KİŞİLİK ÖZELLİKLERİ İLE ALGILANAN RİSK ARASINDAKİ İLİŞKİLERİN İNCELENMESİ ÜZERİNE BİR ARAŞTIRMA

Year 2008, Volume: 22 Issue: 2, 301 - 330, 27.11.2010

Arzu Deniz Aysel Erciş

Abstract

Tüketici davranışlarının analiz edilmesi, etkili pazarlama
stratejilerinin geliştirilmesi ve uygulanabilmesi için önem arzetmektedir. Bunun
için de davranışları etkileyen faktörlerin incelenmesi gerekmektedir. Tüketici
davranışlarını etkileyen önemli faktörlerden biri kişiliktir. Kişilik özellikleri,
tüketicilerin satın alma öncesi/sonrası karar ve davranışları üzerinde etkili
olmaktadır. Kişilik gibi tüketici davranışlarını etkileyen ve yön veren bir başka
önemli faktör de algılamadır. Tüketiciler, sunulan ürün ya da hizmeti, markayı,
reklâmı vb. farklı kişilik özelliklerine sahip oldukları için farklı
algılamaktadırlar. Bu durum ürün ve hizmetlerle ilgili algılanan riskler için de
geçerlidir. Tüketiciler kişilik özelliklerine göre, ürün ve hizmetlerle ilgili farklı
riskler algılamaktadırlar. Araştırmanın ana kitlesini Erzurum merkez ilçede
yaşayan otomobil sahibi tüketiciler oluşturmuştur. Yapılan analiz sonucu
uyumlu, sorumluluk sahibi ve yeniliklere açık olan tüketicilerin otomobil satın
alma ve kullanma ile ilgili olarak daha çok performans riski ve psikolojik risk
algıladıkları belirlenmiştir.

Keywords

Tüketici davranışı, Kişilik özellikleri, Algılanan riskler

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