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TÜKETİCİLERİN DEMOGRAFİK ÖZELLİKLERİNE GÖRE MODA BİLİNÇ DÜZEYLERİNİN DEĞERLENDİRİLMESİ

Yıl 2008, Cilt: 5 Sayı: 2, 131 - 148, 01.12.2008

Öz

Sosyo-kültürel ve ekonomik değişimler, ürünün fonksiyonel özellikleri üzerinden rekabeti güçleştirmiştir. Rekabet alanı daralan işletmeler, moda gibi ürüne ilave edilecek yeni anlam ve değerler üzerinden konumlandırma arayışına girmişlerdir. Diğer taraftan, tüketiciler giyim kuşamları ve tükettikleri ile kısa zamanda kendilerini sunabilme, tanımlayabilme ya da görünürlük kazandırma fırsatı veren modaya eskiye oranla daha çok yönelmişlerdir. Bu araştırmada, tüketicilerin demografik özelliklerine göre moda bilinçleri değerlendirilmiştir. Araştırma model ve hipotezlerinin testinde tanımsal istatistiklerin yanında, ANOVA ve Schfee testinden yararlanılmıştır. Yapılan istatistikî analizler sonucunda, tüketicilerin yaş, gelir, eğitim, medeni durum gibi demografik özellikleri değiştikçe, moda bilinç düzeylerinin farklılık gösterdiği tespit edilmiştir

Kaynakça

  • Albayrak, A.S. (2003). “Türkiye’de illerin sosyo-ekonomik gelişmişlik düzeylerinin çok değişkenli istatistik yöntemlerle incelenmesi”, Yayımlanmamış Doktora Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü işletme Anabilim Dalı.
  • Alice M.V., Hammond, R.L., Hawkins, D. (2005). “Age, Gender And National Factors in Fashion Consumption”, Journal of Fashion Marketing and Management, Vol. 9, No. 4, pp. 380–390.
  • Beaudoin, P., Lachance, M., Robitaille J. J. (2003). “Fashion Innovativeness, Fashion Diffusion And Brand Sensitivity Among Adolescens”, Journal of Fashion Marketing and Management, Vol. 7, No. 1, pp. 23-30.
  • Bertrandias, L., Goldsmith, R.E. (2006). “Some Psychological Motivations For Fashion Opinion Leadership And Fashion Opinion Seeking” Journal of Fashion Marketing and Management, Vol. 10, No. 1, pp.25–40.
  • Coley, A., Burgess, B. (2003). “Gender Differences In Cognitive And Affective Impulse Buying”, Journal of Fashion Marketing and Management, Vol. 7, No. 3, pp. 282–295.
  • Coelho, P.R.P., Mcclure, J.E. (1993). “Toward An Economic Theory Of Fashion” Economic Inquiry,vol. 31, No.4, pp. 595- 608.
  • Deeter-Schmelz D.R., Moore, J.N., Goebel D.J. (2000). “Prestige Clothing Shopping By Consumers: A Confirmatory Assessment And Refinement Of The Precon Scale With Managerial İmplications”, Journal of Marketing Theory and Practice, vol. 8, No. 4, pp. 43-58.
  • Goldsmith, R. E., Stith, M.T., Whıte.J.D. (1987). “Race And Sex Differences In Self-Identified Innovativeness And Opinion Leadership”, Journal of Retailing, Vol., 63, No. 4, pp.411-425.
