A RESEARCH ON THE RELATIONSHIP BETWEEN THE PERSONAL VALUES OF CONSUMERS AND THEIR ATTITUDE TO INNOVATIVENESS

Öz

Diversifying consumer needs and more complex purchasing decision processes in today's market dynamics; the importance of creating differences and creating value through innovations in the competitive strategies of companies is brought to the agenda more and more every day. Determining the tendencies of individuals towards new products and the factors affecting these trends has become an important market knowledge that directly affects the marketing strategies of the companies. Many studies have been conducted on the innovativeness of consumers from past to present. Studies on the determination of the relationships between innovativeness, which is sometimes considered as a personal feature by researchers, and personal values, which is one of the most important factors affecting consumer behavior, are quite limited in the local literature. In this study, the relationships between consumers' personal values and their innovativeness tendencies and the differences between their demographic characteristics and innovativeness tendencies were determined through various statistical analyzes. According to the data obtained from 809 people during the research process, it was concluded that individuals' innovativeness tendencies differ according to their demographic characteristics, and that there are relationships between their personal values and their innovativeness tendencies.

Anahtar Kelimeler

• Motivated Consumer Innovativeness
• Personal Values
• Innovativeness
• Consumer Behaviour

TÜKETİCİLERİN KİŞİSEL DEĞERLERİ İLE YENİLİKÇİLİĞE YÖNELİK TUTUMLARI ARASINDAKİ İLİŞKİLER ÜZERİNE BİR ARAŞTIRMA

Öz

Bugünün pazar dinamiklerinde çeşitlenen tüketici ihtiyaçları ve daha karmaşık hale gelen satın alma karar süreçleri; firmaların rekabet stratejilerinde, yenilikler sayesinde farklılıklar yaratmanın, değer üretmenin önemini her geçen gün daha sık gündeme getirmektedir. Bireylerin yeni ürünlere yönelik eğilimlerini ve bu eğilimleri etkileyen faktörleri belirlemek firmaların pazarlama stratejilerini doğrudan etkileyen önemli bir pazar bilgisi halini almıştır. Geçmişten günümüze tüketicilerin yenilikçiliğe ilişkin davranışları üzerine pek çok çalışma yapılmıştır. Araştırmacılar tarafından zaman zaman kişisel bir özellik olarak ele alınan yenilikçilik ile tüketici davranışlarını etkileyen en önemli faktörlerden biri olan kişisel değerler arasındaki ilişkilerin tespitine yönelik çalışmalar ise yerli yazında oldukça sınırlı düzeydedir. Bu çalışmada tüketicilerin kişisel değerleri ile yenilikçilik eğilimleri arasındaki ilişkiler ile demografik özellikleri ile yenilikçilik eğilimleri arasındaki farklılıklar çeşitli istatistik analizler yoluyla tespit edilmiştir. Araştırma sürecinde 809 kişiden elde edilen verilere göre bireylerin yenilikçilik eğilimlerinin demografik özelliklerine göre farklılık gösterdiği, kişisel değerleri ile yenilikçilik eğilimleri arasında ilişkiler olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

• GüdülenmişTüketici Yenilikçiliği
• Kişisel Değerler Listesi
• Yenilikçilik
• Tüketici Davranışları

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