 Issue: 1, 321 - 336, 27.11.2010

Sevtap Ünal Aysel Erciş

Abstract

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.

Keywords

Tüketici Davranışı, Satınalma Tarzları, Genç Pazar

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