TÜKETİCİLERİ HEDİYE SATIN ALMAYA YÖNELTEN MOTİVASYONLAR

Öz

Hediyeleşmenin toplumsal bir kültür haline geldiği günümüz dünyasında insanlar, pek çok durumda ve pek çok sebeple hediye vermektedirler. Dünyada ve Ülkemizde, bebek doğumları, yıldönümleri, mezuniyet, yılbaşı, anneler günü, sevgililer günü, babalar günü ve daha birçok durumda hediye verilmesi olmazsa olmaz bir hal almıştır. Bunun sonucunda, hediyeleşmeyle ortaya çıkan ekonomik büyüklük, toplam tüketim harcamaları içerisinde çok büyük bir paya sahip olmaktadır. Pazarlama araştırmacıları, tüketicilerin hediye satın alma davranışlarını ve onları motive eden unsurları ayrıca ele alarak incelemektedirler. Ülkemizde bu alanda yapılan çalışmaların yetersiz oluşu nedeniyle öncelikle, hediyelerin hangi motivasyonlarla satın alındığına ilişkin, kapsamlı bir literatür taraması yapılarak hediye ve hediye satın alma motivasyonlarına ilişkin teorik bir çerçeve oluşturulmaya çalışılmıştır. Bu çalışmanın bu alana yönelik daha sonra yapılacak teorik ve ampirik çalışmalara öncülük etmesi ve kaynak oluşturması amaçlanmıştır.

Anahtar Kelimeler

• Hediye,
• Hediye satın alma,
• Satın alma motivasyonları

MOTİVATİONS THAT LEAD CONSUMERS TO GİVE GİFTS

Öz

In today's world where gift exchanging has become a social culture, people give gifts in many situations and for many reasons. In the world and in our country, giving gifts in baby births, anniversaries, graduation, New Year's Day, Mother's Day, Valentine's Day, Father's Day and many more has become a must. As a result, the economic size resulting from the gift purchase has a very large share in total consumption expenditures. Marketing researchers also examine consumer gift buying behavior and the factors that motivate them. Due to the in sufficient studies in this field in our country, firstly, a comprehensive literature review was made regarding the motivations of the gifts, and a theoretical framework on the motivations of gift and gift purchasing was tried to be established. It is aimed that this study will lead to the oretical and empirical studies that will be carried out in this field and create resources.

Anahtar Kelimeler

• Gift
• Gift buying,
• Purchase motivations

Kaynakça

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