SUPERMARKET BRAND PREFERENCES OF NON-WORKING HOUSEWIVES AND THEIR EFFECTS ON SUPERMARKET SELECTION

Yıl 2025, Cilt: 11 Sayı: 17, 131 - 185, 23.02.2025

Behruz Hemzeyev , Serkan Akgün

https://doi.org/10.51947/yonbil.1644687

Öz

This study aims to examine the factors affecting the brand choices and market shopping of unemployed housewives living in Baku, the capital of Azerbaijan. In the study, 407 housewives were selected as a sample and various demographic data, purchasing behaviors, elements affecting brand preferences and shopping habits were analyzed from this group. The main objective of the study is to determine the factors that direct the shopping preferences of unemployed housewives and to reveal the relationship of these factors with socio-economic and cultural variables. The study was conducted using survey and in-depth interview methods. The findings show that price, quality, product variety and brand awareness play an important role in the shopping preferences of housewives. In addition, it was determined that family structure, income level and personal experiences are also effective in brand selection. In this context, the study aims to better understand the consumption habits of unemployed housewives living in Baku and to develop marketing strategies in line with this information. The research results show that markets and brands can increase customer satisfaction by offering products and services that are more suitable for the needs and expectations of housewives.

Anahtar Kelimeler

brand, human behaviour, marketing

ÇALIŞMAYAN EV HANIMLARININ SÜPERMARKET MARKA TERCİHLERİ VE SÜPERMARKET SEÇİMİNE ETKİLERİ

Öz

Bu çalışma, Azerbaycan'ın başkenti Bakü'de yaşayan ve çalışmayan ev kadınlarının marka seçimi ve market alışverişlerini etkileyen faktörleri incelemeyi amaçlamaktadır. Araştırmada, 407 ev kadını örneklem olarak seçilmiş ve bu grup üzerinden çeşitli demografik veriler, satın alma davranışları, marka tercihlerine etki eden unsurlar ve alışveriş alışkanlıkları analiz edilmiştir. Çalışmanın temel hedefi, çalışmayan ev kadınlarının alışveriş tercihlerini yönlendiren faktörleri belirlemek ve bu faktörlerin sosyo-ekonomik ve kültürel değişkenlerle İlişkisini ortaya koymaktır. Araştırma, anket ve derinlemesine görüşme yöntemleri kullanılarak gerçekleştirilmiştir. Elde edilen bulgular, fiyat, kalite, ürün çeşitliliği ve markanın bilinirliğinin, ev kadınlarının alışveriş tercihlerinde önemli rol oynadığını göstermektedir. Ayrıca, aile yapısı, gelir düzeyi ve kişisel deneyimlerin de marka seçiminde etkili olduğu saptanmıştır. Bu bağlamda, çalışma, Bakü'de yaşayan çalışmayan ev kadınlarının tüketim alışkanlıklarını daha iyi anlamayı ve bu bilgiler doğrultusunda pazarlama stratejileri geliştirmeyi hedeflemektedir. Araştırma sonuçları, marketlerin ve markaların, ev kadınlarının ihtiyaç ve beklentilerine daha uygun ürün ve hizmetler sunarak müşteri memnuniyetini artırabileceğini göstermektedir.

Anahtar Kelimeler

marka, marka sadakati, tüketici davranışı

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