TY - JOUR T1 - Özel Günlerde Hediye Satın Alma Davranışlarının Çeşitli Değişkenler Açısından İncelenmesi TT - Examining Gift Buying Behaviour In Terms Of Various Variables In Special Days AU - Şeker, Arzu PY - 2018 DA - December Y2 - 2018 JF - Batman Üniversitesi Yaşam Bilimleri Dergisi JO - Batman univ. yaşam bilim. derg. PB - Batman Üniversitesi WT - DergiPark SN - 2147-4877 SP - 40 EP - 56 VL - 8 IS - 2/1 LA - tr AB - Ekonomik boyutunun büyüklüğü göz önüne alınarak,pazarlama dünyasında da küçümsenmeyecek bir yer edinen hediye pazarı vetüketicilerin davranışları ile ilgili araştırmalar hız kazanmaya başlamıştır.Özel günlerde ayrıca farklılaşabilen hediye satın alma davranışlarına yönelikBatman’daki tüketicilerin davranışları üzerine bir araştırma yapılmıştır. Buçalışmada, tüketicilerin Yılbaşı, Öğretmenler Günü, Sevgililer Günü, AnnelerGünü ve Dini Bayramlar gibi bazı özel gün ve kutlamalarda, hediye satın alma davranışlarıincelenmiştir. Batman’da kolayda örnekleme yöntemiyle ulaşılan 1057katılımcıya, yüz yüze anket uygulanmıştır. Tüketicilerin hediye satın almasıklıkları, ayırdıkları bütçe, satın alma öncesi araştırma yapıp yapmadıkları,ayırdıkları süre, hangi özel günde hangi hediye türünü tercih ettikleri vehediye seçiminde önem verdikleri faktörlerin düzeyine ilişkin bulgular eldeedilmiştir. KW - Hediye KW - Hediye Satın Alma Davranışları KW - Özel Günler N2 - Considering the size of its economic dimension, research on the gift market and consumer behavior, which hasa place not to be underestimated in the world of marketing, has begun to gain momentum. A research has beenconducted on the behavior of consumers in Batman, aimed at gift buying behaviors which can also differ onspecial occasions. In this study, gift buying behaviors in some special days and celebrations such as NewYear's Day, Teachers' Day, Valentine's Day, Mother's Day and Religious Holidays were examined. A face-toface survey was applied to 1057 participants in Batman who were reached by easy sampling method. Findingsabout the frequency of gift purchase of the consumers, the budget they devoted, the pre-purchase research, thetime they allocated, the type of gift on which special day they preferred, and the level of the factors they gaveimportance to in the selection of gifts were obtained. CR - Aarthy, C.J. ve Verma S. (2014). Factors Affecting Gifting Behavior: Comparative Study of Males and Females. Hindistan University (https://www.researchgate.net/publication/266477912, 15.06.2017). CR - Banks, S.K. (1979). Gift-Giving: A Review and An Interactive Paradigm. in NA - Advances in Consumer Research Volume 06, eds. William L. Wilkie, Ann Abor, MI: Association for Consumer Research, Pages: 319-324. CR - Belk, R.W. (1976). It's the Thought that Counts: A Signed Digraph Analysis of Gift-Giving.Journal of Consumer Research, Vol. 3, No. 3 (Dec., 1976), pp. 155-162. CR - Belk, R. W. (1979). 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