The Effects Of Advertising And Retail Efforts On Decision Making Styles Of Young Consumers

Abstract

The aim of this research is to determine the decision-making styles of young consumers based on consumers' decision-making inventory, and to measure the impact of the company's advertising and retail efforts on the determined decision-making styles. A structured questionnaire was applied to 443 selected university students using the convenience sampling method. Exploratory and confirmatory factor analysis is used to validate the CSI. Data analysis was performed by the Structural Equation Model (SEM) and support was found for six decision- making styles from the original consumer decision making styles inventory (perfectionist, high quality, confused by over-choice, habitual/brand loyal, novelty/fashion, and recreation conscious) and one new decision- making style is developed (celebrity endorsement). Research has shown that advertising and retail efforts significantly affect consumers' decision-making styles.

Keywords

• Decision making styles,Young consumer,Advertising,Retail efforts

Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi

Öz

Bu araştırmanın amacı, tüketicilerin karar alma tarzları envanterine dayalı olarak genç tüketicilerin karar alma tarzlarını belirlemek ve şirketlerin reklam ve perakende çabalarının belirlenen karar alma tarzları üzerindeki etkilerini ölçmektir. Kolayda örnekleme yöntemi kullanılarak seçilen 443 üniversite öğrencisine yapılandırılmış bir anket uygulanmıştır. Tüketici karar alma tarzı envanterini doğrulamak için açıklayıcı ve doğrulayıcı faktör analizi kullanılmıştır. Verilerin analizi Yapısal Eşitlik Modeli (YEM) ile gerçekleştirilmiş ve orijinal tüketici karar verme tarzları envanterinde yer alan (mükemmeliyetçi/yüksek kalite odaklı, seçenek karmaşası, alışkanlık/marka bağımlısı odaklı, marka odaklı, yenilikçi/moda odaklı ve fiyat odaklı) altı karar alma tarzı sonuçlarla desteklenmiştir ve yeni bir karar alma tarzı  (ünlü kabulüne dayanan karar alma tarzı) belirlenmiştir. Araştırma sonuçlarına göre reklam ve perakende çabalarının tüketicilerin karar alma tarzlarını anlamlı şekilde etkilediği belirlenmiştir. 

Anahtar Kelimeler

• Karar Alma Tarzları,Genç tüketici,Reklam,Perakende çabaları

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