Year 2019, Volume 18, Issue 2, Pages 581 - 596 2019-04-01

Analyzing the Role of Religion on Luxury Product Purchase Behavior of Turkish Consumers
Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi

Hasan Aksoy [1]

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This study intends to analyze whether religion affects the intention to purchase luxury goods of the customers. It is considered that Islam is a religion that canalizes to its believers respecting all directions of life. Therefore, it will be the main purpose to understand how Islam influences consumers’ buyer behavior. These findings are beneficial for the marketers toward a better understanding of Turkish consumers' luxury intention to purchase based on religious beliefs. Data were analyzed by using SPSS and AMOS 20 program. Of the more than 400 respondents filled in the questionnaires, after cleaning the data; 232 of them completed the survey in full, with a response rate of % 58. Findings of the research point out that religiosity may not affect attitude towards beliefs, normative beliefs, purchase intention towards luxury products. Further, the findings indicate that there is a positive and significant relationship only between intention to purchasing luxury goods and subjective norms. The study could maintain beneficial inclusions for managers of luxury brands as they would obtain informed respecting the influence of religion on consumers’ decision-making process; therefore, marketers may build effective competitive marketing strategies and offer products which are harmonious with consumers’, attitudes, religious beliefs and subjective norms.

Bu çalışma, dinin potansiyel lüks marka müşterilerinin satın alma kararlarını etkileyip etkilemediğini incelemeyi amaçlamaktadır. Genel olarakİslam dininin, hayatın her yönünde takipçilerine kılavuzluk ettiğine inanılmaktadır. Bu yüzden, İslam'ın tüketicinin satın alma davranışını nasıl etkilediğini bilmek çalışmanın ana amaçlarından olacaktır. Elde edilen bulgular, pazarlamacıların, Türk tüketicilerinin dini inançlara dayalı olarak satın alma lüks niyetini daha iyi anlamalarına yardımcı olmak için faydalıdır. Veriler SPSS ve AMOS 20 programı kullanılarak analiz edilmiştir. Çalışmaya 400 katılımcı olmuştur, veriler temizlendikten sonra, 232 kişi % 58’lik bir cevaplama oranıyla anketleri tamamlanmıştır. Çalışmanın bulguları, dini inancın davranışa yönelik inanç, normatif inançlar ve lüks ürünlere yönelik satın alma niyetlerini etkilemediğini ortaya koymaktadır. Ayrıca, bulgular sadece öznel normlar ile lüks ürünlere yönelik satın alma niyetleri arasında pozitif ve anlamlı bir ilişki olduğunu göstermektedir. Bu makale, lüks marka yöneticilerine, dinin tüketicilerin satın alma kararları üzerindeki etkisi konusunda bilgi sahibi olmaları açısından faydalı katkılar sağlayacaktır. Bu sayede, pazarlamacılar etkili pazarlama stratejileri oluşturabilir ve tüketicilerin dini inançları, tutumları ve öznel normlarıyla uyumlu ürünler ve hizmetler sunabilirler.

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Primary Language tr
Subjects Management
Journal Section Economics
Authors

Author: Hasan Aksoy
Institution: GAZİANTEP ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ
Country: Turkey


Bibtex @research article { jss508965, journal = {Gaziantep University Journal of Social Sciences}, issn = {1303-0094}, eissn = {2149-5459}, address = {Gaziantep University}, year = {2019}, volume = {18}, pages = {581 - 596}, doi = {10.21547/jss.508965}, title = {Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi}, key = {cite}, author = {Aksoy, Hasan} }
APA Aksoy, H . (2019). Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi. Gaziantep University Journal of Social Sciences, 18 (2), 581-596. DOI: 10.21547/jss.508965
MLA Aksoy, H . "Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi". Gaziantep University Journal of Social Sciences 18 (2019): 581-596 <http://dergipark.org.tr/jss/issue/43931/508965>
Chicago Aksoy, H . "Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi". Gaziantep University Journal of Social Sciences 18 (2019): 581-596
RIS TY - JOUR T1 - Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi AU - Hasan Aksoy Y1 - 2019 PY - 2019 N1 - doi: 10.21547/jss.508965 DO - 10.21547/jss.508965 T2 - Gaziantep University Journal of Social Sciences JF - Journal JO - JOR SP - 581 EP - 596 VL - 18 IS - 2 SN - 1303-0094-2149-5459 M3 - doi: 10.21547/jss.508965 UR - https://doi.org/10.21547/jss.508965 Y2 - 2019 ER -
EndNote %0 Gaziantep University Journal of Social Sciences Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi %A Hasan Aksoy %T Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi %D 2019 %J Gaziantep University Journal of Social Sciences %P 1303-0094-2149-5459 %V 18 %N 2 %R doi: 10.21547/jss.508965 %U 10.21547/jss.508965
ISNAD Aksoy, Hasan . "Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi". Gaziantep University Journal of Social Sciences 18 / 2 (April 2019): 581-596. https://doi.org/10.21547/jss.508965