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GENERATION Y CONSUMERS' SHOPPING STYLES: A RESEARCH BY GENDER

Year 2017, Volume: 6 Issue: 4, 61 - 72, 15.12.2017

Abstract

Objectives: The purpose of this paper is to investigate the clothing shopping styles of generation Y consumers and  whether there exist differences in shopping
styles according to the gender of generation Y consumers.

Methods: For
the main purpose, a questionnaire was designed from the literature review.
Convenience sampling is used and data were gathered from a survey of 402
respondents aged between 18-36 who completed a questionnaire, which was then
factor-analysed to identify generation
Y consumers shopping styles and t
-tests were conducted for hypotheses
testing.
























Results:
Findings indicate that seven shopping styles are valid and reliable: quality conscious, brand conscious, novelty
seeking, entartainment conscious, confused by overchoice, habitual/brand loyal,
and fashion conscious.
The results of study show that two shopping
styles are different by gender of generation Y consumers. These gender-based shopping styles differences are fashion conscious and entartainment concious. This study is
providing useful data for the consumer behavior of generation Y and deeper
understanding for their shopping styles.

References

  • Bakewell, C., Mitchell, V. W. (2004). Male consumer decision-making styles. The International Review of Retail, Distribution and Consumer Research, 14(2), 223-240.
  • Bakewell, C., Mitchell, V. W. (2006). Male versus female consumer decision making styles. Journal of Business Research, 59(12), 1297-1300.
  • Bauer, H. H.,Sauer, N. E., Becker, C. (2006). Investigating the relationshipbetweenproductinvolvement and consumerdecision‐making styles. Journal of Consumer Behaviour, 5(4), 342-354.
  • Baumgartner, H., Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139-161.
  • Eun Park, J., Yu, J., Xin Zhou, J. (2010). Consumer innovativeness and shopping styles. Journal of Consumer Marketing, 27(5), 437-446.
  • Fan, J. X., Xiao, J. J. (1998). Consumer decision‐making styles of young‐adult Chinese. Journal of Consumer Affairs, 32(2), 275-294.
  • Hafstrom, J. L., Chae, J. S., Chung, Y. S. (1992). Consumer decision‐making styles: comparison between United States and Korean young consumers. Journal of Consumer Affairs, 26(1), 146-158.
  • Hanzaee, K. H., Aghasibeig, S. (2008). Generation Y female and male decision-making styles in Iran: are they different?. The International Review of Retail, Distribution and Consumer Research, 18(5), 521-537.
  • Iacobucci, D. (2010). Structural equations modeling: Fit indices, sample size, and advanced topics. Journal of Consumer Psychology, 20(1), 90-98.

Y KUŞAĞI TÜKETİCİLERİNİN ALIŞVERİŞ STİLLERİ: CİNSİYETE GÖRE BİR ARAŞTIRMA

Year 2017, Volume: 6 Issue: 4, 61 - 72, 15.12.2017

Abstract

Amaç: Bu
çalışmanın amacı, Y kuşağı tüketicilerinin giyim konusundaki alışveriş stillerini
ve tüketicilerin cinsiyetlerine göre alışveriş stillerinde farklılıklar olup
olmadığını araştırmaktır.

Yöntem: Temel amaç
çerçevesinde literatür taraması yoluyla anket soruları tasarlanmıştır. Kolayda
örneklem yöntemi kullanılmış ve anketi tamamlayan 18-36 yaşları arasındaki 402
katılımcıdan veriler toplanmıştır. Y kuşağı tüketicilerinin alışveriş
stillerini belirlemek için faktör analizi yapılmış ve hipotez testi için t
testi uygulanmıştır.
























Bulgular: Bulgulara
göre yedi alışveriş stilinin geçerli ve güvenilir olduğu saptanmıştır. Bunlar;
kalite bilinci, marka bilinci, yenilik arayışı, eğlence bilinci (hazcı), fazla
seçenek ile oluşan kafa karışıklığı, bağımlı/marka sadakati ve moda bilincidir.
Çalışmanın sonuçlarına göre iki alışveriş stilinin Y kuşağı tüketicilerinin
cinsiyetlerine göre farklılık gösterdiği tespit edilmiştir. Cinsiyet bazında
farklılık gösteren bu alışveriş stilleri; moda bilinci ve eğlence bilincidir.
(hazcı). Bu çalışma, Y kuşağının tüketici davranışları konusunda faydalı
bilgiler sunmakta ve alışveriş stillerinin daha detaylı anlaşılmasını
sağlamaktadır.

References

  • Bakewell, C., Mitchell, V. W. (2004). Male consumer decision-making styles. The International Review of Retail, Distribution and Consumer Research, 14(2), 223-240.
  • Bakewell, C., Mitchell, V. W. (2006). Male versus female consumer decision making styles. Journal of Business Research, 59(12), 1297-1300.
  • Bauer, H. H.,Sauer, N. E., Becker, C. (2006). Investigating the relationshipbetweenproductinvolvement and consumerdecision‐making styles. Journal of Consumer Behaviour, 5(4), 342-354.
  • Baumgartner, H., Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139-161.
  • Eun Park, J., Yu, J., Xin Zhou, J. (2010). Consumer innovativeness and shopping styles. Journal of Consumer Marketing, 27(5), 437-446.
  • Fan, J. X., Xiao, J. J. (1998). Consumer decision‐making styles of young‐adult Chinese. Journal of Consumer Affairs, 32(2), 275-294.
  • Hafstrom, J. L., Chae, J. S., Chung, Y. S. (1992). Consumer decision‐making styles: comparison between United States and Korean young consumers. Journal of Consumer Affairs, 26(1), 146-158.
  • Hanzaee, K. H., Aghasibeig, S. (2008). Generation Y female and male decision-making styles in Iran: are they different?. The International Review of Retail, Distribution and Consumer Research, 18(5), 521-537.
  • Iacobucci, D. (2010). Structural equations modeling: Fit indices, sample size, and advanced topics. Journal of Consumer Psychology, 20(1), 90-98.
There are 9 citations in total.

Details

Subjects Economics
Journal Section Articles
Authors

Hande Arıkan Kılıç This is me

Serkan Kılıç

Publication Date December 15, 2017
Published in Issue Year 2017 Volume: 6 Issue: 4

Cite

APA Arıkan Kılıç, H., & Kılıç, S. (2017). Y KUŞAĞI TÜKETİCİLERİNİN ALIŞVERİŞ STİLLERİ: CİNSİYETE GÖRE BİR ARAŞTIRMA. Kırklareli Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 6(4), 61-72.