Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi

Sıla Avgan; Reyhane Arslan Yıldız

doi:10.38057/bifd.1668559

TR EN

Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi

Öz

Kozmetik sektörünün gösterdiği büyüme eğilimi tüketici tercihlerinin kuşak bazında incelenmesini önemli hale getirmektedir. Bu çalışmanın amacı Türkiye’de Z kuşağının kozmetik markası tercihlerinde etkili faktörlerin cinsiyet ve eğitim durumuna göre farklılık gösterip göstermediğini tespit etmektir. Türkiye’de yaşayan ve Z kuşağında yer alan 387 katılımcı bu araştırmanın örneklemini oluşturmaktadır. Araştırma verileri 2 Mart 2024- 2 Nisan 2024 tarihleri arasında 18-27 yaş aralığında bulunan Z kuşağı bireylerden çevrimiçi anketlerle toplanmıştır. Analizlerde betimleyici istatistiklerden, ki-kare ve etki büyüklüğü (Cramer’s V) testlerinden faydalanılmıştır. Analiz sonucunda, kozmetik markası tercihini belirlemede en önemli unsurun ürün kalitesi olduğu, ünlülerin rol aldığı reklamların ise en az öneme sahip olduğu tespit edilmiştir. Z kuşağının ürünlerin içeriğine önem verdiği, çevreyi ve hayvan refahını önemsediği ise bir diğer bulgudur. Yapılan ki-kare testi sonucunda, katılımcıların kanserojen içerik barındırmama, organik içerik, çevre dostu olma, üretiminde hayvan deneyleri kullanılmamış olması, ürün menşei, promosyon, indirim ve hediyeli ürünlerle ilişkin ifadelere verdikleri yanıtlar cinsiyete göre farklılık göstermektedir. Markaların çevre dostu olması, üretimde hayvan deneyleri kullanılmamış olması ve ürün menşeine yönelik ifadelere verilen yanıtlar ise hem cinsiyete hem eğitim durumuna göre farklılık göstermektedir.

Anahtar Kelimeler

Tüketici Davranışı , Marka Tercihi , Z Kuşağı , Cinsiyet Farklılığı , Eğitim Farklılığı

An Analysis of Generation Z Consumers’ Cosmetic Brand Preferences

Abstract

The growth trend of the cosmetics industry highlights the importance of examining consumer preferences on a generational basis. This study aims to determine key factors influencing the cosmetic brand preferences of Generation Z in Türkiye and whether these factors differ by gender and education level. The study sample consists of 387 Generation Z participants from Türkiye. The data were collected from individuals over the age of 18 between March 2 2024, and April 2 2024, by an online survey method. Descriptive statistics, chi-square, and Cramer’s V tests were used to analyze the data. As a result, it was found that the most important factor in cosmetic brand preference is product quality, while celebrity endorsements have the least importance. Another significant finding is that Generation Z consumers give importance to the ingredients, are sensitive to the environment, and care about the value of animal welfare. As a result of the chi-square test, the responses about carcinogenic content, organic content, being environmentally friendly, animal testing, product origin, promotion, discounts, and gifts differ by gender. The responses about being environmentally friendly, animal testing, and product origin differ by gender. They also vary depending on the level of education.

Keywords

Consumer Behaviour , Brand Preference , Generation Z , Gender Difference , Education Difference

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Details

Primary Language

Turkish

Subjects

Consumer Behaviour

Journal Section

Research Article

Authors

Sıla Avgan ^*
0000-0003-2093-8074
Türkiye

Reyhane Arslan Yıldız
0000-0002-0331-1045
Türkiye

Early Pub Date

April 29, 2025

Publication Date

April 29, 2025

Submission Date

March 31, 2025

Acceptance Date

April 28, 2025

Published in Issue

Year 2025 Volume: 8 Number: 1

DOI

https://doi.org/10.38057/bifd.1668559

IZ

https://izlik.org/JA57LG88DC

APA

Avgan, S., & Arslan Yıldız, R. (2025). Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi. Bucak İşletme Fakültesi Dergisi, 8(1), 40-56. https://doi.org/10.38057/bifd.1668559

24443

This work is licensed under a Creative Commons Attribution 4.0 International License.

Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi

Öz

Anahtar Kelimeler

An Analysis of Generation Z Consumers’ Cosmetic Brand Preferences

Abstract

Keywords

References

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Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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