@article{article_573709, title={SHOPPING ORIENTATION OF Y GENERATION}, journal={Uluslararası İktisadi ve İdari İncelemeler Dergisi}, pages={91–104}, year={2020}, DOI={10.18092/ulikidince.573709}, author={Özçiçek Dölekoğlu, Celile and Çelik, Onur}, keywords={Y kuşağı,Alışveriş Yönelimi,Tüketici Davranışları,Yeni Nesil}, abstract={<p class="MsoNormal" style="margin-top:6pt;margin-right:0cm;margin-bottom:6pt;margin-left:0cm;text-align:justify;text-indent:14.2pt;"> <span lang="en-us" style="font-size:9pt;font-family:Calibri, sans-serif;" xml:lang="en-us"> <br />In life today, Y generation constitutes the largest
population group which is actively involved in consumption and production
process. Therefore, it draws the attention of both implementers and science
world. This study was conducted in order to reveal shopping orientation of Y
generation without focusing on any sector or product group. In addition, it was
aimed to present if there are any differences of the factors affecting the
shopping orientation of Y generation in terms of socio-demographic variables. In
this context, 300 people were reached in Adana province of Turkey. In addition
to descriptive statistics, factor analysis was also performed. As a result of
the factor analysis, 6 factors explaining 72.96% of the variance were obtained
(Recreational Shopping Tendency, Decision Complexity, Brand Loyalty,
Self-Confidence in Shopping and Price Awareness, Shopping Antipathy and Popular
Culture). According to the results of the study, it was seen that women have
popular consumption, recreational and self-confident shopping tendency compared
to men. According to income level, differences in brand loyalty and popular
consumption were seen. When education level was taken into consideration, it is
seen that Y generation consumers who got university and above education level
are shopping within the framework of the recreational and popular culture
trend. </span> </p> <p> </p> <p> <span style="font-size:9pt;font-family:Calibri, sans-serif;border:none;"> </span> <br /> </p>}, number={27}, publisher={Kenan ÇELİK}, organization={Adana Alparslan Türkeş Bilim ve Teknoloji Üniversitesi}