Tesettür Giyim Ürünlerinde Moda Liderliği, Fiyat ve Tüketicilerin Dini Bağlılığı (Dindarlık) Arasındaki İlişkinin Araştırılması

Yıl 2019, Cilt: 16 Sayı: 2, 43 - 52, 31.12.2019

Tuba Eren , Kalender Özcan Atılgan

Öz

Bu çalışmada, moda liderliği, maliyet bilinci, dini bağlılık (dindarlık), adil fiyat ve fiyat bilinci arasındaki ilişkilerin tesettür giyim sektöründe incelenmesi amaçlanmaktadır. Çalışmada nicel yöntem kullanılmış olup veriler anket yolu ile Mersin il ve ilçelerinde yaşayan 310 tesettürlü kadından toplanmıştır. Çalışmada faktör analizi, güvenilirlik analizi ve korelasyon analizi yapılmıştır. Elde edilen bulgulara göre, dini bağlılık ile fiyat bilinci arasında orta düzeyde, maliyet bilinci ile fiyat bilinci arasında orta düzeyde, maliyet bilinci ile dini bağlılık arasında zayıf düzeyde, moda liderliği ile adil fiyat arasında zayıf düzeyde, adil fiyat ile fiyat bilinci arasında zayıf düzeyde pozitif bir ilişki bulunmaktadır. Dini bağlılık ile adil fiyat arasında da zayıf düzeyde negatif bir ilişki bulunmaktadır.

Anahtar Kelimeler

Moda Liderliği, Dini Bağlılık, Fiyat

Kaynakça

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