TY - JOUR T1 - Demografik Özellikler Açısından Tüketicilerin Plansız Satın Alma Davranış Farklılıklarını İncelemeye Yönelik Bir Araştırma TT - Research to Examine Differences in Consumers’ Impulse Buying Behavior in terms of Demographic Characteristics AU - Özdemir, Erkan AU - Akçay, Gamze PY - 2019 DA - December Y2 - 2019 DO - 10.26466/opus.596873 JF - OPUS International Journal of Society Researches JO - opus PB - İdeal Kent Yayınları WT - DergiPark SN - 2528-9527 SP - 817 EP - 846 VL - 14 IS - 20 LA - tr AB - Pazarlama literatüründe, plansız satın almadavranışı 1950’li yıllardan beri araştırılmaktadır. Bu çalışmalarda,tüketicilerin plansız satın alma davranışının demografik özelliklere görefarklılık gösterip göstermediği sıklıkla araştırılmıştır. Ancak, özellikleTürkiye’de tüketicilerin plansız satın alma davranışını cinsiyet, medeni durum,yaş, eğitim durumu ve gelir gibi demografik özelliklerin tümü açısından araştırançalışmalar oldukça kısıtlıdır. Bu çalışmanın amacı, cinsiyet, medeni durum, yaş,eğitim durumu ve gelir gibi demografik özelliklere göre tüketicilerin plansızsatın alma davranışının farklılık gösterip göstermediğini belirlemektir. Araştırmaverileri Bursa’daki tüketicilerden yüz yüze anket yöntemiyle toplanmıştır. Eldeedilen veriler, t-testi ve Varyans Analizi (ANOVA) kullanılarak analizedilmiştir. Analiz sonucunda, tüketicilerin plansız satın alma davranışınıncinsiyet ve yaşa göre anlamlı farklılık gösterdiği, ancak medeni durum, eğitimdurumu ve gelire göre anlamlı farklılık göstermediği bulunmuştur. Bu bulguyagöre, kadın tüketiciler erkek tüketicilere göre daha fazla plansız satın almadavranışı gösterirken, 51 ve üzeri yaş grubunda olan tüketiciler diğer tüketicileregöre daha az plansız satın alma davranışı göstermektedirler. KW - Demografik Özellikler KW - Plansız Satın Alma Davranışı KW - ANOVA KW - t-Testi N2 - In the marketingliterature, impulse buying behavior has been investigated since the 1950s. Inthese studies, it was frequently investigated whether the consumers’ impulsebuying behavior differed according to demographic characteristics. However,especially in Turkey, studies investigating consumers’ impulse buying behaviorin terms of all demographic characteristics such as gender, marital status, age,education status, and income are quite limited. The aim of this study is todetermine whether consumers’ impulse buying behavior differs according todemographic characteristics such as gender, marital status, age, educationstatus, and income. Research data were collected from consumers in Bursa by aface-to-face survey. The data wereanalyzed by t-test and ANOVA. The results of the analysis, it was foundthat consumers’ impulse buying behavior shows significant differences accordingto gender and age, however, no significant difference according to maritalstatus, education status, and income. 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