Literature Review on Consumer Resistance

Abstract

The aim of this study is to examine the concept of consumer resistance in depth in the literature and its impact on consumer behavior. The data obtained in the study were accessed by searching for the words "consumer resistance" in the title of the publications in the Web of Science database. A total of 111 publications were accessed; it was determined that the first publication was in 1981, the most publications were in 2011 and 2021; the most publications were articles; the author with the most publications was Mazhar Abbas with four publications and the country with the most publications was the USA. Turkey took its place with two studies in the total publications. With this study, businesses that will launch products on the market will be informed about the resistance that may be exhibited against their products, which will make it easier for the products to hold on to the market. It is also thought to contribute to researchers in evaluating consumer behavior.

Keywords

• Consumer Resistance
• Consumer Behaviour
• Web of Science

Tüketici Direnci Üzerine Literatür İncelemesi

Abstract

Çalışma direnç kavramını ele alarak, tüketicilerin mal veya hizmetleri satın almaları noktasında sergiledikleri direnci tüketici davranışı çerçevesinde detaylandırmaktadır. Bu çalışmanın amacı, tüketici direnci kavramının literatürel anlamda derinlemesine incelenmesiyle birlikte tüketici davranışında etkisini incelemektir. Çalışmada elde edilen verilere, Web of Science veri tabanında yayınların başlığında “consumer resistance” kelimelerinin aranması istenerek ulaşılmıştır. Toplamda 111 yayına erişilmiş; ilk yayının 1981 yılında, en çok yayının 2011 ve 2021 yıllarında yapıldığı; en çok yayının makale olduğu, en çok yayın yapan yazarın dört yayın ile Mazhar Abbas olduğu ve en çok yayın yapan ülkenin ABD olduğu tespit edilmiştir. Türkiye’nin toplam yayınlar içerisinde iki çalışma ile yerini aldığı görülmüştür. Tüketici direncinin anlaşılması, özellikle firmalar için piyasaya sürecekleri yeni ürünlerin kabul görmesi anlamında önemli olduğu belirtilebilir. Çalışmada Web of Science üzerinden elde edilen veriler çerçevesinde literatüre dikkat çekilmiştir. Bu bağlamda, piyasaya ürün sürecek işletmelerin ürünlerine karşılık sergilenebilecek tüketici direncine ilişkin bilgi sahibi olmaları ürünlerinin piyasada tutunmasını kolaylaştırabilecektir. Araştırmacılar için de tüketici davranışını değerlendirmede katkı sağlayacağı düşünülmektedir.

Keywords

• Tüketici Direnci
• Tüketici Davranışı
• Web of Science

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