Cinsiyet ve Alışveriş DavranışınınFiyat Algılamaları ile İlişkisininSaptanması: Y Kuşağı Üzerine BirAraştırma

Öz

Dünya genelinde Y kuşağı popülasyonun 31-70 milyon kişi aralığında olduğu tartışılmaktadır. Bu bağlamda Y kuşağı işletmeler için önemli ve potansiyel bir pazarı oluşturmaktadır. Bu araştırmanın amacı Y kuşağı tüketicilerinin fiyata yönelik algılarını saptamak ve bu algıların cinsiyete ve alışveriş sıklığına göre değişkenlik gösterip göstermediğini belirlemektir. Araştırma kapsamında 226 kişi ile yüz yüze anket tekniği kullanılarak data toplanmış ve hipotezler t-testi ve ANOVA kullanılarak analiz edilmiştir. Araştırma sonucuna göre Y kuşağı kadın tüketiciler erkek tüketicilere nazaran fiyat bilinci, kupon duyarlılığı ve indirim duyarlılığı açılarından farklılık göstermektedir. Kadınlar fiyat uzmanlığı, kupon ve indirime duyarlılığına ilişkin erkeklere nazaran daha olumlu algılara sahiptir. Bunlara ek olarak Y kuşağında sık giyim alışverişi yapan tüketicilerin fiyat uzmanlığı ve prestij duyarlılıkları ara sıra ve seyrek alışveriş yapan tüketicilere oranla daha yüksek olarak bulunmuştur.

Anahtar Kelimeler

• Y kuşağı, cinsiyet, fiyat algılamaları, alışveriş sıklığı

The Relationship Among Price Perception, Gender, and Shopping Frequency in Y Generation

Öz

Y generation is argued to be between 31-70 million all over the World. As such, Y generation is an important and potential market for firms. The aim of this reseach is to determine the price perception of Y generation and to detect whether there are differences between male and female consumers, and consumers who shop frequently and less frequently. In the research, 226 valid questionnaires were obtained via face-to-face survey method, The hypothesis were analyzed by t-test and ANOVA. As a result, we have found that women have more positive perceptions than men in relation with the price consciousness, coupon pronneness, and sale pronneness. In addition to that, consumers who shop more frequently do differ from consumers who shop occasionally and less frequently, with respect to price consciousness and prestige sensitivity.

Anahtar Kelimeler

• Y generation, gender, price perception, shopping frequency

Kaynakça

1. ALTUNTUĞ, Nevriye; (2012), Kuşaktan kuşağa tüketim olgusu ve geleceğin tüketici profili. Organizasyon ve Yönetim Bilimleri Dergisi, 4(1), ss.203-212.
2. ALWIN, Duane F. ve Ryan J. MCCAMMON; (2007), Rethinking generations. Research in Human Development, 4(3-4), pp. 219-237.
3. BABIN, Barry J.; William R. DARDEN ve Mitch GRIFFIN; (1994), Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), pp 644-656.
4. BATRA, Rajeev ve Olli T. AHTOLA; (1991), Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), pp. 159-170.
5. BELK, Russell W.; (1985), Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), pp. 265-280.
6. CENNAMO, Lucy ve Dianne GARDNER; (2008), Generational differences in work values, outcomes and person-organisation values fit. Journal of Managerial Psychology, 23(8), pp. 891- 906.
7. Deloitte Millenial Survey, 2014
8. DICKSON, Peter R. ve Alan G. SAWYER; (1990), The price knowledge and search of supermarket shoppers. The Journal of Marketing, 54(3), pp. 42-53.

9. FEICK, Lawrence F. ve Linda L. PRICE; (1987), The market maven: A diffuser of marketplace information. The Journal of Marketing, 51(1), pp. 83-97.
10. HAIR, J. F., R.E. ANDERSON, B.J., BABIN ve W.C. BLACK; (2010), Multivariate data analysis: A global perspective (Vol. 7). Upper Saddle River, NJ: Pearson.
11. HELGESON, James G. ve Sharon E. BEATTY; (1985), An information processing perspective on the internalization of price stimuli. NA-Advances in Consumer Research, 12(1), pp.91-96.
12. KASTANAKIS, Minas N. ve George BALABANIS; (2012), Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior. Journal of Business Research, 65(10), pp. 1399-1407.
13. KJELDGAARD, Dannie ve , Søren ASKEGAARD; (2006) The glocalization of youth culture: The global youth segment as structures of common difference. Journal of Consumer Research, 33(2), pp. 231-247.
14. KUPPERSCHMIDT, Betty R.; (2000), Multigeneration employees: strategies for effective management. The health care manager, 19(1), pp. 65- 76
15. LANCASTER, Lynne C. ve David STILLMAN; (2002), When generations collide: how to solve the generational puzzle at work.
16. LAZAREVIC, Violet; (2012), Encouraging brand loyalty in fickle generation Y consumers. Young Consumers, 13(1), pp. 45-61.
17. LEVY, Michael ve Barton A. WEITZ; (2001) Retailing Management. 7th. New York McGraw.
18. LICHTENSTEIN, Donald R.; Nancy M. RIDGWAY ve Richard G. NETEMEYER; (1993), Price perceptions and consumer shopping behavior: a field study. Journal of Marketing Research, 30(2), pp.234-245.
19. LICHTENSTEIN, Donald R.; Nancy M. RIDGWAY ve Richard G. NETEMEYER; (1993), Price perceptions and consumer shopping behavior: a field study. Journal of Marketing Research, 30(2), pp. 234-245.
20. LYONS, Sean; (2005), An exploration of generational values in life and at work. Library and Archives Canada Bibliothèque et Archives Canada.
21. MARKOW, Dana; (2005), Children’s reactions to tragedy. Young Consumers, 6(2), pp. 8-10.
22. MCDOUGALL, Gordon HG. ve Terrence LEVESQUE; (2000), Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing,14(5), pp. 392-410.
23. MERIAC, John P., David J.WOEHR ve Christina BANISTER; (2010), Generational differences in work ethic: An examination of measurement equivalence across three cohorts. Journal of Business and Psychology, 2010 25(2), pp. 315-324.
24. MONROE, Kent B. ve Joseph D. CHAPMAN; (1987), Framing effects on buyers’ subjective product evaluations. NA-Advances in Consumer Research, 14, pp.193-197.
25. O’DONNELL, Jayne; (2006), Gen Y sits on top of consumer food chain; they’re savvy shoppers with money and influence. USA Today, 11: 3B.
26. SCHEWE, Charles D. ve Geoffrey MEREDITH; (2004), Segmenting global markets by generational cohorts: determining motivations by age. Journal of Consumer Behaviour, 4(1), pp.51-63.
27. URBANY, Joel E.; Peter R. DICKSON ve William L. WILKIE; (1989), Buyer uncertainty and information search. Journal of Consumer Research, 16(2), pp. 208-215.
28. WALLENDORF, Melanie and Michael D. REILLY (1983), “Ethnic Migration, Assimilation, and Consumption,” Journal of Consumer Research, 10, 292-302.
29. YELKUR, Rama; (2002), A comparison of buyer behavior characteristics of US and French Generation X. Journal of Euromarketing, 12(1), pp. 5-17.
30. ZEITHAML, Valarie A.; (1988), Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(3), pp. 2-22.