A Comparative Study on Consumer Need for Uniqueness: Middle Eastern Countries and Turkiye

Yıl 2025, Cilt: 9 Sayı: 1, 98 - 112, 30.01.2025

Melike Zeynep Korkmaz , Ayşen Akyüz

https://doi.org/10.29023/alanyaakademik.1499002

Öz

Nowadays, there is a growing tendency among individuals to distinguish themselves from others and express their uniqueness. However, they aim to do so without contradicting social norms, and possessions serve as a moderate means of this differentiation. Ultimately, individuals tend to adopt a unique and personal approach in their preferences for certain products and consumption habits. The aim of this study is to comparatively examine the reflections of the need for uniqueness in purchasing habits between consumers in Türkiye and those with Middle Eastern cultural backgrounds. The purpose of this research is to comparatively examine the uniqueness needs of Turkish consumers and Middle Eastern consumers. For this purpose, surveys were sent to Turkish and Middle Eastern students between 5-8 June 2024 and 228 participants were reached. Hypotheses were created and tested in the context of the need for uniqueness and the three sub-dimensions that constitute the consumer uniqueness need: creative choice, unpopular choice, and avoidance of similarity. As a result of the independent groups t-test, it was seen that the uniqueness needs of Turkish and Middle Eastern students differ significantly. The general scores of Middle Eastern students' need for uniqueness are higher than the general scores of Turkish students' need for uniqueness. Middle Eastern students' creative choice scores were also found to be higher than Turkish students' creative choice scores. However, unpopular choice and similarity avoidance scores did not differ significantly.

Anahtar Kelimeler

Need For Uniqueness, The Material Self, Creative Choice Counterconformity, Unpopular Choice Counterconformity, Avoidance Of Similarity

Tüketici Eşsizlik İhtiyacı Üzerine Karşılaştırmalı Bir Araştırma: Orta Doğu Ülkeleri ve Türkiye

Öz

Günümüzde, bireylerin kendilerini diğerlerinden farklı kılma ve özgünlüklerini ifade etme eğilimleri artmaktadır. Ancak bu farklılaşmayı sosyal normlara aykırı düşmeden yapmak istemektedirler, mülkiyet de bu farklılaşmanın ılımlı bir yoludur. Bu da bireylerin belirli ürünleri tercih etme ve tüketim alışkanlıklarında özgün ve kişisel bir yaklaşım benimsemelerine neden olmaktadır. Bu araştırmanın amacı, Türk tüketici ile Orta Doğu kültürüne sahip tüketicinin eşsizlik ihtiyacının karşılaştırmalı olarak incelenmesidir. Bu amaçla 5-7 Haziran 2024 tarihleri arasında Türk ve Orta Doğulu öğrencilere anketler ulaştırılmış ve 228 katılımcıya ulaşılmıştır. Eşsizlik ihtiyacı ve tüketici eşsizlik ihtiyacını oluşturan üç alt boyut olan yaratıcı seçim, popüler olmayan seçim, benzerlikten kaçınmaı bağlamında hipotezler oluşturulmuş ve test edilmiştir. Bağımsız gruplar t-testi sonucunda, Türk ve Orta Doğulu öğrencilerin eşsizlik ihtiyacının anlamlı farklılık gösterdiği görülmüştür. Orta Doğulu öğrencilerin eşsizlik ihtiyacı genel puanları Türk öğrencilerin eşsizlik ihtiyacı genel puanlarından yüksektir. Orta Doğulu öğrencilerin yaratıcı seçim puanları da Türk öğrencilerin yaratıcı seçim puanlarından yüksek bulunmuştur. Bununla birlikte popüler olmayan seçim ve benzerlikten kaçınma puanları anlamlı farklılık göstermemiştir.

Anahtar Kelimeler

Eşsizlik İhtiyacı, Mülkiyet Benliği, Yaratıcı Seçimle Aykırılık, Popüler Olmayan Seçimle Aykırılık, Benzerlikten Kaçınma

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