TÜKETİCİ DAVRANIŞLARINI ETKİLEYEN SOSYAL FAKTÖRLER VE AİLE

Öz

Bu çalışmada, tüketici davranışlarını etkileyen sosyal faktörler ve aile, nitel bir araştırma yöntemi olan, içerik analizi yöntemi benimsenerek araştırılmıştır. Çalışmanın amacı, yöntemi giriş kısmında ele alınmıştır. Çalışmada, sosyal sınıfa teorik yaklaşımlar, sosyal sınıfların özellikleri, gelire göre sosyal sınıf özellikleri, gelire göre tüketim eşitsizlikleri, ailede tüketimi etkileyen faktörler, kültür ve referans grupların tüketime olan etkisine yer verilmiş, konular ailenin tüketici rolü temel alınarak incelenmiştir. Konu hakkında yapılmış nitel ve nicel araştırmalar birlikte değerlendirilmiş, aile tüketiminin bireysel kullanım, aile kullanımı, hediye alımı şeklinde üç boyutlu gerçekleşebileceği, tüketimin sadece aynı sosyal sınıf içindeki aileler arasında değil, aynı zamanda farklı sosyal sınıflara tâbi olan aileler arasında da değişim gösterebileceği, gelire göre sosyal sınıf türleri içinde ailenin tüketici rolü ile ilgili nitel ve nicel araştırmaların yetersiz olduğu sonuçlarına varılmıştır.

Anahtar Kelimeler

• Tüketici davranışları,sosyal sınıf,aile tüketimi,tüketim eşitsizliği

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