THE EFFECT OF GENDER AND INCOME ON CONSUMER STYLES / Cinsiyet Ve Gelirin Tüketici Tarzına Etkisi

Year 2020, Volume: 4 Issue: 1, 79 - 100, 30.04.2020

Gülçin Bilgin Turna , Lale Babuş

https://doi.org/10.29216/ueip.657572

Abstract

The aim of this study is to determine the effect of gender and income on
consumer styles. The questionnaire was conducted with Recep Tayyip Erdogan
University students (n=346) in Rize/Turkey. Hypotheses were tested by Mann
Whitney U Test, Kruskal Wallis Test and Spearman Correlation Analysis along
with Exploratory Factor Analysis. Most of the participants are price-oriented
students who exhibit a perfectionist consumer style. While women are more
likely to be confused and have instant buying tendency, men avoid shopping. As
income level increases, price sensitivity decreases whereas instant buying and
perfectionism increase. Perfectionist consumers are also focused on brand and
fashion. Price sensitive people usually buy by comparing. Instant buyers are
not price sensitive. Those who experience information confusion due to the
excess of alternatives tend to buy habitually. 

Keywords

Consumer, Consumer Behavior, Consumer Styles

THE EFFECT OF GENDER AND INCOME ON CONSUMER STYLES / Cinsiyet Ve Gelirin Tüketici Tarzına Etkisi

Abstract

Bu çalışmanın amacı, cinsiyet ve gelirin tüketici tarzına etkisini tespit
etmektir. Rize ilinde Recep Tayyip Erdoğan Üniversitesi öğrencilerine (n=346)
anket uygulanmıştır. Açıklayıcı faktör analizi yapılmış, hipotezler, Mann
Whitney U Testi, Kruskal Wallis Testi ve Spearman Korelasyon Analizi ile test
edilmiştir. Katılımcıların çoğu, mükemmeliyetçi bir tüketici tarzı sergileyen,
aynı zamanda fiyat odaklı öğrencilerden oluşmaktadır. Kadınlar anlık satın almaya
daha yatkın iken, erkekler alışverişten kaçınmaktadır. Gelir seviyesi arttıkça
fiyat odaklılık azalmakta, anlık satınalma ve mükemmeliyetçilik artmaktadır. Mükemmeliyetçi
tüketiciler aynı zamanda marka ve moda odaklıdır. Fiyat odaklılar genellikle karşılaştırma
yaparak satın alırlar. Anlık satın alanlar fiyata karşı duyarlı değildir. Alternatiflerin
fazlalığından dolayı bilgi karmaşası yaşayanlar, alışkanlık dahilinde satınalma
eğilimindedir.

Keywords

Tüketici, Tüketici Davranışları, Tüketici Tarzları

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