  • Goldsmith, R.E., Freiden, J.B., Kilsheimer, J.C. (1993). “Social Values And Female Fashion Leadership: A Cross-Cultural Study” Psychology & Marketing, vol.10, No.5; pp. 399- 413.
  • Gould, S.J., Stern, B.B. (1989). “Gender Schema And Fashion Consciousness” Psychology & Marketing Vol. 6, No.2, pp. 129–145.
  • Greco, J.A. (1986). “The Fashion-Consious Elderly: A Viable, But Neglected Market Segment”, The Journal of Consumer Marketing, Vol.3, No.4, pp.71-75.
  • Kamıneni, R. (2005). “Influence Of Materialism, Gender And Nationality On Consumer Brand Perceptions”, Journal of Targeting, Measurement and Analysis for Marketing; Vol. 14,No. 1, pp. 25–32.
  • Law, K.M., Zhang, Z.M., Leung, C.S. (2004). “Fashion Change And Fashion Consumption: The Chaotic Perspective”, Journal of Fashion Marketing and Management Vol. 8, No. 4, pp. 362–374.
  • Leong, S.M. (2000). Modernity and the Singaporean adolescent. Psychology & Marketing, Vol. 17, No. 9, pp. 783–798
  • Low, P., Freeman, I. (2007). “Fashion Marketing To Women İn Kazakhstan” Journal of Fashion Marketing and Management, Vol. 11, No. 1, pp. 41-55.
  • Nakip, M. (2003). Pazarlama araştırmaları: Teknikler ve (SPSS) uygulamalar, 1. bs, Ankara, Seçkin Yayınları.
  • Odabaşı, Y., Barış, G. (2002). Tüketici Davranışları, 1.bs, İstanbul, Kapital Medya hizmetleri.
  • Parker R.S., Hermans, C.M., Schaefer A.D. (2004). “Fashion Consciousness Of Chinese, Japanese And American Teenagers” Journal of Fashion Marketing and Management, Vol. 8,No. 2, pp. 176.-186.
  • Schıffman, L.G., Kanuk, L.S. (2000). “Consumer Behaviour”, 7th ed., Prentice Hall.
  • Sproles, G., Kendall, E. (1990). “Consumers’ Decision Making Styles as a Function of İndividual Learning Styles”. Journal of Consumer Affairs, 24, No.1, pp.134-147.
  • Sproles, G., Kendall, E.. (1986). A Methodology For Profiling Consumers’ Decision Making Styles. Journal of Consumer Affairs. 20, No.2, pp.267–279.
  • Tabacnick, B.G., Fidell, L.S. (1996), “Using multivariate statistics”, Third Edition, Harper Collins College Publisher, California State University.
  • Waı, J., Leung, K., Taylor, G. (2002). “Fashion Buying Criteria Of X Generation Consumers In Hong Kong” Journal of Fashion Marketing and Management, Vol. 6 No. 1, pp. 63–76.
  • Wan, F., Youn, S., Fang, T. (2001). “Passionate Surfers In Image-Driven Consumer Culture: Fashion-Conscious, Apperance Savvy People And Their Way Of Life”. Advances In Consumer Research, Vol. 28, pp. 266–273.

