THE EFFECTS OF TURKISH TEENS OVER FAMILY PURCHASE OF VARIOUS PRODUCTS

Öz

The objective of this study is to investigate the power of teens over family purchasing decision process over 25 products. The study divides these 25 products into 5 main categories according to the prices/riskiness of each product. Moreover, the study distinguishes purchasing process as three sequential steps (i.e. recognition of need, information search and actual purchase), we conducted a survey over 821 high school students in Eskisehir. The study is aimed at addressing this question: What is the role (or influential power) of teens in family purchasing decision process (for each step) of these five type of product groups? The study finds that the teens are dominant player in each steps of purchasing for products at which teens are the main users. Moreover, the results are almost same for low and high risk (or price) products. Teens are selective for products directed at family use. In particular, the relative influential power of teens in family purchasing process for technology related products (e.g. TV, home theater system, DVD player, and camera) is significantly apparent while teens are not willing to contribute decision making for other products such as detergent, washing machine, soap etc

Anahtar Kelimeler

• family purchasing, purchasing decision process, teen’s influence, reverse socialization

THE EFFECTS OF TURKISH TEENS OVER FAMILY PURCHASE OF VARIOUS PRODUCTS

Öz

Bu çalışmanın amacı ergenlerin aile satın alım kararlarına olan etkilerini incelemektir. 25 adet ürün ya da mal nispi risk ya da fiyatları temel alınmak sureti ile 5 ana gruba bölünmüştür. Buna ilave olarak bu çalışma satın alma sürecini 3 aşamadan (ihtiyacın belirlenmesi, araştırılması ve satın alınması) oluştuğunu varsaymıştır. Cevaplandırılmak istenen soru: Her bir mal gurubunun satın alınması sürecinde ergen bu sürece ilgili ürün grup merkezinde ne kadar katkı yapmakta ya da bu sürece ne kadar etki etmektedir? Bunun için Eskişehir ilinde 821 lise öğrencisi üzerinde anket çalışması yapılmıştır. Bu anketlere uygulanan analizler ekseninde, ergenler kendilerine yönelik ürünlere (gerek düşük risk/fiyat gerekse de yüksek risk/fiyat) ait karar verme aşamalarının tümünde temel karar verici durumundadırlar. Aile kullanımına yönelik ürünlerin satın alınması sürecinde ise ergenler seçici oldukları bulunmuştur. Örneğin ergenler, aile kullanımına yönelik teknolojik ürünlerin (televizyon, ev sinema sistemi, DVD oynatıcısı ve kamera gibi) satın alınması aşamalarında aktif rol oynamaktadırlar. Bunun aksine ergenler, aile tüketimine yönelik bazı ürünlerin (örneğin deterjan, çamaşır makinesi, sabun gibi) satın alınması sürecinde etkili değildirler

Anahtar Kelimeler

• aile satın alımı, satın alma karar süreci, ergen etkisi, tersine toplumsallaşma

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