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

Yıl 2017, Sayı: 629, 87 - 101, 01.07.2017

Zehra Bozbay Ulun Akturan

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

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