The Evaluation of Fashion Conscious Levels According to Consumer’s Demographic Properties

Yıl 2008, Cilt: 5 Sayı: 2, 131 - 148, 01.12.2008

Öz

Along with cultural and economic changes, firms face difficulties in competition in terms of using functional properties of products. Firms, whose competitive power decreases, seek to add new definition and values such as fashion to product. Further, consumers tend to adapt new fashion that gives consumers the opportunity to represent, and redefine themselves in a short time period when buying trendy clothes and other goods. In this research article, consumers’ consciousness of fashion is analyzed with respect to their demographic properties. Some descriptive statistical analyses are used in testing models and hypothesis such as ANOVA, Schfee test. Results show that fashion consciousness varies between consumers with different demographic properties, such as age, income, education, and marital statues

Kaynakça

  • Albayrak, A.S. (2003). “Türkiye’de illerin sosyo-ekonomik gelişmişlik düzeylerinin çok değişkenli istatistik yöntemlerle incelenmesi”, Yayımlanmamış Doktora Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü işletme Anabilim Dalı.
  • Alice M.V., Hammond, R.L., Hawkins, D. (2005). “Age, Gender And National Factors in Fashion Consumption”, Journal of Fashion Marketing and Management, Vol. 9, No. 4, pp. 380–390.
  • Beaudoin, P., Lachance, M., Robitaille J. J. (2003). “Fashion Innovativeness, Fashion Diffusion And Brand Sensitivity Among Adolescens”, Journal of Fashion Marketing and Management, Vol. 7, No. 1, pp. 23-30.
  • Bertrandias, L., Goldsmith, R.E. (2006). “Some Psychological Motivations For Fashion Opinion Leadership And Fashion Opinion Seeking” Journal of Fashion Marketing and Management, Vol. 10, No. 1, pp.25–40.
  • Coley, A., Burgess, B. (2003). “Gender Differences In Cognitive And Affective Impulse Buying”, Journal of Fashion Marketing and Management, Vol. 7, No. 3, pp. 282–295.
  • Coelho, P.R.P., Mcclure, J.E. (1993). “Toward An Economic Theory Of Fashion” Economic Inquiry,vol. 31, No.4, pp. 595- 608.
  • Deeter-Schmelz D.R., Moore, J.N., Goebel D.J. (2000). “Prestige Clothing Shopping By Consumers: A Confirmatory Assessment And Refinement Of The Precon Scale With Managerial İmplications”, Journal of Marketing Theory and Practice, vol. 8, No. 4, pp. 43-58.
  • Goldsmith, R. E., Stith, M.T., Whıte.J.D. (1987). “Race And Sex Differences In Self-Identified Innovativeness And Opinion Leadership”, Journal of Retailing, Vol., 63, No. 4, pp.411-425.
  • Goldsmith, R.E., Freiden, J.B., Kilsheimer, J.C. (1993). “Social Values And Female Fashion Leadership: A Cross-Cultural Study” Psychology & Marketing, vol.10, No.5; pp. 399- 413.
  • Gould, S.J., Stern, B.B. (1989). “Gender Schema And Fashion Consciousness” Psychology & Marketing Vol. 6, No.2, pp. 129–145.
  • Greco, J.A. (1986). “The Fashion-Consious Elderly: A Viable, But Neglected Market Segment”, The Journal of Consumer Marketing, Vol.3, No.4, pp.71-75.
  • Kamıneni, R. (2005). “Influence Of Materialism, Gender And Nationality On Consumer Brand Perceptions”, Journal of Targeting, Measurement and Analysis for Marketing; Vol. 14,No. 1, pp. 25–32.
  • Law, K.M., Zhang, Z.M., Leung, C.S. (2004). “Fashion Change And Fashion Consumption: The Chaotic Perspective”, Journal of Fashion Marketing and Management Vol. 8, No. 4, pp. 362–374.
  • Leong, S.M. (2000). Modernity and the Singaporean adolescent. Psychology & Marketing, Vol. 17, No. 9, pp. 783–798
  • Low, P., Freeman, I. (2007). “Fashion Marketing To Women İn Kazakhstan” Journal of Fashion Marketing and Management, Vol. 11, No. 1, pp. 41-55.
  • Nakip, M. (2003). Pazarlama araştırmaları: Teknikler ve (SPSS) uygulamalar, 1. bs, Ankara, Seçkin Yayınları.
  • Odabaşı, Y., Barış, G. (2002). Tüketici Davranışları, 1.bs, İstanbul, Kapital Medya hizmetleri.
  • Parker R.S., Hermans, C.M., Schaefer A.D. (2004). “Fashion Consciousness Of Chinese, Japanese And American Teenagers” Journal of Fashion Marketing and Management, Vol. 8,No. 2, pp. 176.-186.
  • Schıffman, L.G., Kanuk, L.S. (2000). “Consumer Behaviour”, 7th ed., Prentice Hall.
  • Sproles, G., Kendall, E. (1990). “Consumers’ Decision Making Styles as a Function of İndividual Learning Styles”. Journal of Consumer Affairs, 24, No.1, pp.134-147.
  • Sproles, G., Kendall, E.. (1986). A Methodology For Profiling Consumers’ Decision Making Styles. Journal of Consumer Affairs. 20, No.2, pp.267–279.
  • Tabacnick, B.G., Fidell, L.S. (1996), “Using multivariate statistics”, Third Edition, Harper Collins College Publisher, California State University.
  • Waı, J., Leung, K., Taylor, G. (2002). “Fashion Buying Criteria Of X Generation Consumers In Hong Kong” Journal of Fashion Marketing and Management, Vol. 6 No. 1, pp. 63–76.
  • Wan, F., Youn, S., Fang, T. (2001). “Passionate Surfers In Image-Driven Consumer Culture: Fashion-Conscious, Apperance Savvy People And Their Way Of Life”. Advances In Consumer Research, Vol. 28, pp. 266–273.
Toplam 24 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA52AU64KJ
Bölüm Araştırma Makalesi
Yazarlar

Eyyup Yaraş Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2008
Yayımlandığı Sayı Yıl 2008 Cilt: 5 Sayı: 2

Kaynak Göster

APA Yaraş, E. (2008). TÜKETİCİLERİN DEMOGRAFİK ÖZELLİKLERİNE GÖRE MODA BİLİNÇ DÜZEYLERİNİN DEĞERLENDİRİLMESİ. Çağ Üniversitesi Sosyal Bilimler Dergisi, 5(2), 131-148.