Tüketicilerde Utangaçlık Düzeylerinin Demografik Özelliklerle İlişkisi

Öz

Araştırmanın amacı, genç tüketicilerde tüketici utangaçlığı düzeylerini belirlemek, bu düzeylerin demografik değişkenlerle ilişkisini incelemek ve benzer tutum sergileyen bireyleri kümeleme analizi ile gruplamaktır. Araştırma nicel tasarıma sahip olup, veriler 431 katılımcıya yüz yüze uygulanan anket aracılığıyla kolayda örnekleme yöntemiyle toplanmıştır. Analiz sürecinde önce kümeleme analizi, ardından MANOVA testi gerçekleştirilmiştir. Bulgular, genç tüketicilerin utangaçlık düzeylerine göre iki ayrı kümeye ayrıldığını ve kümeler arasında istatistiksel olarak anlamlı farklar bulunduğunu göstermektedir. Yaş ve cinsiyet, kümeler arasında farklılaşmayı açıklayan değişkenler iken, eğitim ve meslek gruplarına göre farklılık gözlenmemiştir. Ortalama puanlar, birinci kümenin utangaçlık düzeyinin ikinci kümeden yüksek olduğunu ortaya koymaktadır. Çalışma, tüketici utangaçlığına dayalı segmentasyonu demografik boyutlarla bütüncül biçimde değerlendirerek genç tüketici profilini somutlaştırmaktadır.

Anahtar Kelimeler

• Tüketici Utangaçlığı
• Pazar Segmentasyonu
• Tüketici Davranışı
• Pazarlama
• Demografik Özellikler

The Relationship Between Consumers’ Shyness Levels and Demographic Characteristics

Öz

The aim of this study is to determine the levels of consumer shyness among young consumers, examine the relationship of these levels with demographic variables, and group individuals with similar attitudes using cluster analysis. The study follows a quantitative design, and data were collected from 431 participants through a face-to-face survey using a convenience sampling method. In the analysis process, cluster analysis was conducted first, followed by a MANOVA test. The findings indicate that young consumers were divided into two distinct clusters based on their levels of shyness, with statistically significant differences observed between the clusters. Age and gender were variables explaining the differentiation between clusters, whereas no differences were found according to education or occupational groups. Mean scores reveal that the first cluster exhibits higher shyness levels than the second cluster. The study concretizes the young consumer profile by evaluating consumer shyness-based segmentation in a holistic manner alongside demographic dimensions.

Anahtar Kelimeler

• Consumer Shyness
• Market Segmentation
• Consumer Behaviour
• Marketing
• Demographic Characteristics

Kaynakça

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