TÜKETİCİLERİN GÖSTERİŞÇİ TÜKETİME YÖNELİK TUTUMLARINA GÖRE SINIFLANDIRILMASI

Öz

Gösterişçi tüketim davranışı sosyal, demografik, kültürel, ekonomik, coğrafik ve psikolojik birçok faktörden etkilenmektedir. Tüketici davranışını etkileyen faktörlerin değişmesiyle birlikte tüketici davranış biçimleri de değişmektedir. Bu nedenle tüketicilerin gösterişçi tüketim tutumları arasındaki farklılıkların ortaya koyulması pazarlama açısından önemlidir. Bu çalışmanın amacı tüketicileri gösterişçi tüketime yönlendiren motivasyon unsurlarının incelenmesi ve tüketicilerin gösterişçi tüketime yönelik tutumlarına göre sınıflandırılmasıdır. Bu bağlamda tüketicilerin gösterişçi tüketime yönelik tutumlarının belirlenmesi amacıyla anket yapılmıştır. 13 ifadeli gösterişçi tüketim ölçeği anketi 990 kişi tarafından yanıtlanmıştır. Tüketicilerin gösterişçi tüketime yönelik tutumlarının sınıflandırılması amacıyla kümeleme analizi uygulanmıştır ve gösterişçi tüketime yönelik birbirinden ayrışan dört farklı tüketici profili ortaya koyulmuştur: Gösterişten uzak tüketiciler, sosyal ortama uyan tüketiciler, farklı olmak isteyen tüketiciler ve gösterişçi tüketiciler.

Anahtar Kelimeler

• Gösterişçi Tüketim,Statü Tüketimi,Veblen Etkisi,Bandwagon Etkisi,Kümeleme Analizi

Classification of Consumers by the Attitudes to the Conspicuous Consumption

Öz

The conspicuous consumption behaviour is influenced by many factors such as social, demographic, cultural, economic, geographic and psychological. With the change of factors, consumer behaviour patterns also change. For this reason, it is important for marketing to show the differences between consumer attitudes towards conspicuous consumption. The aim of this study is to examine the motivation factors that drive consumers to conspicuous consumption and to classify them according to their attitudes towards the conspicuous consumption. In this context, a survey was conducted in order to determine the attitudes of consumers towards conspicuous consumption. The survey of conspicuous consumption scale with 13 items was answered by 990 people. In order to classify consumers' attitudes towards conspicuous consumption, clustering analysis has been applied and four different consumer profiles have been introduced, which are differentiated for conspicuous consumption: inconspicuous consumers, bandwagon consumers who want to be social, snob consumers who want to be different, and conspicuous consumers

Anahtar Kelimeler

• Conspicuous Consumption,Status Consumption,Veblen Effect,Bandwagon Effect,Cluster Analysis

Kaynakça

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